Categories: Blog

Online Marketing Plan Outline Template

If you are going to do something, DO IT RIGHT! Make a plan. I’ve written many marketing plans for clients over the years. I’m always adapting the template to the times. Below is a recent online marketing plan outline that I have created and used. Prior to putting together the detailed plan (Step 3), it is best to do some industry research (Step 1), and scope out your branding and messaging (Step 2).

Step 1 – Research

Behind a good website is a PLAN that has good research. We like to work with clients to define their strategy first.

Industry research
Competitive analysis
Determine your positioning
Define your target customers
Work through your sales funnel
Develop your business strategy

Step 2 – Brand & Message

Now that you know who you are and who your customers are, you will find it easier to define your brand and messaging. At this early stage this may be a creative document that describes objectives, specifications and outlines the overall concept.

Create your branding
Write your messaging

Your business strategy and your brand and messaging are the framework for all your marketing initiatives including your marketing plan and website. All of your marketing tactics should be looked at together including your offline marketing and sales plan.

Step 3 – Sections of a Marketing Plan

Description of your product or service
Description of your target markets
Competitive differentiators and unique selling proposition (USP)
Proposed messaging
Pricing, packaging and bundling strategies
Content strategy (including blogging, PR and information marketing)
Distribution strategy
Sales strategy
Customer retention plan including autoresponders
Marketing strategies (promotions, advertising, SEM, SEO, social media, PPC)
Marketing tools including website, landing pages, micro-sites, banners, pdf flyers, printed materials
Marketing vehicles including social media
Set-up activities
Initial roll-out activities
Ongoing marketing activities
Projected sales volumes and margins
Budget (set up, first year)
Schedule
Product development requirements
Tracking and monitoring