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6 Do’s and Don’ts of Writing a Marketing Plan

Every business from small to large needs a marketing plan to ensure marketing activities and messaging are consistent and meeting the business’ objectives and goals, whilst ultimately increasing return on investment (ROI).

There are many complex elements of writing a marketing plan and too often, we see important marketing strategies overlooked.

So, to make marketing plans easier to understand, we have come up with our 6 Do’s and Don’ts of writing a successful marketing plan for your business:

1. Do set clear, measurable objectives and goals

First things first, you need to clearly establish your business’ objectives and goals for the marketing plan and how these will be measured for success.

Whilst this may sound easy, we often see businesses rushing into marketing tactics, before defining what success from marketing efforts may look like.

Once, you have determined your key goals and objectives from the marketing plan, it’s important to know whether the plan is effective or not. This can be achieved through measuring the results of strategies and tactics over a set period, through Key Performance Indicators (KPI) which reflect established goals and objectives. Thus, allowing you to gauge the effectiveness and success of the marketing plan and ultimately, ROI.

2. Do focus on your target market needs and wants

Next, it’s essential your marketing plan considers who your business is trying to reach, the target market. Through identifying who your target audience is and their needs and wants, you will be able to ensure your marketing plan and approach reaches the right people and drives purchasing behaviour. Therefore, resulting in increased brand loyalty and ROI from marketing tactics.

3. Do implement a creative social media strategy

Now that your business’ target market is defined, it’s important your marketing plan has a creative social media strategy to reach this audience on the social media platforms they frequent the most.

The importance of integrating social media in marketing plans for 2019 is undeniable, with recent figures finding 1 in 2 Australians use Facebook daily. Whilst Facebook, Twitter and Instagram are amongst the most used social media sites, LinkedIn and Snapchat are also on the rise.

Therefore, it’s important when choosing social media platforms for your marketing plan, that your business considers each social media platform’s marketing purpose and how you can achieve the best ROI from marketing tactics.

The success of the social media strategy can be monitored through analytics and increases in followers and engagement.

4. Don’t overlook creating a Unique Selling Proposition

Establishing your brand’s unique selling proposition is the next step in creating a successful marketing plan, that we see too often overlooked by businesses in their marketing approach.

The unique selling proposition sends a powerful message to the market why your brand and offerings are ‘unique’ from competitors and allows you to target a specific audience who would benefit the most from your products or services.

5. Don’t copy competitors

Whilst it’s easy to fall into the marketing trap of copying what a competitor has done in the past and had success from, it’s important your brand sets itself apart from competitors, with innovative and creative marketing ideas.

This can be achieved through looking back on the marketing tactics your business has had success from in the past and improving the approach to increase successful results.

5. Don’t forget to budget

Budgeting is a crucial element in any successful marketing plan and can’t be missed by your business. The budget essentially lays out which marketing activities your business will pursue and is key to ensuring you are not wasting money and time on activities that don’t yield results.

Whilst many marketing activities come at a price, it’s important to remember that there are many free marketing activities that if used in conjunction, can drive high ROI and success for your business.


The 6 Do’s and Don’ts we have outlined if implemented in your business’ next marketing plan, have the power to grow your business whilst increasing ROI. Marketing plans are a source of guidance that need revisiting as your business changes and allows your business to track success.

Need help creating your business’ Marketing Plan for 2019? Fill out the form below to speak to an expert!