What Actually Goes Into a Good Marketing Plan

A marketing plan doesn’t need to be a 37-page PDF that gathers digital dust in a Google Drive folder. The best plans are simple, strategic, and make it way easier to decide what to say, where to show up, and how to measure success.

Here’s what goes into one that actually works (and won’t make anyone want to crawl under a spreadsheet).

1. A Clear Understanding of Who You’re Talking To

If the answer is “everyone,” start here. The more specific the audience, the more effective the message. A Newark-based coffee shop may focus on busy parents during school drop-off hours, while a Mount Vernon landscaping company may target homeowners looking to prep for spring.

Demographics, behavior, pain points—they all matter more than people realize.

2. Actual Goals (Not Just “Do More Marketing”)

“Get more business” is the why. But goals like “increase website traffic by 20%” or “gain 50 new email subscribers per month” are the how. Good plans make the goals measurable—so it’s easier to celebrate progress and adjust when things aren’t working.

3. A Look at the Local Landscape

No need to stalk every competitor, but it helps to know what else is out there. Look at what nearby businesses are doing—especially those with similar customers, even if they’re in a different industry. (Shoutout to the Licking County Chamber for keeping business directories updated.)

Competitor insights help spot gaps—and opportunities to stand out.

4. A Mix of the Right Marketing Channels

There’s no magic platform. A good plan pairs the audience with the right mix of tools: email, SEO, social, print, signage, sponsorships—whatever fits the business and the customer journey.

For example, 81% of shoppers research a business online before visiting in person (Source: GE Capital Retail Bank), so yes, that website really does matter.

5. A Realistic Budget

Every plan needs numbers behind it. But that doesn’t mean it has to be expensive—especially in a smaller market. Planning ahead means fewer “panic posts” and more consistent momentum.

6. A Way to Track What’s Working

No need to hire a data scientist. Just track the basics: Are people finding the business? Engaging? Booking? Buying? Even a simple spreadsheet or free tool like Google Analytics can paint a clear picture.

Good plans are focused, flexible, and made to evolve. And yes, they actually save time—because instead of second-guessing every post, ad, or flyer, there’s a strategy behind every move.

The best marketing plans aren’t just checklists—they’re cheat codes for running your business with more confidence, clarity, and results.

If a better plan’s been on your mind, we’d love to help you think it through.