---
title: What to Include in a Marketing Plan?
description: What is a marketing plan and what should you include in it? That's what we're breaking down. See what you should include in your marketing plan to make it a success.
image: https://emeraldstrategicmarketing.com/hubfs/Imported_Blog_Media/7c2f3c_5971c10ba555491692374c15fb6a3d19~mv2-1.png
---

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# What Should My Business's Marketing Plan Include?

A new year means a fresh start and if marketing your small business hasn't been top priority, you'll want to start 2026 off with a marketing plan that will help guide you in your marketing efforts and evaluate what is and isn't working.

## **What is a marketing plan?**

A marketing plan is a roadmap that outlines your business's marketing strategy for a specific period, typically a year. It's a living document that guides your marketing efforts and helps you achieve your overall business goals.

## **Why a Marketing Plan Matters More Than Ever in 2026**

The digital world is evolving fast. [AI tools](https://www.emeraldstrategicmarketing.com/post/ai-for-business-what-ai-can-and-cant-do-yet), [shifting consumer behavior](https://www.emeraldstrategicmarketing.com/post/the-b2b-buyer-has-changed-has-your-marketing-kept-up), and increased competition mean that “winging it” won’t cut it anymore. A marketing plan isn’t just a nice-to-have, it’s your business’s GPS. It helps you stay focused, avoid wasted spend, and make smarter decisions that actually move the needle.

## **What to include in my marketing plan?**

### **Executive summary**

Think of this as your elevator pitch for the marketing plan. Briefly (1-2 paragraphs) explain:

- **Who you are:** Briefly introduce your business and its brand.
- **Who you're targeting:** Describe [your ideal customer](https://www.emeraldstrategicmarketing.com/post/crafting-effective-buyer-personas-for-your-business)(s).
- **What you want to achieve:** State your primary marketing goals (e.g., increased brand awareness, lead generation, sales growth).
- **How you'll get there:** Briefly mention your key marketing strategies.

### **Situational analysis**

Honesty is key! This section requires a critical look at your current position:

- **Internal Analysis:** Conduct a SWOT analysis to identify your Strengths, Weaknesses, Opportunities, and Threats. Evaluate your marketing capabilities, resources, and brand strength.
- **External Analysis:** Research your target market, including demographics, needs, and online behavior. Analyze your competitors' key marketing strategies and industry trends.

### **Marketing goals and objectives**

Don't just wish for "more sales." Set **SMART** goals:

- **Specific:** Clearly define what you want to achieve (e.g., 20% increase in website traffic, 50 qualified leads per month).
- **Measurable:** [Choose metrics to track progress](https://www.emeraldstrategicmarketing.com/post/marketing-kpis-made-simple-a-leaders-guide-to-defining-and-tracking-success) (e.g., website analytics, lead conversion rates).
- **Achievable:** Set ambitious but realistic goals based on your resources and market dynamics.
- **Relevant:** Ensure your goals align with your overall business objectives.
- **Time-bound:** Establish deadlines for achieving each goal.

### **Marketing strategies**

Outline your overall approach based on your goals and target audience:

- **Channel Selection:** Identify the marketing channels you'll use (e.g., social media, content marketing, email marketing, paid advertising).
- **Strategic Pillars:** Define key themes or approaches within each channel (e.g., building brand awareness on social media, educating leads through content marketing).

### **Marketing Tactics**

Get specific! Describe the practical actions you'll take:

- **Content Creation:** Define types of content to create (e.g., blog posts, infographics, videos).
- **Social Media Engagement:** Specify types of posts and [engagement strategies](https://www.emeraldstrategicmarketing.com/post/20-ways-to-increase-social-media-engagement).
- [**Paid Advertising**](https://www.emeraldstrategicmarketing.com/solutions/pay-per-cllick-advertising)**:** Outline targeting parameters and campaign objectives.
- **Website Optimization:** Detail improvements to enhance user experience and conversions.

### **Budget**

Allocate resources strategically:

- **Estimate costs:** Consider costs for content creation, advertising, tools, and personnel.
- **Prioritize spending:** Allocate more to channels with higher potential return on investment.
- **Be flexible:** Allow room for adjustments based on performance and market changes.

### **Timeline**

Create a realistic timeframe for each activity:

- **Phase out tasks:** Break down the plan into manageable stages with deadlines.
- **Consider dependencies:** Align deadlines for dependent tasks (e.g., content creation before launch).
- **Build in buffer time:** Account for unforeseen delays and adjustments.

### **Measurement and evaluation**

Regularly track and analyze results to make informed decisions:

- **Define KPIs:** [Determine key performance indicators](https://www.emeraldstrategicmarketing.com/post/marketing-kpis-made-simple-a-leaders-guide-to-defining-and-tracking-success) for each goal and channel.
- **Track data:** Monitor metrics using analytics tools and reports.
- **Evaluate performance:** Analyze data to understand what's working and what's not.
- **Adapt and adjust:** Make data-driven changes to optimize your marketing efforts.

#### **Start Your Marketing Plan with Our Helpful Worksheets!**

![Emerald's Marketing Plan Worksheets](https://emeraldstrategicmarketing.com/hubfs/Imported_Blog_Media/7c2f3c_271e9bf314194665aa34787b79ce420c~mv2-1.png)

**📲** [**Download the Marketing Plan Worksheets**](https://7c2f3c69-a3b6-4934-b5f8-bd6dc8fa15ae.usrfiles.com/ugd/7c2f3c_98051ca791f946c7b6059cb3deb1bac5.pdf)

## **Common Mistakes to Avoid When Creating Your Marketing Plan**

- **Skipping strategy:** Jumping straight into tactics without a clear strategy leads to scattered efforts.
- **Setting vague goals:** “Get more followers” isn’t a goal—“Grow Instagram following by 25% with weekly educational posts” is.
- **Ignoring your audience:** If you’re not speaking their language, your message won’t land.
- **Not tracking performance:** If you don’t measure it, you can’t improve it.

[![Text: Stand Out From Your Competitors. Button: Elevate My Brand](https://emeraldstrategicmarketing.com/hubfs/Imported_Blog_Media/7c2f3c_e97bfb59bad541689263d8b84d226883~mv2-Mar-16-2026-03-34-28-0684-PM.png)](https://www.emeraldstrategicmarketing.com/contact)

[![The Real Reason Marketing Feels Harder This Year](https://emeraldstrategicmarketing.com/hs-fs/hubfs/Blog%20Banners/Marketing%20Feels%20Harder%20This%20Year.png?width=500&height=500&name=Marketing%20Feels%20Harder%20This%20Year.png) The Real Reason Marketing Feels Harder This Year](https://emeraldstrategicmarketing.com/post/why-marketing-feels-more-difficult-lately)

[![Marketing Misconceptions That Hold Businesses Back](https://emeraldstrategicmarketing.com/hs-fs/hubfs/Blog%20Banners/Marketing%20Misconceptions.png?width=500&height=500&name=Marketing%20Misconceptions.png) Marketing Misconceptions That Hold Businesses Back](https://emeraldstrategicmarketing.com/post/marketing-misconceptions)

[![Keyword Research for Search Everything Optimization](https://emeraldstrategicmarketing.com/hs-fs/hubfs/Blog%20Banners/Keyword%20Research%20Blog.png?width=500&height=500&name=Keyword%20Research%20Blog.png) Keyword Research for Search Everything Optimization](https://emeraldstrategicmarketing.com/post/keyword-research-for-search-everything-optimization)

[![How to Optimize Your LinkedIn Business Page](https://emeraldstrategicmarketing.com/hs-fs/hubfs/Imported_Blog_Media/7c2f3c_74f488c32acd445197c6605eca9ec720~mv2-1.png?width=500&height=500&name=7c2f3c_74f488c32acd445197c6605eca9ec720~mv2-1.png) How to Optimize Your LinkedIn Business Page](https://emeraldstrategicmarketing.com/post/7-optimization-tips-for-your-linkedin-business-page)

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