The marketing plan includes high-level elements such as the value proposition, brand message, and demographic information about target customers. A comprehensive marketing strategy considers product, price, location, and promotion. To be effective, a marketing plan should be well-thought-out and well-informed. A solid marketing plan will assist you in defining clear, attainable, and measurable marketing goals for your company. You should create and develop your marketing strategy with your staff’s input because it directly impacts how you manage your business.

It is common for businesses to rely on paid advertisements without conducting an extensive market analysis. But the most effective marketing strategy lies in developing a decent marketing plan. Many organizations are expanding their operations online. So, there appears to be an emphasis on going live and executing marketing without first developing a proper strategic marketing plan. However, several significant measures must be taken to market your business. Having a strategic marketing plan will actually assist your firm in expanding its business.


How to create a strategic marketing plan?

1.    Set your marketing goals

Once you’ve decided to promote your business, you’ll need to set attainable and quantifiable goals. Ensure that you leave enough time to test your marketing campaigns without pivoting too early.

It’s critical to communicate your objectives to your team. They can tell you whether the objectives are reasonable from their point of view. Your team must support your attempts to reach your marketing goals if you want your marketing plan to be effective. Separately, you can also rely on strategic marketing agencies like Evolve, but more on that later.

2.   Conduct market research

 Market research is used to create a realistic image of your competitors and audience, to understand the community which you are building or have built, and to find out the needs of that community. This information may be used to generate accurate estimates of the community’s future growth and identify competitive advantages and unorthodox opportunities.

The most time-consuming phase in this procedure is usually conducting market research. Despite its time-consuming nature, this phase is essential and can help you learn more about your business and your target market, which in the long term will help you build loyal customers.

3.   Analysing your marketplace and competitors

 Analysing the present marketplace is another crucial element in building a marketing strategy. Here are some examples of how you can gather information and analysing your current marketplace:

  • Customer–You can conduct an online poll to learn more about your prospective customers and what they want from a product. Google Trends and Facebook IQ are great tools to identify trends. After you have completed your research, you should create your customer personas which describe who your typical customer is. This is the demographic to which you will aim your marketing efforts towards.
  • Competitors – Analysing a competitor’s customers, flaws, and strengths might help you sell your company and its products more effectively. In your customer survey, you could also your customers to give their thoughts about the competitors.
  • Category – A strategic marketing plan must capture the general industry movements and capitalise on emerging trends. Industry associations, government consultations, conferences and innovation expos are all good places to start.
  • Channels – How much time do your target customers spend online? What content do they prefer to consume, and where do they obtain their product recommendations? Knowing this will help you arrange and target your marketing efforts in the appropriate channels.
  • Company – Examine the company’s historical triumphs while being open about its failures. What does the firm excel at? What do buyers hope to get out of it? Use the results of this study to fill any gaps in communications and win your customer’s loyalty and outperform the competition.

4.  Identify your target audience

The market research analysis you conduct should help you identify the specific group of customers towards whom you wish to direct your marketing efforts. Targeting this audience through the right channels, in the right tonality and with the right messaging can help you position your business in a better way than your competitors.

5.   Determine a budget

Before deciding which marketing methods to use to reach your objectives, you must first review your financial position and create a marketing budget. Different companies have different marketing budgets based on their market sector, demographics, competitive advantage and whether they have previously been marketed on.

6.  Develop new marketing strategies

You may now start defining particular marketing techniques that will meet your goals, reach your target audience, and grow your customer base once your budget is in place. Have a focus on creating marketing campaigns and messaging that your customers will fall in love with which will in turn help them become loyal fans. You should also experiment with new types of designs and tonality to challenge the norm and build something unique and reputable.

What is thought leadership, and how can it help build a marketing plan?

Thought leadership can be described as expressing ideas that demonstrate your expertise in a particular area or field. Many entrepreneurs and business executives aspire to be thought leaders in their areas. Its goal is to build deeper, more meaningful connections with the people you want to target.

A strategic marketing agency can help integrate thought leadership into your marketing campaigns in an effective way. At Evolve, we work with you as a partner and help you implement a strategic marketing plan that incorporates thought leadership and the right KPIs to ensure that your marketing campaigns are successful.


An effective marketing strategy plan should involve a thorough analysis of the competitors and market environment, and a deep understanding of customer behaviour. By defining your target market and customers, understanding how to approach and engage with them, and converting them into potential customers, a strategic marketing plan can help you achieve your objectives and unlock revenue.