How to create a written 12-month marketing plan

For a small business, marketing can often feel like a series of disjointed tasks; a social media post here, a leaflet there.

Without a clear plan, these efforts can be inefficient, leading to wasted time and money. A well-thought-out 12-month marketing plan is your roadmap to success, aligning every action with your ultimate business goals.

I hosted a half day workshop recently for small business owners to guide them through the process of creating their own 12-month plan.

How to create a 12 month marketing plan:

If you want to create a 12 month marketing plan for yourself, this handy guide will walk you through the key steps to creating a practical, actionable marketing plan that will set your business up for sustainable growth.

1. Set Your Business and Marketing Aims

Before you can market anything, you need to know where you’re going. Your business aims are your overarching goals for the year. They should be specific and measurable. For example, "Increase annual revenue by 20%" or "Launch two new product lines."

Your marketing aims are the goals that will help you achieve your business aims. They must be directly linked. If your business aim is to increase revenue by 20%, a marketing aim might be "Generate 200 new qualified leads" or "Increase website conversion rate from 2% to 4%."

By establishing these aims upfront, every single marketing tactic you choose will have a clear purpose.

2. Define Your Key Messages

Your key messages are the core of your brand's identity. They tell your customers who you are, what you stand for, and why they should choose you.

• Values: What are your core principles? (e.g., integrity, sustainability, customer service).

• Mission: Your purpose. Why does your business exist? (e.g., "To provide high-quality, handmade jewellery to empower creative individuals").

• Vision: Your long-term aspiration. What does your business hope to achieve in the future? (e.g., "To become the UK's leading brand for ethical jewellery").

• Business Bio: A short, compelling paragraph about your business, what you do, and who you serve.

• Founder Bio: A brief story about you and why you started the business. This builds authenticity and trust.

These elements create a consistent voice across all your marketing channels and make your brand memorable.

3. Identify Your Target Audiences

You can’t market effectively to everyone. You need to focus on the people most likely to buy from you. Don't just list a single audience; identify two to three distinct target audiences. For each one, create a detailed customer avatar.

For each avatar, go beyond the basics. Define their demographics (age, location, income), pain points (what problems do they have that you can solve?), motivations (what do they want to achieve?), and buying habits (where do they get their information?).

By the end of this step, you will have a clear picture of the specific people you are marketing to and what their needs are.

4. Select Your Marketing Tactics (Digital & Traditional)

Now that you know who you’re talking to, you can decide how to reach them.

Your chosen tactics must be tailored to your target audiences' buying habits and media consumption.

• Digital: This can include social media marketing, content creation (blog posts, videos), email campaigns, Search Engine Optimisation (SEO), and paid advertising (PPC).

• Traditional: This might involve networking events, local print ads, direct mail campaigns (e.g., postcards), sponsoring a local event, or radio advertising.

The key is to select the right mix. A service-based business targeting local homeowners might prioritise a local newspaper ad and a direct mail campaign, while an e-commerce business selling to a younger demographic might focus on Instagram and TikTok.

5. Build Your Marketing Funnels

For each of your target audiences, you need a marketing funnel. A funnel is the customer's journey, from first hearing about you to becoming a paying client.

• Awareness: The top of the funnel. The goal is to get their attention.

• Consideration: The middle of the funnel. You are educating them and proving you are the right solution.

• Conversion: The bottom of the funnel. You are encouraging them to make a purchase.

• Loyalty: What happens after they buy? You want them to become a repeat customer and advocate.

For each of your three audiences, map out the specific tactics for each stage. For example, for a "Freelance Photographer," awareness might be an Instagram ad, consideration might be a blog post on "How to Prepare for a Photoshoot," and conversion might be a first-time customer discount.

6. Plan Your 12-Month Calendar

This is where the plan comes to life. Break your year into quarters and allocate your tactics.

• Quarter 1 (Foundational Work): This is all about preparation. Focus on creating high-quality assets.

  • Professional Photography & Videography: Invest in professional visuals to use across your website and social media.

  • Website Landing Pages: Build the specific pages you’ll need for upcoming campaigns.

  • Content Library: Write a few key blog posts and create a bank of social media content.

  • Design Work: Get your postcards, leaflets, or other traditional assets designed.

• Quarter 2 (Target Audience 1): Focus all your efforts on the first target audience. Launch your campaigns, run your ads, and implement the tactics you planned in your funnel.

• Quarter 3 (Target Audience 2): Shift your focus and execute the marketing funnel for your second target audience.

• Quarter 4 (Target Audience 3): Focus on your third target audience, while continuing to nurture your existing customer base.

7. Set a Marketing Budget

Your budget is the fuel for your plan. A good rule of thumb is to allocate 7-12% of your gross revenue to marketing. Break this down by quarter and by tactic. For example, £500 for paid social ads, £200 for leaflet printing, and so on.

Remember, a budget isn't an expense; it's an investment in your growth.

8. Track Your Analytics

A marketing plan is a living document. You must constantly monitor its performance. Set up and review your marketing metrics regularly.

• Digital: Use tools like Google Analytics to track website traffic, conversion rates, and Cost Per Acquisition (CPA).

• Traditional: Track the number of calls from a radio ad or the redemption rate of a physical coupon.

By the end of each quarter, review your data. If something is working, double down. If it's not, adapt your plan. A successful 12-month marketing plan isn't about rigid adherence; it's about strategic action and smart adaptation.

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