How to Create a Marketing Plan for Your Small Business

A marketing plan is your roadmap to growth. Without one, you’re throwing money at tactics and hoping something sticks. With one, every dollar works strategically toward your business goals. Here’s how to build yours.

Step 1: Know Where You Stand

SWOT Analysis

Honestly assess your Strengths, Weaknesses, Opportunities, and Threats. This foundation ensures your plan builds on what’s working and addresses what isn’t.

Current Marketing Audit

What are you doing today? What’s working? What’s wasting money? Analyze your website traffic, lead sources, conversion rates, and customer acquisition costs. You can’t improve what you don’t measure.

Step 2: Define Your Target

Who is your ideal customer? Be specific: demographics, psychographics, buying behavior, and where they spend time online. The more specific your target, the more effective (and efficient) your marketing.

Step 3: Set SMART Goals

Specific, Measurable, Achievable, Relevant, Time-bound. “Increase website leads from 20 to 50 per month by Q3” beats “get more leads.” Set 3-5 primary goals for the year.

Step 4: Choose Your Channels

You can’t be everywhere. Pick 3-4 channels where your customers actually are and where you can compete:

• Google Search (SEO + Ads): Best for capturing high-intent demand
• Social Media: Best for brand building and community
• Email: Best for nurturing and retention
• Content: Best for long-term organic growth
• Referrals: Best for trust-based industries

Step 5: Budget Allocation

Allocate 7-15% of revenue to marketing. Split between channels based on your goals: 50% to your highest-performing channel, 30% to growth channels, 20% to experimentation.

Step 6: Execute and Measure

Review performance monthly. Adjust quarterly. Kill what doesn’t work. Double down on what does. Marketing planning is iterative—your plan should evolve with your data.

Need help creating your marketing plan? Brandastic builds custom marketing strategies for businesses across Southern California.