I remember the day I realized I was spending more time thinking about my next Netflix binge than the future of my business. In that moment, it hit me: “If I don’t have a simple plan for how I want to market my services, how can I possibly expect great results?” Looking back, I realize I wasn’t alone. So many small business owners fall into the trap of “winging it” when it comes to marketing. They’re pressed for time, juggling day-to-day operations, and hoping that sheer determination will bring new customers to their door. But let me tell you: hope is not a strategy.

Here’s the truth: without a clear marketing plan, it’s not just about missing opportunities—it’s about missing the ability to measure whether your efforts are paying off. How can you know what’s working (and what’s not) if you don’t have a plan to begin with?

Why Every Small Business Needs a Marketing Plan

• Consistency is key: If you’re randomly posting on social media, emailing your list without rhyme or reason, or dropping a postcard campaign at the last minute, you’re essentially throwing spaghetti at the wall and hoping it sticks. A plan ensures a steady, consistent presence that builds trust with your audience.
• Better ROI: Without a plan, every marketing tactic feels like an experiment. With a plan, you can measure each channel and tactic to see what works, then optimize your time and budget.
• Avoid “writers block”: Ever wonder what to say in your next email or social post? A marketing plan spells out your messaging strategy and how it connects with the goals of your audience. Coupled with a content strategy, you’ll always have a good topic to write about. 
• Accountability and focus: A plan commits you to a timeline, a set of goals, and a method to track progress. No more shiny-object syndrome.

When you break it down, putting together a marketing plan doesn’t have to be as daunting as a multi-volume legal document. It can be as straightforward as a few pages outlining where you’ll talk to your customers, what you’ll say, and how you’ll measure your success. 

Crafting the basics of a marketing plan

Identify Where You’ll Reach Your Customers
Think about the places your audience actually hangs out—both online and off. Do they spend hours scrolling through Instagram reels, pop into your local community center, or participate in specific industry forums?

• Digital channels: Social media platforms, your website’s blog, email marketing, paid advertising.
• Offline channels: Networking events, local community gatherings, print ads in niche publications.

Develop Your Content Plan and Messaging Strategy
This is the soul of your marketing plan. It should answer two main questions: What does your audience want to hear? and What do you want them to do?

• Outline topics: Create a list of themes or categories you’ll consistently talk about. For a local bakery, for example, themes could include seasonal recipes, baking tips, ingredient sourcing, community stories, and personal anecdotes about why you started the bakery in the first place.
• Establish your tone: Are you friendly and casual, or more professional and technical? This tone should be reflected in every piece of communication—whether it’s a tweet, a blog post, or a sales email.
• Always tie it back to customer pain points: Show your audience how your product or service solves a real problem or makes their life better.

Set Up a Way to Measure Performance
Remember, hope isn’t a strategy—measurement is. If you don’t track results, you won’t know whether your marketing plan is paying off.

• Key metrics: Depending on your channels, pick metrics that matter. For social media, it might be engagement or leads generated. For your website, it could be conversion rates or time on page.
• Tools to consider: Google Analytics for website insights, email marketing platforms with built-in reporting, social media analytics, and even a simple spreadsheet can get the job done.
• Review and adjust: Commit to a regular check-in—maybe monthly—to see what’s working and what’s not. Don’t be afraid to pivot if something isn’t resonating.

Turning Theory into Action

• Set aside dedicated time: Block off a few hours in your calendar to work on your marketing plan. Treat this time as non-negotiable.
• Involve your team: If you have employees or partners, get them in a room (virtual or otherwise) and brainstorm together. Collaboration leads to better ideas and gives everyone ownership of the plan.
• Start small: If the idea of a comprehensive marketing plan feels intimidating, begin with a one-page plan or a simple content calendar for the next three months. Baby steps!
• Celebrate small wins: Maybe your last blog post got 100 views and 10 email subscribers—fantastic! Recognize each success, learn from it, and keep going.

A little about my background

I was a corporate CMO. I ran marketing for several businesses ranging from sub $2MM to over $2.5BN in revenue. I have had to produce results with no budget and at one point, I had a $1MM budget per month just for Search Engine Marketing alone. In those scenarios, it would have been foolish not to have a marketing plan to communicate to my CEO and the board. 

Your small business is really no different. While you are the CEO, you still owe it to yourself to create a solid marketing plan for your business. I would couple that with trigger events that tell you when to invest more and when to pull back from an investment. Remember, a plan is not a rigid concept of what you will do, it will evolve over time as you get more information…it’s a guideline for how you will succeed. 

Looking Forward: It’s Time to Get Started

Taking the time to create a marketing plan might feel like an extra task on your already busy schedule. But trust me, the clarity it brings is like finally cleaning out that garage stuffed with boxes—you’ll be able to find what you need when you need it. You’ll also feel more in control, and that sense of direction can be a game-changer for your business growth.

Ready to get started? I’d love to know what questions you have—or if you’ve ever tried planning your marketing strategies before. Let’s continue the conversation: share your experiences, your challenges, or even a tip you’ve picked up along the way. Your thoughts might just spark the “aha” moment another business owner needs.

Questions for You:

• What’s one channel or platform you’ve always wanted to try for your business but haven’t yet?
• How do you currently measure the success of your marketing efforts?
• What’s your biggest challenge when it comes to creating a content plan?

Jump into the comments, and let’s talk about how a plan can help your small business shine. Because, let’s be real—if we can find time to debate the best new series to stream, we can carve out time to plan our marketing and set ourselves up for success!