How to write a marketing plan

Many small businesses market themselves in bursts: a social post here, a flyer there, a discount when things are quiet. A simple marketing plan turns those bursts into a steady, deliberate effort. This guide explains what a marketing plan is, what to put in it and how to keep it useful.

This guide is general information written in our own words, based on the official sources listed at the end. Laws, regulator guidance and platform rules change, and how they apply depends on your business, so check the official source and get legal or professional advice where you need it. We don't recommend particular agencies, tools or platforms, and we never promise results.

What a marketing plan is

business.gov.au describes a marketing plan as a way to define the strategy, activities and channels you'll use to promote your products or services. It doesn't need to be long or formal. The aim is to answer a few practical questions in writing, so you can make better decisions and check what's working.

You can pay a professional to write a plan, or do it yourself. business.gov.au offers a free downloadable marketing plan template and an online marketing plan tool that walks you through each section.

The core questions

A useful plan answers these questions:

1. Who are you trying to reach? Your target market.
2. Why should they buy from you? What makes your product or service different.
3. What do you want to achieve? Your marketing goals.
4. How will you reach them? The channels and activities you'll use.
5. What will it cost? A basic budget.
6. How will you know it's working? What you'll measure.

1. Your target market

business.gov.au's tool starts with your target market, noting that identifying it helps focus your marketing and improve your chances of success. Describe the customers you most want: who they are, where they are, what they need and how they make buying decisions. Our know your customer guide explains how to research this.

2. What makes you different

The tool asks what makes each product or service unique and why customers should choose you over competitors. Be specific and honest. "Quality service" is what everyone claims; "same-day repairs within the inner suburbs" is a real reason to choose you. Remember that any claim you make must be accurate and able to be backed up, as our advertising law guide explains.

3. Goals

business.gov.au suggests making goals SMART: specific, measurable, achievable, relevant and time-bound. "Get more customers" is a wish; "increase bookings from our website by a set number per month by June" is a goal you can plan around and measure. See our goals guide.

4. Pricing and place

A marketing plan also covers how you set prices and where you sell. business.gov.au's tool asks you to explain your pricing strategy and your distribution channels, such as a shopfront, a website, wholesale or a market stall. These decisions shape your marketing as much as advertising does. Our 5 Ps guide covers them.

5. Channels and activities

Choose the channels that suit your target market, rather than trying to be everywhere. For a local trade, that might be a strong local search presence, a referral program and a simple website. For an online shop, it might be email, search and social media. List the specific activities you'll do in each channel and how often.

6. Customer relationships

Keeping customers is usually easier than finding new ones. business.gov.au's tool asks how you'll manage relationships and keep customers coming back, for example with customer service standards, a way of tracking customers or a loyalty offer. Think about what happens after someone buys.

7. Budget

List your likely marketing costs for the year: advertising, design, printing, website, software and your own time. Use your expected sales and financial records to decide what you can afford. Start small, measure, and spend more on what works.

8. Measuring and reviewing

Decide how you'll track results: enquiries, bookings, sales, website visits from search, email sign-ups or whatever matches your goals. Put a date in your calendar to review the plan, perhaps every quarter, and adjust it based on what you learn.

Keep it practical

A plan only helps if you use it. Keep it short, put it somewhere you'll see it, and turn it into a simple calendar of activities. If something isn't working after a fair trial, change it.

A one-page version

If a full plan feels daunting, start with one page: a sentence describing your target customer, a sentence on why they should choose you, two or three goals, the three channels you will focus on, a monthly budget and the measures you'll check. You can expand it later. A short plan you actually use is worth more than a long one that sits in a drawer.

Common mistakes

Common mistakes include trying to reach everyone, choosing channels because competitors use them, setting goals that can't be measured, spending without tracking results, and never reviewing the plan. Another is making claims in marketing that can't be backed up. Each is easy to avoid with a little planning.

Try the email marketing checker

Our free email marketing checker asks six quick questions about consent, identifying your business, contact details and unsubscribing, based on ACMA's guidance on the Spam Act 2003. It shows what to fix if anything is missing. It runs entirely in your browser, and nothing you answer is sent anywhere.

Where our information comes from

Factual statements in our guides are based on official sources, including the ACCC, the Australian Communications and Media Authority (ACMA), the Office of the Australian Information Commissioner (OAIC), business.gov.au and Google Search Central. We link to each source at the end of the page and write everything in our own words. We don't publish invented statistics, benchmarks, case studies or testimonials.

Rules and platforms change

Consumer, spam and privacy rules are reviewed from time to time, regulators update their guidance, and digital platforms change their features and policies often. Treat our guides as a starting point, and check the official source, or get legal or professional advice, before making decisions that matter for your business.

Free official help

business.gov.au publishes free guidance and templates on marketing, advertising and online reviews, and can be contacted on 13 28 46. The ACCC, ACMA and OAIC each publish plain-language guidance for businesses on their websites. State small business commissioners and small business development centres also offer information, workshops and, in some cases, low-cost advice.

Marketing on a small budget

You don't need a big budget to market well. Many of the most effective activities for small businesses cost little except time: a clear, helpful website; accurate local listings; genuine reviews; a simple email list built with consent; consistent social media on one platform; and great service that earns word of mouth. Start with these, measure results and invest more where you see returns.

Working with agencies and freelancers

If you hire help, be clear about your goals and budget, ask for examples of similar work, agree what will be delivered and how results will be reported, and make sure you keep ownership of your website, accounts and customer data. Be wary of anyone promising guaranteed results. Remember that you remain responsible for what is published on your behalf.

Accessibility helps everyone

Making your marketing accessible helps more people use it. Use clear headings and plain language, add descriptive alt text to images, make sure text contrasts well with backgrounds, caption videos, and check that your website and emails work well on phones and with screen readers. Accessible marketing is usually clearer marketing for everyone.

Key points

• business.gov.au offers a free marketing plan template and tool.
• Define your target market and what genuinely makes you different.
• Set SMART goals: specific, measurable, achievable, relevant and time-bound.
• Choose a few channels that suit your customers, and budget for them.
• Measure results and review the plan regularly.