Digital Marketing News
Small Business Grants in Australia That Can Fund Marketing
How to find and apply for small business grants in Australia, what they can pay for, and when marketing can be part of a funded project.
A marketing plan template is a ready-made outline you fill in to plan who you’re marketing to, what you’ll say, which channels you’ll use, what it will cost and how you’ll measure results. Below is a free marketing plan template you can copy into a document, followed by a filled-in marketing plan example for a small business, so you can see how each section works in practice.
What is a marketing plan?
A marketing plan is a written plan of the marketing you’ll do over a set period, usually 12 months, and why. It turns big goals (“get more customers”) into specific actions (“run Google Ads for our two main services and post twice a week on Facebook”), with a budget and a way to check progress. It doesn’t need to be long: a clear two- or three-page plan that you actually use beats a long one that sits in a drawer.
Free marketing plan template
Copy this marketing plan outline into a Word or Google Docs file and fill in each section:
| Section | What to write | Questions to answer |
|---|---|---|
| 1. Summary | A short overview, written last | What are we doing this year, and what do we expect from it? |
| 2. Business goals | 2 to 4 goals with numbers and dates | How many new customers, enquiries or sales do we want, by when? |
| 3. Where we are now | Current customers, sales, channels and results | What’s working, what isn’t, and what are our strengths and weaknesses? |
| 4. Target customers | One to three customer profiles | Who are they, where are they, what do they need, and how do they choose? |
| 5. Competitors | Three to five main competitors | What do they offer and charge, and how are we different? |
| 6. Key message | Your main promise and proof | Why should a customer choose us? What can we prove? |
| 7. Offers and pricing | Products or services to push, and any promotions | What will we promote, and when? |
| 8. Channels and actions | Each channel with specific actions | Which channels reach our customers, and what will we do on each? |
| 9. Calendar | Month-by-month activities | What happens each month, including seasonal peaks and events? |
| 10. Budget | Costs by channel or month | What will we spend on ads, tools, design and help? |
| 11. Responsibilities | Who does what | Who owns each task, in-house or outsourced? |
| 12. Measurement | The numbers you’ll track and how often | How will we know it’s working, and when will we review it? |
Marketing plan example for a small business
Here’s a sample marketing plan, using the template above, for a fictional regional landscaping business. The business and numbers are made up to show how each section works.
- Goals: 10 more landscaping enquiries a month by June; 30 Google reviews by December.
- Where we are now: most work comes from word of mouth; the website is old and hard to use on phones; the Google Business Profile has 8 reviews.
- Target customers: homeowners within 50 km planning garden makeovers; property developers needing landscaping for new builds.
- Key message: “Gardens built for our climate, finished on time,” backed by before-and-after photos and reviews.
- Channels and actions: refresh the website’s service pages; complete the Google Business Profile and ask every customer for a review; post project photos on Facebook and Instagram twice a week; run Google Ads in spring for “landscaping near me”.
- Calendar: website and profile updates in July and August; ads from September to November; a garden-ready-for-summer offer in October.
- Budget: set aside amounts for website work, ad spend (paid to Google) and photography.
- Responsibilities: the owner asks for reviews; the office manager posts on social media; an agency runs the ads and website.
- Measurement: enquiries by source (form, phone, Google), cost per enquiry from ads, reviews count; reviewed monthly.
How to write a marketing plan
- Start with your business goals, not with channels. Decide what you need marketing to deliver.
- Look at where you are now: where your customers come from, what each channel brings in, and what customers say about you.
- Describe your ideal customers in plain words, including how they search and decide.
- Check your competitors to find a clear reason customers should choose you.
- Choose a few channels where your customers are, and list specific actions for each.
- Put it on a calendar with seasonal peaks, launches and events.
- Set a budget and decide who will do each task.
- Decide how you’ll measure it, then write the summary at the top.
How to implement a marketing plan
A plan only works if it’s used. Break the calendar into monthly tasks, assign each one to a person, and hold a short monthly review: what did we do, what did it bring in, and what should we change? Tools like Google Analytics 4 and a simple spreadsheet of enquiries by source are enough to start. If a channel isn’t working after a fair trial, move the budget to one that is.
How long does it take to create a marketing plan?
It depends on how much information you already have. If you know your numbers, customers and competitors, a first draft using the template can come together quickly. Gathering data, talking to customers and agreeing priorities with your team takes longer, and that work is what makes the plan useful.
How much does a marketing plan cost?
Writing your own plan costs your time. If you’d like help, our marketing workshops end with a written marketing plan with priorities, messages and next steps, priced at our hourly rate of $175 + GST with a fixed quote after a free discovery call. Our marketing consultant service can also build the plan with you, and our marketing partnerships (from $4,500 + GST a month for 28 hours) plan and run the marketing for you.
Marketing plan tips
- Keep it short: two or three pages you’ll read beats twenty you won’t.
- Use numbers: “10 enquiries a month” is a goal; “more enquiries” isn’t.
- Focus: doing three channels well beats doing eight badly.
- Plan for seasons: most businesses have busy and quiet months; plan campaigns ahead of the busy ones.
- Review monthly and update the plan at least once a year.
Frequently asked questions
What is the difference between a marketing plan and a business plan?
A business plan covers the whole business: finances, operations, staffing and strategy. A marketing plan covers only how you’ll attract and keep customers. A marketing plan often sits inside a business plan as one section.
What format should a marketing plan be in?
Whatever you’ll use. A document with the 12 sections above works for most small businesses; some prefer a one-page summary with a spreadsheet calendar and budget.
How often should I update my marketing plan?
Review it monthly against your results, and rewrite it once a year or when something big changes, such as a new service or a new competitor.
Do I need a marketing plan if I’m a sole trader?
A simple one helps. Even a one-page plan with your goal, customer, message, two channels and a monthly check keeps your marketing focused.
The short version
Use the marketing plan template above: set goals, describe your customers and competitors, choose a few channels with specific actions, add a calendar, budget and owner for each task, and measure results monthly. Keep it short enough to use.
If you’d like help writing or running your marketing plan, book a free 30-minute discovery call.
