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How to Write an Effective Business Plan: Marketing Strategy

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Marketing strategies are a vital part of any business plan. A marketing strategy is a well-defined plan that outlines how a company intends to reach its intended audience and achieve its goals. It takes into consideration the target market, competitive landscape, and financial resources available to the organization.

Creating an effective marketing strategy requires careful analysis of current conditions and thorough research into potential markets and competitors. Companies must identify their core strengths so they can choose the best channels for reaching customers. They must also assess potential risks associated with their chosen approach in order to mitigate any losses or damage to their brand. An effective marketing strategy will take into account all these factors while helping companies achieve their objectives efficiently and cost-effectively.

In this article, I will guide you through the market research process. I will also indicate which components need to go into the marketing strategy section of the business plan and how to put it all together.

Define Goals & Objectives

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Photo by Jess Bailey on Unsplash

Creating a marketing strategy is an important part of any business plan. Goals and objectives are essential components of a successful marketing strategy as they provide direction and focus. Defining goals and objectives helps to ensure that businesses have the right strategies in place to reach their end goal of increased profitability.

Businesses should start by identifying their target market, which will then help them define their overall goal for their business plan’s marketing strategy. Goals should be SMART (Specific, Measurable, Achievable, Relevant and Time-bound) so that progress can be tracked over time – this will also help to determine whether or not the goals need adjusting if results require it. Objectives should then be set to support each goal; these should also be SMART but more detailed than the overall goal, providing an actionable framework for achieving it.

Market Research

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Photo by Lukas Blazek on Unsplash

Market research is the process of gathering data and analyzing it to better understand the target market a business may be targeting. It is an integral part of any effective business plan, providing invaluable insights into customers’ preferences, needs, and behaviours. To create an effective marketing strategy for a business plan, it is essential to have a thorough understanding of the target audience. Market research can help businesses identify potential customers and understand what they are looking for in terms of products or services.

Conducting market research involves collecting data through surveys, interviews, focus groups, online polls, or other methods. Once collected, this information should be analyzed to uncover key trends or patterns that can be used to inform marketing strategies. By understanding consumer demographics and preferences in detail, businesses can craft messaging that resonates with their target audience and helps them stand out from competitors.

Market Survey

A business plan is an essential tool for success in the modern business world. A successful marketing strategy should be a central part of any business plan. A market survey is an important first step in developing a sound marketing strategy.

Businesses can identify their target audience and obtain valuable insight into customer preferences and buying habits by conducting a market survey. This data can provide invaluable information about the marketplace and help you tailor your marketing strategy to maximize returns on investment. Knowing your target demographic allows you to craft tailored messaging that resonates with customers, increasing the effectiveness of advertising and promotional efforts. Additionally, understanding customer buying habits helps businesses allocate resources more efficiently by targeting potential customers more strategically.

To begin conducting your market survey, start by defining who your target customers are and then gather relevant demographic information about them. It’s also important that you take into account their spending habits and what kind of media they consume most often so that you can craft appropriate messaging for each platform. When conducting surveys I always use Google Forms as that is included in my Google Workspace. There are other tools such as SurveyMonkey and Typeform, which also make the process easy.

Survey Format

You’ll want to start with a brief introduction of yourself and outline the reason you are conducting the survey. Make it short and sweet. Keep the questions to 10 or fewer. The shorter the survey the more likely people will be to fill it out.

Example of a survey introduction:

Hi there! We are ABC Company Inc. and we’re conducting a survey to better understand what our customers need from us. Your feedback is extremely valuable and will help us provide you with the best service possible. Thank you for taking the time to complete this survey.

You’ll want to gather information on:

  1. Customer needs
  2. Competitors
  3. How important the product or service is to the customer
  4. How often the customer purchases the product or service
  5. How interested the customer is in trying a new product or service
  6. Where the customer typically researches new products or services
  7. How much they are willing to pay for the product or service
  8. Where the customer usually purchases the product or service
  9. Gather information on the demographics of the survey participants
  10. Gather contact information from the survey participants

Example survey based on the above criteria:

ABC Company Inc. Market Survey Google Forms Page 1
ABC Company Inc. Market Survey Google Forms Page 2
ABC Company Inc. Market Survey Google Forms Page 3
ABC Company Inc. Market Survey Google Forms Page 4
ABC Company Inc. Market Survey Google Forms Page 5
ABC Company Inc. Market Survey Google Forms Page 6

Target Markets

Target markets are essential for any business plan. A well-defined target market can help you focus your marketing strategy and save time and money in the long run. Knowing who your target market is can be the difference between successful businesses and those that fail to reach their goals. Your target market must be willing and able to buy your product or service. Otherwise, there is no point in targeting them.

When writing an effective business plan, you must identify a specific target market so that you can tailor your marketing strategy to meet the needs of this group. It is important to research potential customers by collecting data on their demographics, interests, behaviour patterns, buying habits, lifestyle choices, and other factors related to them. You should also consider segmenting your target market into smaller segments with similar characteristics or behaviours so that you can better understand their needs.

The 4 Ps of marketing

The 4 Ps of marketing are an essential part of any successful business plan. This marketing strategy, known as the “marketing mix”, allows businesses to identify their target market and develop strategies for reaching them. The four Ps – product, price, promotion and place – are the core elements used to create a comprehensive marketing plan that will help you reach your goals.

When planning your business’s marketing strategy using the 4 Ps, it is important to consider each element in detail. Product refers to what products or services you will offer your customers; Price is the cost associated with those products or services; Promotion includes how you will let people know about your business, and Place involves where you will make your product available for purchase. Each of these elements should be thoughtfully considered when developing a solid business plan.


Product is an integral part of crafting an effective business plan. Knowing what products or services you offer and how to market them can determine the success of your business. Developing a marketing strategy will help showcase the product to target customers, while also increasing sales opportunities.

What products are you offering? It’s important to consider the price point and quality of each item when developing a product list. Your strategy should be tailored to match the needs of your target customer base, as well as any competitive advantages that set you apart from other businesses in the same industry. Additionally, think about whether you need to create any new products or services based on customer feedback and market trends.

Having a detailed marketing strategy is essential to any successful business plan. Understanding the differences between the features and benefits of products can help you create a clear and compelling message for your target audience.

Features are the tangible elements of products and services that can be seen, heard, smelled, tasted, or touched. These are the product characteristics such as size, weight, colour, shape etc.

Benefits are the intangible aspects of a product that create value for customers. They refer to how customers feel about what they get out of using your product or service – such as convenience, satisfaction or security. Knowing how to articulate both features and benefits in an effective way is key to creating an attractive marketing strategy for potential buyers or investors.

Once your product lineup is established it’s time to focus on how best to price it.


Pricing is an essential component of any business plan and your marketing strategy must take into account the costs associated with offering products or services. Knowing how to price your product or service correctly is an important factor for a successful business. The pricing of your product or services should be based on research into the industry, competitors, and target market.

It should also reflect the costs associated with producing and delivering that which you are selling. Understanding the psychology of pricing can help create a strategy that will maximize profits for your business. Pricing should also factor in promotional strategies such as discounts and other offers that can help entice customers to buy from you rather than competitors. Consider setting prices at levels where you can make money while still providing good value to customers as this encourages repeat purchases and develops loyalty over time.

This leads us to promotion.


An effective business plan is essential for any successful business. Without a well-thought-out marketing strategy, the chances of achieving success are slim. A key element of a business plan is promotion. Promotion involves communicating the value of your product or service to potential customers and creating awareness of your brand.

It’s important to have a clear strategy in place that outlines the ways in which you will promote your product or service. This can include traditional forms such as television and radio advertising, as well as more modern digital strategies such as social media campaigns, email marketing, and search engine optimization (SEO). It’s also worth considering more unconventional methods such as influencer endorsements and content partnerships with other businesses to reach new audiences. Whatever approach you choose, make sure it aligns with your overall goals for the business plan.

Up next…place.


When writing an effective business plan, one of the most important elements to consider is your marketing strategy. It’s essential to identify what tactics you’ll use to promote your product or service and how it will be presented in the marketplace. Place is particularly vital when it comes to crafting a successful marketing campaign. Whether you’re selling a physical product or providing services, understanding where and how customers can access your goods is critical for success.

One of the first steps in determining your place strategy should be researching potential sales locations and channels that best fit the needs of your target market. For example, if you are selling products online, examine different e-commerce platforms and assess which ones would be most appropriate for reaching potential consumers.

I will be writing articles dedicated to the 4 Ps of marketing. If you’d like to stay up to date on new articles coming out, subscribe to my email list.

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Research Summary

At the end of the Market Strategy section, you will summarize how you gathered the data for the above. You’ll also attach your summarized results in the appendices of the plan. More on appendices in future articles.

Putting it All Together

Once you’ve gathered your data and made the appropriate discoveries and decisions, you’ll add it to the business plan. It may look similar to the following example:

Business Plan template download image

FREE Business Plan Template

Click to download the Classic Google Docs Business Plan Template

That's All Folks...

Was this helpful? Did I miss anything? If you have questions, please comment below and I’ll be happy to answer them.

Up next…How to Define Your Product or Service.

P.S. Whenever you’re ready, here are 3 ways I can help you.

Online Business Management. I will assess your business and make recommendations for improvements. Together we’ll create a plan to streamline the daily operations. My goal is to simplify your business so you can focus on what’s important.

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