Executive summary. This is a  summary at the start of your document that gives a brief overview of everything you’re going to do in your plan.​

Business information. To provide context, you should provide some key points about your brand, including who you are, what your mission statement is, and what your wider business goals are.​​

Introduction to your goals. You will already have touched upon your marketing goals in the executive summary, but here you should lay out in a lot more detail what you’re hoping to achieve, why you have set these smart goals, and how they align with your business objectives.

Competitive analysis. This section should contain the key findings of the competitor research you’ve conducted. In particular, talk about the channels your competitors are successfully using, the sources they’re getting their traffic from, the top products and pages on their sites, and the kinds of ads they’re running.

SWOT analysis. Within your marketing plan, you should also conduct a SWOT analysis of your agency. This will help you to better understand your own strengths, weaknesses, and opportunities, and create a more effective, self-aware marketing plan going forward.

Target market overview. To better understand your own goals and performance, as well as those of your competitors, you need to have a high-level understanding of your target market. You can draw on data from Market Explorer (such as traffic size, trends, and growth regions), but you can also consult industry publications (online and offline), forums, and other public channels such as social media to get a more informed overview. 

Customer journey map (CJM). In order to more effectively target and generate effective leads, you need to know how the process typically works. Explore the kinds of sources and channels that your target leads typically come from, and analyze the steps they take at each stage of the funnel. You can then use this information to create your own CJM.

Unique selling proposition (USP). As mentioned, it’s important to establish what sets your agency apart, as you will likely lean heavily on this in your content and other promotional materials. 

Branding. In this section, you should discuss how your brand is currently perceived, both in general and among your target audiences. You should consult with your PR and reputation manager(s) here. You should also talk about how you’d like your brand to be perceived, especially if changing those existing perceptions is one of your direct goals.

Marketing channels. Here is where you should outline all the marketing channels that you plan to target in your plan. List every single platform on which you plan to have a presence, along with an explanation of how each channel fits into your wider approach.

Measurements and KPIs. As discussed, you also need to clarify how you’re going to measure whether the outcome of the plan has been successful. This is where you should detail the exact metrics and measurements that allow you to do this.

Marketing strategy and tactics. Again, as discussed, here is where you need to list the tactics and techniques that you are going to adopt.

Conclusion. Your marketing plan is essentially a report, so it should have a conclusion. In this section, you can provide any additional key information and reinforce the objectives of the plan.