Marketing That Works: Start with a Plan, Track with Purpose

If your marketing feels like you’re constantly reacting instead of leading, you’re not alone. Many small business owners juggle multiple roles, and marketing easily becomes an afterthought. But a simple, clear marketing plan – even just one page – can help you focus your time, budget and energy where it matters most.

In this post, we’ll walk through the basics of building a practical marketing plan, show you what to measure to track progress, and offer you a free downloadable template to get started.

Why Does a Marketing Plan Matter?

Think of your marketing plan as your roadmap. Without one, it’s easy to get distracted by shiny new platforms or fall into a “post-and-hope” routine. With a plan, you can stay focused, consistent and clear about what you’re trying to achieve.

It doesn't have to be complicated – even a few well-thought-out headings can guide your efforts, save you time and ensure every pound you spend works harder.

A Basic Marketing Plan includes....

What Should a Basic Marketing Plan Include?

Here are the key ingredients:

Goals: What are you trying to achieve? Be specific – e.g. increase website traffic by 20%, gain 100 new subscribers, or secure 10 new client enquiries per month.

Target Audiences: Who are you talking to? Define your ideal customers and what matters to them.

Key Messages: What do you want each audience to understand, feel or do?

Channels & Tactics: How will you reach them – email, social, SEO, PR, advertising?

Timeline: What’s happening when? Include campaigns, events or regular content cycles.

Budget: Be realistic and proportionate – even a small budget can go a long way with the right focus.

Success Metrics: What will you measure to know it’s working?

What Should You Measure (And Why)?

You don’t need a spreadsheet full of stats – just a few focused metrics linked to your goals.

For example:

·        Website traffic & behaviour (Google Analytics is your friend)

·        Email open & click-through rates

·        Social engagement (likes, shares, comments – but focus on quality)

·        Leads or enquiries

·        Sales or conversions

The key is not just tracking numbers, but learning from them and adjusting your approach over time.

Free Download: Build Your Plan

To help you get started, we’ve created a free Basic Marketing Plan Template. It’s simple, editable in Word, and includes all the key sections to guide your thinking – perfect if you’re a solo founder or a small team.

👉 Download your free Basic Marketing Plan Template

Blue_Lizard_Basic_Marketing_Plan_Template.docx

Download DOCX • 37KB

Use it as your working document, revisit it monthly or quarterly, and let it evolve as your business does.

Final Tips for Making It Work

Start small: Don’t try to do everything at once.

Review regularly: A plan isn’t set in stone – it’s a living tool.

Get help when needed: If you need a sounding board, flexible support, or someone to bring clarity – that’s exactly what I offer at Blue Lizard Marketing.

Let’s Talk Marketing

If you’d like help turning your marketing from reactive to strategic – drop me a line at claire@bluelizardmarketing.com. I offer freelance, flexible support tailored to small and growing businesses and charities.

And if you found this useful, don’t forget to sign up to my newsletter to receive tools, tips and templates like this straight to your inbox.