How to create an effective marketing plan

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You write an effective marketing plan by creating a document that is continuously updated, clear and easy to understand. The plan should be practical to use and can be compressed into one page, clear as to whom it is addressing, with a clear message and as a platform for the parts that are relevant to include in a marketing plan.

Do you need help developing a marketing plan? Then you can book a meeting with us and we will help you with your marketing plan!

Writing a marketing plan can often be perceived as difficult and time consuming. In addition, most marketing plans are very comprehensive and include more parts than are actually needed. Because of this, to work with a marketing plan can take so long that once it is completed, hardly anyone has time to read it all through and sometimes the content may even no longer be relevant. But this is over now! In this blog post, we will show you how to create an effective and useful marketing plan that fits on one page.

In this blog post, we go through an example of parts that are relevant to include in a marketing plan and the plan can be compressed into one page.

  • To whom?
  • My message?
  • Media to use to reach out?
  • How do I get leads?
  • How do I nurture my leads?
  • How do I convert my leads into customers?
  • How do I deliver a world-class product?
  • How do I increase the value of a customer?
  • How do I encourage customers to become our references and ambassadors?

To whom?

Whether you want to become better in digital marketing or if you are just about to start your business journey, this is an important question that you should ask yourself. To get the right effect from your digital marketing efforts, you should find out who your target group is. The reason for this is that you can direct your digital investments to only this target group and therefore avoid trying to reach those who are not interested in your business.

There is often talk in marketing about personas, which is a clarifying picture of your target groups. You can make these personas as long or as short as you like, but the more detailed the better. If you for example know that everyone you want to reach is interested in climbing, it is of course highly relevant to talk about climbing.

If you are still not convinced about the importance of defining audiences, think about this: If you are asked to write a letter, could you write it?

You will probably say “Yes”, but in a few minutes you will arrive at the question – “Who should I write the letter to”? Of course, it will be difficult to write a letter if you do not know who to write to?

Marketing plan

My message?

Once you know who your target audience is, the next part is to arrive at your message to that audience. That is, what is your message to your target group. If we continue with the above example with the letter you would write, you will most likely return with another question. What is the purpose of the letter? Say you found out you were going to write a letter to a CEO at a technology company, it actually does not help much more than that you can write the first line “Hello CEO”.

Of course you need to know what the purpose is with the email, e.g. inform about your service XX, invite to an event or something else.

In the same way, you need to get a message across that you want to reach your target audience.

Media to use to reach out?

Today, there are almost endless types of media available to use. Everything from Snapchat to classic ads in newspapers.

Based on your target audience, you can probably get guidance on which channels are best for you and your company. Not all channels may be relevant to you and your target audience.

Before you have tested, you can actually not know if the selected media channel works or not and a test is required to find out if it is the right channel or not. Therefore, make sure to be able to measure in as much detail as possible to be able to evaluate whether it works or not.

For most B2Bs, LinkedIn is a social media channel that works if you use it well.

How do I get leads?

Defining a strategy on how to succeed in getting leads is important and it is some form of mini-conversion. For example, to get someone to download a guide, subscribe to a newsletter or contact a salesperson.

Then it is first a matter of getting the target group to get to the place where they can be converted. For example, get visitors to you from social media, advertising on landing pages, blogs etc and then get them to convert and become a lead.

marketing plan

How do I nurture my leads?

Once you have got in touch with your leads, not everyone will be able to convert directly to a customer. Timing is important in B2B sales and it is often a longer sales processes in B2B than in B2C. Therefore, you need to have a plan on how you can nurture and develop your leads until the leads are ready to be converted into customers.

How do I convert my leads into customers?

Making a plan for how to convert the leads you work with is difficult and it is often about making sure to give leads the opportunity to convert when they are ready.

It can for example be done by having call-to-actions in newsletters or on landing pages that bring a lead closer to conversion to a customer. It can be “get in touch with the seller”, “book a demo”, “come to our event” etc.

How do I deliver a world-class product?

The marketing strategy does not end with a lead becoming a customer. The strategy must move along the entire customer journey and also into the delivery of the product / service.

This can be done through follow-up in connection with the service being delivered, e.g. information and extended instructions on how to use the service / product.

How do I increase the value of a customer?

Furthermore, on the same topic, there are great opportunities to extend the life of the customer or increase the value of the customer by informing, providing knowledge and increasing the value that the customer receives from your product / service.

For example, it can be a customer meeting where you invite all customers just for mingling or seminars about new trends. It can also be something as small as a Christmas card or a birthday greeting.

How do I encourage customers to become our references and ambassadors?

One of the most effective marketing strategies is to get ambassadors for your business who recommends you to new leads. It often happens in connection with them connecting with their network and finding someone that has the same problem as the one you are solving. Then the timing is perfect and you have already built trust, which makes the sales process much faster and more efficient.

There are many different ways to encourage customers to become references for your business where perhaps the most common is monetary, simply through rewards for being a reference. It can be in the form of so-called kickback to a lower price on the product / service they buy from you.

But dare to be creative here – often there are incentives that are much more interesting than saving money for their business. Sometimes it is enough to actively ask or offer a bouquet of flowers, a cake or something else that they will like.

Marketing plan


A marketing plan does not have to be a 50-page book that takes 6 months to produce. Make sure you pick out what is important and what is most relevant to your organization. Make sure you are ahead of your competitors with an updated and functional marketing plan! Do not forget that the marketing plan should cover the entire life cycle of the customer.

How do you take care of the customer from lead to becoming a customer?

Do you want more tips and advice on how to set up your marketing plan? Contact us and we will find a time to meet.

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