Free marketing plan template
Set your marketing strategy with Xero’s free downloadable marketing plan template. Define your target market, set targets, plan your budget, and track key metrics – all the essential steps to map out and execute your masterplan!
Jumpstart your marketing
Create a plan that clearly defines your marketing goals, audience, and strategy from day one.
Highlight what matters most
Focus your time and budget on strategies that bring the biggest return.
Stay aligned to your vision
Make sure your marketing fuels your broader business goals.
Download your free marketing strategy template
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Why a marketing strategy is essential for small businesses
Turn strategy into success
A marketing plan is a clear blueprint of the practical steps you’ll take to reach your ultimate goals for your business. It puts your marketing goals front and centre so everyone knows exactly what they’re working towards and how you’ll all get there. A solid plan helps you:
Download the marketing plan PDFCreate a clear strategy using this marketing plan template
This is the first step in any strong marketing strategy for small businesses. Goals need to be clear, specific, and measurable. Avoid vague objectives like increasing sales, growing brand awareness, or entering new markets. Instead, attach a specific metric and timeframe that defines success – for example: increase online sales by 5% within 6 months. Now you know your goals, it’s easier for team members to understand exactly what you expect and to keep them focused on achieving it.
This is the first step in any strong marketing strategy for small businesses. Goals need to be clear, specific, and measurable. Avoid vague objectives like increasing sales, growing brand awareness, or entering new markets. Instead, attach a specific metric and timeframe that defines success – for example: increase online sales by 5% within 6 months. Now you know your goals, it’s easier for team members to understand exactly what you expect and to keep them focused on achieving it.
Effective marketing means knowing exactly who you’re speaking (and selling) to. Imagine your ideal customer – who they are, their pain points, and what motivates them (you can use Xero’s marketing plan template to outline your ideal customer’s demographics, behaviour, pain points and motivations. Speak directly to this person in your messaging to truly resonate: reflect their concerns, understand their challenges, and guide them towards the solution. You’ll probably need to do some market research, like surveys and interviews for direct insights from your customers, or some competitor analysis to reveal how others approach the same audience – and how you can stand out.
Learn how to do market researchEffective marketing means knowing exactly who you’re speaking (and selling) to. Imagine your ideal customer – who they are, their pain points, and what motivates them (you can use Xero’s marketing plan template to outline your ideal customer’s demographics, behaviour, pain points and motivations. Speak directly to this person in your messaging to truly resonate: reflect their concerns, understand their challenges, and guide them towards the solution. You’ll probably need to do some market research, like surveys and interviews for direct insights from your customers, or some competitor analysis to reveal how others approach the same audience – and how you can stand out.
Learn how to do market researchNot every marketing channel will suit your business. You need to find the best marketing channels to connect with your target audience and convert them – whether that’s on social media or more traditional channels – while also fitting your budget. For example, TikTok can work well for retail brands, while email marketing typically delivers strong results for service-based small businesses.
Not every marketing channel will suit your business. You need to find the best marketing channels to connect with your target audience and convert them – whether that’s on social media or more traditional channels – while also fitting your budget. For example, TikTok can work well for retail brands, while email marketing typically delivers strong results for service-based small businesses.
A clear, well-structured marketing budget accounts for every dollar. By making strategic marketing decisions upfront, you’ll keep a lid on your spending and allocate your resources more effectively. So choose strategies that align with your business goals and that you think will generate the highest return on investment (ROI). Then follow those strategies to decide where to invest your marketing funds – whether that’s social media, paid ads, or email marketing. As part of your competitor analysis you could look at similar businesses and try to estimate their returns. If you do, think of this as a guide only – every business is different.
A clear, well-structured marketing budget accounts for every dollar. By making strategic marketing decisions upfront, you’ll keep a lid on your spending and allocate your resources more effectively. So choose strategies that align with your business goals and that you think will generate the highest return on investment (ROI). Then follow those strategies to decide where to invest your marketing funds – whether that’s social media, paid ads, or email marketing. As part of your competitor analysis you could look at similar businesses and try to estimate their returns. If you do, think of this as a guide only – every business is different.
A great marketing plan is flexible and evolves over time. Track your performance regularly so you can identify what’s not working and fix it early. You can compare your returns (your sales or engagement on ads, say) with the ROI you budgeted for, and decide whether to reallocate funds from low-performing channels to higher-performing ones. Test different strategies – new marketing channels, designs, or sales copy, for instance – to see which perform best. Then take what you’ve learned to refine your approach and hone in on what resonates with your audience.
Here are more marketing resources for your small business.A great marketing plan is flexible and evolves over time. Track your performance regularly so you can identify what’s not working and fix it early. You can compare your returns (your sales or engagement on ads, say) with the ROI you budgeted for, and decide whether to reallocate funds from low-performing channels to higher-performing ones. Test different strategies – new marketing channels, designs, or sales copy, for instance – to see which perform best. Then take what you’ve learned to refine your approach and hone in on what resonates with your audience.
Here are more marketing resources for your small business.
Link your marketing strategy to financial insights with Xero
Looking for a better ROI and faster growth for your business? Xero streamlines budget tracking, syncs your data in real time, and gives you powerful insights with custom reports. Automate your finances and make every marketing dollar count.
- Track marketing budgets in real time so you stay on top of costs
- Manage everything in one place – Xero syncs your bank transactions and has the business tools you need to manage everything in one place
- Customize your financial reports to get the insights you need for confident business decisions
Disclaimer
Xero does not provide accounting, tax, business or legal advice. This template has been provided for information purposes only. You should consult your own professional advisors for advice directly relating to your business.