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online</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/channels"><div class="text-base font-medium"><span class="inline-block arrow-animation">Sell across channels<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Reach millions of shoppers and boost sales</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/pos"><div class="text-base font-medium"><span class="inline-block arrow-animation">Sell in person<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Point of Sale (POS)</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/markets"><div class="text-base font-medium"><span class="inline-block arrow-animation">Sell globally<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">International sales</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/plus/solutions/b2b-ecommerce"><div class="text-base font-medium"><span class="inline-block arrow-animation">Sell wholesale & direct<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Business-to-business (B2B)</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/payments"><div class="text-base font-medium"><span class="inline-block arrow-animation">Accept online payments<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Set up forms of payment</div></a></li></ul></div><div class="col-span-3 col-start-7 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="m12.75 19.25 5.5-5.5m1 2.5v-3.5h-3.5m-2 14.5h.5a1 1 0 0 0 1-1v-2.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v2.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-5.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v5.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-12.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v12.5a1 1 0 0 0 1 1ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#market_svg__a)" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Market" class="font-bold text-t7 inline-block">Market</span></div><ul class="pb-2" aria-labelledby="subNavItem-Market"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/marketing"><div class="text-base font-medium"><span class="inline-block arrow-animation">Market your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Reach & retain customers</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/facebook-instagram"><div class="text-base font-medium"><span class="inline-block arrow-animation">Market across social<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Social media integrations</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/email-marketing"><div class="text-base font-medium"><span class="inline-block arrow-animation">Nurture customers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Email</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/segmentation"><div class="text-base font-medium"><span class="inline-block arrow-animation">Know your audience<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Gain customer insights</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="M12.75 15.75c0 1.243.75 2.5 2.25 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.25-1.257 2.25-2.5m-12.5 11.5h10.5a2 2 0 0 0 2-2v-9.067a2 2 0 0 0-.179-.827l-.538-1.184A2 2 0 0 0 24.713 13h-9.425a2 2 0 0 0-1.82 1.172l-.538 1.184a2 2 0 0 0-.18.827v9.067a2 2 0 0 0 2 2Zm3-3.5a2 2 0 0 1 2-2h.5a2 2 0 0 1 2 2v3.5h-4.5v-3.5ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#manage_svg__a)" stroke-width="1.5" stroke-linecap="round"></path></g></svg></span><span id="subNavItem-Manage" class="font-bold text-t7 inline-block">Manage</span></div><ul class="pb-2" aria-labelledby="subNavItem-Manage"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/manage"><div class="text-base font-medium"><span class="inline-block arrow-animation">Manage your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Track sales, orders & analytics</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/analytics"><div class="text-base font-medium"><span class="inline-block arrow-animation">Measure your performance<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Analytics and Reporting</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/shipping"><div class="text-base font-medium"><span class="inline-block arrow-animation">Ship orders faster<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Shipping</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/orders"><div class="text-base font-medium"><span class="inline-block arrow-animation">Manage your stock & orders<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Inventory & order management</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/capital"><div class="text-base font-medium"><span class="inline-block arrow-animation">Secure business funding<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Capital</div></a></li></ul></div></div></div><div class="absolute bottom-0 inset-x-0 overflow-hidden z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white -ml-[var(--margin)] -mt-8 md:mt-0 pl-[var(--margin)] pt-6 before:content-[''] before:absolute before:right-full before:top-[-1px] before:w-[100vw] before:h-[calc(100%+1px)] scheme-white:before:bg-shade-10 scheme-transparent-light:before:bg-shade-10 scheme-black:before:bg-shade-90 scheme-transparent-dark:before:bg-shade-90 border-t scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 before:border-t scheme-white:before:border-shade-20 scheme-transparent-light:before:border-shade-20 scheme-black:before:border-shade-70 scheme-transparent-dark:before:border-shade-70 after:border-t scheme-white:after:border-shade-20 scheme-transparent-light:after:border-shade-20 scheme-black:after:border-shade-70 scheme-transparent-dark:after:border-shade-70 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="https://shopify.dev" aria-label="External source: Shopify Developers . Build with Shopify's powerful APIs"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify Developers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build with Shopify's powerful APIs</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/ca/plus"><div class="text-base font-medium"><span class="inline-block arrow-animation">Plus<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">A commerce solution for growing digital brands</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/ca/products"><div class="text-base font-medium"><span class="inline-block arrow-animation">All Products<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Explore all Shopify products & features</div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/ca/pricing">Pricing</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="Resources-toggle-open" aria-controls="ResourcesDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3">Resources</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="ResourcesDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-3 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#help-and-support_svg__a)"><circle cx="20" cy="20" r="19.25" stroke="currentColor" stroke-width="1.5"></circle><path d="M20 20v6" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"></path><path d="M20 16.5a1.5 1.5 0 1 0 0-3 1.5 1.5 0 0 0 0 3Z" fill="currentColor"></path></g></svg></span><span id="subNavItem-Help and support" class="font-bold text-t7 inline-block">Help and support</span></div><ul class="pb-2" aria-labelledby="subNavItem-Help and support"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://help.shopify.com/en/" aria-label="External source: Help and support . Get 24/7 support"><div class="text-base font-medium"><span class="inline-block arrow-animation">Help and support<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Get 24/7 support</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog/topics/guides"><div class="text-base font-medium"><span class="inline-block arrow-animation">How-to guides<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Read in-depth business guides</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify blog<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Business strategy tips</div></a></li></ul></div><div class="col-span-6 col-start-4 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="m22.023 15.04 3 3M12.75 27.25l4.25-1 9.95-9.95a1 1 0 0 0 0-1.413l-1.837-1.836a1 1 0 0 0-1.414 0L13.75 23l-1 4.25Z" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Popular topics" class="font-bold text-t7 inline-block">Popular topics</span></div><ul class="pb-2 columns-2" aria-labelledby="subNavItem-Popular topics"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog/what-is-shopify"><div class="text-base font-medium"><span class="inline-block arrow-animation">What is Shopify?<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">How our commerce platform works</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/editions"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify Editions<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">New, innovative Shopify products</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog/topics/founder-stories"><div class="text-base font-medium"><span class="inline-block arrow-animation">Founder stories<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Learn from successful merchants</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog/how-to-build-a-brand"><div class="text-base font-medium"><span class="inline-block arrow-animation">Branding<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build your brand from scratch</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog/marketing-plan"><div class="text-base font-medium"><span class="inline-block arrow-animation">Marketing<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build a marketing plan</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog/ecommerce-seo-beginners-guide"><div class="text-base font-medium"><span class="inline-block arrow-animation">Ecommerce SEO<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Improve your search ranking</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog/topics/social-media-optimization"><div class="text-base font-medium"><span class="inline-block arrow-animation">Social media strategy<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Turn social into sales</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog/how-to-scale-small-business"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business growth<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Scale your business</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 pl-10 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white border-l scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="M16.75 16.75v-2a2 2 0 0 1 2-2h2.5a2 2 0 0 1 2 2v2m-2 4v1.5a1 1 0 0 1-1 1h-.5a1 1 0 0 1-1-1v-1.5m2.5 0a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1m2.5 0h6m-8.5 0h-6m2 6.5h10.5a2 2 0 0 0 2-2v-6.5a2 2 0 0 0-2-2h-10.5a2 2 0 0 0-2 2v6.5a2 2 0 0 0 2 2Z"></path></g></svg></span><span id="subNavItem-Essential tools" class="font-bold text-t7 inline-block">Essential tools</span></div><ul class="pb-2" aria-labelledby="subNavItem-Essential tools"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/tools/logo-maker"><div class="text-base font-medium"><span class="inline-block arrow-animation">Logo maker<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.shopify.com/stock-photos" aria-label="External source: Stock photography ."><div class="text-base font-medium"><span class="inline-block arrow-animation">Stock photography<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog/business-plan-template"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business plan template<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.linkpop.com/" aria-label="External source: Link in bio tool ."><div class="text-base font-medium"><span class="inline-block arrow-animation">Link in bio tool<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/tools/qr-code-generator"><div class="text-base font-medium"><span class="inline-block arrow-animation">QR code generator<span class="sr-only">.</span></span></div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/ca/enterprise">Enterprise</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="What’s new-toggle-open" aria-controls="What’s newDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3">What’s new</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="What’s newDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="41" height="42" 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hover:border-button-light-primary-border-hover hover:ring-button-light-primary-border-hover focus:text-button-light-primary-text-focus focus:bg-button-light-primary-bg-focus focus:border-button-light-primary-border-focus focus:ring-button-light-primary-border-focus active:text-button-light-primary-text-active active:bg-button-light-primary-bg-active active:border-button-light-primary-border-active active:ring disabled:text-button-light-primary-text-disabled disabled:bg-button-light-primary-bg-disabled disabled:border-button-light-primary-border-disabled disabled:ring-button-light-primary-border-disabled" data-component-name="button" data-mode="light" target="">Start free trial</a><a href="/ca/" class="inline-block self-center overflow-hidden max-w-full px-button-px py-button-py ring-inset rounded-button text-button-size font-button-font font-button-weight tracking-button-tracking transition-all duration-150 focus-visible:outline-2 focus-visible:outline-offset-2 focus-visible:outline-state-focus focus-visible:outline hover:ring-1 disabled:hover-ring-0 border-2 text-button-light-secondary-text bg-button-light-secondary-bg border-button-light-secondary-border ring-button-light-secondary-border hover:text-button-light-secondary-text-hover hover:bg-button-light-secondary-bg-hover hover:border-button-light-secondary-border-hover hover:ring-button-light-secondary-border-hover focus:text-button-light-secondary-text-focus focus:bg-button-light-secondary-bg-focus focus:border-button-light-secondary-border-focus focus:ring-button-light-secondary-border-focus active:text-button-light-secondary-text-active active:bg-button-light-secondary-bg-active active:border-button-light-secondary-border-active active:ring-button-light-secondary-border-active disabled:text-button-light-secondary-text-disabled disabled:bg-button-light-secondary-bg-disabled disabled:border-button-light-secondary-border-disabled disabled:ring-button-light-secondary-border-disabled" data-component-name="button" data-mode="light" target="">Learn more</a></div></div><img class="absolute rounded-[15px] z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] left-[-26px] tablet-xl:left-0 bottom-[-20px] tablet-xl:bottom-[-60px]" src="https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641&width=400 400w"/><div class="absolute rounded-[15px] overflow-hidden z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] h-[85px] tablet-xl:h-[140px] desktop:h-[180px] right-0 tablet-xl:right-[-20px] desktop:right-[20px] top-[-25px] tablet-xl:top-[-30px] desktop:top-[-40px]"><img src="https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641&width=400 400w"/></div><div><img class="absolute rounded-[15px] z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] bottom-[20px] tablet-xl:bottom-[-50px] desktop:bottom-[-70px] right-[-50px] tablet-xl:right-[-70px] desktop:right-[-100px]" src="https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641&width=400 400w"/></div><div class="sm:inset-[auto_0_var(--space-2xl)_auto] sm:bg-transparent sm:pt-9 sm:[&>div>button]:-top-9"></div></div></div><article id="article" itemscope="" itemType="https://schema.org/Article" class="featured-blogs__section"><meta itemProp="mainEntityOfPage" content="/ca/blog/marketing-plan"/><meta itemProp="dateModified" content="2024-04-04T14:30:00.000Z"/><div class="relative"><div class="py-10 tablet:text-center desktop:pt-16 desktop:pb-16" data-mode="light"><div class="container desktop:w-9/12 desktop:mx-auto"><div class="uppercase text-shade-100 font-aktivgroteskextended text-[12px] leading-[14px] tracking-[0.01em] font-semibold tablet-xl:font-shopifysans tablet-xl:text-[11px] tablet-xl:leading-[13px] tablet:tracking-[0.5px] tablet:font-bold pb-2"><a href="/ca/blog" class="no-underline hover:text-link-light-hover topic-link">blog</a><span class="richtext px-2.5 text-xs">|</span><a href="/ca/blog/topics/marketing" class="no-underline hover:text-link-light-hover topic-link">Marketing</a></div><h1 class="richtext font-medium tracking-[-0.02em] text-[28px] leading-9 tablet-xl:text-[40px] tablet-xl:leading-[48px]" itemProp="headline">What Is a Marketing Plan and How To Write One (+ Template)</h1><p class="richtext font-normal tracking-[-0.02em] text-[18px] leading-[26px] tablet-xl:text-[20px] tablet-xl:leading-7 desktop:text-[22px] desktop:leading-8 mt-4 desktop:mt-4">Learn the key elements of a marketing plan, access templates to get started, and get tips on how to write an effective plan.</p><div class="lg:hidden mt-4 tablet-xl:mt-12"><div class="gap-x-1 flex flex-wrap font-bold sm:justify-center !text-lg text-legacy-gray-90 last:[&_>div]:justify-start sm:last:[&_>div]:justify-center"> by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/ca/blog/authors/elise-dopson" class="no-underline" itemProp="url"><span itemProp="name">Elise Dopson</span></a></span></div><div class="text-body-sm text-shade-50">Last updated <time>Apr 4, 2024</time></div></div></div></div><div class="tablet:container desktop:w-9/12 desktop:mx-auto overflow-hidden flex justify-center"><img class="" src="https://cdn.shopify.com/s/files/1/0070/7032/articles/marketing_20plan_1e45530c-450d-4230-920a-3cd78d5a116a.jpg?v=1729111674&originalWidth=1848&originalHeight=782" alt="a funnel on a purple background representing a marketing plan" loading="eager" decoding="async" width="1848" height="782" srcSet="https://cdn.shopify.com/s/files/1/0070/7032/articles/marketing_20plan_1e45530c-450d-4230-920a-3cd78d5a116a.jpg?v=1729111674&originalWidth=1848&originalHeight=782&width=200 200w, 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[&_.table]:block [&_.table]:overflow-x-scroll [&_.table]:max-w-full" itemProp="articleBody"><div class="hidden leadpage-container leadpage__image leadpage__content marketing-button hide--mobile block--bordered"></div><div><p>No matter how much you stick to a plan, things go wrong. As the famous quote by US President Dwight D. Eisenhower goes: “Plans are useless, but planning is indispensable.”</p> <p>When it comes to ecommerce, consumer trends shift, circumstances change, and initial experiments don’t always go as planned. All of these things impact your marketing plan. </p> <p>Research shows that marketers who proactively write a marketing plan are <a href="https://coschedule.com/marketing-statistics" rel="nofollow noopener noreferrer" target="_blank">356% more likely</a> to report success. So, what does a realistic ecommerce marketing plan look like? And how do you handle unexpected obstacles and overestimations that threaten your company’s marketing strategy? This guide shares the answers.</p><div id="text-cta" class="hidden lg:block"></div> <h2 id="A">What is a marketing plan?</h2> <p>A marketing plan is the strategy a business uses to get its products or services in front of its target customer. It includes who the <a href="/ca/blog/target-market">target market</a> is, the channels used to reach them, and the messaging that will help the business sell its products. </p> <p>The purpose of a marketing plan isn’t to create a step-by-step, never-fail manual. Rather, it’s a roadmap to help you accomplish the best-case scenario, while also maintaining realistic expectations for your marketing initiatives and establishing backup plans if something doesn’t work.</p> <h3>Marketing plan vs. business plan</h3> <p>A <a href="/ca/blog/business-plan">business plan</a> paints a bigger picture of how you plan to run your business. It includes a mission statement, products you’ll launch, and market research. A marketing plan, on the other hand, is a specific document that details how you plan to achieve these wider goals through <a href="/ca/blog/what-is-marketing">marketing</a>. </p> <h3>Marketing plan vs marketing strategy</h3> <p>An overarching marketing strategy details how marketing will drive business results. A marketing plan is the route you’ll use to get there. It’s more specific than a strategy and includes a practical roadmap on how you’ll put your marketing activities into play. </p> <h2 id="B">Free marketing plan template to help you get started</h2> <p>Creating your own marketing plan is no small job. You put hours into customer and competitor research to find the channels likely to have the biggest impact on your marketing goals. You can check out <a href="/ca/blog/marketing-plan-examples">marketing plan examples</a>, but when it comes to creating your own, you can save time with a template.</p> <p>Ditch the intimidating blank screen by building a marketing plan using Shopify’s free marketing plan template. Use it to guide your marketing strategy, tweaking the template to meet your business needs.</p> <p><a href="https://cdn.shopify.com/s/files/1/0070/7032/files/Marketing_Plan_Template.docx?v=1711382907" rel="nofollow noopener noreferrer" target="_blank"><strong>Download the template now</strong></a></p> <h2 id="C">Types of marketing plans</h2> <h3>Digital marketing plan</h3> <p>A digital marketing plan is a specific type of marketing plan that revolves solely around online channels like social media, email, and search engines. It doesn’t include offline channels like billboards or radio ads.</p> <h3>Social media marketing plan</h3> <p>A social media marketing plan focuses specifically on how a business will use social media to reach its target market. It gives you a framework of which channels you’ll use, the types of content you’ll create, whether you’ll invest in social media ads, and how you’ll drive product sales. This can take place either through your online store or a social media storefront such as <a href="/facebook-instagram">Facebook and Instagram Shops</a>.</p> <figure><img src="https://cdn.shopify.com/s/files/1/0070/7032/files/IGcheckoutforjewelrybusiness.png?v=1713420906" alt="Example Instagram checkout for a jewelry business that uses Shop Pay." class="block block--bordered" style="float: none;"> <figcaption>Tap into social commerce with Shopify’s Facebook and Instagram channel.</figcaption> </figure> <h3>Content marketing plan </h3> <p>A <a href="/ca/blog/what-is-content-marketing">content marketing</a> plan details how you’ll produce content that turns people into paying customers. This can span multiple formats, including an email newsletter, infographics, product documentation, and user-generated content (such as social media posts). </p> <p>Alongside the more traditional elements of a marketing plan, a content-marketing-specific strategy would include:</p> <ul> <li>Keywords you plan to target</li> <li>Who you’ll use to create the content (e.g., freelancers or in-house marketers)</li> <li>How you’ll promote and repurpose your content</li> </ul> <h3>Offline marketing plan</h3> <p>An offline marketing plan details how a business will reach its target market without using digital channels. This might include billboards, radio ads, direct mail, event sponsorships, and outdoor advertising. </p> <h2 id="D">How to write a marketing plan</h2> <ol> <li><a href="#1">Detail your unique value proposition</a></li> <li><a href="#2">Outline your buyer personas</a></li> <li><a href="#3">Run a SWOT analysis</a></li> <li><a href="#4">Detail product features and benefits</a></li> <li><a href="#5">Set key performance indicators</a></li> <li><a href="#6">Outline your marketing funnel</a></li> <li><a href="#7">Define your marketing channels</a></li> <li><a href="#8">Decide on your content formats</a></li> <li><a href="#9">Plan your marketing resources</a></li> <li><a href="#10">Create a measurement and optimization plan</a></li> </ol> <div class="relative aspect-video mb-8"><div data-component="youtube-facade" data-src="https://www.youtube.com/embed/Pe1ah6UwSvA?si=xIP6Ki6fqKcvtKsR" class="absolute inset-0 w-full h-full"></div></div> <h3 id="1">Detail your unique value proposition</h3> <p>A <a href="/ca/blog/unique-value-proposition">unique value proposition</a> underlines your entire marketing plan. Regardless of the channels and formats you plan to use, consistency is key. Mixed messages on what you sell and what your brand stands for will only confuse potential customers.</p> <p>A simple way to refine your messaging is to focus on your unique selling point. Costco, for example, is cheaper than its competitors. <a href="https://harperwilde.com/" rel="nofollow noopener noreferrer" target="_blank">Harper Wilde’s</a> products are comfier than any other bra retailer. Find the marketing channels each retailer uses and you’ll see messaging centered around its adjective.</p> <figure><img src="https://cdn.shopify.com/s/files/1/0070/7032/files/harperwilde.png?v=1713420906" alt="Harper Wilde’s YouTube channel homepage with seven videos in tiled format." style="float: none;" class="block block--bordered" loading="lazy"> <figcaption>Harper Wilde’s value proposition is clear on every channel.</figcaption> </figure> <p>Consult your customers if you’re unsure what your <a href="/ca/blog/value-proposition">value proposition</a> adjective should be. Research is the biggest part of any <a href="/ca/blog/copywriting">copywriting process</a>. Survey people who’ve already bought from you, run an Instagram poll to discover why people follow your brand, and see where your competitors’ weaknesses lie. Look for adjectives that crop up frequently during the process.</p> <p>What overarching goal are you trying to accomplish with the business? Why does it exist? Summarize it in one sentence, and you’ll have a mission statement to inform everything you do, which includes your <a href="/ca/blog/marketing-strategies">marketing strategies</a>.</p> <h3 id="2">Outline your buyer personas</h3> <p>Going overboard with assumptions is a common mistake among marketers. The end result is a marketing plan that doesn’t actually result in revenue.</p> <p>While data won’t give you a foolproof plan, every assumption is one more bit of uncertainty you’re folding into your <a href="/ca/blog/marketing-objectives">marketing goals</a>. If an amazing plan has a 40% chance of holding up to real-world scenarios, one without much rigor—and lots of assumptions—might hold up 10% of the time.</p> <p>Consult your customer segments and <a href="/ca/blog/what-is-buyer-persona">buyer personas</a> to get as much information as you can about the person buying your products, such as: </p> <ul> <li>Demographic data (location, age, and income level) </li> <li>Interests, goals, and challenges </li> <li>Channels they use to discover new products</li> </ul> <p>Be careful not to confuse this with your <a href="/ca/blog/target-audience">target audience</a>. Children would be the target audience of a toy brand; parents are the buyer persona. The latter is who you’ll be reaching out to with your marketing plan. </p> <div class="relative aspect-video mb-8"><div data-component="youtube-facade" data-src="https://www.youtube.com/embed/vzNoDVdV-lE?si=ygxkHHxKU2iPj8WL"></div></div> <h3 id="3">Run a SWOT analysis</h3> <p>A <a href="/ca/blog/swot-analysis">SWOT analysis</a> helps uncover your strengths, weaknesses, opportunities, and threats relative to your competitors. It’s useful to include one as part of your marketing plan because it can help anticipate problems you might encounter, make more data-driven decisions, and spot areas where you can get ahead of your competitors. </p> <figure><img src="https://cdn.shopify.com/s/files/1/0070/7032/files/SWOT_b333df1d-7d24-44cb-916a-034ee2d89d06.png?v=1713420906" alt="Example SWOT analysis template from Oberlo with four sections of bullet points." style="float: none;" class="block block--bordered" loading="lazy"> <figcaption>Consider these things when doing your own SWOT analysis.</figcaption> </figure> <p>Dive deep into the data you already have about your customer base by investigating <a href="/ca/blog/14759449-how-to-track-your-marketing-campaigns-in-google-analytics">marketing analytics</a>, social media audiences, and <a href="/ca/blog/75022277-how-to-read-your-customers-minds-with-one-email">customer surveys</a>. It reiterates who you’re trying to reach—and more importantly, the triggers that would make them buy your product over a competitor’s.</p> <p>Remind yourself of your <a href="/ca/blog/unique-selling-proposition">unique selling proposition</a> (USP) throughout this process. Tailor your marketing plan around key takeaways from these. </p> <h3 id="4">Detail product features and benefits</h3> <p>Include any special features, competitive advantages, or customer favorites your marketing plan will lean on.</p> <p>You could have the best mattress in the world—one made with 100 springs and cotton stitching, vigorously tested by sleep experts. But you’d struggle to market it if you lean too heavily on product features. A customer cares more about getting a peaceful night’s sleep than detailed product specifications.</p> <p>“Every great marketing plan needs one thing first: a product that is 10 times better than the next,” says Nick Saltarelli, co-founder of <a href="https://middaysquares.com/" rel="nofollow noopener noreferrer" target="_blank">Mid-Day Squares</a>. “Once you have that, marketing is about deep human connections.”</p> <figure><img src="https://cdn.shopify.com/s/files/1/0070/7032/files/middaysquares.png?v=1713420906" alt="Mid-Day Squares product page with the title, “Functional chocolate squares that satisfy your sweet cravings”." style="float: none;" class="block block--bordered" loading="lazy"> <figcaption>Mid-Day Squares focuses on product benefits, not features.</figcaption> </figure> <p>Nick says, “It felt obvious that there was a sweet spot somewhere in between: people who wanted to follow along, and a true behind-the-scenes look into building a massive chocolate business from the ground up.”</p> <p>As a result, the Mid-Day Squares marketing plan doesn’t prioritize product promotion. The brand instead “focuses on getting people to fall in love with us, the founders, to scale the human connection,” Nick says.</p> <h3 id="5">Set key performance indicators</h3> <p>What are you trying to achieve with your marketing plan? Create both short- and long-term <a href="/ca/blog/business-goals">business goals</a> that relate to financial metrics like revenue growth, <a href="/ca/blog/customer-retention-strategies">retention</a>, or <a href="/ca/blog/customer-acquisition">new customers</a>.</p> <p>Most marketers measure success using <a href="/ca/blog/what-is-return-on-investment">return on investment (ROI)</a>—the revenue you expect to generate after spending your marketing budget. It’s every marketer’s dream to get $100,000 in sales from $1,000 in marketing spend. While that isn’t the most realistic expectation, knowing your target ROI will prevent overspending. If your ROI is hurtling beyond your predictions, you can better allocate that budget to be spent elsewhere.</p> <p>But there’s more to <a href="/ca/blog/marketing-analytics">marketing measurement</a> than dollar returns. Revenue isn’t always the end goal. Brand awareness, website traffic, and social media followers are short-term marketing objectives that aim to get new people into your marketing funnel. Nail them early on and you set your business up for success later down the road.</p> <h3 id="6">Outline your marketing funnel</h3> <p>Not everyone will see your products and convert into a customer instantly. Most people progress through a sales funnel. Content that will make someone progress to the next stage depends on the one they’re currently in. </p> <p>If you were to use Facebook ads to sell your products to a generic audience modeled on your buyer persona, for example, you might not get the highest conversion rate. These people don’t know who you are, what you stand for, or why they should choose you over a competitor. </p> <p>But if you used Facebook ads to specifically target people at the bottom of your marketing funnel, you could use <a href="/ca/blog/retargeting-previous-customers">retargeting ads</a> to show items someone had in their shopping cart. You’re bound to get a better return on your investment with this strategy because you’re only investing money into reaching people who just need a final nudge to convert. </p> <p>Let’s break down how you might outline your <a href="/ca/blog/marketing-funnel">marketing funnel</a> in a marketing plan. </p> <figure><img src="https://cdn.shopify.com/s/files/1/0070/7032/files/tofumofubofu.png?v=1713420906" alt="Example marketing funnel showing the three different stages." style="float: none;" class="block block--bordered" loading="lazy"> <figcaption>The marketing funnel has three stages: TOFU, MOFU, and BOFU.</figcaption> </figure> <h4>Top of the funnel (TOFU)</h4> <p>People at the top of your marketing funnel don’t understand who you are or what you sell. Social media, podcasts, and video content play huge roles here. Each channel is used by potential customers looking to learn or be inspired.</p> <p>For this stage, prioritize metrics that give insight into how people are engaging with your top-funnel content, such as:</p> <ul> <li>Page views</li> <li>Video views</li> <li>Website clicks</li> <li>Click-through rate (CTR)</li> <li><a href="/ca/blog/facebook-ads-cost">Cost per click (CPC)</a></li> </ul> <h4>Middle of the funnel (MOFU)</h4> <p>People reach the middle of the funnel when they know they have a problem that needs to be solved. Look at the <a href="/ca/blog/marketing-channels">marketing channels</a> and formats you’re using to target these people. Most often, it’s search engines and retargeted ads.</p> <p><a href="/ca/blog/14681601-google-analytics-for-ecommerce-a-beginners-guide">Google Analytics</a> is your best bet here. While the dashboard can feel overwhelming for a lot of people, you don’t need to look at every report. Use the following metrics to see how people engage with your middle-funnel content:</p> <ul> <li>Bounce rate</li> <li>Pages per session </li> <li>Users by traffic source</li> <li><a href="/ca/blog/email-marketing-metrics">Email subscriber conversion rate </a></li> </ul> <p>To track the data above, especially for advertising campaigns, <a href="/ca/blog/72787269-relax-advertising-on-facebook-just-got-a-lot-easier">add the Meta pixel</a> to all pages of your store.</p> <h4>Bottom of the funnel (BOFU)</h4> <p>Going for the hard sell? For marketing messages where the only goal is to convert your audience into paying customers, consult the back end of your ecommerce store. It’s home to sales and product-related data that helps you understand whether your marketing plan is successful, such as:</p> <ul> <li>Added to cart conversion rate</li> <li><a href="/ca/blog/average-order-value">Average order value (AOV)</a></li> <li>Number of orders</li> <li>Reached checkout conversion rate</li> <li>Sales conversion rate</li> </ul> <figure><img src="https://cdn.shopify.com/s/files/1/0070/7032/files/shopifyanalytics_1fcf0822-3610-4ba4-a132-8b553511bbee.png?v=1713420906" alt="Shopify Analytics dashboard showing metrics like total sales, sessions, and conversion rate." style="float: none;" class="block block--bordered" loading="lazy"> <figcaption>Shopify Analytics shows all the BOFU data you’ll need.</figcaption> </figure> <h4>Post-funnel and retention</h4> <p>Planning to build a steady stream of paying customers off the back of your ecommerce marketing plan? It's easy to assume revenue growth comes from audience growth. But oftentimes, the easiest way to <a href="/ca/blog/17807064-how-to-make-your-first-10-sales">grow your revenue</a> is by focusing on the people we forget about: existing customers.</p> <p>Resist the temptation to focus on flashy metrics like social media followers and YouTube subscribers. Instead, involve existing customers in your marketing plan. Use them as a source of testimonials and word-of-mouth referrals.</p> <figure><img src="https://cdn.shopify.com/s/files/1/0070/7032/files/retention.png?v=1713420906" alt="Graph shows how a small change in retention leads to more revenue." style="float: none;" class="block block--bordered" loading="lazy"> <figcaption>Retention is one of the most important stages in the marketing funnel.</figcaption> </figure> <p>“Happy customers have been powerful word-of-mouth catalysts for our brand, and it has made sense to keep them engaged,” says Chris Campbell, partner at <a href="https://thecharmingbenchcompany.com/" rel="nofollow noopener noreferrer" target="_blank">The Charming Bench Company</a>. “We’ve been getting a steady stream of five-star ratings on websites and social media, which we then share on our Facebook, X [formerly known as Twitter], Pinterest, and Instagram profiles. It’s a great alternative to pushing loud sales messages that don’t always work.”</p> <h3 id="7">Define your marketing channels </h3> <p><a href="/ca/blog/sales-channel">Channels</a> are the platforms you’ll use as part of your marketing plan. Go back to your market research and uncover the online and offline channels your target audience is using to shop and get entertained or inspired.</p> <p>Some of the most popular channels for ecommerce businesses include:</p> <ul> <li> <a href="/ca/blog/social-media-marketing-strategy"><strong>Social media</strong></a><strong>. </strong>Social media is used by more than <a href="https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/" rel="nofollow noopener noreferrer" target="_blank">six out of 10 people</a>. Platforms like Instagram, Facebook, X, LinkedIn, and Pinterest are free to use (on the whole) and help brands reach their target audience. </li> <li> <a href="/ca/blog/search-engine-marketing"><strong>Search engines</strong></a><strong>. </strong>Some <a href="https://www.statista.com/statistics/1417439/onlines-channels-source-product-search-worldwide/" rel="nofollow noopener noreferrer" target="_blank">44% of online shoppers</a> start their product research on search engines. By making <a href="/ca/blog/seo-checklist-online-store">search engine optimization (SEO)</a> part of your marketing plan, you can generate new business by reaching people when they’re actively looking for your products or services.</li> <li> <a href="/ca/blog/email-marketing"><strong>Email marketing</strong></a> and <a href="/ca/blog/sms-marketing"><strong>SMS marketing</strong></a><strong>.</strong> Email and text message inboxes are two of the most sacred places for a marketer to reach. A phone number or email address gives you a direct line of communication with your target customers, if they opt in to hear from you.</li> <li> <a href="/ca/blog/34911301-how-to-start-a-podcast-the-ultimate-step-by-step-podcasting-guide"><strong>Podcasts</strong></a><strong>. </strong>Record conversations you have with your team, customers, or experts in the industry and share them with your audience. By establishing yourself or your brand as a thought leader in your industry, you’ll inspire confidence that in turn builds trust in your products.</li> <li> <strong>Offline channels. </strong>While digital marketing is vital in today’s world, offline and in-person marketing efforts can be equally powerful. Get in front of people when they’re not online, using channels like <a href="/ca/blog/what-is-word-of-mouth-marketing">word-of-mouth recommendations</a>, radio, billboards and <a href="/ca/blog/what-is-outdoor-advertising">outdoor advertising</a>, or TV marketing campaigns.</li> </ul> <p>There’s a sweet spot to how many channels your marketing plan should include. Go too wide and you burn resources on channels with poor returns. But become too reliant on one channel and you’re at risk.</p> <p>Algorithms power most digital marketing channels. They’re praised as the type of technology that delivers personalized experiences for their users, but any changes to an algorithm can make marketing plans utterly useless overnight.</p> <p>“If you rely on SEO, then any algorithm updates could potentially cut your revenue for months before you recover,” explains Marquis Matson, VP of Growth at <a href="https://livesozy.com/" rel="nofollow noopener noreferrer" target="_blank">Sozy</a>. “If you rely on paid ads, then any changes to privacy policies can cut your revenue. If you rely on email marketing, then any ESP <span data-mce-fragment="1">[email service provider] </span>policy changes can cut your revenue. Diversifying your acquisition is crucial in a fast-paced digital marketing world.”</p> <div class="relative aspect-video mb-8"><div data-component="youtube-facade" data-src="https://www.youtube.com/embed/MtrBXgWPbkE?si=yc5KZt5ZXWEuofJe"></div></div> <p>Footwear brand <a href="https://hippyfeet.com/" rel="nofollow noopener noreferrer" target="_blank">Hippy Feet</a> is one ecommerce brand that failed to diversify channels. “The original marketing plan was to drive traffic to our Shopify store through ads—relying heavily on paid Facebook and Instagram traffic,” says Sam Harper, Hippy Feet’s co-founder and CEO. “While this is still a major component of our marketing strategy, the decreasing effectiveness of these ads has forced us to expand our marketing efforts.</p> <p>“A diverse media strategy is crucial to helping an ecommerce business survive in this highly-dynamic market. By driving traffic through SEO, email, and media coverage, we’re more resilient and less impacted by a single tech platform changing their algorithm.”</p> <h3 id="8">Decide on your content formats</h3> <p>For each channel, define which content formats you’ll use to capture attention and drive website traffic. That could include:</p> <ul> <li> <strong>Audio. </strong>Reach podcast and radio listeners with audio content. </li> <li> <strong>Images. </strong>Capture visual learners and shoppers on visually dominant social media sites with infographics, GIFs, and memes.</li> <li> <strong>Video.</strong> Get listed on <a href="/ca/blog/198134793-how-to-make-money-on-youtube">YouTube</a>, the world's second largest search engine, with explainer videos and product demonstrations. Many social media platforms—<a href="/ca/blog/14288561-how-to-build-a-massive-following-on-instagram">Instagram</a> and <a href="/ca/blog/tiktok-trends">TikTok</a> included—are also evolving to prioritize video content. </li> <li> <strong>Written content. </strong>Most search engine results retrieve links to optimized written content, such as <a href="/ca/blog/how-to-start-a-blog">blogs</a>, transcripts, or <a href="/ca/blog/landing-page-design">landing pages</a>.</li> </ul> <p><a href="/ca/blog/what-is-content-marketing">Content marketing</a> is a beast that constantly needs to be fed. Customers want newer, fresher, more exciting content on a regular basis. That’s demanding for a small business to keep up with.</p> <p>If this sounds unsustainable, consider a content marketing strategy that collects <a href="/ca/blog/user-generated-content">user-generated content (UGC)</a> from existing customers. The more they share their experiences with others, the more content you have to repurpose on each channel. It’s an effective route to scale your content marketing plan and stretch your editorial calendar if your marketing department has limited resources. Don’t have time to invest in promoting the content you create? <a href="/ca/blog/instagram-influencer-marketing">Partner with popular influencers</a> in your niche—those whose loyal audience overlaps with your <a href="/ca/blog/target-market">target market</a>.</p> <h3 id="9">Plan your marketing resources</h3> <p>Your <a href="/ca/blog/marketing-budget">marketing budget</a> is the dollar amount you expect to spend executing your marketing plan. If you’re bootstrapped, you can run a marketing plan on a <a href="/ca/blog/budgeting-for-small-business">tight budget</a>.</p> <p>As part of your own marketing plan, state whether you intend to use each channel organically or boost it with advertising. Most channels allow businesses to run sponsored content, which is guaranteed to reach your target market across online and offline channels, like <a href="/ca/blog/door-to-door-sales">door-to-door sales</a>, social media, TV, billboards, and radio.</p> <p>“I apply for any competitions, press opportunities, and awards to get my small business out there at any given opportunity,” says Terri-Anne Turton, founder of <a href="https://theturshirtcompany.co.uk/" rel="nofollow noopener noreferrer" target="_blank">The Tur-Shirt Company</a>. </p> <p>The strategy has worked: The Tur-Shirt Company has won a Junior Design Award for best fashion newcomer and a shoutout from media entrepreneur Steven Bartlett after entering his #DeserveToBeFound competition with Facebook.</p> <p>“I focus on those my target market knows of to build credibility,” says Terri-Anne. “Plus, most of the awards I enter are free or low-cost; they just need some time investment and creativity to take part. It proves my USP to my target market—that my kids’ clothing products are unique—without investing thousands into advertising.”</p> <img src="https://cdn.shopify.com/s/files/1/0070/7032/files/theturshirtcompany_444b7868-b05d-4263-bd33-36cbd16daeb2.png?v=1713420906" alt="" style="float: none;" class="block block--bordered" loading="lazy"> <p>While you can run a strategy with little to no budget, this section of your marketing plan needs to account for more than any planned advertising spend. Time is a resource that needs to be managed and accounted for. Be sure to detail how much time you plan to spend executing your marketing strategy.</p> <p>If you have a designated marketing team, it’s also worth noting who will be responsible for each element of your marketing plan. Who’s responsible for this marketing plan? Which team members are executing it? What experience do they have with marketing?</p> <p>More importantly, detail what you expect from the resources you’re putting into your marketing plan. If you plan to spend $40,000 throughout the coming year, how much revenue will you get in return? If you’re producing a marketing plan for a large or public company, this is what stakeholders really want to see.</p> <h3 id="10">Create a measurement and optimization plan</h3> <p>Go back to the KPIs (key performance indicators) you set in the earlier section of your marketing plan. How will you determine whether you’ve met these KPIs? What happens if you’re exceeding or falling short of your target? It’s good to have a plan of action for either case.</p> <p>Let’s put that into practice and say you expected to increase sales by 20% through your social media marketing plan. Detail exactly how you’d measure this, for example, you could say, “we’ll look at our <a href="https://help.shopify.com/en/manual/reports-and-analytics/shopify-reports/report-types/default-reports/sales-report">Shopify sales report</a> once per month and analyze which channel is meeting this KPI. If a channel falls behind, we’ll evaluate why and either adjust our marketing plan or deprioritize it in favor of more effective channels.” </p> <p>The best marketers approach their plans with an open mind. The hypothesis you started with might be proven wrong. Don’t take that as a negative. You just got closer to finding what will work. </p> <div class="relative aspect-video mb-8"><div data-component="youtube-facade" data-src="https://www.youtube.com/embed/hXHym9wDnNo?si=-6Jg24qebi_aLZ-P"></div></div> <h2 id="E">Tips for creating your marketing plan</h2> <h3>Set conservative expectations</h3> <p>While it’s good to approach your marketing goals with confidence, high expectations often lead to disappointment when we fail to meet them. That disappointment is magnified in a marketing plan, as stakeholders or founders will have already bought into unrealistic predictions and business objectives.</p> <h3>Start small</h3> <p>Don’t overwhelm yourself and your team by trying to generate results with all marketing tactics at once: running Facebook ads, tweeting like crazy, writing daily blog posts for SEO, and making constant changes to site and content strategy to improve your conversion rate.</p> <p>If you’re very lucky, one of these tactics will bring you consistent traffic and sales. But more often than not, trying everything at once will make you extremely busy without anything to show for it.</p> <p>Take it from Jameela Ghann, owner of <a href="http://alora.ca/">Alora</a>: “When we first started Alora, 10 years ago, our marketing plan was unrealistic. We were just a couple of people making plans that were good on paper but almost impossible to execute with a small team.” </p> <figure><img src="https://cdn.shopify.com/s/files/1/0070/7032/files/alora_23aaef25-5eb5-4a6e-b8ba-cc706cf639a8.png?v=1713420906" alt="Alora’s website home with tiled images of earrings, necklaces, and jewelry gifts." style="float: none;" class="block block--bordered" loading="lazy"> <figcaption>Alora reprioritized to focus on a smaller number of channels in its marketing plan.</figcaption> </figure> <p>Originally, Jameela’s team planned to invest in several marketing channels—online and offline advertising, PR, trade shows, influencer marketing, and <a href="/ca/blog/make-money-blogging">blogging</a> included. However, the team changed its marketing plan. They went deep on one channel instead of spreading resources too thin by trying to be everywhere at once.</p> <p>“We stuck to one course of action that was where our customers were, and ready to buy, and easiest for us to see a good ROI,” Jameela says. “What really worked for us was focusing on a handful of channels that we knew we could do well.”</p> <p>Go back to your audience research and identify three channels your target audience uses most often. Put most of your energy into perfecting those before overcomplicating things with a more comprehensive marketing plan.</p> <h3>Use historical data as a guide</h3> <p>Past performance can help you temper your expectations for your marketing plan. If you know your click-through rate (CTR) for <a href="/ca/blog/facebook-ads">Facebook ads</a> is 0.1%, don’t stray too far from that baseline with your <a href="/ca/blog/social-media-marketing-strategy">social media marketing</a>.</p> <p>The same goes for website content <a href="https://help.shopify.com/en/manual/promoting-marketing/seo">optimized for search</a>: If you’re currently getting 10,000 visitors per month from Google, scaling your traffic up to a million is a tough battle. Instead, 50,000 visitors is a more achievable goal.</p> <h3>Allow for flexibility</h3> <p>The purpose of a marketing plan isn’t to create a never-fail manual. Whether your marketing team has fallen victim to completion bias or focused too heavily on one channel, sticking rigidly to your original plan can be a big mistake.</p> <p>Imine Martinez, assistant manager at <a href="https://rainbowly.com/" rel="nofollow noopener noreferrer" target="_blank">Rainbowly</a>, says: “Our regular campaigns targeting mainly birthday celebrations and anniversaries offered poor return on ad spend and inconsistent results over the months.</p> <p>“That said, during festive seasons, such as Christmas or New Year’s, our targeted campaigns were particularly profitable, achieving five times return on ad spend with much cheaper cost per click and impression.”</p> <p>Continuing with the same marketing strategies despite this data would only have resulted in heartbreak. Rainbowly would be pouring money down the drain on ads that wouldn’t perform, just because its marketing plan said to do so.</p> <h2>Creating a marketing plan is the first step</h2> <p>A lot of hard work goes into a successful marketing plan. To create an attainable one, you’ll need to spend hours diving into competitive research, audience data, and channels your target market consults when researching new products.</p> <p>Most importantly, know that marketing is unpredictable. There are thousands of scenarios that fundamentally change the marketing strategy that’s best for your business. Global pandemics, PR crises, and the emergence of new social media platforms are unpredictable.</p> <p>Treat your marketing plan like the best-case scenario. Plan <a href="/ca/blog/smart-goals">SMART goals</a> and strategies but remember to be flexible to give your marketing the best chance of success.</p> <div class="clear"></div> <div id=":R0:" data-component-name="blog-read-more" class="marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [&_h2]:text-t5 border-blog-highlight"><h2 class="!mt-0 mb-6 font-aktivgroteskextended">Read more</h2><ul class="!mt-0 !mb-0"><li class="mt-2"><a href="/ca/blog/international-ecommerce">The Ultimate Guide to International Ecommerce</a></li><li class="mt-2"><a href="/ca/blog/best-ecommerce-platforms">The 12 Best Ecommerce Platforms for 2024</a></li><li class="mt-2"><a href="/ca/blog/best-dropshipping-products">130+ Dropshipping Products To Sell for Profit</a></li><li class="mt-2"><a href="/ca/blog/dropshipping-guide">The Ultimate Guide To Dropshipping (2024)</a></li><li class="mt-2"><a href="/ca/blog/marketing-strategy">The 5-Step Marketing Strategy to Grow Your Business</a></li><li class="mt-2"><a href="/ca/blog/amazon-dropshipping">Amazon Dropshipping Guide- How To Dropship on Amazon (2024)</a></li><li class="mt-2"><a href="/ca/blog/return-policy">How To Write a Return Policy (+ Free Template) (2024)</a></li><li class="mt-2"><a href="/ca/blog/shopify-store-launch-checklist">A 14-Point Ecommerce Checklist to Launch Your Shopify Store</a></li><li class="mt-2"><a href="/ca/blog/checkout-on-facebook-shop-pay">Faster Checkout on Instagram and Facebook with Shop Pay</a></li><li class="mt-2"><a href="/ca/blog/marketing-automation">What Is Marketing Automation? Definition and Guide</a></li></ul></div><div style="text-align: left;" class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [&_[itemscope]]:mb-6 [&_[itemscope]:last-child]:mb-0" id="faq-section"> <div itemscope="" itemtype="https://schema.org/FAQPage"> <h2 id="F">Marketing plan FAQ</h2> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">How much does a marketing plan cost?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text">Any business owner can create their own free marketing plan using a premade template. If you were to outsource this to a specialist marketing agency or consultant, a professional marketing plan can cost <a href="https://www.sortlist.com/blog/marketing-plan-cost/" rel="nofollow noopener noreferrer" target="_blank">upward of $25,000.</a> </div> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">How often should a marketing plan be reviewed?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text">Most marketing plans are done on a quarterly or yearly basis. An annual marketing plan, in particular, gives you enough time to act on the things you’ve planned, but enough time to pivot your plan based on factors like algorithm changes, a shift in business direction, and new product launches.</div> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">What are the 4 steps of a marketing plan?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text"> <ol> <li>Conduct market research</li> <li>Outline your marketing channels and formats</li> <li>Plan your marketing resources</li> <li>Create goals and measure performance</li> </ol> </div> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">Why is marketing plan important?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text">A marketing plan is a roadmap to help you set and achieve your marketing goals. An effective marketing plan will help you identify your target audience, determine the marketing tactics you'll use to reach them, and set realistic expectations for your efforts.</div> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">What are some marketing plan mistakes?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text">The most common mistakes businesses make when building a marketing plan include being overconfident in their expectations, spreading their marketing efforts across too many tactics or channels, and sticking too rigidly to their original plan.</div> </div> </div> </div> </div></div></div><div class="border-t tablet-xl:border-[#d4d4d8] my-16 py-6 flex tablet-xl:flex-row justify-between flex-col"><div class="flex items-center tablet-xl:justify-start tablet-xl:flex-row flex-row-reverse justify-between"><div class="self-center flex flex-col"><div class="gap-x-1 flex flex-wrap text-lg font-aktivgroteskextended leading-[18px] font-bold mb-2"> by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/ca/blog/authors/elise-dopson" class="no-underline" itemProp="url"><span itemProp="name">Elise Dopson</span></a></span></div><div class="text-body-sm text-shade-50">Last updated <time>Apr 4, 2024</time></div></div></div><div class="xs:border-b tablet-xl:border-0 pb-4"><div class="font-bold text-xs font-aktivgroteskextended uppercase mt-4 tablet-xl:mt-0 tablet-xl:text-right">Share article</div><ul id=":R1bj95n5:" class="flex gap-4 mt-4" data-component-name="social"><li><a class="block h-9 w-9 fill-black hover:fill-shade-7" aria-describedby="blog-social-icon-facebook-:R1bj95n5:" href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.shopify.com%2Fca%2Fblog%2Fmarketing-plan" rel="me nofollow noopener noreferrer" target="_blank" data-component-name="social-facebook" aria-label="External source: 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releases","columnSpan":3,"icon":"newsroom"}]}]}]},"pages/shopify.com/($locale)/blog/$article":{"article":{"__typename":"Article","authorV2":{"__typename":"ArticleAuthor","name":"Elise Dopson","avatarUrl":"https://www.gravatar.com/avatar/d41d8cd98f00b204e9800998ecf8427e?s=200\u0026d=404","isDisabledAuthor":false},"id":"gid://shopify/Article/112953989","handle":"marketing-plan","title":"What Is a Marketing Plan and How To Write One (+ Template)","publishedAt":"2024-04-04T14:30:00Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0070/7032/articles/marketing_20plan_1e45530c-450d-4230-920a-3cd78d5a116a.jpg?v=1729111674","altText":"a funnel on a purple background representing a marketing plan","width":1848,"height":782},"tags":["Marketing"],"contentHtml":"\u003cp\u003eNo matter how much you stick to a plan, things go wrong. As the famous quote by US President Dwight D. Eisenhower goes: “Plans are useless, but planning is indispensable.”\u003c/p\u003e\n\u003cp\u003eWhen it comes to ecommerce, consumer trends shift, circumstances change, and initial experiments don’t always go as planned. All of these things impact your marketing plan. \u003c/p\u003e\n\u003cp\u003eResearch shows that marketers who proactively write a marketing plan are \u003ca href=\"https://coschedule.com/marketing-statistics\"\u003e356% more likely\u003c/a\u003e to report success. So, what does a realistic ecommerce marketing plan look like? And how do you handle unexpected obstacles and overestimations that threaten your company’s marketing strategy? This guide shares the answers.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eTable of contents\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#A\"\u003eWhat is a marketing plan?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#B\"\u003eFree marketing plan templates to help you get started\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#C\"\u003eTypes of marketing plans\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#D\"\u003eHow to write a marketing plan\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#E\"\u003eTips for creating your marketing plan\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#F\"\u003eMarketing plan FAQ\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 id=\"A\"\u003eWhat is a marketing plan?\u003c/h2\u003e\n\u003cp\u003eA marketing plan is the strategy a business uses to get its products or services in front of its target customer. It includes who the \u003ca href=\"/blog/target-market\"\u003etarget market\u003c/a\u003e is, the channels used to reach them, and the messaging that will help the business sell its products. \u003c/p\u003e\n\u003cp\u003eThe purpose of a marketing plan isn’t to create a step-by-step, never-fail manual. Rather, it’s a roadmap to help you accomplish the best-case scenario, while also maintaining realistic expectations for your marketing initiatives and establishing backup plans if something doesn’t work.\u003c/p\u003e\n\u003ch3\u003eMarketing plan vs. business plan\u003c/h3\u003e\n\u003cp\u003eA \u003ca href=\"/blog/business-plan\"\u003ebusiness plan\u003c/a\u003e paints a bigger picture of how you plan to run your business. It includes a mission statement, products you’ll launch, and market research. A marketing plan, on the other hand, is a specific document that details how you plan to achieve these wider goals through \u003ca href=\"/blog/what-is-marketing\"\u003emarketing\u003c/a\u003e. \u003c/p\u003e\n\u003ch3\u003eMarketing plan vs marketing strategy\u003c/h3\u003e\n\u003cp\u003eAn overarching marketing strategy details how marketing will drive business results. A marketing plan is the route you’ll use to get there. It’s more specific than a strategy and includes a practical roadmap on how you’ll put your marketing activities into play. \u003c/p\u003e\n\u003ch2 id=\"B\"\u003eFree marketing plan template to help you get started\u003c/h2\u003e\n\u003cp\u003eCreating your own marketing plan is no small job. You put hours into customer and competitor research to find the channels likely to have the biggest impact on your marketing goals. You can check out \u003ca href=\"/blog/marketing-plan-examples\"\u003emarketing plan examples\u003c/a\u003e, but when it comes to creating your own, you can save time with a template.\u003c/p\u003e\n\u003cp\u003eDitch the intimidating blank screen by building a marketing plan using Shopify’s free marketing plan template. Use it to guide your marketing strategy, tweaking the template to meet your business needs.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://cdn.shopify.com/s/files/1/0070/7032/files/Marketing_Plan_Template.docx?v=1711382907\"\u003e\u003cstrong\u003eDownload the template now\u003c/strong\u003e\u003c/a\u003e\u003c/p\u003e\n\u003ch2 id=\"C\"\u003eTypes of marketing plans\u003c/h2\u003e\n\u003ch3\u003eDigital marketing plan\u003c/h3\u003e\n\u003cp\u003eA digital marketing plan is a specific type of marketing plan that revolves solely around online channels like social media, email, and search engines. It doesn’t include offline channels like billboards or radio ads.\u003c/p\u003e\n\u003ch3\u003eSocial media marketing plan\u003c/h3\u003e\n\u003cp\u003eA social media marketing plan focuses specifically on how a business will use social media to reach its target market. It gives you a framework of which channels you’ll use, the types of content you’ll create, whether you’ll invest in social media ads, and how you’ll drive product sales. This can take place either through your online store or a social media storefront such as \u003ca href=\"https://www.shopify.com/facebook-instagram\"\u003eFacebook and Instagram Shops\u003c/a\u003e.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/IGcheckoutforjewelrybusiness.png?v=1713420906\" alt=\"Example Instagram checkout for a jewelry business that uses Shop Pay.\" class=\"block block--bordered\" style=\"float: none;\"\u003e\n\u003cfigcaption\u003eTap into social commerce with Shopify’s Facebook and Instagram channel.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003ch3\u003eContent marketing plan \u003c/h3\u003e\n\u003cp\u003eA \u003ca href=\"/blog/what-is-content-marketing\"\u003econtent marketing\u003c/a\u003e plan details how you’ll produce content that turns people into paying customers. This can span multiple formats, including an email newsletter, infographics, product documentation, and user-generated content (such as social media posts). \u003c/p\u003e\n\u003cp\u003eAlongside the more traditional elements of a marketing plan, a content-marketing-specific strategy would include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eKeywords you plan to target\u003c/li\u003e\n\u003cli\u003eWho you’ll use to create the content (e.g., freelancers or in-house marketers)\u003c/li\u003e\n\u003cli\u003eHow you’ll promote and repurpose your content\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003eOffline marketing plan\u003c/h3\u003e\n\u003cp\u003eAn offline marketing plan details how a business will reach its target market without using digital channels. This might include billboards, radio ads, direct mail, event sponsorships, and outdoor advertising. \u003c/p\u003e\n\u003ch2 id=\"D\"\u003eHow to write a marketing plan\u003c/h2\u003e\n\u003col\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eDetail your unique value proposition\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003eOutline your buyer personas\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003eRun a SWOT analysis\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eDetail product features and benefits\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003eSet key performance indicators\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6\"\u003eOutline your marketing funnel\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#7\"\u003eDefine your marketing channels\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#8\"\u003eDecide on your content formats\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#9\"\u003ePlan your marketing resources\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#10\"\u003eCreate a measurement and optimization plan\u003c/a\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003ciframe width=\"560\" height=\"315\" src=\"https://www.youtube.com/embed/Pe1ah6UwSvA?si=xIP6Ki6fqKcvtKsR\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\"\u003e\u003c/iframe\u003e\n\u003ch3 id=\"1\"\u003eDetail your unique value proposition\u003c/h3\u003e\n\u003cp\u003eA \u003ca href=\"/blog/unique-value-proposition\"\u003eunique value proposition\u003c/a\u003e underlines your entire marketing plan. Regardless of the channels and formats you plan to use, consistency is key. Mixed messages on what you sell and what your brand stands for will only confuse potential customers.\u003c/p\u003e\n\u003cp\u003eA simple way to refine your messaging is to focus on your unique selling point. Costco, for example, is cheaper than its competitors. \u003ca href=\"https://harperwilde.com/\"\u003eHarper Wilde’s\u003c/a\u003e products are comfier than any other bra retailer. Find the marketing channels each retailer uses and you’ll see messaging centered around its adjective.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/harperwilde.png?v=1713420906\" alt=\"Harper Wilde’s YouTube channel homepage with seven videos in tiled format.\" style=\"float: none;\" class=\"block block--bordered\"\u003e\n\u003cfigcaption\u003eHarper Wilde’s value proposition is clear on every channel.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eConsult your customers if you’re unsure what your \u003ca href=\"/blog/value-proposition\"\u003evalue proposition\u003c/a\u003e adjective should be. Research is the biggest part of any \u003ca href=\"/blog/copywriting\"\u003ecopywriting process\u003c/a\u003e. Survey people who’ve already bought from you, run an Instagram poll to discover why people follow your brand, and see where your competitors’ weaknesses lie. Look for adjectives that crop up frequently during the process.\u003c/p\u003e\n\u003cp\u003eWhat overarching goal are you trying to accomplish with the business? Why does it exist? Summarize it in one sentence, and you’ll have a mission statement to inform everything you do, which includes your \u003ca href=\"/blog/marketing-strategies\"\u003emarketing strategies\u003c/a\u003e.\u003c/p\u003e\n\u003ch3 id=\"2\"\u003eOutline your buyer personas\u003c/h3\u003e\n\u003cp\u003eGoing overboard with assumptions is a common mistake among marketers. The end result is a marketing plan that doesn’t actually result in revenue.\u003c/p\u003e\n\u003cp\u003eWhile data won’t give you a foolproof plan, every assumption is one more bit of uncertainty you’re folding into your \u003ca href=\"/blog/marketing-objectives\"\u003emarketing goals\u003c/a\u003e. If an amazing plan has a 40% chance of holding up to real-world scenarios, one without much rigor—and lots of assumptions—might hold up 10% of the time.\u003c/p\u003e\n\u003cp\u003eConsult your customer segments and \u003ca href=\"/blog/what-is-buyer-persona\"\u003ebuyer personas\u003c/a\u003e to get as much information as you can about the person buying your products, such as: \u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eDemographic data (location, age, and income level) \u003c/li\u003e\n\u003cli\u003eInterests, goals, and challenges \u003c/li\u003e\n\u003cli\u003eChannels they use to discover new products\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eBe careful not to confuse this with your \u003ca href=\"/blog/target-audience\"\u003etarget audience\u003c/a\u003e. Children would be the target audience of a toy brand; parents are the buyer persona. The latter is who you’ll be reaching out to with your marketing plan. \u003c/p\u003e\n\u003ciframe title=\"YouTube video player\" src=\"https://www.youtube.com/embed/vzNoDVdV-lE?si=ygxkHHxKU2iPj8WL\" height=\"315\" width=\"560\" allowfullscreen=\"\" referrerpolicy=\"strict-origin-when-cross-origin\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" frameborder=\"0\"\u003e\u003c/iframe\u003e\n\u003ch3 id=\"3\"\u003eRun a SWOT analysis\u003c/h3\u003e\n\u003cp\u003eA \u003ca href=\"/blog/swot-analysis\"\u003eSWOT analysis\u003c/a\u003e helps uncover your strengths, weaknesses, opportunities, and threats relative to your competitors. It’s useful to include one as part of your marketing plan because it can help anticipate problems you might encounter, make more data-driven decisions, and spot areas where you can get ahead of your competitors. \u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/SWOT_b333df1d-7d24-44cb-916a-034ee2d89d06.png?v=1713420906\" alt=\"Example SWOT analysis template from Oberlo with four sections of bullet points.\" style=\"float: none;\" class=\"block block--bordered\"\u003e\n\u003cfigcaption\u003eConsider these things when doing your own SWOT analysis.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eDive deep into the data you already have about your customer base by investigating \u003ca href=\"/blog/14759449-how-to-track-your-marketing-campaigns-in-google-analytics\"\u003emarketing analytics\u003c/a\u003e, social media audiences, and \u003ca href=\"/blog/75022277-how-to-read-your-customers-minds-with-one-email\"\u003ecustomer surveys\u003c/a\u003e. It reiterates who you’re trying to reach—and more importantly, the triggers that would make them buy your product over a competitor’s.\u003c/p\u003e\n\u003cp\u003eRemind yourself of your \u003ca href=\"/blog/unique-selling-proposition\"\u003eunique selling proposition\u003c/a\u003e (USP) throughout this process. Tailor your marketing plan around key takeaways from these. \u003c/p\u003e\n\u003ch3 id=\"4\"\u003eDetail product features and benefits\u003c/h3\u003e\n\u003cp\u003eInclude any special features, competitive advantages, or customer favorites your marketing plan will lean on.\u003c/p\u003e\n\u003cp\u003eYou could have the best mattress in the world—one made with 100 springs and cotton stitching, vigorously tested by sleep experts. But you’d struggle to market it if you lean too heavily on product features. A customer cares more about getting a peaceful night’s sleep than detailed product specifications.\u003c/p\u003e\n\u003cp\u003e“Every great marketing plan needs one thing first: a product that is 10 times better than the next,” says Nick Saltarelli, co-founder of \u003ca href=\"https://middaysquares.com/\"\u003eMid-Day Squares\u003c/a\u003e. “Once you have that, marketing is about deep human connections.”\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/middaysquares.png?v=1713420906\" alt=\"Mid-Day Squares product page with the title, “Functional chocolate squares that satisfy your sweet cravings”.\" style=\"float: none;\" class=\"block block--bordered\"\u003e\n\u003cfigcaption\u003eMid-Day Squares focuses on product benefits, not features.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eNick says, “It felt obvious that there was a sweet spot somewhere in between: people who wanted to follow along, and a true behind-the-scenes look into building a massive chocolate business from the ground up.”\u003c/p\u003e\n\u003cp\u003eAs a result, the Mid-Day Squares marketing plan doesn’t prioritize product promotion. The brand instead “focuses on getting people to fall in love with us, the founders, to scale the human connection,” Nick says.\u003c/p\u003e\n\u003ch3 id=\"5\"\u003eSet key performance indicators\u003c/h3\u003e\n\u003cp\u003eWhat are you trying to achieve with your marketing plan? Create both short- and long-term \u003ca href=\"/blog/business-goals\"\u003ebusiness goals\u003c/a\u003e that relate to financial metrics like revenue growth, \u003ca href=\"/blog/customer-retention-strategies\"\u003eretention\u003c/a\u003e, or \u003ca href=\"/blog/customer-acquisition\"\u003enew customers\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eMost marketers measure success using \u003ca href=\"/blog/what-is-return-on-investment\"\u003ereturn on investment (ROI)\u003c/a\u003e—the revenue you expect to generate after spending your marketing budget. It’s every marketer’s dream to get $100,000 in sales from $1,000 in marketing spend. While that isn’t the most realistic expectation, knowing your target ROI will prevent overspending. If your ROI is hurtling beyond your predictions, you can better allocate that budget to be spent elsewhere.\u003c/p\u003e\n\u003cp\u003eBut there’s more to \u003ca href=\"/blog/marketing-analytics\"\u003emarketing measurement\u003c/a\u003e than dollar returns. Revenue isn’t always the end goal. Brand awareness, website traffic, and social media followers are short-term marketing objectives that aim to get new people into your marketing funnel. Nail them early on and you set your business up for success later down the road.\u003c/p\u003e\n\u003ch3 id=\"6\"\u003eOutline your marketing funnel\u003c/h3\u003e\n\u003cp\u003eNot everyone will see your products and convert into a customer instantly. Most people progress through a sales funnel. Content that will make someone progress to the next stage depends on the one they’re currently in. \u003c/p\u003e\n\u003cp\u003eIf you were to use Facebook ads to sell your products to a generic audience modeled on your buyer persona, for example, you might not get the highest conversion rate. These people don’t know who you are, what you stand for, or why they should choose you over a competitor. \u003c/p\u003e\n\u003cp\u003eBut if you used Facebook ads to specifically target people at the bottom of your marketing funnel, you could use \u003ca href=\"/blog/retargeting-previous-customers\"\u003eretargeting ads\u003c/a\u003e to show items someone had in their shopping cart. You’re bound to get a better return on your investment with this strategy because you’re only investing money into reaching people who just need a final nudge to convert. \u003c/p\u003e\n\u003cp\u003eLet’s break down how you might outline your \u003ca href=\"/blog/marketing-funnel\"\u003emarketing funnel\u003c/a\u003e in a marketing plan. \u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/tofumofubofu.png?v=1713420906\" alt=\"Example marketing funnel showing the three different stages.\" style=\"float: none;\" class=\"block block--bordered\"\u003e\n\u003cfigcaption\u003eThe marketing funnel has three stages: TOFU, MOFU, and BOFU.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003ch4\u003eTop of the funnel (TOFU)\u003c/h4\u003e\n\u003cp\u003ePeople at the top of your marketing funnel don’t understand who you are or what you sell. Social media, podcasts, and video content play huge roles here. Each channel is used by potential customers looking to learn or be inspired.\u003c/p\u003e\n\u003cp\u003eFor this stage, prioritize metrics that give insight into how people are engaging with your top-funnel content, such as:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003ePage views\u003c/li\u003e\n\u003cli\u003eVideo views\u003c/li\u003e\n\u003cli\u003eWebsite clicks\u003c/li\u003e\n\u003cli\u003eClick-through rate (CTR)\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"/blog/facebook-ads-cost\"\u003eCost per click (CPC)\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch4\u003eMiddle of the funnel (MOFU)\u003c/h4\u003e\n\u003cp\u003ePeople reach the middle of the funnel when they know they have a problem that needs to be solved. Look at the \u003ca href=\"/blog/marketing-channels\"\u003emarketing channels\u003c/a\u003e and formats you’re using to target these people. Most often, it’s search engines and retargeted ads.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"/blog/14681601-google-analytics-for-ecommerce-a-beginners-guide\"\u003eGoogle Analytics\u003c/a\u003e is your best bet here. While the dashboard can feel overwhelming for a lot of people, you don’t need to look at every report. Use the following metrics to see how people engage with your middle-funnel content:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eBounce rate\u003c/li\u003e\n\u003cli\u003ePages per session \u003c/li\u003e\n\u003cli\u003eUsers by traffic source\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"/blog/email-marketing-metrics\"\u003eEmail subscriber conversion rate \u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eTo track the data above, especially for advertising campaigns, \u003ca href=\"/blog/72787269-relax-advertising-on-facebook-just-got-a-lot-easier\"\u003eadd the Meta pixel\u003c/a\u003e to all pages of your store.\u003c/p\u003e\n\u003ch4\u003eBottom of the funnel (BOFU)\u003c/h4\u003e\n\u003cp\u003eGoing for the hard sell? For marketing messages where the only goal is to convert your audience into paying customers, consult the back end of your ecommerce store. It’s home to sales and product-related data that helps you understand whether your marketing plan is successful, such as:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eAdded to cart conversion rate\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"/blog/average-order-value\"\u003eAverage order value (AOV)\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003eNumber of orders\u003c/li\u003e\n\u003cli\u003eReached checkout conversion rate\u003c/li\u003e\n\u003cli\u003eSales conversion rate\u003c/li\u003e\n\u003c/ul\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/shopifyanalytics_1fcf0822-3610-4ba4-a132-8b553511bbee.png?v=1713420906\" alt=\"Shopify Analytics dashboard showing metrics like total sales, sessions, and conversion rate.\" style=\"float: none;\" class=\"block block--bordered\"\u003e\n\u003cfigcaption\u003eShopify Analytics shows all the BOFU data you’ll need.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003ch4\u003ePost-funnel and retention\u003c/h4\u003e\n\u003cp\u003ePlanning to build a steady stream of paying customers off the back of your ecommerce marketing plan? It's easy to assume revenue growth comes from audience growth. But oftentimes, the easiest way to \u003ca href=\"/blog/17807064-how-to-make-your-first-10-sales\"\u003egrow your revenue\u003c/a\u003e is by focusing on the people we forget about: existing customers.\u003c/p\u003e\n\u003cp\u003eResist the temptation to focus on flashy metrics like social media followers and YouTube subscribers. Instead, involve existing customers in your marketing plan. Use them as a source of testimonials and word-of-mouth referrals.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/retention.png?v=1713420906\" alt=\"Graph shows how a small change in retention leads to more revenue.\" style=\"float: none;\" class=\"block block--bordered\"\u003e\n\u003cfigcaption\u003eRetention is one of the most important stages in the marketing funnel.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003e“Happy customers have been powerful word-of-mouth catalysts for our brand, and it has made sense to keep them engaged,” says Chris Campbell, partner at \u003ca href=\"https://thecharmingbenchcompany.com/\"\u003eThe Charming Bench Company\u003c/a\u003e. “We’ve been getting a steady stream of five-star ratings on websites and social media, which we then share on our Facebook, X [formerly known as Twitter], Pinterest, and Instagram profiles. It’s a great alternative to pushing loud sales messages that don’t always work.”\u003c/p\u003e\n\u003ch3 id=\"7\"\u003eDefine your marketing channels \u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"/blog/sales-channel\"\u003eChannels\u003c/a\u003e are the platforms you’ll use as part of your marketing plan. Go back to your market research and uncover the online and offline channels your target audience is using to shop and get entertained or inspired.\u003c/p\u003e\n\u003cp\u003eSome of the most popular channels for ecommerce businesses include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003ca href=\"/blog/social-media-marketing-strategy\"\u003e\u003cstrong\u003eSocial media\u003c/strong\u003e\u003c/a\u003e\u003cstrong\u003e. \u003c/strong\u003eSocial media is used by more than \u003ca href=\"https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/\"\u003esix out of 10 people\u003c/a\u003e. Platforms like Instagram, Facebook, X, LinkedIn, and Pinterest are free to use (on the whole) and help brands reach their target audience. \u003c/li\u003e\n\u003cli\u003e\n\u003ca href=\"/blog/search-engine-marketing\"\u003e\u003cstrong\u003eSearch engines\u003c/strong\u003e\u003c/a\u003e\u003cstrong\u003e. \u003c/strong\u003eSome \u003ca href=\"https://www.statista.com/statistics/1417439/onlines-channels-source-product-search-worldwide/\"\u003e44% of online shoppers\u003c/a\u003e start their product research on search engines. By making \u003ca href=\"/blog/seo-checklist-online-store\"\u003esearch engine optimization (SEO)\u003c/a\u003e part of your marketing plan, you can generate new business by reaching people when they’re actively looking for your products or services.\u003c/li\u003e\n\u003cli\u003e\n\u003ca href=\"/blog/email-marketing\"\u003e\u003cstrong\u003eEmail marketing\u003c/strong\u003e\u003c/a\u003e and \u003ca href=\"/blog/sms-marketing\"\u003e\u003cstrong\u003eSMS marketing\u003c/strong\u003e\u003c/a\u003e\u003cstrong\u003e.\u003c/strong\u003e Email and text message inboxes are two of the most sacred places for a marketer to reach. A phone number or email address gives you a direct line of communication with your target customers, if they opt in to hear from you.\u003c/li\u003e\n\u003cli\u003e\n\u003ca href=\"/blog/34911301-how-to-start-a-podcast-the-ultimate-step-by-step-podcasting-guide\"\u003e\u003cstrong\u003ePodcasts\u003c/strong\u003e\u003c/a\u003e\u003cstrong\u003e. \u003c/strong\u003eRecord conversations you have with your team, customers, or experts in the industry and share them with your audience. By establishing yourself or your brand as a thought leader in your industry, you’ll inspire confidence that in turn builds trust in your products.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eOffline channels. \u003c/strong\u003eWhile digital marketing is vital in today’s world, offline and in-person marketing efforts can be equally powerful. Get in front of people when they’re not online, using channels like \u003ca href=\"/blog/what-is-word-of-mouth-marketing\"\u003eword-of-mouth recommendations\u003c/a\u003e, radio, billboards and \u003ca href=\"/blog/what-is-outdoor-advertising\"\u003eoutdoor advertising\u003c/a\u003e, or TV marketing campaigns.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThere’s a sweet spot to how many channels your marketing plan should include. Go too wide and you burn resources on channels with poor returns. But become too reliant on one channel and you’re at risk.\u003c/p\u003e\n\u003cp\u003eAlgorithms power most digital marketing channels. They’re praised as the type of technology that delivers personalized experiences for their users, but any changes to an algorithm can make marketing plans utterly useless overnight.\u003c/p\u003e\n\u003cp\u003e“If you rely on SEO, then any algorithm updates could potentially cut your revenue for months before you recover,” explains Marquis Matson, VP of Growth at \u003ca href=\"https://livesozy.com/\"\u003eSozy\u003c/a\u003e. “If you rely on paid ads, then any changes to privacy policies can cut your revenue. If you rely on email marketing, then any ESP \u003cspan data-mce-fragment=\"1\"\u003e[email service provider] \u003c/span\u003epolicy changes can cut your revenue. Diversifying your acquisition is crucial in a fast-paced digital marketing world.”\u003c/p\u003e\n\u003ciframe title=\"YouTube video player\" src=\"https://www.youtube.com/embed/MtrBXgWPbkE?si=yc5KZt5ZXWEuofJe\" height=\"315\" width=\"560\" allowfullscreen=\"\" referrerpolicy=\"strict-origin-when-cross-origin\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" frameborder=\"0\"\u003e\u003c/iframe\u003e\n\u003cp\u003eFootwear brand \u003ca href=\"https://hippyfeet.com/\"\u003eHippy Feet\u003c/a\u003e is one ecommerce brand that failed to diversify channels. “The original marketing plan was to drive traffic to our Shopify store through ads—relying heavily on paid Facebook and Instagram traffic,” says Sam Harper, Hippy Feet’s co-founder and CEO. “While this is still a major component of our marketing strategy, the decreasing effectiveness of these ads has forced us to expand our marketing efforts.\u003c/p\u003e\n\u003cp\u003e“A diverse media strategy is crucial to helping an ecommerce business survive in this highly-dynamic market. By driving traffic through SEO, email, and media coverage, we’re more resilient and less impacted by a single tech platform changing their algorithm.”\u003c/p\u003e\n\u003ch3 id=\"8\"\u003eDecide on your content formats\u003c/h3\u003e\n\u003cp\u003eFor each channel, define which content formats you’ll use to capture attention and drive website traffic. That could include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eAudio. \u003c/strong\u003eReach podcast and radio listeners with audio content. \u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eImages. \u003c/strong\u003eCapture visual learners and shoppers on visually dominant social media sites with infographics, GIFs, and memes.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eVideo.\u003c/strong\u003e Get listed on \u003ca href=\"/blog/198134793-how-to-make-money-on-youtube\"\u003eYouTube\u003c/a\u003e, the world's second largest search engine, with explainer videos and product demonstrations. Many social media platforms—\u003ca href=\"/blog/14288561-how-to-build-a-massive-following-on-instagram\"\u003eInstagram\u003c/a\u003e and \u003ca href=\"/blog/tiktok-trends\"\u003eTikTok\u003c/a\u003e included—are also evolving to prioritize video content. \u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eWritten content. \u003c/strong\u003eMost search engine results retrieve links to optimized written content, such as \u003ca href=\"/blog/how-to-start-a-blog\"\u003eblogs\u003c/a\u003e, transcripts, or \u003ca href=\"/blog/landing-page-design\"\u003elanding pages\u003c/a\u003e.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e\u003ca href=\"/blog/what-is-content-marketing\"\u003eContent marketing\u003c/a\u003e is a beast that constantly needs to be fed. Customers want newer, fresher, more exciting content on a regular basis. That’s demanding for a small business to keep up with.\u003c/p\u003e\n\u003cp\u003eIf this sounds unsustainable, consider a content marketing strategy that collects \u003ca href=\"/blog/user-generated-content\"\u003euser-generated content (UGC)\u003c/a\u003e from existing customers. The more they share their experiences with others, the more content you have to repurpose on each channel. It’s an effective route to scale your content marketing plan and stretch your editorial calendar if your marketing department has limited resources. Don’t have time to invest in promoting the content you create? \u003ca href=\"/blog/instagram-influencer-marketing\"\u003ePartner with popular influencers\u003c/a\u003e in your niche—those whose loyal audience overlaps with your \u003ca href=\"/blog/target-market\"\u003etarget market\u003c/a\u003e.\u003c/p\u003e\n\u003ch3 id=\"9\"\u003ePlan your marketing resources\u003c/h3\u003e\n\u003cp\u003eYour \u003ca href=\"/blog/marketing-budget\"\u003emarketing budget\u003c/a\u003e is the dollar amount you expect to spend executing your marketing plan. If you’re bootstrapped, you can run a marketing plan on a \u003ca href=\"/blog/budgeting-for-small-business\"\u003etight budget\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eAs part of your own marketing plan, state whether you intend to use each channel organically or boost it with advertising. Most channels allow businesses to run sponsored content, which is guaranteed to reach your target market across online and offline channels, like \u003ca href=\"/blog/door-to-door-sales\"\u003edoor-to-door sales\u003c/a\u003e, social media, TV, billboards, and radio.\u003c/p\u003e\n\u003cp\u003e“I apply for any competitions, press opportunities, and awards to get my small business out there at any given opportunity,” says Terri-Anne Turton, founder of \u003ca href=\"https://theturshirtcompany.co.uk/\"\u003eThe Tur-Shirt Company\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003eThe strategy has worked: The Tur-Shirt Company has won a Junior Design Award for best fashion newcomer and a shoutout from media entrepreneur Steven Bartlett after entering his #DeserveToBeFound competition with Facebook.\u003c/p\u003e\n\u003cp\u003e“I focus on those my target market knows of to build credibility,” says Terri-Anne. “Plus, most of the awards I enter are free or low-cost; they just need some time investment and creativity to take part. It proves my USP to my target market—that my kids’ clothing products are unique—without investing thousands into advertising.”\u003c/p\u003e\n\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/theturshirtcompany_444b7868-b05d-4263-bd33-36cbd16daeb2.png?v=1713420906\" alt=\"\" style=\"float: none;\" class=\"block block--bordered\"\u003e\n\u003cp\u003eWhile you can run a strategy with little to no budget, this section of your marketing plan needs to account for more than any planned advertising spend. Time is a resource that needs to be managed and accounted for. Be sure to detail how much time you plan to spend executing your marketing strategy.\u003c/p\u003e\n\u003cp\u003eIf you have a designated marketing team, it’s also worth noting who will be responsible for each element of your marketing plan. Who’s responsible for this marketing plan? Which team members are executing it? What experience do they have with marketing?\u003c/p\u003e\n\u003cp\u003eMore importantly, detail what you expect from the resources you’re putting into your marketing plan. If you plan to spend $40,000 throughout the coming year, how much revenue will you get in return? If you’re producing a marketing plan for a large or public company, this is what stakeholders really want to see.\u003c/p\u003e\n\u003ch3 id=\"10\"\u003eCreate a measurement and optimization plan\u003c/h3\u003e\n\u003cp\u003eGo back to the KPIs (key performance indicators) you set in the earlier section of your marketing plan. How will you determine whether you’ve met these KPIs? What happens if you’re exceeding or falling short of your target? It’s good to have a plan of action for either case.\u003c/p\u003e\n\u003cp\u003eLet’s put that into practice and say you expected to increase sales by 20% through your social media marketing plan. Detail exactly how you’d measure this, for example, you could say, “we’ll look at our \u003ca href=\"https://help.shopify.com/en/manual/reports-and-analytics/shopify-reports/report-types/default-reports/sales-report\"\u003eShopify sales report\u003c/a\u003e once per month and analyze which channel is meeting this KPI. If a channel falls behind, we’ll evaluate why and either adjust our marketing plan or deprioritize it in favor of more effective channels.” \u003c/p\u003e\n\u003cp\u003eThe best marketers approach their plans with an open mind. The hypothesis you started with might be proven wrong. Don’t take that as a negative. You just got closer to finding what will work. \u003c/p\u003e\n\u003ciframe width=\"560\" height=\"315\" src=\"https://www.youtube.com/embed/hXHym9wDnNo?si=-6Jg24qebi_aLZ-P\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\"\u003e\u003c/iframe\u003e\n\u003ch2 id=\"E\"\u003eTips for creating your marketing plan\u003c/h2\u003e\n\u003ch3\u003eSet conservative expectations\u003c/h3\u003e\n\u003cp\u003eWhile it’s good to approach your marketing goals with confidence, high expectations often lead to disappointment when we fail to meet them. That disappointment is magnified in a marketing plan, as stakeholders or founders will have already bought into unrealistic predictions and business objectives.\u003c/p\u003e\n\u003ch3\u003eStart small\u003c/h3\u003e\n\u003cp\u003eDon’t overwhelm yourself and your team by trying to generate results with all marketing tactics at once: running Facebook ads, tweeting like crazy, writing daily blog posts for SEO, and making constant changes to site and content strategy to improve your conversion rate.\u003c/p\u003e\n\u003cp\u003eIf you’re very lucky, one of these tactics will bring you consistent traffic and sales. But more often than not, trying everything at once will make you extremely busy without anything to show for it.\u003c/p\u003e\n\u003cp\u003eTake it from Jameela Ghann, owner of \u003ca href=\"http://alora.ca/\"\u003eAlora\u003c/a\u003e: “When we first started Alora, 10 years ago, our marketing plan was unrealistic. We were just a couple of people making plans that were good on paper but almost impossible to execute with a small team.” \u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/alora_23aaef25-5eb5-4a6e-b8ba-cc706cf639a8.png?v=1713420906\" alt=\"Alora’s website home with tiled images of earrings, necklaces, and jewelry gifts.\" style=\"float: none;\" class=\"block block--bordered\"\u003e\n\u003cfigcaption\u003eAlora reprioritized to focus on a smaller number of channels in its marketing plan.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eOriginally, Jameela’s team planned to invest in several marketing channels—online and offline advertising, PR, trade shows, influencer marketing, and \u003ca href=\"/blog/make-money-blogging\"\u003eblogging\u003c/a\u003e included. However, the team changed its marketing plan. They went deep on one channel instead of spreading resources too thin by trying to be everywhere at once.\u003c/p\u003e\n\u003cp\u003e“We stuck to one course of action that was where our customers were, and ready to buy, and easiest for us to see a good ROI,” Jameela says. “What really worked for us was focusing on a handful of channels that we knew we could do well.”\u003c/p\u003e\n\u003cp\u003eGo back to your audience research and identify three channels your target audience uses most often. Put most of your energy into perfecting those before overcomplicating things with a more comprehensive marketing plan.\u003c/p\u003e\n\u003ch3\u003eUse historical data as a guide\u003c/h3\u003e\n\u003cp\u003ePast performance can help you temper your expectations for your marketing plan. If you know your click-through rate (CTR) for \u003ca href=\"/blog/facebook-ads\"\u003eFacebook ads\u003c/a\u003e is 0.1%, don’t stray too far from that baseline with your \u003ca href=\"/blog/social-media-marketing-strategy\"\u003esocial media marketing\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThe same goes for website content \u003ca href=\"https://help.shopify.com/en/manual/promoting-marketing/seo\"\u003eoptimized for search\u003c/a\u003e: If you’re currently getting 10,000 visitors per month from Google, scaling your traffic up to a million is a tough battle. Instead, 50,000 visitors is a more achievable goal.\u003c/p\u003e\n\u003ch3\u003eAllow for flexibility\u003c/h3\u003e\n\u003cp\u003eThe purpose of a marketing plan isn’t to create a never-fail manual. Whether your marketing team has fallen victim to completion bias or focused too heavily on one channel, sticking rigidly to your original plan can be a big mistake.\u003c/p\u003e\n\u003cp\u003eImine Martinez, assistant manager at \u003ca href=\"https://rainbowly.com/\"\u003eRainbowly\u003c/a\u003e, says: “Our regular campaigns targeting mainly birthday celebrations and anniversaries offered poor return on ad spend and inconsistent results over the months.\u003c/p\u003e\n\u003cp\u003e“That said, during festive seasons, such as Christmas or New Year’s, our targeted campaigns were particularly profitable, achieving five times return on ad spend with much cheaper cost per click and impression.”\u003c/p\u003e\n\u003cp\u003eContinuing with the same marketing strategies despite this data would only have resulted in heartbreak. Rainbowly would be pouring money down the drain on ads that wouldn’t perform, just because its marketing plan said to do so.\u003c/p\u003e\n\u003ch2\u003eCreating a marketing plan is the first step\u003c/h2\u003e\n\u003cp\u003eA lot of hard work goes into a successful marketing plan. To create an attainable one, you’ll need to spend hours diving into competitive research, audience data, and channels your target market consults when researching new products.\u003c/p\u003e\n\u003cp\u003eMost importantly, know that marketing is unpredictable. There are thousands of scenarios that fundamentally change the marketing strategy that’s best for your business. Global pandemics, PR crises, and the emergence of new social media platforms are unpredictable.\u003c/p\u003e\n\u003cp\u003eTreat your marketing plan like the best-case scenario. Plan \u003ca href=\"/blog/smart-goals\"\u003eSMART goals\u003c/a\u003e and strategies but remember to be flexible to give your marketing the best chance of success.\u003c/p\u003e\n\u003cdiv class=\"clear\"\u003e\u003c/div\u003e\n\u003cdiv style=\"text-align: left;\" class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2 id=\"F\"\u003eMarketing plan FAQ\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow much does a marketing plan cost?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003eAny business owner can create their own free marketing plan using a premade template. If you were to outsource this to a specialist marketing agency or consultant, a professional marketing plan can cost \u003ca href=\"https://www.sortlist.com/blog/marketing-plan-cost/\"\u003eupward of $25,000.\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow often should a marketing plan be reviewed?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003eMost marketing plans are done on a quarterly or yearly basis. An annual marketing plan, in particular, gives you enough time to act on the things you’ve planned, but enough time to pivot your plan based on factors like algorithm changes, a shift in business direction, and new product launches.\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat are the 4 steps of a marketing plan?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003col\u003e\n\u003cli\u003eConduct market research\u003c/li\u003e\n\u003cli\u003eOutline your marketing channels and formats\u003c/li\u003e\n\u003cli\u003ePlan your marketing resources\u003c/li\u003e\n\u003cli\u003eCreate goals and measure performance\u003c/li\u003e\n\u003c/ol\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhy is marketing plan important?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003eA marketing plan is a roadmap to help you set and achieve your marketing goals. An effective marketing plan will help you identify your target audience, determine the marketing tactics you'll use to reach them, and set realistic expectations for your efforts.\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat are some marketing plan mistakes?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003eThe most common mistakes businesses make when building a marketing plan include being overconfident in their expectations, spreading their marketing efforts across too many tactics or channels, and sticking too rigidly to their original plan.\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"Learn the key elements of a marketing plan, access templates to get started, and get tips on how to write an effective plan.","excerptHtml":"\u003cimg alt=\"a funnel on a purple background representing a marketing plan\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/marketing_20plan.jpg?v=1681206545\"\u003e\n\u003cp\u003eLearn the key elements of a marketing plan, access templates to get started, and get tips on how to write an effective plan.\u003c/p\u003e","seo":{"__typename":"SEO","title":"What Is a Marketing Plan and How To Write One (+ Template)","description":"Learn the key elements of a marketing plan, access templates to get started, and get tips on how to write an effective plan."},"metafields":[null,null,null,{"__typename":"Metafield","value":"{\"en-CA\":\"https://www.shopify.com/ca/blog/marketing-plan\",\"en-GB\":\"https://www.shopify.com/uk/blog/marketing-plan\",\"en-AU\":\"https://www.shopify.com/au/blog/marketing-plan\",\"en-ID\":\"https://www.shopify.com/id/blog/marketing-plan\",\"en-NZ\":\"https://www.shopify.com/nz/blog/marketing-plan\",\"en-ZA\":\"https://www.shopify.com/za/blog/marketing-plan\",\"en-NG\":\"https://www.shopify.com/ng/blog/marketing-plan\",\"en-PH\":\"https://www.shopify.com/ph/blog/marketing-plan\",\"en-SG\":\"https://www.shopify.com/sg/blog/marketing-plan\",\"en-HK\":\"https://www.shopify.com/hk/blog/marketing-plan\",\"en-IE\":\"https://www.shopify.com/ie/blog/marketing-plan\",\"en-MY\":\"https://www.shopify.com/my/blog/marketing-plan\",\"pt\":\"https://www.shopify.com/br/blog/113824069-guia-de-criacao-de-plano-de-marketing-em-3-passos\",\"es\":\"https://www.shopify.com/es/blog/18108960-como-escribir-un-plan-de-marketing-perfecto-para-tu-tienda-online\",\"fr\":\"https://www.shopify.com/fr/blog/le-guide-pour-elaborer-un-plan-marketing-e-commerce-tres-efficace-en-3-etapes\"}","key":"hreflang_json"},{"__typename":"Metafield","value":"[{\"title\":\"The Ultimate Guide to International Ecommerce\",\"url\":\"blog/international-ecommerce\"},{\"title\":\"The 12 Best Ecommerce Platforms for 2024\",\"url\":\"blog/best-ecommerce-platforms\"},{\"title\":\"130+ Dropshipping Products To Sell for Profit\",\"url\":\"blog/best-dropshipping-products\"},{\"title\":\"The Ultimate Guide To Dropshipping (2024)\",\"url\":\"blog/dropshipping-guide\"},{\"title\":\"The 5-Step Marketing Strategy to Grow Your Business\",\"url\":\"blog/marketing-strategy\"},{\"title\":\"Amazon Dropshipping Guide- How To Dropship on Amazon (2024)\",\"url\":\"blog/amazon-dropshipping\"},{\"title\":\"How To Write a Return Policy (+ Free Template) (2024)\",\"url\":\"blog/return-policy\"},{\"title\":\"A 14-Point Ecommerce Checklist to Launch Your Shopify Store\",\"url\":\"blog/shopify-store-launch-checklist\"},{\"title\":\"Faster Checkout on Instagram and Facebook with Shop Pay\",\"url\":\"blog/checkout-on-facebook-shop-pay\"},{\"title\":\"What Is Marketing Automation? Definition and Guide\",\"url\":\"blog/marketing-automation\"}]","key":"interlinkings_json"},null,{"__typename":"Metafield","value":"[{\"title\":\"How To Make Money on Instagram in 2024 (9 Actionable Ideas)\",\"tags\":[\"Social Media Optimization\"],\"handle\":\"make-money-on-instagram\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/how-to-make-money-on-instagram.png?format=webp\u0026v=1693586866\u0026\",\"imageAltText\":\"Graphic of a mobile phone with heart shapes bubbles floating around it\",\"modifiedAt\":\"2023-11-08\"},{\"title\":\"How To Start an Ecommerce Business: Guide for 2024\",\"tags\":[\"Starting Up\"],\"handle\":\"ecommerce-business-blueprint\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/Header_43a6fbaa-305a-4bda-8ef7-5e7f4e1278da.png?format=webp\u0026v=1694450194\",\"imageAltText\":\"3D models of a shopping cart and a smartphone on a turquoise background.\",\"modifiedAt\":\"2023-09-01\"},{\"title\":\"What Is Dropshipping and How Does It Work? (2024)\",\"tags\":[\"Guides\"],\"handle\":\"what-is-dropshipping\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/shopify_dropshipping_chapter_1.jpg?v=1590420594\",\"imageAltText\":\"\",\"modifiedAt\":\"2023-12-05\"},{\"title\":\"What Is Print on Demand \u0026 How To Start a Business (2024)\",\"tags\":[\"Find an Idea\"],\"handle\":\"print-on-demand\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/what-is-print-on-demand.jpg?v=1598910000\",\"imageAltText\":\"An introduction to print on demand and how to get started.\",\"modifiedAt\":\"2023-11-09\"},{\"title\":\"How To Create a Website in 9 Steps (2024)\",\"tags\":[\"Sell Online\"],\"handle\":\"build-a-website\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/1-build-a-website.jpg?v=1615422396\",\"imageAltText\":\"Placeholder\",\"modifiedAt\":\"2023-09-20\"},{\"title\":\"How To Start an Online Store in 2024 (Step-by-Step Guide)\",\"tags\":[\"Starting Up\"],\"handle\":\"start-online-store\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/store-setup-guide-hero-min.png?v=1593698881\",\"imageAltText\":\"illustration of a chef cooking up a shopify store: how to start an online store\",\"modifiedAt\":\"2023-11-23\"},{\"title\":\"How To Make and Sell Merch Your Fans Will Love (2024)\",\"tags\":[\"Find an Idea\"],\"handle\":\"make-sell-merch\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/make-sell-merch_dd3029b8-46e0-4593-abc4-ea17f12c0c2e.jpg?v=1664569520\",\"imageAltText\":\"sweatshirt and socks from MrBeast merch line\",\"modifiedAt\":\"2023-12-02\"},{\"title\":\"10 Best Ecommerce Website Builders for Your Online Store (2024)\",\"tags\":[\"Sell Online\"],\"handle\":\"best-ecommerce-website-builder\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/best-ecommerce-website-builder.jpg?v=1615833626\",\"imageAltText\":\"Illustration of a basket made out of bricks and mortar, showcasing how an ecommerce website builder can help you construct an online store\",\"modifiedAt\":\"2023-11-06\"}]","key":"popular_blog_post_json"}],"imageUrl":"https://cdn.shopify.com/s/files/1/0070/7032/articles/marketing_20plan_1e45530c-450d-4230-920a-3cd78d5a116a.jpg?v=1729111674","imageAltText":"a funnel on a purple background representing a marketing plan","imageClass":"","modifiedAt":"Apr 4, 2024","modifiedAtRaw":"2024-04-04T14:30:00Z"},"metaDescription":"Learn the key elements of a marketing plan, access templates to get started, and get tips on how to write an effective plan.","contentHtml":"\u003cp\u003eNo matter how much you stick to a plan, things go wrong. As the famous quote by US President Dwight D. Eisenhower goes: “Plans are useless, but planning is indispensable.”\u003c/p\u003e\n\u003cp\u003eWhen it comes to ecommerce, consumer trends shift, circumstances change, and initial experiments don’t always go as planned. All of these things impact your marketing plan.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eResearch shows that marketers who proactively write a marketing plan are \u003ca href=\"https://coschedule.com/marketing-statistics\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003e356% more likely\u003c/a\u003e to report success. So, what does a realistic ecommerce marketing plan look like? And how do you handle unexpected obstacles and overestimations that threaten your company’s marketing strategy? This guide shares the answers.\u003c/p\u003e\u003cdiv id=\"text-cta\" class=\"hidden lg:block\"\u003e\u003c/div\u003e\n\n\u003ch2 id=\"A\"\u003eWhat is a marketing plan?\u003c/h2\u003e\n\u003cp\u003eA marketing plan is the strategy a business uses to get its products or services in front of its target customer. It includes who the \u003ca href=\"/ca/blog/target-market\"\u003etarget market\u003c/a\u003e is, the channels used to reach them, and the messaging that will help the business sell its products.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eThe purpose of a marketing plan isn’t to create a step-by-step, never-fail manual. Rather, it’s a roadmap to help you accomplish the best-case scenario, while also maintaining realistic expectations for your marketing initiatives and establishing backup plans if something doesn’t work.\u003c/p\u003e\n\u003ch3\u003eMarketing plan vs. business plan\u003c/h3\u003e\n\u003cp\u003eA \u003ca href=\"/ca/blog/business-plan\"\u003ebusiness plan\u003c/a\u003e paints a bigger picture of how you plan to run your business. It includes a mission statement, products you’ll launch, and market research. A marketing plan, on the other hand, is a specific document that details how you plan to achieve these wider goals through \u003ca href=\"/ca/blog/what-is-marketing\"\u003emarketing\u003c/a\u003e.\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eMarketing plan vs marketing strategy\u003c/h3\u003e\n\u003cp\u003eAn overarching marketing strategy details how marketing will drive business results. A marketing plan is the route you’ll use to get there. It’s more specific than a strategy and includes a practical roadmap on how you’ll put your marketing activities into play.\u0026nbsp;\u003c/p\u003e\n\u003ch2 id=\"B\"\u003eFree marketing plan template to help you get started\u003c/h2\u003e\n\u003cp\u003eCreating your own marketing plan is no small job. You put hours into customer and competitor research to find the channels likely to have the biggest impact on your marketing goals. You can check out \u003ca href=\"/ca/blog/marketing-plan-examples\"\u003emarketing plan examples\u003c/a\u003e, but when it comes to creating your own, you can save time with a template.\u003c/p\u003e\n\u003cp\u003eDitch the intimidating blank screen by building a marketing plan using Shopify’s free marketing plan template. Use it to guide your marketing strategy, tweaking the template to meet your business needs.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://cdn.shopify.com/s/files/1/0070/7032/files/Marketing_Plan_Template.docx?v=1711382907\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003e\u003cstrong\u003eDownload the template now\u003c/strong\u003e\u003c/a\u003e\u003c/p\u003e\n\u003ch2 id=\"C\"\u003eTypes of marketing plans\u003c/h2\u003e\n\u003ch3\u003eDigital marketing plan\u003c/h3\u003e\n\u003cp\u003eA digital marketing plan is a specific type of marketing plan that revolves solely around online channels like social media, email, and search engines. It doesn’t include offline channels like billboards or radio ads.\u003c/p\u003e\n\u003ch3\u003eSocial media marketing plan\u003c/h3\u003e\n\u003cp\u003eA social media marketing plan focuses specifically on how a business will use social media to reach its target market. It gives you a framework of which channels you’ll use, the types of content you’ll create, whether you’ll invest in social media ads, and how you’ll drive product sales. This can take place either through your online store or a social media storefront such as \u003ca href=\"/facebook-instagram\"\u003eFacebook and Instagram Shops\u003c/a\u003e.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/IGcheckoutforjewelrybusiness.png?v=1713420906\" alt=\"Example Instagram checkout for a jewelry business that uses Shop Pay.\" class=\"block block--bordered\" style=\"float: none;\"\u003e\n\u003cfigcaption\u003eTap into social commerce with Shopify’s Facebook and Instagram channel.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003ch3\u003eContent marketing plan\u0026nbsp;\u003c/h3\u003e\n\u003cp\u003eA \u003ca href=\"/ca/blog/what-is-content-marketing\"\u003econtent marketing\u003c/a\u003e plan details how you’ll produce content that turns people into paying customers. This can span multiple formats, including an email newsletter, infographics, product documentation, and user-generated content (such as social media posts).\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eAlongside the more traditional elements of a marketing plan, a content-marketing-specific strategy would include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eKeywords you plan to target\u003c/li\u003e\n\u003cli\u003eWho you’ll use to create the content (e.g., freelancers or in-house marketers)\u003c/li\u003e\n\u003cli\u003eHow you’ll promote and repurpose your content\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003eOffline marketing plan\u003c/h3\u003e\n\u003cp\u003eAn offline marketing plan details how a business will reach its target market without using digital channels. This might include billboards, radio ads, direct mail, event sponsorships, and outdoor advertising.\u0026nbsp;\u003c/p\u003e\n\u003ch2 id=\"D\"\u003eHow to write a marketing plan\u003c/h2\u003e\n\u003col\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eDetail your unique value proposition\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003eOutline your buyer personas\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003eRun a SWOT analysis\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eDetail product features and benefits\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003eSet key performance indicators\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6\"\u003eOutline your marketing funnel\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#7\"\u003eDefine your marketing channels\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#8\"\u003eDecide on your content formats\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#9\"\u003ePlan your marketing resources\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#10\"\u003eCreate a measurement and optimization plan\u003c/a\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003cdiv class=\"relative aspect-video mb-8\"\u003e\u003cdiv data-component=\"youtube-facade\" data-src=\"https://www.youtube.com/embed/Pe1ah6UwSvA?si=xIP6Ki6fqKcvtKsR\" class=\"absolute inset-0 w-full h-full\"\u003e\u003c/div\u003e\u003c/div\u003e\n\u003ch3 id=\"1\"\u003eDetail your unique value proposition\u003c/h3\u003e\n\u003cp\u003eA \u003ca href=\"/ca/blog/unique-value-proposition\"\u003eunique value proposition\u003c/a\u003e underlines your entire marketing plan. Regardless of the channels and formats you plan to use, consistency is key. Mixed messages on what you sell and what your brand stands for will only confuse potential customers.\u003c/p\u003e\n\u003cp\u003eA simple way to refine your messaging is to focus on your unique selling point. Costco, for example, is cheaper than its competitors. \u003ca href=\"https://harperwilde.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eHarper Wilde’s\u003c/a\u003e products are comfier than any other bra retailer. Find the marketing channels each retailer uses and you’ll see messaging centered around its adjective.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/harperwilde.png?v=1713420906\" alt=\"Harper Wilde’s YouTube channel homepage with seven videos in tiled format.\" style=\"float: none;\" class=\"block block--bordered\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eHarper Wilde’s value proposition is clear on every channel.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eConsult your customers if you’re unsure what your \u003ca href=\"/ca/blog/value-proposition\"\u003evalue proposition\u003c/a\u003e adjective should be. Research is the biggest part of any \u003ca href=\"/ca/blog/copywriting\"\u003ecopywriting process\u003c/a\u003e. Survey people who’ve already bought from you, run an Instagram poll to discover why people follow your brand, and see where your competitors’ weaknesses lie. Look for adjectives that crop up frequently during the process.\u003c/p\u003e\n\u003cp\u003eWhat overarching goal are you trying to accomplish with the business? Why does it exist? Summarize it in one sentence, and you’ll have a mission statement to inform everything you do, which includes your \u003ca href=\"/ca/blog/marketing-strategies\"\u003emarketing strategies\u003c/a\u003e.\u003c/p\u003e\n\u003ch3 id=\"2\"\u003eOutline your buyer personas\u003c/h3\u003e\n\u003cp\u003eGoing overboard with assumptions is a common mistake among marketers. The end result is a marketing plan that doesn’t actually result in revenue.\u003c/p\u003e\n\u003cp\u003eWhile data won’t give you a foolproof plan, every assumption is one more bit of uncertainty you’re folding into your \u003ca href=\"/ca/blog/marketing-objectives\"\u003emarketing goals\u003c/a\u003e. If an amazing plan has a 40% chance of holding up to real-world scenarios, one without much rigor—and lots of assumptions—might hold up 10% of the time.\u003c/p\u003e\n\u003cp\u003eConsult your customer segments and \u003ca href=\"/ca/blog/what-is-buyer-persona\"\u003ebuyer personas\u003c/a\u003e to get as much information as you can about the person buying your products, such as:\u0026nbsp;\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eDemographic data (location, age, and income level)\u0026nbsp;\u003c/li\u003e\n\u003cli\u003eInterests, goals, and challenges\u0026nbsp;\u003c/li\u003e\n\u003cli\u003eChannels they use to discover new products\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eBe careful not to confuse this with your \u003ca href=\"/ca/blog/target-audience\"\u003etarget audience\u003c/a\u003e. Children would be the target audience of a toy brand; parents are the buyer persona. The latter is who you’ll be reaching out to with your marketing plan.\u0026nbsp;\u003c/p\u003e\n\u003cdiv class=\"relative aspect-video mb-8\"\u003e\u003cdiv data-component=\"youtube-facade\" data-src=\"https://www.youtube.com/embed/vzNoDVdV-lE?si=ygxkHHxKU2iPj8WL\"\u003e\u003c/div\u003e\u003c/div\u003e\n\u003ch3 id=\"3\"\u003eRun a SWOT analysis\u003c/h3\u003e\n\u003cp\u003eA \u003ca href=\"/ca/blog/swot-analysis\"\u003eSWOT analysis\u003c/a\u003e helps uncover your strengths, weaknesses, opportunities, and threats relative to your competitors. It’s useful to include one as part of your marketing plan because it can help anticipate problems you might encounter, make more data-driven decisions, and spot areas where you can get ahead of your competitors.\u0026nbsp;\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/SWOT_b333df1d-7d24-44cb-916a-034ee2d89d06.png?v=1713420906\" alt=\"Example SWOT analysis template from Oberlo with four sections of bullet points.\" style=\"float: none;\" class=\"block block--bordered\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eConsider these things when doing your own SWOT analysis.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eDive deep into the data you already have about your customer base by investigating \u003ca href=\"/ca/blog/14759449-how-to-track-your-marketing-campaigns-in-google-analytics\"\u003emarketing analytics\u003c/a\u003e, social media audiences, and \u003ca href=\"/ca/blog/75022277-how-to-read-your-customers-minds-with-one-email\"\u003ecustomer surveys\u003c/a\u003e. It reiterates who you’re trying to reach—and more importantly, the triggers that would make them buy your product over a competitor’s.\u003c/p\u003e\n\u003cp\u003eRemind yourself of your \u003ca href=\"/ca/blog/unique-selling-proposition\"\u003eunique selling proposition\u003c/a\u003e (USP) throughout this process. Tailor your marketing plan around key takeaways from these.\u0026nbsp;\u003c/p\u003e\n\u003ch3 id=\"4\"\u003eDetail product features and benefits\u003c/h3\u003e\n\u003cp\u003eInclude any special features, competitive advantages, or customer favorites your marketing plan will lean on.\u003c/p\u003e\n\u003cp\u003eYou could have the best mattress in the world—one made with 100 springs and cotton stitching, vigorously tested by sleep experts. But you’d struggle to market it if you lean too heavily on product features. A customer cares more about getting a peaceful night’s sleep than detailed product specifications.\u003c/p\u003e\n\u003cp\u003e“Every great marketing plan needs one thing first: a product that is 10 times better than the next,” says Nick Saltarelli, co-founder of \u003ca href=\"https://middaysquares.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eMid-Day Squares\u003c/a\u003e. “Once you have that, marketing is about deep human connections.”\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/middaysquares.png?v=1713420906\" alt=\"Mid-Day Squares product page with the title, “Functional chocolate squares that satisfy your sweet cravings”.\" style=\"float: none;\" class=\"block block--bordered\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eMid-Day Squares focuses on product benefits, not features.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eNick says, “It felt obvious that there was a sweet spot somewhere in between: people who wanted to follow along, and a true behind-the-scenes look into building a massive chocolate business from the ground up.”\u003c/p\u003e\n\u003cp\u003eAs a result, the Mid-Day Squares marketing plan doesn’t prioritize product promotion. The brand instead “focuses on getting people to fall in love with us, the founders, to scale the human connection,” Nick says.\u003c/p\u003e\n\u003ch3 id=\"5\"\u003eSet key performance indicators\u003c/h3\u003e\n\u003cp\u003eWhat are you trying to achieve with your marketing plan? Create both short- and long-term \u003ca href=\"/ca/blog/business-goals\"\u003ebusiness goals\u003c/a\u003e that relate to financial metrics like revenue growth, \u003ca href=\"/ca/blog/customer-retention-strategies\"\u003eretention\u003c/a\u003e, or \u003ca href=\"/ca/blog/customer-acquisition\"\u003enew customers\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eMost marketers measure success using \u003ca href=\"/ca/blog/what-is-return-on-investment\"\u003ereturn on investment (ROI)\u003c/a\u003e—the revenue you expect to generate after spending your marketing budget. It’s every marketer’s dream to get $100,000 in sales from $1,000 in marketing spend. While that isn’t the most realistic expectation, knowing your target ROI will prevent overspending. If your ROI is hurtling beyond your predictions, you can better allocate that budget to be spent elsewhere.\u003c/p\u003e\n\u003cp\u003eBut there’s more to \u003ca href=\"/ca/blog/marketing-analytics\"\u003emarketing measurement\u003c/a\u003e than dollar returns. Revenue isn’t always the end goal. Brand awareness, website traffic, and social media followers are short-term marketing objectives that aim to get new people into your marketing funnel. Nail them early on and you set your business up for success later down the road.\u003c/p\u003e\n\u003ch3 id=\"6\"\u003eOutline your marketing funnel\u003c/h3\u003e\n\u003cp\u003eNot everyone will see your products and convert into a customer instantly. Most people progress through a sales funnel. Content that will make someone progress to the next stage depends on the one they’re currently in.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eIf you were to use Facebook ads to sell your products to a generic audience modeled on your buyer persona, for example, you might not get the highest conversion rate. These people don’t know who you are, what you stand for, or why they should choose you over a competitor.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eBut if you used Facebook ads to specifically target people at the bottom of your marketing funnel, you could use \u003ca href=\"/ca/blog/retargeting-previous-customers\"\u003eretargeting ads\u003c/a\u003e to show items someone had in their shopping cart. You’re bound to get a better return on your investment with this strategy because you’re only investing money into reaching people who just need a final nudge to convert.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eLet’s break down how you might outline your \u003ca href=\"/ca/blog/marketing-funnel\"\u003emarketing funnel\u003c/a\u003e in a marketing plan.\u0026nbsp;\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/tofumofubofu.png?v=1713420906\" alt=\"Example marketing funnel showing the three different stages.\" style=\"float: none;\" class=\"block block--bordered\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eThe marketing funnel has three stages: TOFU, MOFU, and BOFU.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003ch4\u003eTop of the funnel (TOFU)\u003c/h4\u003e\n\u003cp\u003ePeople at the top of your marketing funnel don’t understand who you are or what you sell. Social media, podcasts, and video content play huge roles here. Each channel is used by potential customers looking to learn or be inspired.\u003c/p\u003e\n\u003cp\u003eFor this stage, prioritize metrics that give insight into how people are engaging with your top-funnel content, such as:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003ePage views\u003c/li\u003e\n\u003cli\u003eVideo views\u003c/li\u003e\n\u003cli\u003eWebsite clicks\u003c/li\u003e\n\u003cli\u003eClick-through rate (CTR)\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"/ca/blog/facebook-ads-cost\"\u003eCost per click (CPC)\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch4\u003eMiddle of the funnel (MOFU)\u003c/h4\u003e\n\u003cp\u003ePeople reach the middle of the funnel when they know they have a problem that needs to be solved. Look at the \u003ca href=\"/ca/blog/marketing-channels\"\u003emarketing channels\u003c/a\u003e and formats you’re using to target these people. Most often, it’s search engines and retargeted ads.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"/ca/blog/14681601-google-analytics-for-ecommerce-a-beginners-guide\"\u003eGoogle Analytics\u003c/a\u003e is your best bet here. While the dashboard can feel overwhelming for a lot of people, you don’t need to look at every report. Use the following metrics to see how people engage with your middle-funnel content:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eBounce rate\u003c/li\u003e\n\u003cli\u003ePages per session\u0026nbsp;\u003c/li\u003e\n\u003cli\u003eUsers by traffic source\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"/ca/blog/email-marketing-metrics\"\u003eEmail subscriber conversion rate\u0026nbsp;\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eTo track the data above, especially for advertising campaigns, \u003ca href=\"/ca/blog/72787269-relax-advertising-on-facebook-just-got-a-lot-easier\"\u003eadd the Meta pixel\u003c/a\u003e to all pages of your store.\u003c/p\u003e\n\u003ch4\u003eBottom of the funnel (BOFU)\u003c/h4\u003e\n\u003cp\u003eGoing for the hard sell? For marketing messages where the only goal is to convert your audience into paying customers, consult the back end of your ecommerce store. It’s home to sales and product-related data that helps you understand whether your marketing plan is successful, such as:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eAdded to cart conversion rate\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"/ca/blog/average-order-value\"\u003eAverage order value (AOV)\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003eNumber of orders\u003c/li\u003e\n\u003cli\u003eReached checkout conversion rate\u003c/li\u003e\n\u003cli\u003eSales conversion rate\u003c/li\u003e\n\u003c/ul\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/shopifyanalytics_1fcf0822-3610-4ba4-a132-8b553511bbee.png?v=1713420906\" alt=\"Shopify Analytics dashboard showing metrics like total sales, sessions, and conversion rate.\" style=\"float: none;\" class=\"block block--bordered\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eShopify Analytics shows all the BOFU data you’ll need.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003ch4\u003ePost-funnel and retention\u003c/h4\u003e\n\u003cp\u003ePlanning to build a steady stream of paying customers off the back of your ecommerce marketing plan? It's easy to assume revenue growth comes from audience growth. But oftentimes, the easiest way to \u003ca href=\"/ca/blog/17807064-how-to-make-your-first-10-sales\"\u003egrow your revenue\u003c/a\u003e is by focusing on the people we forget about: existing customers.\u003c/p\u003e\n\u003cp\u003eResist the temptation to focus on flashy metrics like social media followers and YouTube subscribers. Instead, involve existing customers in your marketing plan. Use them as a source of testimonials and word-of-mouth referrals.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/retention.png?v=1713420906\" alt=\"Graph shows how a small change in retention leads to more revenue.\" style=\"float: none;\" class=\"block block--bordered\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eRetention is one of the most important stages in the marketing funnel.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003e“Happy customers have been powerful word-of-mouth catalysts for our brand, and it has made sense to keep them engaged,” says Chris Campbell, partner at \u003ca href=\"https://thecharmingbenchcompany.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eThe Charming Bench Company\u003c/a\u003e. “We’ve been getting a steady stream of five-star ratings on websites and social media, which we then share on our Facebook, X [formerly known as Twitter], Pinterest, and Instagram profiles. It’s a great alternative to pushing loud sales messages that don’t always work.”\u003c/p\u003e\n\u003ch3 id=\"7\"\u003eDefine your marketing channels\u0026nbsp;\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"/ca/blog/sales-channel\"\u003eChannels\u003c/a\u003e are the platforms you’ll use as part of your marketing plan. Go back to your market research and uncover the online and offline channels your target audience is using to shop and get entertained or inspired.\u003c/p\u003e\n\u003cp\u003eSome of the most popular channels for ecommerce businesses include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003ca href=\"/ca/blog/social-media-marketing-strategy\"\u003e\u003cstrong\u003eSocial media\u003c/strong\u003e\u003c/a\u003e\u003cstrong\u003e. \u003c/strong\u003eSocial media is used by more than \u003ca href=\"https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003esix out of 10 people\u003c/a\u003e. Platforms like Instagram, Facebook, X, LinkedIn, and Pinterest are free to use (on the whole) and help brands reach their target audience.\u0026nbsp;\u003c/li\u003e\n\u003cli\u003e\n\u003ca href=\"/ca/blog/search-engine-marketing\"\u003e\u003cstrong\u003eSearch engines\u003c/strong\u003e\u003c/a\u003e\u003cstrong\u003e. \u003c/strong\u003eSome \u003ca href=\"https://www.statista.com/statistics/1417439/onlines-channels-source-product-search-worldwide/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003e44% of online shoppers\u003c/a\u003e start their product research on search engines. By making \u003ca href=\"/ca/blog/seo-checklist-online-store\"\u003esearch engine optimization (SEO)\u003c/a\u003e part of your marketing plan, you can generate new business by reaching people when they’re actively looking for your products or services.\u003c/li\u003e\n\u003cli\u003e\n\u003ca href=\"/ca/blog/email-marketing\"\u003e\u003cstrong\u003eEmail marketing\u003c/strong\u003e\u003c/a\u003e\u0026nbsp;and\u0026nbsp;\u003ca href=\"/ca/blog/sms-marketing\"\u003e\u003cstrong\u003eSMS marketing\u003c/strong\u003e\u003c/a\u003e\u003cstrong\u003e.\u003c/strong\u003e Email and text message inboxes are two of the most sacred places for a marketer to reach. A phone number or email address gives you a direct line of communication with your target customers, if they opt in to hear from you.\u003c/li\u003e\n\u003cli\u003e\n\u003ca href=\"/ca/blog/34911301-how-to-start-a-podcast-the-ultimate-step-by-step-podcasting-guide\"\u003e\u003cstrong\u003ePodcasts\u003c/strong\u003e\u003c/a\u003e\u003cstrong\u003e. \u003c/strong\u003eRecord conversations you have with your team, customers, or experts in the industry and share them with your audience. By establishing yourself or your brand as a thought leader in your industry, you’ll inspire confidence that in turn builds trust in your products.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eOffline channels. \u003c/strong\u003eWhile digital marketing is vital in today’s world, offline and in-person marketing efforts can be equally powerful. Get in front of people when they’re not online, using channels like \u003ca href=\"/ca/blog/what-is-word-of-mouth-marketing\"\u003eword-of-mouth recommendations\u003c/a\u003e, radio, billboards and \u003ca href=\"/ca/blog/what-is-outdoor-advertising\"\u003eoutdoor advertising\u003c/a\u003e, or TV marketing campaigns.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThere’s a sweet spot to how many channels your marketing plan should include. Go too wide and you burn resources on channels with poor returns. But become too reliant on one channel and you’re at risk.\u003c/p\u003e\n\u003cp\u003eAlgorithms power most digital marketing channels. They’re praised as the type of technology that delivers personalized experiences for their users, but any changes to an algorithm can make marketing plans utterly useless overnight.\u003c/p\u003e\n\u003cp\u003e“If you rely on SEO, then any algorithm updates could potentially cut your revenue for months before you recover,” explains Marquis Matson, VP of Growth at \u003ca href=\"https://livesozy.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eSozy\u003c/a\u003e. “If you rely on paid ads, then any changes to privacy policies can cut your revenue. If you rely on email marketing, then any ESP\u0026nbsp;\u003cspan data-mce-fragment=\"1\"\u003e[email service provider]\u0026nbsp;\u003c/span\u003epolicy changes can cut your revenue. Diversifying your acquisition is crucial in a fast-paced digital marketing world.”\u003c/p\u003e\n\u003cdiv class=\"relative aspect-video mb-8\"\u003e\u003cdiv data-component=\"youtube-facade\" data-src=\"https://www.youtube.com/embed/MtrBXgWPbkE?si=yc5KZt5ZXWEuofJe\"\u003e\u003c/div\u003e\u003c/div\u003e\n\u003cp\u003eFootwear brand \u003ca href=\"https://hippyfeet.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eHippy Feet\u003c/a\u003e is one ecommerce brand that failed to diversify channels. “The original marketing plan was to drive traffic to our Shopify store through ads—relying heavily on paid Facebook and Instagram traffic,” says Sam Harper, Hippy Feet’s co-founder and CEO. “While this is still a major component of our marketing strategy, the decreasing effectiveness of these ads has forced us to expand our marketing efforts.\u003c/p\u003e\n\u003cp\u003e“A diverse media strategy is crucial to helping an ecommerce business survive in this highly-dynamic market. By driving traffic through SEO, email, and media coverage, we’re more resilient and less impacted by a single tech platform changing their algorithm.”\u003c/p\u003e\n\u003ch3 id=\"8\"\u003eDecide on your content formats\u003c/h3\u003e\n\u003cp\u003eFor each channel, define which content formats you’ll use to capture attention and drive website traffic. That could include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eAudio. \u003c/strong\u003eReach podcast and radio listeners with audio content.\u0026nbsp;\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eImages. \u003c/strong\u003eCapture visual learners and shoppers on visually dominant social media sites with infographics, GIFs, and memes.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eVideo.\u003c/strong\u003e Get listed on \u003ca href=\"/ca/blog/198134793-how-to-make-money-on-youtube\"\u003eYouTube\u003c/a\u003e, the world's second largest search engine, with explainer videos and product demonstrations. Many social media platforms—\u003ca href=\"/ca/blog/14288561-how-to-build-a-massive-following-on-instagram\"\u003eInstagram\u003c/a\u003e and \u003ca href=\"/ca/blog/tiktok-trends\"\u003eTikTok\u003c/a\u003e included—are also evolving to prioritize video content.\u0026nbsp;\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eWritten content. \u003c/strong\u003eMost search engine results retrieve links to optimized written content, such as \u003ca href=\"/ca/blog/how-to-start-a-blog\"\u003eblogs\u003c/a\u003e, transcripts, or \u003ca href=\"/ca/blog/landing-page-design\"\u003elanding pages\u003c/a\u003e.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e\u003ca href=\"/ca/blog/what-is-content-marketing\"\u003eContent marketing\u003c/a\u003e is a beast that constantly needs to be fed. Customers want newer, fresher, more exciting content on a regular basis. That’s demanding for a small business to keep up with.\u003c/p\u003e\n\u003cp\u003eIf this sounds unsustainable, consider a content marketing strategy that collects \u003ca href=\"/ca/blog/user-generated-content\"\u003euser-generated content (UGC)\u003c/a\u003e from existing customers. The more they share their experiences with others, the more content you have to repurpose on each channel. It’s an effective route to scale your content marketing plan and stretch your editorial calendar if your marketing department has limited resources. Don’t have time to invest in promoting the content you create? \u003ca href=\"/ca/blog/instagram-influencer-marketing\"\u003ePartner with popular influencers\u003c/a\u003e in your niche—those whose loyal audience overlaps with your \u003ca href=\"/ca/blog/target-market\"\u003etarget market\u003c/a\u003e.\u003c/p\u003e\n\u003ch3 id=\"9\"\u003ePlan your marketing resources\u003c/h3\u003e\n\u003cp\u003eYour \u003ca href=\"/ca/blog/marketing-budget\"\u003emarketing budget\u003c/a\u003e is the dollar amount you expect to spend executing your marketing plan. If you’re bootstrapped, you can run a marketing plan on a \u003ca href=\"/ca/blog/budgeting-for-small-business\"\u003etight budget\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eAs part of your own marketing plan, state whether you intend to use each channel organically or boost it with advertising. Most channels allow businesses to run sponsored content, which is guaranteed to reach your target market across online and offline channels, like \u003ca href=\"/ca/blog/door-to-door-sales\"\u003edoor-to-door sales\u003c/a\u003e, social media, TV, billboards, and radio.\u003c/p\u003e\n\u003cp\u003e“I apply for any competitions, press opportunities, and awards to get my small business out there at any given opportunity,” says Terri-Anne Turton, founder of \u003ca href=\"https://theturshirtcompany.co.uk/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eThe Tur-Shirt Company\u003c/a\u003e.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eThe strategy has worked: The Tur-Shirt Company has won a Junior Design Award for best fashion newcomer and a shoutout from media entrepreneur Steven Bartlett after entering his #DeserveToBeFound competition with Facebook.\u003c/p\u003e\n\u003cp\u003e“I focus on those my target market knows of to build credibility,” says Terri-Anne. “Plus, most of the awards I enter are free or low-cost; they just need some time investment and creativity to take part. It proves my USP to my target market—that my kids’ clothing products are unique—without investing thousands into advertising.”\u003c/p\u003e\n\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/theturshirtcompany_444b7868-b05d-4263-bd33-36cbd16daeb2.png?v=1713420906\" alt=\"\" style=\"float: none;\" class=\"block block--bordered\" loading=\"lazy\"\u003e\n\u003cp\u003eWhile you can run a strategy with little to no budget, this section of your marketing plan needs to account for more than any planned advertising spend. Time is a resource that needs to be managed and accounted for. Be sure to detail how much time you plan to spend executing your marketing strategy.\u003c/p\u003e\n\u003cp\u003eIf you have a designated marketing team, it’s also worth noting who will be responsible for each element of your marketing plan. Who’s responsible for this marketing plan? Which team members are executing it? What experience do they have with marketing?\u003c/p\u003e\n\u003cp\u003eMore importantly, detail what you expect from the resources you’re putting into your marketing plan. If you plan to spend $40,000 throughout the coming year, how much revenue will you get in return? If you’re producing a marketing plan for a large or public company, this is what stakeholders really want to see.\u003c/p\u003e\n\u003ch3 id=\"10\"\u003eCreate a measurement and optimization plan\u003c/h3\u003e\n\u003cp\u003eGo back to the KPIs (key performance indicators) you set in the earlier section of your marketing plan. How will you determine whether you’ve met these KPIs? What happens if you’re exceeding or falling short of your target? It’s good to have a plan of action for either case.\u003c/p\u003e\n\u003cp\u003eLet’s put that into practice and say you expected to increase sales by 20% through your social media marketing plan. Detail exactly how you’d measure this, for example, you could say, “we’ll look at our \u003ca href=\"https://help.shopify.com/en/manual/reports-and-analytics/shopify-reports/report-types/default-reports/sales-report\"\u003eShopify sales report\u003c/a\u003e once per month and analyze which channel is meeting this KPI. If a channel falls behind, we’ll evaluate why and either adjust our marketing plan or deprioritize it in favor of more effective channels.”\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eThe best marketers approach their plans with an open mind. The hypothesis you started with might be proven wrong. Don’t take that as a negative. You just got closer to finding what will work.\u0026nbsp;\u003c/p\u003e\n\u003cdiv class=\"relative aspect-video mb-8\"\u003e\u003cdiv data-component=\"youtube-facade\" data-src=\"https://www.youtube.com/embed/hXHym9wDnNo?si=-6Jg24qebi_aLZ-P\"\u003e\u003c/div\u003e\u003c/div\u003e\n\u003ch2 id=\"E\"\u003eTips for creating your marketing plan\u003c/h2\u003e\n\u003ch3\u003eSet conservative expectations\u003c/h3\u003e\n\u003cp\u003eWhile it’s good to approach your marketing goals with confidence, high expectations often lead to disappointment when we fail to meet them. That disappointment is magnified in a marketing plan, as stakeholders or founders will have already bought into unrealistic predictions and business objectives.\u003c/p\u003e\n\u003ch3\u003eStart small\u003c/h3\u003e\n\u003cp\u003eDon’t overwhelm yourself and your team by trying to generate results with all marketing tactics at once: running Facebook ads, tweeting like crazy, writing daily blog posts for SEO, and making constant changes to site and content strategy to improve your conversion rate.\u003c/p\u003e\n\u003cp\u003eIf you’re very lucky, one of these tactics will bring you consistent traffic and sales. But more often than not, trying everything at once will make you extremely busy without anything to show for it.\u003c/p\u003e\n\u003cp\u003eTake it from Jameela Ghann, owner of \u003ca href=\"http://alora.ca/\"\u003eAlora\u003c/a\u003e: “When we first started Alora, 10 years ago, our marketing plan was unrealistic. We were just a couple of people making plans that were good on paper but almost impossible to execute with a small team.”\u0026nbsp;\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/alora_23aaef25-5eb5-4a6e-b8ba-cc706cf639a8.png?v=1713420906\" alt=\"Alora’s website home with tiled images of earrings, necklaces, and jewelry gifts.\" style=\"float: none;\" class=\"block block--bordered\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eAlora reprioritized to focus on a smaller number of channels in its marketing plan.\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eOriginally, Jameela’s team planned to invest in several marketing channels—online and offline advertising, PR, trade shows, influencer marketing, and \u003ca href=\"/ca/blog/make-money-blogging\"\u003eblogging\u003c/a\u003e included. However, the team changed its marketing plan. They went deep on one channel instead of spreading resources too thin by trying to be everywhere at once.\u003c/p\u003e\n\u003cp\u003e“We stuck to one course of action that was where our customers were, and ready to buy, and easiest for us to see a good ROI,” Jameela says. “What really worked for us was focusing on a handful of channels that we knew we could do well.”\u003c/p\u003e\n\u003cp\u003eGo back to your audience research and identify three channels your target audience uses most often. Put most of your energy into perfecting those before overcomplicating things with a more comprehensive marketing plan.\u003c/p\u003e\n\u003ch3\u003eUse historical data as a guide\u003c/h3\u003e\n\u003cp\u003ePast performance can help you temper your expectations for your marketing plan. If you know your click-through rate (CTR) for \u003ca href=\"/ca/blog/facebook-ads\"\u003eFacebook ads\u003c/a\u003e is 0.1%, don’t stray too far from that baseline with your \u003ca href=\"/ca/blog/social-media-marketing-strategy\"\u003esocial media marketing\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThe same goes for website content \u003ca href=\"https://help.shopify.com/en/manual/promoting-marketing/seo\"\u003eoptimized for search\u003c/a\u003e: If you’re currently getting 10,000 visitors per month from Google, scaling your traffic up to a million is a tough battle. Instead, 50,000 visitors is a more achievable goal.\u003c/p\u003e\n\u003ch3\u003eAllow for flexibility\u003c/h3\u003e\n\u003cp\u003eThe purpose of a marketing plan isn’t to create a never-fail manual. Whether your marketing team has fallen victim to completion bias or focused too heavily on one channel, sticking rigidly to your original plan can be a big mistake.\u003c/p\u003e\n\u003cp\u003eImine Martinez, assistant manager at \u003ca href=\"https://rainbowly.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eRainbowly\u003c/a\u003e, says: “Our regular campaigns targeting mainly birthday celebrations and anniversaries offered poor return on ad spend and inconsistent results over the months.\u003c/p\u003e\n\u003cp\u003e“That said, during festive seasons, such as Christmas or New Year’s, our targeted campaigns were particularly profitable, achieving five times return on ad spend with much cheaper cost per click and impression.”\u003c/p\u003e\n\u003cp\u003eContinuing with the same marketing strategies despite this data would only have resulted in heartbreak. Rainbowly would be pouring money down the drain on ads that wouldn’t perform, just because its marketing plan said to do so.\u003c/p\u003e\n\u003ch2\u003eCreating a marketing plan is the first step\u003c/h2\u003e\n\u003cp\u003eA lot of hard work goes into a successful marketing plan. To create an attainable one, you’ll need to spend hours diving into competitive research, audience data, and channels your target market consults when researching new products.\u003c/p\u003e\n\u003cp\u003eMost importantly, know that marketing is unpredictable. There are thousands of scenarios that fundamentally change the marketing strategy that’s best for your business. Global pandemics, PR crises, and the emergence of new social media platforms are unpredictable.\u003c/p\u003e\n\u003cp\u003eTreat your marketing plan like the best-case scenario. Plan \u003ca href=\"/ca/blog/smart-goals\"\u003eSMART goals\u003c/a\u003e and strategies but remember to be flexible to give your marketing the best chance of success.\u003c/p\u003e\n\u003cdiv class=\"clear\"\u003e\u003c/div\u003e\n\u003cdiv id=\":R0:\" data-component-name=\"blog-read-more\" class=\"marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [\u0026amp;_h2]:text-t5 border-blog-highlight\"\u003e\u003ch2 class=\"!mt-0 mb-6 font-aktivgroteskextended\"\u003eRead more\u003c/h2\u003e\u003cul class=\"!mt-0 !mb-0\"\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/international-ecommerce\"\u003eThe Ultimate Guide to International Ecommerce\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/best-ecommerce-platforms\"\u003eThe 12 Best Ecommerce Platforms for 2024\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/best-dropshipping-products\"\u003e130+ Dropshipping Products To Sell for Profit\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/dropshipping-guide\"\u003eThe Ultimate Guide To Dropshipping (2024)\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/marketing-strategy\"\u003eThe 5-Step Marketing Strategy to Grow Your Business\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/amazon-dropshipping\"\u003eAmazon Dropshipping Guide- How To Dropship on Amazon (2024)\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/return-policy\"\u003eHow To Write a Return Policy (+ Free Template) (2024)\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/shopify-store-launch-checklist\"\u003eA 14-Point Ecommerce Checklist to Launch Your Shopify Store\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/checkout-on-facebook-shop-pay\"\u003eFaster Checkout on Instagram and Facebook with Shop Pay\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/marketing-automation\"\u003eWhat Is Marketing Automation? Definition and Guide\u003c/a\u003e\u003c/li\u003e\u003c/ul\u003e\u003c/div\u003e\u003cdiv style=\"text-align: left;\" class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0\" id=\"faq-section\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2 id=\"F\"\u003eMarketing plan FAQ\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow much does a marketing plan cost?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003eAny business owner can create their own free marketing plan using a premade template. If you were to outsource this to a specialist marketing agency or consultant, a professional marketing plan can cost \u003ca href=\"https://www.sortlist.com/blog/marketing-plan-cost/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eupward of $25,000.\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow often should a marketing plan be reviewed?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003eMost marketing plans are done on a quarterly or yearly basis. An annual marketing plan, in particular, gives you enough time to act on the things you’ve planned, but enough time to pivot your plan based on factors like algorithm changes, a shift in business direction, and new product launches.\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat are the 4 steps of a marketing plan?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003col\u003e\n\u003cli\u003eConduct market research\u003c/li\u003e\n\u003cli\u003eOutline your marketing channels and formats\u003c/li\u003e\n\u003cli\u003ePlan your marketing resources\u003c/li\u003e\n\u003cli\u003eCreate goals and measure performance\u003c/li\u003e\n\u003c/ol\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhy is marketing plan important?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003eA marketing plan is a roadmap to help you set and achieve your marketing goals. An effective marketing plan will help you identify your target audience, determine the marketing tactics you'll use to reach them, and set realistic expectations for your efforts.\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat are some marketing plan mistakes?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003eThe most common mistakes businesses make when building a marketing plan include being overconfident in their expectations, spreading their marketing efforts across too many tactics or channels, and sticking too rigidly to their original plan.\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","latestArticles":[],"contentNavigationLinks":[{"href":"#A","text":"What is a marketing plan?"},{"href":"#B","text":"Free marketing plan templates to help you get started"},{"href":"#C","text":"Types of marketing plans"},{"href":"#D","text":"How to write a marketing plan"},{"href":"#E","text":"Tips for creating your marketing plan"},{"href":"#F","text":"Marketing plan FAQ"}],"blogHandle":"blog","settings":{"topSectionImages":[{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500\u0026originalHeight=641"},{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500\u0026originalHeight=641"},{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500\u0026originalHeight=641"}],"images":{"guides-modal-default":"https://cdn.shopify.com/shopifycloud/brochure/assets/content-marketing/blog/guides/default-popup-small-507879111d55acdd759b202ab869ea0b8bd0f4af9f9aaa7c540efe59b8e046db.jpg","guides-modal-photography":"https://cdn.shopify.com/b/shopify-brochure2-assets/1bd4b072dc187a774c9af650d0f16d0b.jpg","guides-modal-seo":"https://cdn.shopify.com/b/shopify-brochure2-assets/63781344c2932de6e553a54b02291692.jpg","subscription":{"image":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420\u0026originalHeight=1040"}},"rightColSideBannerImg":"https://cdn.shopify.com/b/shopify-brochure2-assets/c8790c0f3c1fa91ccc845e45ce067bbe.png","rightColSideBannerGetInTouchImg":"https://cdn.shopify.com/b/shopify-brochure2-assets/e2a124c9e2e7ae76119a66cfc515535b.png","articleNavigation":{"banner":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/e570727d45209fec56c410f802faa0fe.png"}}},"subscription":{"settings":{"subscriptionId":"DE84EF61-2A02-4778-8807-F01B108DE974"}},"citation":{"high-ticket-affiliate-programs":[{"text":"Zip Recruiter - [High ticket affiliate marketing salary]","url":"https://www.ziprecruiter.com/Salaries/High-Ticket-Affiliate-Marketing-Salary"},{"text":"Zip Recruiter - [Affiliate Marketing Salary]","url":"https://www.ziprecruiter.com/Salaries/Affiliate-Marketing-Salary"},{"text":"Smartway - [Affiliate Marketing Smart Way]","url":"https://www.smartpassiveincome.com/affiliate-marketing-smart-way/"},{"text":"Ryan Robinson - [How I earned $35,218.31 blogging last month]","url":"https://www.ryrob.com/blog-income-report-march-2021/"}],"amazon-affiliate-marketing":[{"text":"Datanyze - [Affiliate Networks Software Market Share]","url":"https://www.datanyze.com/market-share/affiliate-networks--69"},{"text":"Amazon Associates - [Amazon’s affiliate marketing program]","url":"https://affiliate-program.amazon.com/"},{"text":"eMarketer - [Prime Day US Online Shoppers Start Product Searches on Amazon]","url":"https://www.emarketer.com/content/prime-day-us-online-shoppers-start-product-searches-amazon"},{"text":"Amazon Associates - [Associates Program Participation Requirements]","url":"https://affiliate-program.amazon.com/help/node/topic/G9SMD8TQHFJ7728F"},{"text":"Themenhero - [Men’s Guide For Brands \u0026 Fashion]","url":"https://themenhero.com/"},{"text":"Zip Recruiter - [Amazon Affiliate Salary]","url":"https://www.ziprecruiter.com/Salaries/Amazon-Affiliate-Salary"},{"text":"Amazon Associates - [Associates Program Participation Requirements]","url":"https://affiliate-program.amazon.com/help/operating/policies#Associates%20Program%20Participation%20Requirements"},{"text":"Amazon - [Application Review Process]","url":"https://affiliate-program.amazon.com/help/node/topic/G8TW5AE9XL2VX9VM"},{"text":"Coffee Brewing Pro - [Coffee Brewing Pro]","url":"https://coffeebrewingpro.com/"},{"text":"Sprocker Lovers - [Sprocker Lovers]","url":"https://sprockerlovers.com/"},{"text":"McKinsey \u0026 Company - [What is omnichannel marketing?]","url":"https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-omnichannel-marketing"},{"text":"Package Free Shop - [Package Free Shop]","url":"https://packagefreeshop.com/"},{"text":"McKinsey \u0026 Company - [Five-star growth: Using online ratings to design better product]","url":"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/five-star-growth-using-online-ratings-to-design-better-products"},{"text":"The Every Day Farmhouse - [Homesteading Gift Ideas]","url":"https://theeverydayfarmhouse.com/homesteading-gift-ideas/"},{"text":"insider Intelligence -[Over 60% of US online shoppers start their product search on Amazon]","url":"https://www.insiderintelligence.com/content/online-shoppers-search-on-amazon"}],"pinterest-affiliate-marketing":[{"text":"Pinterest- [Your audience is here]","url":"https://business.pinterest.com/audience/"},{"text":"Pinterest - [Community guidelines]","url":"https://policy.pinterest.com/en/community-guidelines"},{"text":"FTC - [Online advertising disclosure guidelines]","url":"https://www.ftc.gov/sites/default/files/attachments/press-releases/ftc-staff-revises-online-advertising-disclosure-guidelines/130312dotcomdisclosures.pdf"},{"text":"TheWaystoWealth - [R.J. Weiss founder of TheWaystoWealth]","url":"https://www.thewaystowealth.com/author/rjweiss/"},{"text":"Pinterest - [Pinterest Scheduling]","url":"https://later.com/pinterest-scheduling/"},{"text":"Hootsuite - [Pinterest Scheduler \u0026 Analytics]","url":"https://www.hootsuite.com/pinterest"},{"text":"Pinterest - [Rich Pins Help]","url":"https://help.pinterest.com/en/business/article/rich-pins"},{"text":"Pinterest - [Crochet Community Board]","url":"https://www.pinterest.com/crochicstyles/crochet-community-board-crochic-styles/"},{"text":"Side Hustle Tips - [Side Hustle Tips]","url":"https://www.sidehustle.tips/"},{"text":"Pinterest - [Pinterest Analytics]","url":"https://analytics.pinterest.com/"},{"text":"Pinterest - [Creative Best Practices]","url":"https://business.pinterest.com/creative-best-practices"}],"make-money-on-facebook":[{"text":"Statista - [Most popular social networks worldwide as of January 2024, ranked by number of monthly active 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Pacifier]","url":"https://bitten-design.com/products/moustache-pacifier?variant=839047215"},{"text":"USPTO - [United States Patent and Trademark Office]","url":"https://www.uspto.gov/"},{"text":"Cornel Law School - [35 U.S. Code § 101 - Inventions patentable]","url":"https://www.law.cornell.edu/uscode/text/35/101"},{"text":"Nolo - [Patent Searching Online]","url":"https://www.nolo.com/legal-encyclopedia/patent-searching-online-29551.html"},{"text":"USPTO - [Fee schedule]","url":"https://www.uspto.gov/learning-and-resources/fees-and-payment/uspto-fee-schedule"},{"text":"USPTO - [First Office Action Estimator]","url":"https://www.uspto.gov/learning-and-resources/statistics/first-office-action-estimator"},{"text":"USPTO - 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Access our free, curated list of high-impact articles below.","cta":"Get the free reading list","modal_headline":"Get our Conversion Optimization reading list delivered right to your inbox."},"packaging_calculator":{"heading":"Calculate your packaging costs","content":"Use this free calculator to estimate your packaging expenses. Get insights into labor, materials, and design costs to make informed decisions for your business.","cta":"Download calculator","modal_headline":"Get the calculator delivered right to your inbox."},"packing_slip":{"heading":"Free Packing Slip Template","content":"Save time and effort by ensuring proper delivery of your products. Our free packing slip template helps you get started.","cta":"Get the template now","modal_headline":"Get the packing slip template delivered right to your inbox."},"parentpreneur":{"heading":"Playbook for the Aspiring Parentpreneur","content":"Unleash your creativity and turn your passion into a thriving business with our Parentprenuer brainstorming guide. Discover new ideas, set realistic goals, and map out a plan for success.","cta":"Download now","modal_headline":"Check your inbox for your copy of the Parentpreneur Playbook."},"persona_template":{"heading":"Free User Persona Template","content":"Maximize your product’s potential. Unlock insights to fine-tune your offerings and impress users. Our template makes it easy.","cta":"Download template","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"phonecases":{"heading":"Get a Free Phone Case Business in a Box","content":"Free high quality phone case stock photos and a list of some places you can look to find phone case suppliers to work with.","cta":"Download startup bundle","modal_headline":"Get our startup bundle delivered right to your inbox."},"photobrief":{"heading":"Get perfect product photography","content":"This free template will help you write detailed, professional creative briefs that help photographers know exactly what you're looking for.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"photochecklist":{"heading":"All the images your store needs","content":"This free photo shot list helps you plan every image for your online store, from homepage banners to product cards.","cta":"Download shot list","modal_headline":"Get the shot list delivered right to your inbox."},"photographer_checklist":{"heading":"Make your next photo shoot a success","content":"Use this free checklist to help you hire the perfect photographer for your product photos—complete with budget tips and outreach email templates.","cta":"Download checklist","modal_headline":"Get the checklist delivered right to your inbox."},"photography":{"heading":"Free Guide: DIY Product Photography","content":"Learn how to take beautiful product photos on a budget with our free, comprehensive video guide.","cta":"Get your free guide","modal_headline":"Get our DIY Guide to Beautiful Product Photography delivered right to your inbox."},"popup_guide":{"heading":"Pop-Up Shop Quickstart Guide","content":"Thinking about hosting a Pop-Up Shop? This free guide includes 3 checklists that help frame what you're looking to accomplish through your Pop-Up Shop, different types of Pop-Up Shops, and design ideas to help get you started.","cta":"Get your free guide","modal_headline":"Get your Pop-Up Shop Quickstart Guide delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"pp_template":{"heading":"Free PowerPoint Template","content":"Capture attention with business presentations that pop! Our customizable template makes it easy to showcase your ideas clearly.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"press_kit":{"heading":"Free Press Kit Template","content":"Get your business the spotlight it deserves. Our all-in-one template makes it a breeze for journalists and media to share your story.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"pressrelease":{"heading":"Free: Press Release Template","content":"To help you get started, we put together this template to help you structure your story using a common press release format. You can replace each component with your own information and adapt it according to your needs.","cta":"Get the template now","modal_headline":"Get the press release template delivered right to your inbox."},"problem_statement":{"heading":"Free Problem Statement Template","content":"See your challenges clearly. This simple template helps you create powerful problem statements that lead to meaningful solutions.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"process_map":{"heading":"Free Process Mapping Template","content":"Simplify your operations with a clear picture of your processes. This template helps you outline and improve workflows for more productivity.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"productivity":{"heading":"Free Reading List: Ecommerce Motivation","content":"Having trouble focusing on growing your small business? Get access to our free, curated list of high-impact productivity articles.","cta":"Get the free reading list","modal_headline":"Get our Ecommerce Motivation reading list delivered right to your inbox."},"products":{"heading":"Free Guide: How to Find a Profitable Product to Sell Online","content":"Excited about starting a business, but not sure where to start? This free, comprehensive guide will teach you how to find great, newly trending products with high sales potential.","cta":"Get the free guide","modal_headline":"Get How To Find A Product To Sell Online: The Definitive Guide PDF delivered right to your inbox."},"product_vision":{"heading":"Free Product Vision Template","content":"Developing a new product? This free template will help give you a clear picture of your product’s future, by defining effective goals and strategies.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"profit_loss":{"heading":"Free Profit and Loss Statement Template","content":"Need help keeping an eye on your business's financial performance? Our free, user-friendly template will help you make informed decisions with ease.","cta":"Get the template now","modal_headline":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"purchase_order":{"heading":"Create a purchase order","content":"Use this free template to create clear, detailed purchase orders for your business. Keep all your information organized and easy to understand.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"retail_marketing":{"heading":"Free Download: From Clicks to Customers: How to Measure Your Retail Store's Marketing Success","content":"Every marketing campaign is an investment of your time, energy, and money. Do you ever wonder if your efforts were worth it? Read this guide and build a framework to plan, track, and measure the success of retail marketing campaigns.","cta":"Get your free guide","modal_headline":"Get your free Retail Marketing Success PDF delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"retention_audit":{"heading":"Free Download: Retention Audit Checklist","content":"Struggling with customer retention? This free checklist will help you build a retention mindset throughout your company by auditing retention strategies at every level of your business.","cta":"Get your free checklist","modal_headline":"Get this free Retention Audit Checklist PDF delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"rfp_template":{"heading":"Free RFP Template","content":"Make writing requests for proposals easier and faster with our free RFP template.","cta":"Get the template now","modal_headline":"Get the RFP template delivered right to your inbox."},"root_cause":{"heading":"Free Root Cause Analysis Template","content":"Get to the heart of your business problems and find effective solutions. This template helps you find and address the underlying causes.","cta":"Get the template now","modal_headline":"Get this free template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"rotating_schedules":{"heading":"Free Download: Rotating Schedules Templates","content":"Struggling to keep your stores fully staffed and running smoothly? Consider implementing a rotating shift program. Download these free templates to find the right schedule for you and your employees.","cta":"Get your free templates","modal_headline":"Get these free Rotating Schedules Templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sales_email":{"heading":"Free Sales Email Templates","content":"Craft compelling emails that convert! Our customizable templates help you engage prospects and close deals.","cta":"Get your free templates","modal_headline":"Get these free templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sales_funnel_template":{"heading":"Free Sales Funnel Template","content":"Make your sales process smoother and close deals faster. Our template maps out each stage, so you never miss an opportunity.","cta":"Download template","modal_headline":"Get this free sales funnel template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sales_plan_template":{"heading":"Free Sales Planning Template","content":"Supercharge your sales strategy with our all-in-one planning tool. Set your targets, track your progress, and reach your goals with confidence and ease.","cta":"Get the template now","modal_headline":"Get this free sales planning template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"scope_template":{"heading":"Free Scope of Work Template","content":"Set clear expectations and ensure project success. This template provides a simple outline to help you define project deliverables and run programs smoothly.","cta":"Get the template now","modal_headline":"Get this free template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"seo":{"heading":"Free Download: SEO Checklist","content":"Want to rank higher in search results? Get access to our free, checklist on search engine optimization.","cta":"Get the free checklist","modal_headline":"Get our SEO Checklist delivered right to your inbox."},"services_price":{"heading":"Your Time is Valuable, so Price it Right","content":"Ensure your business is profitable with this easy-to-use pricing calculator. 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In the meantime, start building your store with a free trial of Shopify."},"social":{"heading":"Social media strategy and planning templates","content":"Ready to get started with your social media strategy? These free, customizable templates give you tools to plan and execute a strategy that connects you with your target audience while keeping your content calendar organized.","cta":"Download now and start seeing results","modal_headline":"Get your social media strategy and planning templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify."},"social_media_kit":{"heading":"Free Social Media Toolkit","content":"Boost your engagement and grow your audience with this free toolkit. 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In the meantime, start building your store with a free trial of Shopify."},"sop_template":{"heading":"Free SOP Template","content":"Turn your tangle of tasks into simple steps anyone can follow. Our user-friendly template makes it a breeze.","cta":"Download template","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"store_layouts":{"heading":"Free Download: Store Layout Templates","content":"Trying to decide which layout is right for your store? Download these free templates to learn which types of layouts work best for different industries and draw inspiration for your own design.","cta":"Get your free templates","modal_headline":"Get these free templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"swot":{"heading":"Free: SWOT Analysis Template","content":"Get your free SWOT Analysis Template. Use this free PDF to future-proof your business by identifying your strengths, weaknesses, opportunities, and threats.","cta":"Get the template now","modal_headline":"Get the SWOT analysis template delivered right to your inbox."},"tax_season":{"heading":"Free Download: 6 Steps to Get Your Business Ready for Tax Season","content":"Tax season is stressful for any business owner. This guide will go through the process of filing income taxes in America and provide you with checklists to keep you organized and prepared.","cta":"Get your free guide now","modal_headline":"Get your free guide","modal_success_heading":"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify."},"trust":{"heading":"Free: Shopify Store Trust Checklist","content":"Shopify’s research team conducted a series of in-depth interviews with North American shoppers to learn how customer trust is formed in online stores. This checklist is a summary of their findings, created to help business owners understand what essential aspects of their online store experience creates trust among customers, along with the trust-busting mistakes to avoid.","cta":"Get the checklist now","modal_headline":"Get the checklist delivered right to your inbox."},"tshirt_guide":{"heading":"Your Complete Guide To Starting a T-Shirt Business","content":"Turn your passion for fashion into a thriving business. 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In the meantime, start building your store with a free trial of Shopify."},"value_chain":{"heading":"Free Value Chain Template","content":"Explore your business activities and discover new ways to lower costs and improve quality. This template helps you analyze each step for better performance.","cta":"Get the template now","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"value_prop_template":{"heading":"Free Value Proposition Template","content":"Share what makes your brand stand out. Convince customers to consider, click, and buy. Our template makes it easy.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. 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