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Let’s get real: If you don’t know where your business is going, marketing can’t help you get there. Too often, marketing feels like a waste of time and money simply because there’s no clear growth plan in place to guide it.

But when you define your business goals - specific, measurable targets, marketing becomes one of the most valuable assets you have.

What is a Marketing Plan?

A marketing plan (or I like to call them “Marketing Roadmaps”) is a strategic guide that aligns your business growth goals with the right marketing tactics to get you there. Whether you’re a small business or a nonprofit, your plan should be rooted in having an intentional Marketing Roadmap. Below are 6 critical components to having a clear and successful marketing plan.

1. Start with Your Business or Strategic Plan

Your marketing plan should support clear, measurable goals that already exist within your business plan whether that’s revenue growth, launching new services, building partnerships, or improving operational efficiency. When each goal has a lead, a timeframe, and KPIs, marketing becomes a powerful support system rather than an afterthought.

2. Understand the Customer Journey

Map how people discover you, engage, buy, and stay connected. Each marketing touchpoint - ads, email, website, service delivery, should align with that journey. (Learn more)

3. Know Your Audience

Prioritize who you serve best and who you need to reach now. Craft messaging that speaks directly to their pain points with solutions only you can offer. (Learn more)

4. Budget with Intention

Smart marketing budgets are built backward from goals. Know your ideal cost-per-lead, conversion rate, and client value so you can invest wisely and track ROI.  (Learn more)

5. Build Campaigns That Convert

Create targeted messaging and deliver it across the channels your audience already uses. Test, monitor, and optimize. That’s what turns awareness into action.

6. Track What Matters

We never “set it and forget it.” We track clicks, conversions, signups, and more then adjust based on what’s actually driving results. That’s how marketing becomes a growth engine.

A Word of Warning 🚨

If you're unsure how to even set your business goals, that’s a red flag and I urge you to find a strategic partner or consultant ASAP.

You can’t afford to stay in reactive mode. And your team can’t afford to be spinning their wheels without a destination. It’s like calling an Uber and never telling the driver where to go and then getting frustrated when the ride costs a fortune, takes forever, and drops you off at the wrong place.

Stop the chaos. Get focused. Align your teams. That’s when marketing becomes fruitful inside and out.

Ready to Grow with Purpose?

If you're ready to turn that clarity into results, I’d love to help. Schedule a free 30-minute strategy call with me to see how we can align your goals and your marketing. Let’s make the second half of 2025 your strongest yet.

Your marketing co-pilot (and occasional reality check),