Every company needs to write a marketing plan and update it every three to four months. The marketing plan implements your marketing strategy. The marketing strategy provides the goals for your marketing plans. The marketing plan is a blueprint for communicating the value of your products and/or services to your customers. The plan can be developed as a standalone document or as part of a business plan. Either way, the marketing plan is a blueprint for communicating the value of your products and/or services to your customers.

The marketing strategy is shaped by your overall business goals. It includes a definition of your business, a description of your products or services, a profile of your target users or clients, and defines your company’s role in relationship to the competition. The marketing strategy is essentially a document that you use to judge the appropriateness and effectiveness of your specific marketing plans. The marketing plan, then, can be thought of as the practical application of your marketing strategy. The marketing plan includes details about your business’ unique selling proposition, pricing strategy, the sales and distribution plan and your plans for advertising and promotions. You really cannot have a marketing plan without a marketing strategy. It truly is a waste of time. The marketing strategy provides the goals for your marketing plans. It tells you where you want to go from here. The marketing plan is the specific roadmap that’s going to get you there.