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Understanding the Importance of Having a Marketing Plan

February 15, 2023
Est. Reading: 2 minutes
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As an Irish SME business owner, you wear many hats - but none are more important than the ‘marketer hat’. After all, without marketing, how will your business attract and retain customers? And without customers, what's the point of running a business in the first place?

The good news is that creating a dedicated marketing strategy, or ‘marketing plan’, is actually easier than you think – and the benefits are well worth the effort.

In this post, we'll help to demystify what a marketing plan is, why your business needs one, and what you should include when creating one that works for your organisation.

What is a Marketing Plan?

A marketing plan is a comprehensive document that helps to outline your main business objectives, strategies, and the tactics for promoting your products or services to your ideal customers – this way, you’re better equipped to focus your resources, prioritise your efforts, and most importantly, measure your results.

In your own marketing plan, you should always include info on your target market, your unique selling proposition (USP), your ‘marketing mix’ (or the four P's of marketing: product, price, promotion, and place), as well as your own business goals and objectives.

To finish things off, it’s also important to include both a realistic budget and timeline for implementation.

Why Does Your Business Needs a Marketing Plan?

A marketing plan is a fundamental component of any successful business strategy.

It acts a strategic blueprint for promoting your products or services and reaching your target customers. Without a solid marketing plan, businesses can find themselves struggling to compete in today's crowded marketplace.

Four key benefits of having a marketing plan:

  1. Identifying your target market: A marketing plan helps you to identify and understand your target customers – this includes their needs, preferences, and their buying behaviours.
  2. Defining your USP: A marketing plan also helps you to define your USP, in turn highlighting your company's strengths and differentiating you from other similar businesses in the market.
  3. Setting marketing goals and objectives: A marketing plan allows you to set clear and achievable goals and objectives for your marketing efforts. These should be specific, measurable, attainable, relevant, and time-bound (SMART).
  4. Measuring and evaluating results: Lastly, a marketing plan allows you to measure and evaluate the results of your marketing efforts – this includes tracking key metrics such as sales, website traffic, and social media engagement. By evaluating your results, you can then better identify what’s working as well as what needs to be improved with your marketing approach.


In conclusion, a marketing plan is a critical element of any successful business strategy. Simply put, it acts as a marketing ‘roadmap’ that outlines the steps you need to take to promote business and reach your desired audience. And just like a map helps you reach your destination; a marketing plan helps you reach your marketing goals.

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