How to Write an Online Marketing Plan

Simplicity is critical to stay data intensive and adapt quickly

A book on Amazon about writing a one-page marketing plan is 225 pages long.

Learning how to write a one-page online marketing plan doesn’t take 225 pages of reading. Time is precious for successful business owners and managers.

I have written dozens of business plans and marketing plans for both major corporations and my own small business over a 35-year career. My experience includes many presentations to company CEOs and division presidents as well as hungry hordes of stressed-out vice presidents.

Some of the presentations lasted up to four hours and required more than 100 slides, binders with hundreds of supporting pages and spreadsheets with thousands of numbers.

They often took weeks to prepare. They also taught me a great deal about what works and what doesn’t in business planning.

Goal #1: Don’t bother with massive annual plans, four-hour presentations and hundreds of pages of documents. The online environment changes too quickly.

A plan doesn’t have to be that difficult for a small business owner. In fact, the effort can be quite simple. Even more so, most of those corporate executives frankly didn’t care much about plans. They really only cared about results.

So an effective online marketing plan for most businesses is and can be a simple effort. The best ones are living, fluid documents that clearly define products, services, goals, clients, tactics and costs.

Online marketing plans have many of the same basic elements as any offline marketing plan except for two differences in particular:

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