How to Create a Marketing Plan for a Small Business

Why Every Small Business Needs a Marketing Plan

A marketing plan gives you direction and clarity. It helps you define goals, focus your time on what matters most, and allocate your budget where it will have the greatest impact. Think of it as your roadmap, guiding where to promote, what to prioritise, and how to track and measure success.

→ Learn more about our Marketing Strategy & Planning Services to see how we create clear, practical plans for NZ small businesses.

What Should a Good Marketing Plan Include?

A practical plan outlines your goals, target audience, key messages, budget, and timeline. It should also identify which marketing channels fit your customers best — from local advertising to online campaigns.

→ See how this approach worked for one of our clients, Tamaki Marine Park.

How Do You Set Realistic Marketing Goals?

Start with your core business goals, whether that’s boosting revenue, improving visibility, or driving growth, and turn them into measurable marketing objectives. For instance, you might aim to generate 30 qualified leads per month, increase website traffic by 25%, or expand your customer base in a specific region over the next quarter.

How Much Should You Spend on Marketing?

As a general guide, many companies allocate around 7–8% of their annual revenue to marketing, though this can vary depending on your growth stage, industry, and profit margins. The key is to invest strategically — focusing on channels and campaigns that deliver measurable returns and support both short-term performance and long-term brand growth.

→ Our Outsourced Marketing Manager Service is designed to maximise results within real-world budgets.

How Often Should You Review Your Marketing Plan?

Review your marketing plan every quarter. Markets evolve, seasons shift, and performance data will highlight what’s working and what’s not. A quick quarterly check-in keeps your strategy agile and relevant, allowing you to adjust tactics, reallocate spend, and ensure your budget follows genuine opportunity rather than routine or habit.

→ We help clients maintain momentum through our Effective Marketing Manager Service.

In Summary

A simple, consistent marketing plan always outperforms random activity. Start by defining clear goals, understanding your target audience, and measuring what really matters. Consistency builds momentum and trust — helping your business grow steadily, refine what works, and stay focused on the actions that drive genuine, long-term results.

→ Learn how our Marketing Planning Service can help you put it into action.