A one-page marketing plan that keeps you focused and accountable. Download and customise for your business.
A marketing plan doesn't need to be a 50-page document. For most UK service businesses, a one-page plan that answers four key questions is more valuable than an encyclopaedic strategy that sits in a drawer gathering dust. Here's a simple framework you can complete in an afternoon.
Question 1: Who is your ideal customer? Define them specifically. 'Homeowners in South Manchester with properties valued above £250,000 who need heating and plumbing services.' The more specific you are, the better you can target your marketing and the less budget you waste on irrelevant audiences.
Question 2: What channels will you use to reach them? For most service businesses, start with three: Google Search Ads for immediate lead generation, Google Business Profile for local visibility, and your website with SEO-optimised content for long-term organic growth. Add Meta retargeting once your core channels are established.
Question 3: What's your budget and how will you allocate it? Set a monthly marketing budget based on your revenue targets. A common starting point is 5-10% of target revenue. Allocate 60% to Google Ads, 20% to website and content, and 20% to Meta retargeting. Question 4: How will you measure success? Define your target CPL, monthly lead volume target, and conversion rate benchmark. Review these numbers monthly and adjust your plan quarterly based on what the data tells you.