What should a marketing plan contain. And how do I build …

One page, six blocks: who you serve (target + positioning), the number that defines the year (revenue → leads needed, worked backward), where the budget goes (channel mix with amounts), the calendar (seasonal pushes mapped to your demand curve), who does what, and the five numbers you'll review monthly.

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One page, six blocks: who you serve (target + positioning), the number that defines the year (revenue → leads needed, worked backward), where the budget goes (channel mix with amounts), the calendar (seasonal pushes mapped to your demand curve), who does what, and the five numbers you'll review monthly.

Build it backward from the goal: needed revenue ÷ average job = customers ÷ close rate = leads ÷ realistic CPL = budget. That arithmetic chain, honest at each link, IS the plan; prose around it is decoration.

Then make it a living document the monthly review updates: plans fail as documents and work as rhythms. The annual version sets direction; twelve monthly reallocation decisions steer.

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Marketing Budget AllocatorOur house allocation for local service businesses at three stages, capture demand first, b…Monthly Marketing Review ChecklistThe owner's monthly thirty minutes: five numbers written next to last month's, a fifteen-m…SeasonalityPredictable demand cycles through the year. HVAC's summer, tax season, wedding spring. Vis…

This is the work. Want it done?

Everything here is free to use yourself. That’s the point. If you’d rather a senior marketer just handle it, in your accounts and your name: 20-minute call, no pitch deck.

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