Between handling daily operations and keeping customers happy, finding time for a detailed marketing strategy is often unrealistic.
The truth is, you don’t need a 50-page document or a complex spreadsheet to make marketing work.
You need something short, sweet, and straight to the point – a one-page marketing plan that keeps things actionable. In this article, we’ll show you exactly how to create one, step by step.
Why do you need a marketing plan?
Many small business owners skip having a marketing plan altogether But without a plan, marketing often turns into random efforts with no real direction. A one-page marketing plan changes that by giving you a clear roadmap without the headache of long documents or spreadsheets. Here’s why it matters:
- Instead of getting overwhelmed with lots of ideas a marketing plan lays out the essentials. It helps you prioritize what works, so you’re not constantly second-guessing your next step.
- Even a brief marketing plan means less time wondering what to do next and more time executing smart marketing moves. Whether you’re working solo or with a team, a simple structure eliminates decision fatigue.
- Markets shift, trends change, and your business evolves. A one-page plan makes it easy to tweak your strategy without starting from scratch.
Once you see the difference a simple, structured plan can make, marketing stops feeling like guesswork – and starts driving real results.
What should be included in the one-page marketing plan?
Now that you see the value of having a plan, let’s build one.
A marketing plan doesn’t have to be complicated to be effective. Below is a simple marketing plan checklist that breaks down each section, explaining why it matters and how it keeps your strategy clear.
01 — Business overview
You know your business inside out, but putting it into words can be harder than it looks. Many business owners struggle to define what they do in a clear, simple way, and that’s where this step proves helpful.
A short overview forces you to clarify your core offering, making it easier to communicate with customers, partners, and even yourself. Who are you? What do you offer? Why does it matter? Answering these questions upfront sets the foundation for a focused marketing strategy.
Begin with a one-liner that clearly states what your business does and who it serves.
Example: We help local businesses in Nashville attract more customers through Instagram marketing.
Think about how you’d explain your business to a family member – keep it as simple as possible.
02 — Target audience
Next, define your ideal customer.
Who benefits most from your product or service? A clear picture of your ideal customer helps you create a marketing plan that works.
Start with the basics:
- Who do you want to reach? Think about their age, job, interests, or common traits.
- What problem do they have? Your business should solve a specific challenge for them.
- How do they buy? Are they impulse buyers, or do they research before making a decision?
Answering these questions will help you focus your marketing efforts on the right people – so you’re not wasting time or money reaching the wrong audience.
Example:
- Who do you want to reach? Small business owners, typically aged 30-50, who want to grow their business but don’t have a dedicated marketing team.
- What problem do they have? They struggle with online visibility and need reliable marketing solutions that don’t take up too much time.
- How do they buy? They seek easy-to-implement strategies and prefer practical, no-nonsense advice over complex marketing jargon.
03 — Unique value proposition
Have you ever - what makes your business the best choice for your customers? That’s your unique value proposition in action.
It’s the reason why people should choose you over a competitor. Maybe it’s your affordable pricing, exceptional customer service, specialized expertise, or unique approach that sets you apart.
Use this simple formula to craft a unique value proposition:
We help [ideal customer] solve [problem] with [unique solution].
Examples:
- We help small business owners attract more local customers with affordable, done-for-you social media marketing strategies.
- We help busy freelancers organize their projects with an easy-to-use client management tool – so they can focus on work, not admin.
- We help home bakers grow their business with custom packaging that makes their products look as good as they taste.
Avoid vague statements. Spell out exactly what makes your business stand out.
04 — Marketing goals
Every marketing plan has a goal—but setting the right goals is what makes the difference. Having just one broad goal might be too difficult to measure, while too many goals dilute your focus. The key is to be strategic and set goals that guide your efforts without overwhelming you.
Many small businesses set goals like ‘grow sales’, but that’s easier said than done – and it’s not very measurable.
A better approach is to use the SMART method, which ensures your goals are:
- S – Specific (Clearly define what you want to achieve)
- M – Measurable (Attach numbers so you can track progress)
- A – Achievable (Set a realistic target based on your resources)
- R – Relevant (Make sure it aligns with your business needs)
- T – Time-bound (Set a deadline to keep yourself accountable)
Example: Turning ‘grow sales’ into a SMART goal
❌ Vague goal: Grow sales.
✅ SMART goal: Increase sales by 15% in six months by launching two seasonal promotions.
05 — Marketing channels
Many small business owners get stuck choosing the right marketing channels.
It’s tempting to be on every platform: Facebook, Instagram, LinkedIn, TikTok, email, SEO. The idea makes sense: you want to reach as many people as possible.
But if you’re juggling too many channels, none of them get the attention they need. Without time to consistently post and engage, your marketing efforts feel rushed and ineffective.
Don’t pick channels based on personal preference, not audience behavior. Just because you love using Instagram doesn’t mean your ideal customers do. A channel only works if your audience is actually there. If your customers spend more time reading emails or searching on Google, focusing on social media alone won’t get the best results.
Here are the best marketing channels for your small business:
- Website (your digital business card) – A must-have for any business, your website is where potential customers go to learn more about you. Having one isn’t enough, though – keep it updated with fresh content, current contact details, and an easy way for customers to reach you.
- Social media– Unlike traditional advertising, social media is a two-way conversation. It allows you to interact with customers, answer their questions, and build brand loyalty, not just push promotions.
- Email marketing – For every $1 spent on email marketing, businesses see an average return of $36 to $42. It’s cost-effective and keeps you connected with potential and existing customers – whether through newsletters, promotions, or automated follow-ups.
- Local advertising – Optimizing your Google Business Profile and getting listed in local directories can help you attract nearby customers searching for your services.
- Networking & events – If you handle sales yourself, in-person networking and industry events can be a goldmine for referrals and connecting with potential clients.
- PPC (pay-per-click advertising) – Even with a small budget, PPC allows you to target your ideal customer profile (ICP) directly. Google Ads and Meta Ads are great places to start, with benchmarks showing:
- Google Search Ads: $1-$2 per click for most industries, but $3-$6+ in competitive niches like legal or finance.
- Meta (Facebook & Instagram) Ads: $0.50-$2 per click, depending on audience targeting and ad quality.
- LinkedIn Ads: $5-$9 per click, but highly effective for B2B targeting.
Other channels to consider
More traditional methods like TV, radio, and billboards can work but require significant budgets and aren’t always trackable. If you're just starting out, prioritize cost-effective, high-impact channels that let you test and optimize your efforts.
06 — Competitive analysis
You don’t need to know everything about your competitors, but you should understand just enough to make smart, data-driven decisions. Instead of tracking every move your competitors make, look for patterns. Are they investing heavily in social media? Are their customers complaining about slow service? These clues help you identify gaps to fill and opportunities to stand out—without overcomplicating your strategy.
A quick SWOT analysis helps you focus on practical insights rather than getting lost in endless research.
A quick SWOT analysis helps you identify where you stand in the market and how to make your business stand out. Here’s what to focus on:
- Strengths – What do you do better than competitors? (e.g., strong client relationships, specialized expertise, or faster service)
- Weaknesses – What areas need improvement? (e.g., low brand recognition, limited online presence, or small marketing budget)
- Opportunities – What trends or gaps can you take advantage of? (e.g., increasing demand for remote consulting or businesses looking for local experts)
- Threats – What challenges or competitors could impact your business? (e.g., larger firms with more resources, changing customer preferences, or economic downturns)
Example: SWOT for a local consulting firm
- Strengths: Deep industry knowledge, strong referrals, and personalized service.
- Weaknesses: No social media presence, and limited brand awareness outside the local area.
- Opportunities: Small businesses in the area are looking for cost-effective consulting solutions.
- Threats: Larger firms offer lower prices and online consulting options.
How to use it: If your strength is strong client relationships but your weakness is low brand recognition, you should focus on increasing your visibility through LinkedIn content or local networking events. If opportunities exist in online consulting, consider offering virtual strategy sessions to compete with bigger firms.
A SWOT-based marketing strategy helps you lean into your strengths, improve weaknesses, and stay ahead of competitors – without wasting time on the wrong priorities.
07 — Brand voice & messaging
Your marketing should always sound like you – easy to recognize.
- Brand voice is how your business ‘talks’ in emails, social media, ads, and your website. It should be consistent – whether friendly, professional, or casual – so customers trust and remember you.
- Messaging is what you want people to know about your business: what you do, who you help, and why you’re different. Keep it short, clear, and to the point.
Tip: If you’re casual on Instagram, don’t suddenly sound corporate in emails. Stick to one voice everywhere – so customers feel like they’re hearing from the same business every time.
08 — Budget
You don’t need a huge budget to market your business, but some investment is necessary to get results. A simple rule of thumb:
Allocate 5-10% of your monthly revenue to marketing.
- 5% if you’re maintaining brand awareness
- 10% or more if you’re trying to grow aggressively
Example: What does a $3,000/month revenue marketing budget look like?
Let’s say your consulting business makes $3,000 per month. Here’s how you could distribute a $150-$300 marketing budget (5-10% of revenue), knowing that your clients are local businesses and solo professionals looking for expert guidance:
- $50 – Local marketing (business cards, printed brochures for networking events, or attending industry meetups) to connect with potential clients face-to-face.
- $100 – Social media ads (LinkedIn for B2B clients, Facebook for other small business owners, or Instagram if you offer more personal consulting services) to build credibility and attract inquiries.
- $50-$100 – PPC ads (Google Ads targeting searches like ‘business consultant near me’ or ‘marketing strategy coach for startups’) to reach prospects actively looking for your expertise.
If you’re on a zero-dollar budget, focus on:
- Organic social media (engaging with customers costs nothing!)
- Google My Business (completely free and improves local visibility)
- Referral marketing (encourage happy customers to spread the word)
Tip: Did you know that Capsule CRM can be your best companion in managing clients and streamlining your marketing efforts? It helps you track leads, follow up with prospects, and stay organized – without the headache of spreadsheets.
With a free plan for those starting out and affordable options for growing businesses, it’s a smart way to keep your marketing and customer relationships in check.
Even with a small budget, smart spending and the right tools help you attract customers without breaking the bank. The key is to start small, see what works, and scale up when possible.
09 — Action plan
Adding an action plan to your marketing strategy is optional, but it can help turn ideas into results. You don’t need a detailed breakdown – a simple list of three key actions per month or quarter is enough. If you prefer, you can keep it as a separate annex instead of including it directly in your one-page plan.
A solid marketing plan requires action, but don’t try to do everything at once.
Example action plan for a consulting business (Month 1):
- Week 1: Optimize your Google Business Profile and update key information. This helps local clients find you easily.
- Week 2: Write and publish one LinkedIn post sharing a case study or client success story to build credibility.
- Week 3: Send a follow-up email to past clients, offering a free 30-minute consultation for referrals.
Keep it simple and achievable—three focused actions per month or quarter make marketing feel less overwhelming while keeping your business moving forward.
Try this small business marketing plan template today
One-page marketing plan for Lancy Theo Consulting (Birmingham, UK)
01. Business overview
Lancy Theo Consulting helps small business owners in Birmingham grow by improving their strategy, operations, and profitability. Our approach is practical and tailored, offering clear solutions that drive measurable results.
02. Ideal customer
Our ideal clients are local business owners in Birmingham, particularly in retail, hospitality, and service-based industries. They need structured guidance to grow but lack the time or expertise to build an effective plan.
- Their challenge: Inconsistent revenue, unclear marketing strategies, or inefficient processes.
- How they buy: They rely on referrals, local search, and prefer one-on-one consultations before making decisions.
03. Unique value proposition
We help small business owners in Birmingham overcome growth challenges with hands-on, customized consulting that delivers practical solutions.
04. Marketing goals (SMART goals)
- Increase website inquiries by 20% in the next three months by improving local SEO and publishing two blog posts per month.
- Book five new client consultations per month by running LinkedIn ads targeting business owners in Birmingham.
- Generate at least 10 customer referrals by launching an incentive program for existing clients.
05. Marketing channels
- Website: The main hub where visitors can book consultations and find business insights.
- LinkedIn: A key platform for networking, engaging with local business owners, and running targeted ads.
- Google Business Profile: Essential for local search visibility and attracting new clients nearby.
- Email marketing: A monthly newsletter with business tips, case studies, and offers to keep prospects engaged.
06. Competitive analysis (SWOT)
Strengths: Strong understanding of West Midlands’ business landscape and a highly personalized approach.Weaknesses: Lower brand recognition compared to larger firms.Opportunities: More small businesses seeking affordable, specialized consulting as they recover from economic shifts.Threats: Competition from larger firms offering standardized, lower-cost services.
07. Budget ($300/month on a $3,000 revenue)
- $50 – Local marketing, including Google Business Profile optimization.
- $100 – LinkedIn Ads targeting small business owners in Birmingham.
- $50-$100 – Google PPC ads for searches like ‘small business consultant Birmingham’.
08. Messaging & brand voice
Lancy Theo Consulting maintains a clear, professional, and approachable tone. Marketing materials are direct, helpful, practical, and jargon-free – we want business owners to immediately understand our value.
09. Action plan (month 1 example)
- Week 1: Optimize Google Business Profile to improve local search rankings.
- Week 2: Publish a LinkedIn post with a case study or business tip to boost credibility.
- Week 3: Send a follow-up email to past clients offering a free 30-minute strategy session for referrals.
Want to create your own marketing plan?
Simply copy this template and fill in your own business details. Swap out Lancy Theo Consulting for your business name, adjust the marketing goals, budget, and action plan, and you’ll have a clear, structured strategy to follow.
Conclusion
With our simple plan, you can set goals, choose the right channels, and track progress without getting overwhelmed. It’s flexible and actionable – perfect for refining your strategy as your business evolves.
One page might be just the beginning of something bigger. Don’t wait, get started today!
