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A Simpler Way to Create an Effective Marketing Plan for 2023

A Simpler Way to Create an Effective Marketing Plan for 2023

Key Takeaways:

Before you come up with a marketing plan, it’s important to understand the role marketing has in your business. 

Consider your goals, your customers, and your channels as you create your 2023 business plan. 

Translate your 2023 business goals into smaller goals that have measurable milestones. 

Break down your tasks for the year by quarter, month, week, and day. 

A great business plan is born when you truly understand the role that marketing plays in a business. Some people equate marketing with “sales.” Here at TTG, we like to define marketing as starting or continuing a conversation. It’s about beginning relationships with new customers and growing relationships with current ones. Depending on your industry and type of business, your marketing goals will vary. Your ambition could be to raise awareness, generate leads, increase retention, or support sales. (Or perhaps it’s a mix of all these!)

So where do you begin with making your 2023 marketing plan? Join us as we share an easier way to create your business plan. We’ll walk you through defining your goals and audience, establishing specific and measurable milestones, and putting this plan into practice throughout the year.

The Conventional Marketing Plan

The phrase “marketing plan” likely conjures up images of a lengthy document that outlines every strategy and process a business will take to achieve its goals for the year. If you browse marketing plan templates online, these plans typically include categories like the following: executive summary, target customers, marketing materials, promotions strategy, digital marketing strategy, conversion strategy, and retention strategy. The level of detail involved in conventional marketing plans can be daunting and headache-inducing for the average business owner.

The Easier Way

A better way to create your 2023 business plan is to think of it in three parts: your goals, your customers, and your channels. These three facets are the building blocks that make up any solid marketing strategy.

Your goals, customers, and channels are the three building blocks that make up any solid marketing strategy.

Simple Steps to Defining Your Goals

When establishing your business’s goals, use a SMART goal approach. For each goal, break it down by each letter of the SMART acronym.

  • Specific
    Determine the who, what, where, and why of your goal. The more specific you are, the easier it will be to monitor your progress toward this goal and understand exactly when you’ve reached it.
  • Measurable
    This is the numerical outcome you want to achieve with your goal. For instance, the percentage by which you want to increase leads or reduce expenses in 2023.
  • Achievable
    This is the tools you’ll need as you go about bringing your goal into reality. For example, this could be spending more marketing dollars and focusing your messaging more on a certain area of your business.
  • Relevant
    Look at how your goal fits with your business’s purpose. A great goal always ties in with why your business exists in the first place and the problem you hope to solve for your target customers.
  • Time
    It’s essential to set timeframes for your business goals. For instance, you want to see X results within 3 months, 6 months, or 12 months from now.Be realistic with the timeframes you set. For example, if your goal is increased traffic to your website and blog, allow enough time for the SEO to “work” as you’re setting the deadline for this goal. It takes time to start seeing results from content marketing.

Your Customers Will Inform Your Marketing Messaging and Methods

Knowing your target audience is key to the success of your 2023 marketing plan. Break down the demographics, psychographics, and technographics of the customers you’re trying to reach. The type of customers you have will determine your messaging, the optimized keywords your content incorporates, and the mediums you use to connect with them in the new year.

As you create your 2023 marketing plan, spend some time writing out all the marketing channels your business will use in the new year. It’s normal to focus more on certain channels than others, depending on your target audience. For instance, if you’re targeting Gen Z customers, perhaps you’ll focus more time and energy on Instagram and Tik Tok strategies than your LinkedIn and email marketing strategies. 

When reviewing what marketing channels you’ll use for your business this year, don’t forget that you are a marketing channel for your brand. That’s particularly true if you’re a solopreneur. Make sure you’re consistent in the terms you use and how you describe certain products/services. And ensure that your team uses and promotes this same vocabulary, so your brand and its messaging is cohesive.

When thinking about marketing channels for your business, don’t forget that you are one.

Suggestions on What to Do When 

After you’ve established your overall goals for 2023, break it down by quarter, month, week, and day so you know exactly what you need to do to see success. Here are some basic checklists for what to do on a quarterly, monthly, weekly, and daily basis to keep your 2023 plan on track.

Quarterly Tasks 

  • Coordinate traditional marketing assets
  • Define & refine budgets
  • Evaluate data trends
  • Define your campaigns
  • Plan assets needed for your campaigns

Monthly Tasks

  • Review previous month’s data
  • Create & schedule social content
  • Write copy for upcoming campaigns
  • Publish web content needed for upcoming campaigns
  • Schedule digital advertising for upcoming campaigns
  • Review automated emails

Weekly Tasks

  • Review and adjust
  • Review leads and potential partnerships
  • Create, test, and schedule upcoming content

Daily Tasks

  • Monitor and respond to social comments, messages, and website form inquiries
  • Give your Google Analytics dashboard a quick review

When to Call in the Pros

If establishing your 2023 marketing plan still has you stressed and sleepless, it’s time to rope in the experts. Don’t hesitate to contact us at Technology Therapy® Group. And make sure to check out the following on-demand training sessions to give you an edge in the new year.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office