GUIDE
A marketing plan that fits on one page
Goals, audience, channels, budget and metrics. This guide walks each step with examples, and it is the same structure we use to build our clients' plans.
Why plans fail
Most marketing plans die in a slide deck: forty pages of analysis nobody opens after February. A plan that works is one page saying what you are focusing on, what it costs and how success is measured — and it is updated quarterly, not annually.
Five steps
Goals in euros
Not "more visibility" but "30 leads a month at no more than €40 each". Three goals is enough.
Audience and message
Whose problem you solve and on what promise — one sentence per audience.
Channel choices
Pick two or three channels your audience is already in, rather than the ones you are curious about.
Budget and the year
Work is 30–50 % of the total; put the seasons in the annual plan before the campaigns.
Metrics and a monthly routine
One KPI per goal and a 30-minute monthly review: what worked, and where the budget moves next.
The example, on one page
Below is a plan for an imaginary online store on the same structure: three goals, two audiences, three channels and a monthly budget with the metric that judges each one.
| GOAL | CHANNEL | BUDGET / MONTH | METRIC |
|---|---|---|---|
| 30 online sales a month | Google Shopping | 1 200 € | ROAS above 4 |
| Reach a new audience | TikTok and Reels | 900 € | Cost per new customer |
| Bring back existing buyers | Email and retargeting | 400 € | Repeat purchase rate |
Three rows, not thirty. If a line cannot name the metric that judges it, it is not ready to be in the plan.
Would rather someone else did it? Marketing strategy → is this work, done for you and broken down into monthly delivery.
Get channels, content and a budget, in 30 minutes
A free call where we go through your goals and propose a concrete plan.
