business plan for digital marketing company pdf

How to Write a Digital Marketing Agency Business Plan (with PDF Template)

SEOptimer now serves over 2,000 digital agencies around the world and through the years we've had the chance to connect with many of our agency customers to understand their early days in starting their agency. This is incredibly interesting to us because it helps us understand where and how they plan to grow so we can help build the features they need in SEOptimer.

This article is the 3rd in our series focused on starting a new digital agency. For some useful prior reading be sure to check out our previous articles:

• How to Start a Digital Marketing Agency : a comprehensive guide covering typical agency business models, services, hiring, training, new business, day to day management and more!
• Digital Agency Lean Canvas : a digital agency business model on a single page! The lean canvas is a popular documentation methodology borrowed from the tech startup world.

Don't be dismayed if it feels like there's a lot of other competing digital agencies in your city. This is perfectly normal. Digital marketing services like local SEO, for example, are dominated by small agencies. Search Engine Land reported that over 50% of local SEO agencies have 10 or fewer clients. Forbes Council Member Jon Hall says, this keeps the industry "weird" - aka diverse as its not dominated by a small handful of big agencies.

The first step in launching a new digital marketing agency is to write a plan. In this guide, we'll cover two of the more traditional ways to define a business plan document with handy downloadable templates:

• Digital Marketing Agency Business Plan Document (DOCX & PDF) Template
• Creative Agency Business Plan Deck (PPTX) Template

Why do you need a Digital Marketing Agency Business Plan?

The days of mandatory 50+ page business plans are long gone. The choice is now yours as to whether you define your digital agency business plan in an in-depth strategic document or not. Some agency founders find it useful to brainstorm this way and document their thought process in a long-form fashion across many pages. Other founders prefer creating shorter slide decks, others opt for a 1-page lean canvas version or some even write their plan in a wiki or business planning tool.

There is no right or wrong way to document your plan. You need to find the documentation method that suits you best. If you're unsure what suits you best, the following factors may help you decide:

Consideration #1: Who is the audience?

Think about who this document is for. Who will read it? In some cases it will just be you and the founding team. If you are raising money, obviously your investors will be a key audience.

You might also have business partners or board members who may be an audience too. When thnking through all these different groups, work backwards from the most optimal presentation format.

Consideration #2: Seek an unbiased third-party opinion

Devin Schumacher is the Founder of SEO agency SERP and says it's easy to get swept up in your own overly optimistic projections.

"Ask an experienced agency founder you trust or admire to sanity-check your plan. Seeking an objective opinion from a third-party detached from your new business is vital."

Devin makes a great point. This type of peer review methodology is commonplace in other industries but sometimes lacking amongst agency founders. Make sure you get at least 1 other unbiased opinion from someone who has already achieved success in your niche.

Don't fall into the trap of asking a friend or your accountant or someone you know personally to review your plan. Doing so will give you a biased opinion. You need an unbiased opinion from someone willing to give you objective feedback.

Consideration #3: Stand your ground

The whole point of a business plan is to take the time and effort to research the market, your competitors and potential clients. This document will distill all your insights into a strategic plan you can operationalize. As is always the case, unexpected distractions masquerading as opportunities (rightly or wrongly) will pop up in your field of view demanding your attention.

Perhaps it's a new client opportunity with a project slightly adjacent to your niche. Perhpas a hiring opportunity for a role you didn't plan to hire yet. Sometimes the hardest thing is to say no, when you're in the mindset of taking every opportunity for growth.

During these situations, revisit your agency business plan and remind yourself of your focus area niche and how you planned to grow within that niche.

Consideration #4: But, be ok with change

In fact this balance between sticking to the plan and pivoting the plan needs to be navigated by every digital agency founder. It's not easy and often you will be second-guessing yourself.

"Every agency owner I know has had to massively adjust their target audience, pricing structure, competitor analysis, and service offerings based on the way they grow over the first 2-5 years."

Rebekah says that founders need to be prepared for change, afterall, digital marketing is in constant flux and evolution, so change is the norm and we need to write business plans with flexibility in mind.

Trust your performance metrics and continue to do the things that have the biggest quantifiable business impact.

Typical Business Plan structures

We mentioned previously that there's no right or wrong way to document your business plan. So with that said, let's look at some typical marketing agency business plan templates that you can use. After considering all the factors above, choose the structure that works for you and your stakeholders best. We've outlined six of the more common options below:

Option #1: Written business document

This is the more traditional (and still valid) way to describe your business. A written business plan document in MS Word or Google Docs is still the most common way to document your digital marketing agency business plan.

This type of business plan is considered "long-form", ie: longer in length and suited to more descriptive language. Expect to write longer rationales, longer explanations with plenty of space for evidence, research, insights and strategy. This type of plan will likely be 30+ pages and feel comprehensive. This comprehensiveness is especially needed if external investors or business partners are involved who need to be convinced of the robustness of your plan.

Option #2: Slide deck

The PowerPoint Presentation (or Google Slides or Keynote) has become the go-to corporate communication format. Digital agency founders spend most of their time communicating to staff, clients and stakeholders in PowerPoint so it makes sense to use this format for the purposes of communicating the agency's overall business plan.

The fundamental difference between this option and the written document, is that a slide deck is a presentable format. So typically you might be in the room with your business partners, walking through the presentation on the screen. Whereas in option #1, a written document is not a compelling way to present an idea. It's much more suited as a sent document to be consumed in isolation. That's not to say that a slide deck can't be utilized this way, it's just more common that you would be presenting and talking through your plan with the slides serving as a visual backup to what you say.

There's also a good argument for doing both (ie written document AND slide deck). It comes down to who all the stakeholders are (eg investors, business partners or just you) and whether you intend to present your plan or just document your plan.

Option #3: Lean canvas

The Lean Canvas developed by leanstack.com is a business plan on a page split into 10 boxes. This planning document has become very popular in the tech/startup world and has since been adopted in many other industries, including digital agencies. Be sure to check out our previous article explaining how to use a Lean Canvas for your agency .

The entire business plan fits on a single page which means you obviously need to sweat on every single world and ensure only the most important details are included. We are big supporters of this format because this helps you prioritize and focus your efforts down to the fundamental aspects of your new business.

Option #4: Wiki

In the context of a business, a Wiki is usually an internal website with multiple interlinking articles. The biggest Wiki in the world is Wikipedia and if you want to get really meta, check out Wikipedia's wiki about wikis :

"A wiki (/wɪki/ WIK-ee) is a hypertext publication collaboratively edited and managed by its own audience directly using a web browser. A typical wiki contains multiple pages for the subjects or scope of the project."

Wiki's are generally perceived as internal knowledge bases so if your business plan has executional detail, this might be a good format for documenting processes and methodologies for staff.

Option #5: General Planning tool

Tools like Notion and Trello have grown massively in recent years as more people are working remotely and more work in general is being done collaboratively online.

These types of planning tools are designed to be multi-purpose and fall somewhere between a wiki and a specialized business planning tool.

How to construct the business plan

Now that we've covered the typical business plan structures let's look at the specifics of how you actually go about constructing the business plan and each of the main tasks you need to perform and sections of the business plan.

Market research data gathering

Customer/client research.

Rebekah Edwards, who we spoke to previously stresses the importance of market research with as many potential clients as you can. She interviewed several businesses in their target market when developing their service offerings and pricing. Some of the questions she thought were most helpful included:

• With no other information, what do you think X would cost from an agency? (X being the service in question.)
• What is the biggest roadblock for you to accomplish X in-house? (X being basic content/SEO projects, such as article creation/editing/uploading or strategizing new keywords.)
• How would you typically search for a digital marketing agency? (Referrals, social media, Google search, etc. — this helped us understand how to best market our services)
• If you already work with a digital marketing agency of any kind, what stood out? Why did you sign on the dotted line?
• Have there been digital marketing agencies you've specifically decided not to work with for any particular reason? What were the red flags or the issues with a fit that led you to say no?
• What matters most to you when working with a digital marketing agency? (Examples: data/analytics, frequent communication, hitting deadlines every time, price, niche of expertise, etc.)

Answers to these questions are invaluable as they help you position and market your new digital agency based on customer insight.

Competitor research

The importance of competitor research goes without saying. It's vital you have a good understanding of how your competitors are going to market, how they sell, who they target and what their rough price points are. If you have a friend who owns a small business, ask them to mystery shop at a competitor so they can report back to you what the sales process was like.

The way you position and sell your services should be informed by a combination of both customer insights and competitor insights. Addressing client needs whilst maintaining a unique selling proposition will set your new digital agency up for success!

Building out the business plan

Download our template: digital marketing agency business plan document.

To make edits to the document make sure to download our DOCX template which you can edit directly in Microsoft Word. However if you would prefer a printable PDF, we also provide this option too. Use these templates as a starting point to help you draft your digital marketing business plan:

Below are some of the highlight areas of the plan:

Market Research Findings

We suggest conducting three types of research to inform your marketing agency business plan:

• Qualitative research like one-on-one interviews, focus groups and meetings with prospective clients
• Quantitative reserach like online surveys, mass emails and multivariate testing
• Competitor analysis to determine their strengths and weaknesses

Unique Selling Proposition (USP) and Service Offering

Nailing your USP will be tough especially if you are in a competitive industry / city. Use the previous market research tasks to discover where the gaps are in the market and leverage these insights to position your new agency to be competitive AND different. Perform a SWOT analysis based on your new USP. Then you can determine your actual service offerings and pricing strategy.

Go-To-Market (GTM) Plan and Org Structure

Define your target market - the exact client types who you want to sell to and list the marketing and advertising activities that you will perform that would be most effective in reaching these types of people.

Also list your people (this might not be many on day 1!), sources of advice and support as well as the strategies you'll use to retain your staff and build their skills and knowledge.

Goals Sales Forecasting

This marketing agency business plan template includes goal setting for the next year and goal setting for the next 3 years. This page is structured to help you set SMART goals.

SMART goals are:

• Specific : In the '[Enter a goal]' section describe your goal clearly and ensure you attach a person responsible in the 'Who's responsible' section.
• Measureable : Ensure the actions you list in the 'Actions to achieve goal' have an objective outcome
• Achievable : Ensure you sense-check your goals with your team and all agree that they are attainable
• Relevant : Ensure this is a priority goal and will help your new agency grow
• Time-bound : Enter a due date to ensure the goal doesn't get forgotten

Use the Cash flow forecast table as a simple way to visualize cash-on-hand in your first 12 months. Add rows to estimate your monthly expenses like payroll, rent, utilities, subscriptions, insurance, fees and other ongoing costs.

Tools and Tech

Finally, list out all the tools and technology your new agency will likely need to run an efficient operation. We've listed SEOptimer for you already because it's one of the best, low-cost lead generation tools for your agency. Over 2,000 digital agencies use SEOptimer to generate white label site audits and embed an audit form on their agency website to capture new lead details.

Creative Agency Business Plan Slide Deck PPTX Template

If you prefer a slide deck template, use this creative agency business plan example in PowerPoint format:

Tim's background is in digital marketing working for both large and small digital agencies and diverse client types. He has a passion for tech, software and staying up to date on the latest search engine news.

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Digital Marketing Agency Business Plan Template

Written by Dave Lavinsky

Digital Marketing Agency Business Plan

Over the past 20+ years, we have helped over 500 entrepreneurs and business owners create business plans to start and grow their digital marketing agencies.

If you’re unfamiliar with creating a digital marketing agency business plan, you may think creating one will be a time-consuming and frustrating process. For most entrepreneurs it is, but for you, it won’t be since we’re here to help. We have the experience, resources, and knowledge to help you create a great business plan.

In this article, you will learn some background information on why business planning is important. Then, you will learn how to write a digital marketing agency business plan step-by-step so you can create your plan today.

Download our Ultimate Digital Marketing Agency Business Plan Template here >

What is a Digital Marketing Agency Business Plan?

A business plan provides a snapshot of your digital marketing agency as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategies for reaching them. It also includes market research to support your plans.

Why You Need a Business Plan for a Digital Marketing Agency

If you’re looking to start a digital marketing agency or grow your existing digital marketing agency, you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your digital marketing agency to improve your chances of success. Your digital marketing agency business plan is a living document that should be updated annually as your company grows and changes.

Sources of Funding for Digital Marketing Agency Businesses

With regards to funding, the main sources of funding for a digital marketing agency are personal savings, credit cards, bank loans, and angel investors. When it comes to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to ensure that your financials are reasonable, but they will also want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business. Personal savings and bank loans are the most common funding paths for digital marketing agencies.

Finish Your Business Plan Today!

How to write a business plan for a digital marketing agency.

If you want to start a digital marketing agency or expand your current one, you need a business plan. The guide below details the necessary information for how to write each essential component of your digital marketing agency business plan.

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your executive summary is to quickly engage the reader. Explain to them the kind of digital marketing agency you are running and the status. For example, are you a startup, do you have a digital marketing agency that you would like to grow, or are you operating a chain of digital marketing agencies?

Next, provide an overview of each of the subsequent sections of your plan.

• Give a brief overv iew of the digital marketing industry.
• Discuss the type of digital marketing agency you are operating.
• Detail your direct competitors. Give an overview of your target customers.
• Provide a snapshot of your marketing strategy. Identify the key members of your team.
• Offer an overview of your financial plan.

Company Overview

In your company overview, you will detail the type of digital marketing agency you are operating.

For example, your agency might specialize in one of the following types of digital marketing agencies:

• Full Service Digital Marketing Agency : this type of digital marketing agency tends to be larger than most other types of agencies and offers a variety of digital marketing services. Businesses often partner with full-service digital marketing agencies because they have the experience doing specific projects that the businesses need done, such as lead nurture campaigns or a website redesign. These agencies can also bring added muscle to existing marketing departments at a lower cost than it would take to build them out with new hires.
• SEO Digital Marketing Agency: this type of agency focuses primarily on helping their clients’ websites and website content rank high on search engine results.
• Social Media Digital Marketing Agency: this type of digital marketing agency helps companies establish and maintain an effective social media presence. They produce social media content and manage their advertisements on social media sites, such as Facebook and Instagram. Other services offered are responding to customer interactions on social media platforms and can also manage influencer outreach for cross promotion and/or affiliate marketing.
• Web Design Digital Marketing Agency: this type of agency is a team of creative designers who build customized and optimized websites for their clients’ businesses.

In addition to explaining the type of digital marketing agency you will operate, the company overview needs to provide background on the business.

Include answers to questions such as:

• When and why did you start the business?
• What milestones have you achieved to date? Milestones could include the number of clients served, the number of clients with positive outcomes, reaching X number of clients served, etc.
• Your legal business structure. Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

Industry Analysis

In your industry or market analysis, you need to provide an overview of the digital marketing industry.

While this may seem unnecessary, it serves multiple purposes.

First, researching the digital marketing industry educates you. It helps you understand the market in which you are operating.

Secondly, market research can improve your marketing strategy, particularly if your analysis identifies market trends.

The third reason is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section of your digital marketing agency business plan:

• How big is the digital marketing industry (in dollars)?
• Is the market declining or increasing?
• Who are the key competitors in the market?
• Who are the key suppliers in the market?
• What trends are affecting the industry?
• What is the industry’s growth forecast over the next 5 – 10 years?
• What is the relevant market size? That is, how big is the potential target market for your digital marketing agency? You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section of your digital marketing agency business plan must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: large companies, small businesses, and nonprofits.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of digital marketing agency you operate. Clearly, nonprofits would respond to different marketing promotions than large companies, for example.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, including a discussion of the ages, genders, locations, and income levels of the potential customers you seek to serve.

Psychographic profiles explain the wants and needs of your target customers. The more you can recognize and define these needs, the better you will do in attracting and retaining your customers.

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Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are other digital marketing agencies.

Indirect competitors are other options that customers have to purchase from that aren’t directly competing with your product or service. This includes social media platforms, apps, and freelancers. You need to mention such competition as well.

For each such competitor, provide an overview of their business and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as

• What types of clients do they serve?
• What type of digital marketing agency are they?
• What is their pricing (premium, low, etc.)?
• What are they good at?
• What are their weaknesses?

With regards to the last two questions, think about your answers from the customers’ perspective. And don’t be afraid to ask your competitors’ customers what they like most and least about them.

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

• Will you provide non digital marketing services?
• Will you offer products or services that your competition doesn’t?
• Will you provide better customer service?
• Will you offer better pricing?

Think about ways you will outperform your competition and document them in this section of your plan.  

Marketing Plan

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a digital marketing agency business plan, your marketing strategy should include the following:

Product : In the product section, you should reiterate the type o f digital marketing agency that you documented in your company overview. Then, detail the specific products or services you will be offering. For example, will you provide website design, SEO management, social media management, or public relations?

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of yo ur plan, yo u are presenting the products and/or services you offer and their prices.

Place : Place refers to the site of your digital marketing agency. Document where your agency is situated and mention how the site will impact your success. For example, is your digital marketing agency located in a busy retail district, a business district, a standalone office, or purely online? Discuss how your site might be the ideal location for your customers.

Promotions : The final part of your digital marketing agency marketing plan is where you will document how you will drive potential customers to your location(s). The following are some promotional methods you might consider:

• Advertise in local papers, radio stations and/or magazines
• Reach out to websites
• Distribute flyers
• Engage in email marketing
• Advertise on social media platforms
• Improve the SEO (search engine optimization) on your website for targeted keywords

Operations Plan

While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your digital marketing agency business, including client communication, planning and scheduling advertisement campaigns, staff meetings, billing clients, etc.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to book your Xth session, or when you hope to reach $X in revenue. It could also be when you expect to expand your digital marketing agency to a new city.  

Management Team

To demonstrate your digital marketing agency’s potential to succeed, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company.

Ideally, you and/or your team members have direct experience in managing digital marketing agencies. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act as mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in managing a digital marketing agency or successfully running an advertising and/or public relations agency.  

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance s heet, and cash flow statements.

Income Statement

An income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenue and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to devise assumptions. For example, will you book 5 clients per day, and/or offer advertising packages that can be customized ? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

Balance Sheets

Balance sheets show your assets and liabilities. While balance sheets can include much information, try to simplify them to the key items you need to know about. For instance, if you spend $50,000 on building out your digital marketing agency, this will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a lender writes you a check for $50,000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

Cash Flow Statement

Your cash flow statement will help determine how much money you need to start or grow your business, and ensure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit but run out of money and go bankrupt.

When creating your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a digital marketing agency:

• Cost of equipment and office supplies
• Payroll or salaries paid to staff
• Business insurance
• Other start-up expenses (if you’re a new business) like legal expenses, permits, computer software, and equipment

Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your office location lease or a list of digital marketing services you plan to offer.  

Writing a business plan for your digital marketing agency is a worthwhile endeavor. If you follow the template above, by the time you are done, you will truly be an expert. You will understand the digital marketing industry, your competition, and your customers. You will develop a marketing strategy and will understand what it takes to launch and grow a successful digital marketing agency.  

Digital Marketing Agency Business Plan FAQs

What is the easiest way to complete my digital marketing agency business plan.

Growthink's Ultimate Digital Marketing Agency Business Plan Template allows you to quickly and easily write your digital marketing agency business plan.

How Do You Start a Digital Marketing Agency?

Starting a digital marketing agency is easy with these 14 steps:

• Choose the Name for Your Digital Marketing Agency
• Create Your Digital Marketing Agency Business Plan
• Choose the Legal Structure for Your Digital Marketing Agency
• Secure Startup Funding for Your Digital Marketing Agency (If Needed)
• Secure a Location for Your Business
• Register Your Digital Marketing Agency with the IRS
• Open a Business Bank Account
• Get a Business Credit Card
• Get the Required Business Licenses and Permits
• Get Business Insurance for Your Digital Marketing Agency
• Buy or Lease the Right Digital Marketing Agency Equipment
• Develop Your Digital Marketing Agency Marketing Materials
• Purchase and Setup the Software Needed to Run Your Digital Marketing Agency
• Open for Business

Where Can I Download a Digital Marketing Agency Business Plan PDF?

You can download our free digital marketing agency business plan template PDF here . This is a sample digital marketing agency business plan template you can use in PDF format.

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OR, Let Us Develop Your Plan For You

Since 1999, Growthink has developed business plans for thousands of companies who have gone on to achieve tremendous success.   Click here to see how Growthink’s business plan advisors can give you a winning business plan.

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Digital Marketing Agency Business Plan Template

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What you get with this template

A complete business plan.

Text and financials are already filled out and ready for you to update.

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Your plan is formatted the way lenders and investors expect.

Edit to your needs

Download as a Word document and edit your business plan right away.

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Features clear and simple instructions from expert business plan writers.

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Get the most out of your business plan example

Follow these tips to quickly develop a working business plan from this sample.

1. Don't worry about finding an exact match

We have over 550 sample business plan templates . So, make sure the plan is a close match, but don't get hung up on the details.

Your business is unique and will differ from any example or template you come across. So, use this example as a starting point and customize it to your needs.

2. Remember it's just an example

Our sample business plans are examples of what one business owner did. That doesn't make them perfect or require you to cram your business idea to fit the plan structure.

Use the information, financials, and formatting for inspiration. It will speed up and guide the plan writing process.

3. Know why you're writing a business plan

To create a plan that fits your needs , you need to know what you intend to do with it.

Are you planning to use your plan to apply for a loan or pitch to investors? Then it's worth following the format from your chosen sample plan to ensure you cover all necessary information.

But, if you don't plan to share your plan with anyone outside of your business—you likely don't need everything.

More business planning resources

How to Write a Business Plan for Investors

How to Write a Business Plan

How to Start a Business With No Money

How to Create a Business Plan Presentation

Business Plan Template

10 Qualities of a Good Business Plan

Simple Business Plan Outline

How to Start a Digital Marketing Agency Business

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How To Write a Digital Marketing Agency Business Plan + Template

Creating a business plan is essential for any business, but it can be especially helpful for digital marketing agency businesses who want to improve their strategy and/or raise funding.

A well-crafted business plan not only outlines the vision for your company, but also documents a step-by-step roadmap of how you are going to accomplish it. In order to create an effective business plan, you must first understand the components that are essential to its success.

This article provides an overview of the key elements that every digital marketing agency owner should include in their business plan.

Download the Digital Marketing Business Plan Template

What is a Digital Marketing Agency Business Plan?

A digital marketing agency business plan is a formal written document that describes your company’s business strategy and its feasibility. It documents the reasons you will be successful, your areas of competitive advantage, and it includes information about your team members. Your business plan is a key document that will convince investors and lenders (if needed) that you are positioned to become a successful venture.

Why Write a Digital Marketing Agency Business Plan?

A digital marketing agency business plan is required for banks and investors. The document is a clear and concise guide of your business idea and the steps you will take to make it profitable.

Entrepreneurs can also use this as a roadmap when starting their new company or venture, especially if they are inexperienced in starting a business.

Writing an Effective Digital Marketing Agency Business Plan

The following are the key components of a successful digital marketing agency business plan:

Executive Summary

The executive summary of a digital marketing agency business plan is a one to two page overview of your entire business plan. It should summarize the main points, which will be presented in full in the rest of your business plan.

• Start with a one-line description of your digital marketing agency
• Provide a short summary of the key points in each section of your business plan, which includes information about your company’s management team, industry analysis, competitive analysis, and financial forecast among others.

Company Description

This section should include a brief history of your company. Include a short description of how your company started, and provide a timeline of milestones your company has achieved.

If you are just starting your digital marketing agency , you may not have a long company history. Instead, you can include information about your professional experience in this industry and how and why you conceived your new venture. If you have worked for a similar company before or have been involved in an entrepreneurial venture before starting your digital marketing agency, mention this.

You will also include information about your chosen digital marketing agency business model and how, if applicable, it is different from other companies in your industry.

Industry Analysis

The industry or market analysis is an important component of a digital marketing agency business plan. Conduct thorough market research to determine industry trends and document the size of your market. 

Questions to answer include:

• What part of the digital marketing agency industry are you targeting?
• How big is the market?
• What trends are happening in the industry right now (and if applicable, how do these trends support the success of your company)?

You should also include sources for the information you provide, such as published research reports and expert opinions.

Customer Analysis

This section should include a list of your target audience(s) with demographic and psychographic profiles (e.g., age, gender, income level, profession, job titles, interests). You will need to provide a profile of each customer segment separately, including their needs and wants.

For example, the customers or a digital marketing agency may include small businesses, medium-sized businesses, and enterprise businesses. Within each of these segments, there may be further subsegments.

You can include information about how your customers make the decision to buy from you as well as what keeps them buying from you.

Develop a strategy for targeting those customers who are most likely to buy from you, as well as those that might be influenced to buy your products or digital marketing agency services with the right marketing.

Competitive Analysis

The competitive analysis helps you determine how your product or service will be different from competitors, and what your unique selling proposition (USP) might be that will set you apart in this industry.

For each competitor, list their strengths and weaknesses. Next, determine your areas of competitive differentiation and/or advantage; that is, in what ways are you different from and ideally better than your competitors.

Below are sample competitive advantages your digital marketing agency may have:

• Strong industry knowledge
• Proven track record of success
• Robust marketing strategies
• Depth of services offered
• Skilled team of professionals
• Innovative technology

Marketing Plan

This part of the business plan is where you determine and document your marketing plan. . Your plan should be clearly laid out, including the following 4 Ps.

• Product/Service : Detail your product/service offerings here. Document their features and benefits.
• Price : Document your pricing strategy here. In addition to stating the prices for your products/services, mention how your pricing compares to your competition.
• Place : Where will your customers find you? What channels of distribution (e.g., partnerships) will you use to reach them if applicable?
• Promotion : How will you reach your target customers? For example, you may use social media, write blog posts, create an email marketing campaign, use pay-per-click advertising, launch a direct mail campaign. Or, you may promote your digital marketing agency via word-of-mouth marketing.

Operations Plan

This part of your digital marketing agency business plan should include the following information:

• How will you deliver your product/service to customers? For example, will you do it in person or over the phone only?
• What infrastructure, equipment, and resources are needed to operate successfully? How can you meet those requirements within budget constraints?

The operations plan is where you also need to include your company’s business policies. You will want to establish policies related to everything from customer service to pricing, to the overall brand image you are trying to present.

Finally, and most importantly, in your Operations Plan, you will lay out the milestones your company hopes to achieve within the next five years. Create a chart that shows the key milestone(s) you hope to achieve each quarter for the next four quarters, and then each year for the following four years. Examples of milestones for a digital marketing agency include reaching $X in sales. Other examples include expanding into new markets, launching new services, and hiring key personnel.

Management Team

List your team members here including their names and titles, as well as their expertise and experience relevant to your specific digital marketing agency industry. Include brief biography sketches for each team member.

Particularly if you are seeking funding, the goal of this section is to convince investors and lenders that your team has the expertise and experience to execute on your plan. If you are missing key team members, document the roles and responsibilities you plan to hire for in the future.

Financial Plan

Here you will include a summary of your complete and detailed financial plan (your full financial projections go in the Appendix). 

This includes the following three financial statements:

Income Statement

Your income statement should include:

• Revenue : how much revenue you generate.
• Cost of Goods Sold : These are your direct costs associated with generating revenue. This includes labor costs, as well as the cost of any equipment and supplies used to deliver the product/service offering.
• Net Income (or loss) : Once expenses and revenue are totaled and deducted from each other, this is the net income or loss.

Sample Income Statement for a Startup Digital Marketing Agency

Balance sheet.

Include a balance sheet that shows your assets, liabilities, and equity. Your balance sheet should include:

• Assets : All of the things you own (including cash).
• Liabilities : This is what you owe against your company’s assets, such as accounts payable or loans.
• Equity : The worth of your business after all liabilities and assets are totaled and deducted from each other.

Sample Balance Sheet for a Startup Digital Marketing Agency

Cash flow statement.

Include a cash flow statement showing how much cash comes in, how much cash goes out and a net cash flow for each year. The cash flow statement should include:

• Cash Flow From Operations
• Cash Flow From Investments
• Cash Flow From Financing

Below is a sample of a projected cash flow statement for a startup digital marketing agency .

Sample Cash Flow Statement for a Startup Digital Marketing Agency

You will also want to include an appendix section which will include:

• Your complete financial projections
• A complete list of your company’s business policies and procedures related to the rest of the business plan (marketing, operations, etc.)
• Any other documentation which supports what you included in the body of your business plan.

Writing a good business plan gives you the advantage of being fully prepared to launch and/or grow your digital marketing agency . It not only outlines your business vision but also provides a step-by-step process of how you are going to accomplish it.

If you are seeking funding from investors or lenders, it is especially important to have a well-written business plan that demonstrates the expertise and experience of your management team, as well as your company’s potential for financial success. By taking the time to write a detailed and comprehensive business plan, you will give your digital marketing agency the best chance for success.  

Finish Your Digital Marketing Business Plan in 1 Day!

Wish there was a faster, easier way to finish your digital marketing business plan?

With our Ultimate Digital Marketing Business Plan Template you can finish your plan in just 8 hours or less!

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How to Write a Digital Marketing Agency Business Plan in 2023

When you try to find out a thing or two about writing a digital marketing agency business plan, you are bombarded by an endless barrage of more or less annoying acronyms such as SCOMS, SUCUTS, AMBERS or something along those lines -none of the aforementioned are actual business plan acronyms, at least to the author’s knowledge.

In other words, various business gurus are trying to sell you a prepackaged solution that is supposed to work for any company, no matter what it does or how it makes its money.

Like with all prepackaged solutions, the results are, at best, mediocre.

For a digital marketing agency , due to the exceptionally fluid and innovative niche, such an approach is almost guaranteed to fail. Instead, you have to dig in, brew yourself a gigantic pot of coffee, and really get down to it.

Of course, since we are living in the year 2023, there will be some specific things to look out for, too.

1.Who Is It for?

Inexperienced business owners almost invariably ignore the basic and eternal truth of writing a digital marketing agency business plan: focusing on the audience. 

Internal Purposes

For example, you may be coming up with a business plan that will be used mostly for internal purposes. You will be laying out your goals and means to achieve those goals for your employees. You will let them know what is expected of them and what kind of performance will be considered satisfactory. It will also let them know how the company is doing and try to convince them to stay on board.

An internally-oriented business plan is also a great way to understand where you stand realistically , which is often a problem for digital marketing agencies.

 Investors and Partners

Another kind of digital marketing agency business plan is aimed at investors and partners. This kind of business plan is intended to reinforce their trust and belief in your digital marketing agency. It goes without saying that this kind of business plan will be finance-heavy, dealing with cold, hard numbers.

Potential Customers

Finally, your digital marketing agency business plan may be aimed at your existing and potential customers. It will be a borderline marketing tactic where you will point out all of the amazing things you are planning to accomplish and the tools that you intend to use. It can also be a great way to advertise the wide array of your services and introduce new ones.

For example, if you just started expanding and are now offering digital marketing strategy services , your customer-oriented business plan is the perfect “delivery mechanism” (to borrow from pharmaceutical terminology here) for this announcement.

It should be pointed out that your digital marketing agency business plan should also start introducing certain terms and concepts that will be more effective in the future, such as AI in digital marketing , natural language processing, data analytics, account-based marketing and so on.

There is nothing wrong with being ambitious in your digital marketing agency business plan, especially if it is aimed at investors and potential customers.

2.Know Your Market Very Well

A big part of knowing whether your agency will be successful is understanding your audience. Make sure your plan is clear about the definition of your target market—who will you be selling to and how many other agencies are already selling similar services?

Your ads won’t work if they don’t appeal to what your potential customers want or need. Research and find out as much as possible about the people you want to sell to.

Many business owners fall into the trap of believing that their products or services are “for everyone”— that is, anyone would be interested in or need the products. But even if you define your business as a full-service digital marketing agency that appeals to a broad market of diverse consumers, you need to identify who your ideal consumer is.

3.Numbers. Numbers. Numbers.

Whether you like figures or not, having a thorough understanding of the numbers that impact your business is a crucial component of an agency business plan. It does not matter who the audience for your former digital marketing business plan is, you will have to be excruciatingly precise with your numbers.

When you dig deep enough, a digital marketing agency business plan is never about the words. It is about the numbers.

• How many clients do you have at the moment?
• How many more do you plan on attracting?
• What are you doing to keep your clients?
• How much does your client retention cost?
• How much are you paying your outside partners?
• What kind of growth rate are you expecting?
• How do you plan on selling your services?
• How much will it cost to sell them?
• Are you planning on taking out a new business loan?
• What is your employee turnover rate?

All of this and much, much more has to be backed by numbers.

Simply put, without the numbers backing your claims, no one is going to believe you – not your employees, not your potential investors or partners, not your customers.

If you avoid numbers in your business plan , they will notice it and once they do, the first place they will go to is that you are trying to hide something.

One word of warning – this does not mean you should divulge absolutely everything about your finances. That being said, some transparency with your numbers can go a long way.

4.Focus on People

The people from the subheading above are your people, your employees.

The reason why they are making a feature in an article about a digital marketing agency business plan in 2023 is that 2023 will hopefully finally be the year when digital marketing agency owners and managers realize the value of the people in their employ.

The situation is such that employee loyalties are all but becoming a thing of the past and in an industry such as digital marketing, this is perhaps even more pronounced than in some other, “slower” industries.  In addition to this, people are finally talking about the debilitating costs of high employee turnover which occurs when companies do not value the people who work for them.

It is because of all of this that you need to feature your people heavily in your digital marketing company business plan. (Of course, this is especially true if your digital marketing agency business plan is of the internally-oriented kind.)

You should outline all the ways in which you plan on retaining your best people and help them do their jobs better and raise their job titles .

You should write down all of the investments you will make in them and in making your company a better place to work. You should flesh out a clear-cut and results-driven hiring policy, as well as an onboarding one.

Everyone who gets a hold of your plan needs to understand that you are a digital marketing agency that understands the realities of the evolving workplace and that values its employees above everything else.

5.Be Realistic and Honest

Business plans should avoid fluff, be realistic and honest. The biggest mistake entrepreneurs can make when writing a business plan is to be overly optimistic with sales and future cost estimates.

Make sure your business plan demonstrates the compelling reasons why customers need your agency’s services and how you will achieve competitive differentiation in the digital marketing industry. Make the financials realistic, and look at worse-case scenarios so you get a view of what could go wrong and what you would need to do to put things right.

Must-Haves of a Solid Digital Marketing Agency  Business Plan

Your business plan is more than just pages of objectives; it’s the embodiment of your vision and commitment to navigating the intricate world of digital marketing. So, this isn’t about just “making it” but about leading, innovating, and setting benchmarks.

If you’re unfamiliar with crafting a business plan or simply want to expedite the process when starting a digital marketing agency , consider leveraging artificial intelligence, editing the outputs and putting them into the final form. We offer prompts designed by ChatGPT-4 that can be utilized with GPT to maximize the advantages of AI in your planning.

1. A Comprehensive Market Analysis

Understanding the nuances of the digital marketing space is essential. Beyond just recognizing industry leaders or listing potential competitors, you should delve deep into identifying market gaps, emerging trends, and potential threats. 

Can you identify areas of innovation that haven’t been tapped into yet? What about shifts in consumer behavior due to technological advancements or global events? 

By providing detailed market analysis, you’re not only setting your agency up for a proactive approach but also showcasing to stakeholders that your strategies are rooted in research and foresight.

ChatGPT Prompt for Market Analysis:

“Provide a detailed market analysis for the digital marketing industry in 2023, focusing on emerging trends, potential threats, and untapped areas of innovation.”

2. Leveraging AI for Strategic Planning

It’s 2023, and artificial intelligence isn’t just a buzzword—it’s an integral component of any forward-thinking strategy. When building your business plan, illustrate how AI will fit into your operations and service offerings. 

You can do this by showcasing how AI-driven insights can refine target audience segments, optimize ad spend, predict emerging consumer trends, or even enhance user experience on digital platforms. Think of AI as more than just a tool—it’s a collaborator that can significantly enhance your agency’s efficacy and efficiency.

ChatGPT Prompt for Strategic Planning:

“How can artificial intelligence be integrated into a digital marketing strategy in 2023? Provide insights on AI-driven tools and methodologies for audience targeting, ad optimization, and predicting consumer behavior.”

3. Clearly Defined Business Goals and Objectives

Every successful journey begins with a clear destination in mind. Your business plan should resonate with this philosophy. Are you aiming to be a local leader or have aspirations to expand globally? Do you want to specialize in a niche or provide a comprehensive suite of digital marketing agency services ? 

Break down these goals into quantifiable metrics—whether it’s revenue milestones, client acquisition numbers, or expansion timelines. Then, layer this with actionable strategies, ensuring that your objectives aren’t just aspirational but also achievable.

ChatGPT Prompt for Business Goals and Objectives:

“List clear and quantifiable business goals for a digital marketing agency aiming to expand its operations in 2023. Break these down into short-term and long-term objectives, with strategies to achieve each. “

4. Detailed Financial Projections and Budgeting

Transparency is key when it comes to finances. 

Your business plan should provide crystal-clear financial forecasts, including revenue predictions, operating costs, profit margins, and potential ROI. But remember, it’s not just about showcasing profits. 

Address potential financial risks and have contingency plans in place. You can also highlight planned investments, be it in technology, talent, or infrastructure. If you’re approaching stakeholders, they should be able to understand not just the ‘how much’ but also the ‘why’ behind each financial decision.

ChatGPT Prompt for Financial Projections:

“Draft a financial projection for a digital marketing agency in 2023, detailing expected revenue, operating costs, and potential ROI. Also, highlight potential financial risks and contingency plans.”

5. A Strong Emphasis on Talent Acquisition and Retention

People make businesses, and in the realm of digital marketing, this statement holds even more weight. Your plan should detail how you’ll attract top-notch talent to drive your agency’s vision. 

Think recruitment drives, partnerships with top universities, or even apprenticeship programs. However, acquisition is just one side of the coin. Retention, often overlooked, can be your competitive advantage. 

Detail out plans for continuous training, mentorship programs, competitive benefits, and perhaps even a glimpse into the agency culture you aim to cultivate. Making it clear that employees aren’t just resources, but invaluable assets will set your agency apart.

ChatGPT Prompt for Talent Acquisition and Retention:

“Provide strategies for talent acquisition and retention for a digital marketing agency aiming to establish itself as an industry leader in 2023. Include methods for recruitment, training programs, and creating a nurturing agency culture.”

Wrapping Up

If you are looking for a bulletproof, step-by-step business plan template for your digital marketing agency growth , we are sorry to disappoint. The reason why this article does not fit that description is that such a template does not exist.

We aimed to provide the most important things to keep in mind when coming up with a digital marketing agency business plan for 2023. 

The rest will be up to you.

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Digital Marketing Plan Template

Digital marketing is part of every modern marketing strategy. That’s because it’s a cost-effective way to get your message in front of the people who truly matter: your target audience. 

In traditional marketing, you spend a lot of money to blast your brand to the masses. And it can be tough to calculate ROI because you never really know who’s at the other end of your ad. 

Digital marketing brings the advantage of precision, with clear metrics for measuring success. You get to choose who your message goes to when and engage directly with your ideal customer in the spaces they’re most active. The result is higher conversion rates with less money wasted.

What is a digital marketing plan?

A digital marketing plan is the core document you’ll use to map out how you market your brand or product in digital spaces. You might have high-level plans for website optimization, content marketing, SEM, and social media initiatives in your digital marketing strategy. It’s where all the details live and breathe—from business goals and objectives to campaign timelines, budgets, and marketing channels. 

A digital marketing strategy helps you deliver the right message to specific segments within your target audience. Consider it a roadmap for how you’ll guide potential customers through your marketing funnel. Your digital marketing plan should include activities that:

• Raise brand awareness
• Convince your audience to evaluate your product or service
• Lead prospects to make a purchase decision
• Re-engage or delight existing customers

Creating a digital marketing plan

Before you sit down to build out your plan, you’ll need to do a little legwork. Let’s take a look at the details that go into a digital marketing strategy and how to put a solid plan together.

What should your digital marketing plan include? 

Here are a few key elements to consider: 

• Business goals or objectives: Every digital marketing plan should tie into overarching business goals, so be sure your digital marketing strategy contributes to your organization’s big-picture objectives. 
• Audience: Buyer personas are a great tool for understanding your target audience and can help ensure every piece of your marketing plan delivers optimal results.
• Budget: Set clear expectations for what you can spend on marketing initiatives, and use it as a guide to inform your decisions. Remember to take any monthly subscription fees, paid advertising campaigns, and third-party agencies or freelance workers you may hire into account as you plan your annual or quarterly budget.
• Timeline: Be sure to consider major company goals and initiatives so you can sync your campaigns to business objectives appropriately. Think through dependencies as you scope out major phases of your plan (e.g., do you need to build a landing page before you can launch a campaign?) You’ll also want to factor in any big meetings, deadlines, outages, or other drivers that may affect your timeline. 
• Channels: There are lots of ways to reach your target audience. But which channels will be most effective? Evaluate the channels you have available to see which ones give you the best bang for your buck—with the biggest growth potential—at each stage of your digital marketing strategy.

How to outline a digital marketing plan

After you’ve done your research and gathered all the pieces, it’s time to lay out your digital marketing plan. Here’s the process we recommend. 

• Start by sitting down with your team and/or stakeholders, and sketch out a rough plan together. You’ll need their input to understand the full scope of work involved, and it’s a great opportunity to discuss any expectations and/or limitations that may impact your plan. 
• Once you’ve gathered input from all the right people, you’re ready to turn your high-level sketch into a detailed plan. Build your digital marketing plan out in a project management tool that’s easy to update and share with team members and stakeholders. That way everyone can log progress and collaborate on tasks together. 
• Keep an eye on how your plan is progressing throughout the year, and regularly update your team and stakeholders on progress. Talk about risks and issues early and often so you can work together to keep everything on time and under budget. If plans shift, note the reason why and capture changes so you can plan better next time. 

Digital marketing plan example

In this digital marketing plan example, we grouped marketing activities by type. For instance, all content-related initiatives, such as blog posts and webinars, fall under the Content marketing category. There’s also a place to schedule major campaigns so you can see how campaigns fit into your larger digital marketing picture. 

We used a gantt chart for this example because it makes it easy to keep track of all the moving parts in your digital marketing plan. Gantt charts are visual by nature, so you can communicate key dates and milestones to your team and stakeholders without the confusion. If (and when) change happens, adjusting your plan is a cinch. 

Free digital marketing plan template

Own your digital marketing strategy with TeamGantt’s free digital marketing plan template . Save time with setup so you can go from strategizing to making an impact sooner.  

With our digital marketing plan gantt chart, you’ll get a high-level view of what’s been completed and what’s coming down the pipeline. Updating and communicating your project plan is a breeze. 

Here’s how to customize a digital marketing plan that works for you.

Drag and drop tasks to schedule your plan

Configuring your digital marketing plan is as easy as dragging and dropping tasks—or entire task groups—into their new rightful place. Click and drag the edges of each taskbar to set a new task duration.

Duplicate tasks 

Need to add another campaign to your plan? No problem! Simply duplicate a task or entire group , update the details, and drag it to reschedule the work appropriately.

Color-code taskbars by activity type

Task colors are a great way to view and filter your digital marketing plan. Assign a color based on task owner, status, or activity type. For instance, we’ve color-coded all content marketing tasks purple in the example below.

Communicate with comments 

Collaboration is easy with TeamGantt's discussion feature . Share documents and chat with your team directly from a task’s Comments section. Use notes, to communicate important information—like campaign goals, target audience, and budget—at the project level. 

Create your first digital marketing plan with TeamGantt

Ready to plan a digital marketing plan of your own? We’ve created a free digital marketing plan template for you in TeamGantt so you can jump right in!

Customizing the template is quick and easy, thanks to TeamGantt’s drag and drop simplicity. And since everything’s online, your whole team can collaborate on activities in real time.

Sign up for a free TeamGantt account today , and save time on project setup with this free digital marketing plan template!

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How to Create a Digital Marketing Plan: 4 Steps

• 08 Feb 2024

Digital marketing is essential; it helps you connect with customers via online channels and enhance brand awareness. To ensure your campaigns succeed, you need an effective digital marketing plan and strategy.

Not all businesses understand strategic planning's importance. According to a Smart Insights report , only 17 percent clearly define their digital marketing strategies.

If you want to create a digital marketing plan, here’s an overview of what it needs and four steps to take.

Access your free e-book today.

What Is a Digital Marketing Plan & Why Is It Important?

Technology has revolutionized business, but that doesn’t mean traditional marketing tactics are obsolete.

“There are certain aspects of marketing that remain true no matter how technology changes,” says Harvard Business School Professor Sunil Gupta, who teaches the course Digital Marketing Strategy . “One of these aspects is the importance of developing a plan to effectively use your marketing resources.”

A digital marketing plan is a comprehensive strategy outlining how your company will use digital channels to promote its products and services. Unlike traditional marketing tactics, it focuses on identifying your target audience and connecting with consumers via online platforms and channels.

Your plan’s significance can’t be overstated. It provides a strategic focus while optimizing your marketing efforts and budget. More importantly, it ensures your company remains agile and responsive to market dynamics and maintains a competitive edge.

Adaptability is particularly crucial in times of uncertainty. According to HubSpot , 20 percent of marketers pivoted their established marketing plans last year due to the potential for a recession.

To help craft your digital marketing plan, here are four steps to ensuring it’s comprehensive and can weather market challenges.

4 Steps to Creating a Digital Marketing Plan

1. set goals & objectives.

The first step to creating your digital marketing plan is understanding what goals and objectives are essential to succeed.

“Companies often have multiple objectives, and you’ll need to prioritize and balance these goals,” Gupta says in Digital Marketing Strategy . “Often these goals are tied to the overall strategy of the company.”

For example, if you don’t work at a big-name company, you may want to focus on brand awareness. If you’re a market leader, you may want to expand your target audience by highlighting a new or revised product or service.

The best way to determine your company’s objectives is by identifying its challenges and opportunities throughout the customer journey , which has three stages:

• Awareness: Introducing customers to your brand or product to address a problem they have
• Consideration: Making customers aware of your brand or product while they evaluate alternatives
• Decision: Using information gathered during the previous stages to influence consumers’ purchasing decisions

“Which stage of the funnel you focus on and how you allocate your budget across different stages depends on the specific context of your brand and where you feel is the greatest barrier for your growth,” Gupta says in Digital Marketing Strategy .

Your company's strategic decisions hinge on which customer journey stage they pertain to. For example, to increase conversion rates at the consideration stage, you could allocate more resources to producing targeted, personalized content.

2. Identify Your Target Audience

Your digital marketing strategy is only effective if you know who you’re trying to attract. That’s why identifying your target audience —the consumers most likely interested in your products or services—is the next step to crafting your digital marketing plan.

To determine your target audience, collect data related to:

• Demographics: General information like age, gender, and occupation that help you make implicit assumptions about customers
• Customer behavior: Behavior patterns related to your products or services, such as purchasing history and website interactions
• Consumer motivations: Primary motivations when making purchases, such as convenience, value, or status

You can use your insights to employ tactics like segmentation —organizing your customers into groups.

“While you can try and market a product to everyone, consumers have different needs and preferences,” Gupta says in Digital Marketing Strategy . “What appeals to one group of consumers may not appeal to another.”

By segmenting your customers, you can provide personalized experiences—even when their needs or market conditions shift.

Related: 3 Most Common Types of Customer Needs to Be Aware Of

3. Define Your Value Proposition

Once you know who to target, you can communicate your value proposition .

“If you want to convince consumers to buy your product, you need to give them a compelling reason to purchase your brand instead of a competing brand,” Gupta says in Digital Marketing Strategy .

To start, you need to know your:

• Target audience
• Unique value
• Competitive set
• Justifications for brand value

You can then combine these components into a value positioning statement:

For [target market] , [Brand X] is the only brand that offers [unique value claim] among all [competitive set] because [reason to believe] .

According to Digital Marketing Strategy , you can analyze your value claim’s validity and potency using the three C’s of brand positioning:

• Consumer analysis: Understanding your target audience’s behaviors, needs, preferences, and motivations.
• Competitor analysis: Evaluating your competitors' strengths, weaknesses, and market position to enhance your strategy.
• Company analysis: Assessing your value proposition, capabilities, resources, and performance to identify areas for strategic improvement.

Effective brand positioning requires being faithful to your value claim and ensuring it’s feasible and favorable.

“As you work to create a value proposition, remember: A brand’s position is not just defined by the brand itself,” Gupta says in the course. “A brand co-creates its position with its consumers as they interact with each other and react to emerging cultural trends.”

4. Establish Metrics

Metrics are critical to your marketing plan. Without key performance indicators (KPIs) , it can be difficult to tell whether it’s effective.

Common marketing KPIs include:

• Impressions
• Click through rate
• Conversion rate

“At the simplest level, you need to measure what you set out to achieve with your marketing objectives,” Gupta says in Digital Marketing Strategy . “And certain metrics will be more relevant for specific stages of the funnel.”

For example, you can focus on metrics like impressions —the number of times your brand-specific content was displayed—to determine your strategy’s effectiveness at the awareness stage.

With a well-crafted digital marketing plan, you can use metrics to optimize your strategy as priorities shift throughout the customer journey.

Create Your Own Digital Marketing Plan

If you want to be a more strategic marketer, you need a digital marketing plan. With one, you can solidify your company’s position, enhance your digital marketing skills , and satisfy customers.

“Determining your marketing goals, who you’re reaching, understanding the uniqueness of what you have to offer them, and how you’ll measure the value of your marketing efforts isn’t always easy,” Gupta says in Digital Marketing Strategy . “However, as you clarify these components and create your plan, you’ll have a much clearer path ahead toward identifying, acquiring, and retaining customers.”

One of the most effective ways to learn how to craft a plan is by enrolling in an online marketing course, such as Digital Marketing Strategy . Through real-world case studies and interactive exercises, you can understand how to position your brand for success.

Do you want to create a digital marketing plan? Explore Digital Marketing Strategy to discover how. If you’re interested in exploring online education but aren’t sure where to start, download our free guide to online learning success .

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Free PDF Business Plan Templates and Samples

By Joe Weller | September 9, 2020

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We’ve gathered the most useful collection of business plan PDF templates and samples, including options for organizations of any size and type.

On this page, you’ll find free PDF templates for a simple business plan , small business plan , startup business plan , and more.

Simple Business Plan PDF Templates

These simple business plan PDF templates are ready to use and customizable to fit the needs of any organization.

Simple Business Plan Template PDF

This template contains a traditional business plan layout to help you map out each aspect, from a company overview to sales projections and a marketing strategy. This template includes a table of contents, as well as space for financing details that startups looking for funding may need to provide. 

Download Simple Business Plan Template - PDF

Lean Business Plan Template PDF

This scannable business plan template allows you to easily identify the most important elements of your plan. Use this template to outline key details pertaining to your business and industry, product or service offerings, target customer segments (and channels to reach them), and to identify sources of revenue. There is also space to include key performance metrics and a timeline of activities. 

Download Lean Business Plan Template - PDF

Simple 30-60-90 Day Business Plan Template PDF

This template is designed to help you develop and implement a 90-day business plan by breaking it down into manageable chunks of time. Use the space provided to detail your main goals and deliverables for each timeframe, and then add the steps necessary to achieve your objectives. Assign task ownership and enter deadlines to ensure your plan stays on track every step of the way.

Download Simple 30-60-90 Day Business Plan Template

PDF | Smartsheet

One-Page Business Plan PDF Templates

The following single page business plan templates are designed to help you download your key ideas on paper, and can be used to create a pitch document to gain buy-in from partners, investors, and stakeholders.

One-Page Business Plan Template PDF

Use this one-page template to summarize each aspect of your business concept in a clear and concise manner. Define the who, what, why, and how of your idea, and use the space at the bottom to create a SWOT analysis (strengths, weaknesses, opportunities, and threats) for your business. 

Download One-Page Business Plan Template

If you’re looking for a specific type of analysis, check out our collection of SWOT templates .

One-Page Lean Business Plan PDF

This one-page business plan template employs the Lean management concept, and encourages you to focus on the key assumptions of your business idea. A Lean plan is not stagnant, so update it as goals and objectives change — the visual timeline at the bottom is ideal for detailing milestones. 

Download One-Page Lean Business Plan Template - PDF

One-Page 30-60-90 Day Business Plan Template

Use this business plan template to identify main goals and outline the necessary activities to achieve those goals in 30, 60, and 90-day increments. Easily customize this template to fit your needs while you track the status of each task and goal to keep your business plan on target. 

Download One-Page 30-60-90 Day Business Plan Template

For additional single page plans, including an example of a one-page business plan , visit " One-Page Business Plan Templates with a Quick How-To Guide ."

Small Business Plan PDF Templates

These business plan templates are useful for small businesses that want to map out a way to meet organizational objectives, including how to structure, operate, and expand their business.

Simple Small Business Plan Template PDF

A small business can use this template to outline each critical component of a business plan. There is space to provide details about product or service offerings, target audience, customer reach strategy, competitive advantage, and more. Plus, there is space at the bottom of the document to include a SWOT analysis. Once complete, you can use the template as a basis to build out a more elaborate plan. 

Download Simple Small Business Plan Template

Fill-In-the-Blank Small Business Plan Template PDF

This fill-in-the-blank template walks you through each section of a business plan. Build upon the fill-in-the-blank content provided in each section to add information about your company, business idea, market analysis, implementation plan, timeline of milestones, and much more.

Download Fill-In-the-Blank Small Business Plan Template - PDF

One-Page Small Business Plan Template PDF

Use this one-page template to create a scannable business plan that highlights the most essential parts of your organization’s strategy. Provide your business overview and management team details at the top, and then outline the target market, market size, competitive offerings, key objectives and success metrics, financial plan, and more.

Download One-Page Business Plan for Small Business - PDF

Startup Business Plan PDF Templates

Startups can use these business plan templates to check the feasibility of their idea, and articulate their vision to potential investors.

Startup Business Plan Template

Use this business plan template to organize and prepare each essential component of your startup plan. Outline key details relevant to your concept and organization, including your mission and vision statement, product or services offered, pricing structure, marketing strategy, financial plan, and more.

‌Download Startup Business Plan Template

Sample 30-60-90 Day Business Plan for Startup

Startups can use this sample 30-60-90 day plan to establish main goals and deliverables spanning a 90-day period. Customize the sample goals, deliverables, and activities provided on this template according to the needs of your business. Then, assign task owners and set due dates to help ensure your 90-day plan stays on track.

‌Download Sample 30-60-90 Day Business Plan for Startup Template 

For additional resources to create your plan, visit “ Free Startup Business Plan Templates and Examples .”

Nonprofit Business Plan PDF Templates

Use these business plan PDF templates to outline your organization’s mission, your plan to make a positive impact in your community, and the steps you will take to achieve your nonprofit’s goals.

Nonprofit Business Plan Template PDF

Use this customizable PDF template to develop a plan that details your organization’s purpose, objectives, and strategy. This template features a table of contents, with room to include your nonprofit’s mission and vision, key team and board members, program offerings, a market and industry analysis, promotional plan, financial plan, and more. This template also contains a visual timeline to display historic and future milestones.

Download Nonprofit Business Plan Template - PDF

One-Page Business Plan for Nonprofit Organization PDF 

This one-page plan serves as a good starting point for established and startup nonprofit organizations to jot down their fundamental goals and objectives. This template contains all the essential aspects of a business plan in a concise and scannable format, including the organizational overview, purpose, promotional plan, key objectives and success metrics, fundraising goals, and more.

Download One-Page Business Plan for Nonprofit Organization Template - PDF

Fill-In-the-Blank Business Plan PDF Templates

Use these fill-in-the-blank templates as a foundation for creating a comprehensive roadmap that aligns your business strategy with your marketing, sales, and financial goals.

Simple Fill-In-the-Blank Business Plan PDF

The fill-in-the-blank template contains all the vital parts of a business plan, with sample content that you can customize to fit your needs. There is room to include an executive summary, business description, market analysis, marketing plan, operations plan, financial statements, and more. 

Download Simple Fill-In-the-Blank Business Plan Template - PDF

Lean Fill-In-the-Blank Business Plan PDF

This business plan is designed with a Lean approach that encourages you to clarify and communicate your business idea in a clear and concise manner. This single page fill-in-the-blank template includes space to provide details about your management team, the problem you're solving, the solution, target customers, cost structure, and revenue streams. Use the timeline at the bottom to produce a visual illustration of key milestones. 

Download Fill-In-the-Blank Lean Business Plan Template - PDF

For additional resources, take a look at " Free Fill-In-the-Blank Business Plan Templates ."

Sample Business Plan PDF Templates

These sample business plan PDF templates can help you to develop an organized, thorough, and professional business plan.

Business Plan Sample 

This business plan example demonstrates a plan for a fictional food truck company. The sample includes all of the elements in a traditional business plan, which makes it a useful starting point for developing a plan specific to your business needs.

Download Basic Business Plan Sample - PDF

Sample Business Plan Outline Template

Use this sample outline as a starting point for your business plan. Shorten or expand the outline depending on your organization’s needs, and use it to develop a table of contents for your finalized plan.

Download Sample Business Plan Outline Template - PDF

Sample Business Financial Plan Template

Use this sample template to develop the financial portion of your business plan. The template provides space to include a financial overview, key assumptions, financial indicators, and business ratios. Complete the break-even analysis and add your financial statements to help prove the viability of your organization’s business plan.

Download Business Financial Plan Template

PDF  | Smartsheet

For more free, downloadable templates for all aspects of your business, check out “ Free Business Templates for Organizations of All Sizes .”

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Digital Marketing Agency Business Plan Template

Written by Dave Lavinsky

Digital Marketing Agency Business Plan

You’ve come to the right place to create your Digital Marketing Agency business plan.

We have helped over 1,000 entrepreneurs and business owners create business plans and many have used them to start or grow their digital marketing agencies.

Below is a template to help you create each section of your Digital Marketing Agency business plan.

Executive Summary

Business overview.

Trending Next is a startup digital marketing agency located in Atlanta, Georgia. The company is founded by Michelle Taylor, an experienced digital marketer who has a bachelor’s degree in marketing and has worked for several years for a prominent marketing agency based in New York. Now that Michelle has gained the education and experience in managing a digital marketing agency, she is ready to start her own company, Trending Next. Michelle is confident that her digital marketing and communication skills will enable her to run a profitable digital marketing agency of her own. Michelle is recruiting a team of highly qualified professionals to help manage the day-to-day complexities of running a digital marketing firm – sales and marketing, customer support, technology management, customer relations, administration, and finance.

Trending Next will provide a full suite of digital marketing services for businesses of all sizes throughout the United States. The company will be the go-to digital marketing firm in Atlanta for innovative marketing strategies using the latest technology and tools. Trending Next will create and launch digital marketing campaigns through a variety of channels from SEO and email to content and video marketing. The company will be the ultimate choice for customer service while guaranteeing expertly developed personalized marketing solutions for each client.

Product Offering

The following are the services that Trending Next will provide:

• Social media
• Content marketing
• Email marketing
• SMS marketing
• Sponsored content
• Native advertising
• Marketing automation
• Affiliate marketing

Customer Focus

Trending Next will target businesses of all sizes and industries in the United States. No matter the customer, Trending Next will deliver the best communication, service, and effective digital marketing campaigns.

Management Team

Trending Next will be owned and operated by Michelle Taylor. Michelle is a graduate of New York University with a bachelor’s degree in marketing. She has over five years of experience working as a digital marketing manager for a prestigious marketing agency based in New York. Now, Michelle aims to bring her digital marketing skills to work in her new location in Atlanta, Georgia. She will be the company’s chief executive officer and will oversee the digital marketing staff and help develop and implement the company’s digital marketing service offerings.

Michelle has recruited an experienced business manager, Joshua Anderson, to be the company’s chief operating officer and help oversee the business operations. He has a master’s degree in business administration from Georgia University and over 15 years of experience managing his own company. Joshua will handle the day-to-day operations, including project management, customer relationships, and logistics.

Success Factors

Trending Next will be able to achieve success by offering the following competitive advantages:

• Skilled team of digital marketing experts who will work with each client to develop and implement personalized marketing campaigns tailored to their specific needs and goals.
• Trending Next will continuously seek out and incorporate the newest trends in digital marketing to ensure the best marketing tactics for each client.
• The company offers competitive pricing and discounts for regular customers.

Financial Highlights

Trending Next is seeking $300,000 in debt financing to launch its digital marketing business. The funding will be dedicated towards securing the office and purchasing office equipment and supplies. Funding will also be dedicated towards three months of overhead costs to include payroll of the staff and marketing expenses. The breakout of the funding is below:

• Office build-out: $90,000
• Equipment, supplies, and materials: $60,000
• Three months of overhead expenses (payroll, utilities): $130,000
• Marketing costs: $10,000
• Working capital: $10,000

The following graph below outlines the pro forma financial projections for Trending Next.

Company Overview

Who is trending next.

Trending Next is a newly established digital marketing company in Atlanta, Georgia. Trending Next will provide a full suite of digital marketing services for businesses of all sizes throughout the United States. The company will be the go-to digital marketing firm in Atlanta for innovative marketing strategies using the latest digital marketing technology and tools. Trending Next will create and launch digital marketing campaigns through a variety of channels from SEO and email to content and video marketing. The company will be the ultimate choice for customer service while guaranteeing expertly developed personalized marketing solutions for each client.

Trending Next will be able to guarantee the effectiveness of its digital marketing strategies thanks to the latest and most innovative digital marketing technology and expertise of its leadership team. The company’s team of highly qualified professionals experienced in digital marketing will ensure each client’s marketing campaign is tailored to meet their specific needs and goals.

Trending Next History

Trending Next is owned and operated by Michelle Taylor, an experienced digital marketer who has gained valuable knowledge during her five-year tenure working as a digital marketing manager at a premier digital marketing agency in New York. Now that Michelle has gained the experience and knowledge of how to manage a digital marketing agency, she is ready to start one of her own. Michelle has begun recruiting a team of highly qualified professionals to help manage the day to day complexities of running a digital marketing firm –  – sales and marketing, customer support, technology management, customer relations, administration, and finance.

Since incorporation, Trending Next has achieved the following milestones:

• Registered Trending Next, LLC to transact business in the state of Georgia
• Has signed a letter of intent to lease the office space
• Reached out to numerous contacts to include previous employees, colleagues, and experienced digital marketing professionals to begin building a team of experts for the company’s management team
• Began recruiting a staff of operational positions including accountants, administrative personnel, and sales representative to work at Trending Next

Trending Next Services

Industry analysis.

The digital marketing industry in the United States is valued at approximately $30.6B and is forecasted to grow by 3.7% this year. The digital marketing industry comprises several different marketing channels: SEO, PPC, social media marketing, content marketing, email marketing, mobile marketing, marketing analytics, inbound marketing, sponsored content, native advertising, marketing automation, and affiliate marketing. Digital marketing agencies can choose to specialize in some combination of these channels or all of the above.

One of the major demand drivers for digital marketing is the increase in internet traffic volume. As this volume increases due to more consumers using smartphones, tablets, and computers to make purchases, more businesses will need digital marketing services to expand their online presence.

The primary challenge for new digital marketing agency operators is the high level of competition present in the industry. Another challenge is the speed at which digital channels evolve. Industry operators must keep up with the latest digital marketing trends, channels, and technologies to remain competitive.

Customer Analysis

Demographic profile of target market.

The precise demographics for the United States are:

Customer Segmentation

Trending Next will primarily target the following customer profiles:

• Small businesses (less than 100 employees)
• Mid-sized businesses (101-500 employees)
• Large businesses (over 500 employees)

Competitive Analysis

Direct and indirect competitors.

Trending Next will face competition from other companies with similar business profiles. A description of each competitor company is below.

Perfect SEO Digital Marketing

Perfect SEO Digital Marketing is one of the largest digital marketing firms in Atlanta, Georgia. The company was established as a traditional marketing agency (Perfect Marketing) in 1990 and has since grown to 30 offices throughout the country. As digital marketing has become the norm, the company has transitioned to a more digital mindset and changed its name to Perfect SEO Digital Marketing. The company still provides traditional advertising services in addition to its digital marketing offerings. As the name specifies, the company’s digital marketing expertise centers on search engine optimization (SEO) in particular. Perfect SEO Digital Marketing aims to deliver high quality digital marketing services through its innovative digital marketing process. Perfect SEO Digital Marketing’s team of experienced digital marketing professionals are experts in SEO and able to provide business clients with effective marketing solutions.

Grow Your Business Fast Digital Marketing Agency

Grow Your Business Fast Digital Marketing Agency is a small digital marketing agency catering to local businesses in Atlanta, Georgia and surrounding areas. Grow Your Business Fast Digital Marketing Agency provides a variety of digital marketing services including the development and deployment of social media campaigns, website advertising, SEO, content marketing, video marketing, email/SMS marketing, and PPC. The company is owned and operated by experienced marketing professionals with over three decades of experience in creating and managing marketing campaigns for companies of all sizes.

Innovation Online Digital Marketing

Innovation Online Digital Marketing is a trusted Atlanta, Georgia-based digital marketing firm that provides superior digital marketing services to business clients throughout the United States. The company is able to provide a wide variety of services using the latest digital marketing strategies and tools. Innovation Online Digital Marketing specializes in creating innovative social media marketing and cohesive digital marketing strategies for businesses in a range of industries, with retail being the most well-known. The company has been recognized for creating the most popular marketing campaigns for some of the largest retailers in the country.

Competitive Advantage

Trending Next will be able to offer the following advantages over their competition:

• Trending Next will continuously seek out and incorporate the newest trends and tools in digital marketing to ensure the best marketing tactics for each client.

Marketing Plan

Brand & value proposition.

Trending Next will offer the unique value proposition to its clientele:

Promotions Strategy

The promotions strategy for Trending Next is as follows:

Social Media Marketing

As a digital marketing agency, Trending Next will lead by example. The company’s marketing director will create engaging accounts on social media platforms such as LinkedIn, Twitter, Instagram, Facebook, TikTok, and YouTube. He will ensure Trending Next maintains an active social media presence with regular updates and fun content to provide an example of what the company is capable of creating for clients.

Professional Associations and Networking

Trending Next will become a member of professional associations such as the Digital Marketing Association, American Marketers Society, and the Georgia Marketing Association. The leadership team will focus their networking efforts on expanding the company’s client network.

Email/SMS Marketing

Trending Next will use email marketing and SMS marketing to target potential business clients by sending them targeted emails, newsletters, and promotional updates to incentivize them to engage with the company.

Website/SEO Marketing

Trending Next will utilize the in-house marketing director that designed the social media campaign to also design the company website. The website will be well organized, informative, and list all the services that Trending Next is able to provide. The website will also provide testimonials from satisfied clients.

The marketing director will also manage the company’s website presence with SEO marketing tactics so that when someone types in a search engine “Atlanta digital marketing agency” or “digital marketing firm near me”, Trending Next will be listed at the top of the search results.

The pricing of Trending Next will be moderate and on par with competitors so customers feel they receive value when purchasing the company’s services.

Operations Plan

The following will be the operations plan for Trending Next.

Operation Functions:

• Michelle Taylor will be the chief executive officer and will oversee the digital marketing staff and be the creative driver for new marketing tools and tactics. Michelle has spent the past year recruiting the following staff:
• Joshua Anderson – Chief operating officer who will manage the day-to-day operations, budgeting, client relationships, and logistics.
• Daniel Moore – Accountant/bookkeeper who will provide all accounting, tax payments, and monthly financial reporting.
• Paul Wilson – Marketing director who will oversee all marketing strategies for the company and manage the website, social media, and outreach.

Milestones:

Trending Next will have the following milestones complete in the next six months.

12/1/2022 – Finalize lease on the office space

12/15/2022 – Finalize personnel and staff employment contracts for the Trending Next management team

1/1/2023 – Begin build-out of the office, purchase equipment, and start networking

1/15/2023 – Begin implementing the marketing campaign

2/15/2023 – Finalize contracts for digital marketing professionals to work at Trending Next

3/15/2023 – Trending Next officially opens for business

Trending Next will be owned and operated by Michelle Taylor. Michelle is a graduate of New York University with a Bachelor’s degree in marketing. She has over five years of experience working as a digital marketing manager for a prestigious marketing agency based in New York. Now, Michelle aims to bring her digital marketing skills to work in her new location in Atlanta, Georgia. She will be the company’s chief executive officer and will oversee the digital marketing staff and help develop and implement the company’s digital marketing service offerings.

Financial Plan

Key revenue & costs.

The revenue drivers for Trending Next are the fees charged to customers in exchange for the company’s services. The company charges fees on a per-project basis and offers monthly retainers for ongoing marketing management.

The cost drivers will be the overhead costs required in order to staff a digital marketing agency. The expenses will be the payroll cost, utilities, office equipment and supplies, and marketing materials.

Funding Requirements and Use of Funds

Key assumptions.

The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.

• Average number of accounts per month: 10
• Average fees per month: $50,000
• Overhead costs per year: $700,000

Financial Projections

Income statement, balance sheet, cash flow statement, digital marketing agency business plan faqs, what is a digital marketing agency business plan.

A digital marketing agency business plan is a plan to start and/or grow your digital marketing agency business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections.

You can easily complete your Digital Marketing Agency business plan using our Digital Marketing Agency Business Plan Template here .

What are the Main Types of Digital Marketing Agencies?

There are a number of different kinds of digital marketing agencies , some examples include: Full Service Digital Marketing Agency, SEO Digital Marketing Agency, Social Media Digital Marketing Agency, and Web Design Digital Marketing Agency.

How Do You Get Funding for Your Digital Marketing Business Plan?

Digital Marketing Agencies are often funded through small business loans. Personal savings, credit card financing and angel investors are also popular forms of funding. This is true for a digital marketing business plan, advertising agency business plan and a marketing agency startup business plan.

What are the Steps To Start a Digital Marketing Agency Business?

Starting a digital marketing agency business can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster.

1. Develop A Digital Marketing Agency Business Plan - The first step in starting a business is to create a detailed digital marketing agency business plan that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.  

2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your digital marketing agency business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your digital marketing agency business is in compliance with local laws.

3. Register Your Digital Marketing Agency Business - Once you have chosen a legal structure, the next step is to register your digital marketing agency business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws. 

4. Identify Financing Options - It’s likely that you’ll need some capital to start your digital marketing agency business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms. 

5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations. 

6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events. 

7. Acquire Necessary Digital Marketing Agency Equipment & Supplies - In order to start your digital marketing agency business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation. 

8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your digital marketing agency business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising. 

Learn more about how to start a successful digital marketing agency business:

• How to Start a Digital Marketing Agency Business

Where Can I Get a Digital Marketing Agency Business Plan PDF?

You can download our free digital marketing agency business plan template PDF here . This is a sample digital marketing agency business plan template you can use in PDF format.

What Is a Digital Marketing Plan? (Steps to Create One + Examples)

Learn how to create an effective digital marketing plan in 7 steps. What to include and view examples to guide your strategy for success.

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What Is A Digital Marketing Plan?

Why do you need a marketing plan, 7 steps to create a digital marketing plan, example of a digital marketing plan, learn more about digital marketing.

In today’s world, Digital marketing is the only way to increase your visibility on Google and social media networks and get valuable leads and clients for your business.

To make this happen, you must have a good and effective digital marketing plan that will account for all important aspects of online marketing, and this is exactly what you’ll learn in this post.

A digital marketing plan is a document that describes in detail how to promote a company’s products or services online. It outlines what techniques to use to connect with your target audience and which digital marketing channels to utilize to drive online traffic and increase conversions.

Here is a quick example to help you understand this better. John owns a SAAS company selling accounting software to B2B companies.

A digital marketing plan for his case will include things like:

• How to identify his target audience
• How to set SMART digital marketing goals
• An analysis of competitor’s marketing strategies
• What channels to use to reach his audience
• What kind of content to publish on his website
• Which keywords to target with SEO
• Email campaigns to nurture and engage with potential customers

And other marketing tactics to help him achieve his business objectives.

A digital marketing plan will outline the strategy, focus on the most important actions, and help you use your marketing efforts and money wisely. It will also ensure that your company can quickly adapt to any changes and stay ahead of the competition.

I always tell my clients and students that without a solid plan, it’s like driving with your eyes closed. Don’t underestimate the importance of creating a plan before starting your campaigns.

Let’s see the steps to follow to make a good plan.

• Set Your Digital Marketing Goals and Objectives
• Define Your Target Audience and Build Buyer Personas
• Analyze Your Competitor’s Strategies
• Choose Your Digital Marketing Channels
• Define Your Marketing Budget
• Create a Marketing Calendar & Execute Your Plan
• Monitor Results & Adjust Your Strategy

1. Set Your Digital Marketing Goals and Objectives

Before you do anything else, you should set long-term and short-term goals for what you want to achieve with digital marketing .

Any goal you define should be SMART (Specific, Measurable, Attainable, Relevant, and Time-Bound) and align with your business objectives.

For example, if your goal is to get more traffic to your website, you can set a long-term goal of increasing your traffic by 20% in 2 years. To achieve this goal, you should set short-term goals to increase your traffic by 5% in the next 6 months.

To align marketing goals with business objectives, think about what it takes to grow your business and set one or more goals to achieve that.

For example, if your business objective is to increase monthly revenue, you can translate that into the following marketing goals:

• Get more traffic from Google by ranking higher for these transactional [create a list] keywords.
• Optimize landing pages to increase conversion rate by 0.5%.

When setting goals, always look at your current performance and set challenging but realistic goals.

For more information, read: How to set digital marketing goals for long-term success .

2. Define Your Target Audience and Build Buyer Personas

The next step in crafting a winning plan is to define, in as many details as possible, who your target market is. I know from experience that this is a step many companies leave behind, believing they know their customers well.

Creating detailed buyer personas will help you uncover the unique characteristics of the different types of customers you should target in your campaigns.

For example, creating campaigns for young women with children differs from targeting single men. That’s the beauty of digital marketing. You can use your buyer personas to set up sales funnels for each group and market them based on their interests and needs.

When creating buyer personas, you should gather information about your customers, including:

• Personal Information
• Professional Information
• Goals and Challenges
• Ways of Learning
• Purchasing Behavior

You can use our template below to get started.

3. Analyze Your Competitor’s Strategies

When creating your digital marketing plan, you should closely examine your competitor’s strategies, particularly SEO techniques and paid ads campaigns. The reason is simple: your digital marketing campaigns don’t have to be perfect, but they need to be better than your competition’s because this is how you’ll win customers.

For example, to rank higher for a keyword in SEO, you don’t have to create superb content—you just have to create better content than your top competitors.

Find out who your main competitors are, examine their market share, promotional strategies, and, in general, their online presence. Don’t copy them, but get ideas and look for gaps in their marketing that you can exploit.

You can use the guides below to perform a competitor analysis.

• How To Find Your Competitor’s Ads
• How To Find Competitor’s Keywords
• How To Do An SEO Competitor Analysis

4. Choose Your Digital Marketing Channels

The next step is to specify which digital marketing channels you’ll use in your campaigns. As mentioned above, you can set multiple goals (long-term and short-term) involving one or more marketing channels.

The most common types of digital marketing to use in your plan are:

• Search Engine Optimization (SEO)
• Social Media Marketing
• Pay-Per-Click Advertising (PPC)
• Content Marketing
• Email Marketing
• Affiliate Marketing
• Influencer Marketing
• Video Marketing

For each channel, you should set SMART goals and assign ownership to those responsible for the implementation. For example, if you work in a company with an in-house digital marketing team, you can agree with the SEO manager about the goals of SEO for next year and how these can be achieved.

5. Define Your Marketing Budget

When setting your marketing budget, it’s important to consider various factors. Digital marketing packages cost a few hundred to several thousand per month if you outsource all your marketing.

Follow these tips to utilize your budget efficiently:

Allocate a portion of income on marketing: The first thing to decide is how much to spend on marketing. A higher percentage might be necessary for startups and businesses looking to grow aggressively, while a lower percentage for established businesses aiming for steady growth might be more appropriate.

Choose which services to outsource and what to do in-house: Outsourcing all your marketing to an agency will incur a higher cost than following a hybrid model. Some tasks (like posting content on your social media pages) don’t require expertise. To save money, it’s better to handle these tasks in-house and hire an agency or consultant for the tasks that require expert knowledge, such as ongoing SEO work and PPC management.

Allocate your budget to the channels that generate the highest ROI: In an ideal world, you could use all marketing channels to promote your business, but that’s not the best approach. Run pilot campaigns on different channels to see what’s working best, and then allocate your budget to the most profitable channels. From experience, these are likely to be SEO and Google Ads.

Start with a low budget and gradually increase it: Even if you can afford to spend more on particular campaigns, starting with a low budget is highly recommended. As a rule of thumb, you should keep spending money on a campaign as long as it generates a positive ROI. When you reach top performance, move your budget to other channels.

This is usually the case with Google and Facebook Ads. Allocate a low budget to give the system time to optimize your campaigns, and then gradually increase it until the CPA (cost per acquisition) is at acceptable levels. When the cost to get a lead or make a sale exceeds a certain threshold, it’s time to spend money on other campaigns or channels.

6. Create a Marketing Calendar & Execute Your Plan

Once you gather all the information in your document, it’s time to create a marketing calendar and set a date for each important task or campaign. Normally, you won’t execute all actions at once. As noted above, your plan should include both short-term and long-term goals.

To stay organized, create a calendar and decide who will execute a task and when. Your plan should include specific dates to review your progress and adjust your strategy.

Remember to account for holidays and the time needed to prepare the necessary material for each campaign. This includes time-consuming tasks like creating content (blog posts and videos), researching, etc.

Once your calendar is ready, you’ve completed the first step in executing your digital marketing plan, but you should not stop there. It may sound unnecessary to stress this, but we’ve seen many companies fail to execute their plan.

The most common reasons were setting unrealistic goals and overestimating the return from paid campaigns, resulting in running out of budget faster than expected.

7. Monitor Results & Adjust Your Strategy

No marketing plan can be executed from start to finish without changes. I’ve been doing this for 20+ years and have never seen a campaign perform as originally planned. This means monitoring your campaigns regularly is crucial to your success.

You must track the right metrics and KPIs to monitor a campaign effectively. Each channel has its own set of important metrics you should track. For instance:

For SEO campaigns – you should track keyword rankings, website traffic, impressions, and organic CTR .

For PPC campaigns – you should track ad CTR, keyword quality score, impressions, and cost-per-click (CPC).

The above is just a small example. Read our digital marketing metrics post for a complete list of all KPIs and instructions on measuring them.

Here is a pro tip for you: To make data-driven decisions, you should try to gather all data in a single place, and Google Looker Studio (Free) is a great tool for this. Looker Studio can connect to several sources, including Google Search Console, Google Ads, and Google Analytics, and you can combine the data into meaningful reports and dashboards.

View the gallery of ready-made report templates to get started.

Here is a short overview of how the above tips can be transformed into an actionable plan for a website selling dog food.

Step 1: Set Your Digital Marketing Goals and Objectives

• Improve website traffic, enhance brand visibility, and optimize conversion rates to increase online dog food sales by 30% within the next two years.
• Short-term objective: Increase website traffic by 15% through SEO and content marketing.

Step 2: Define Your Target Audience and Build Buyer Personas

• Buyer Persona: Dog Owners
• Personal Information: Pet owners aged 25-45. They value the health and well-being of their pets.
• Professional Information: Middle to upper-income professionals or families.
• Goals and Challenges: Looking for nutritious, convenient dog food options. Challenges include finding affordable, high-quality dog food.
• Ways of Learning: Social media, blogs, online reviews.
• Purchasing Behavior: Prefers shopping online, responsive to recommendations and loyalty programs.

Step 3: Analyze Your Competitor’s Strategies

• SEO Analysis: Identify the top three competitors with strong organic visibility for high-value keywords such as “organic dog food” and “best dog food brands.”
• Content Gaps: Lack of comprehensive guides on dog nutrition and health which can be an opportunity to create value-added content.
• Social Media Presence: Competitors have moderate engagement rates, so there is an opportunity to create a more engaging, community-focused social media strategy.

Step 4: Choose Your Digital Marketing Channels

• SEO: Focus on content creation around high-value keywords and on-page SEO improvements.
• Content Marketing: Write pillar content on dog health and nutrition.
• Social Media Marketing: Post regularly on Instagram and Facebook, showcasing customer stories and behind-the-scenes videos on how our products are produced.
• Email Marketing: Monthly newsletters featuring exclusive promotions, nutritional tips, and new product launches.

Step 5: Define Your Marketing Budget

• Allocate 40% of the marketing budget to content creation and SEO optimization.
• 30% to social media advertising and influencer partnerships.
• 20% for email marketing tools and campaigns.
• 10% reserved for unforeseen opportunities and marketing tools.

Step 6: Create a Marketing Calendar & Execute Your Plan

• SEO: Publish bi-weekly blog posts. Begin on-page optimizations.
• Social Media: Host monthly live Q&A sessions with a veterinarian.
• Email Marketing: Send a weekly newsletter sharing new blog posts and exclusive discounts for subscribers.
• Content Marketing: Release a free eBook on dog nutrition.
• Social Media: Partner with dog influencers for product reviews.

Step 7: Monitor Results & Adjust Your Strategy

• SEO: Monitor keyword rankings and website traffic using Google Analytics.
• Social Media: Track engagement rates and follower growth.
• Email Marketing: Analyze open rates, click-through rates, and conversion rates.

Remember, success in digital marketing doesn’t happen overnight. It requires constant monitoring, tweaking, and a deep understanding of your audience. Making a digital marketing plan is just the beginning.

• How to Create Digital Marketing Campaigns
• Examples of Successful Digital Marketing From Known Brands
• How To Design An Effective Digital Marketing Strategy
• Best Digital Marketing Certificate Programs

Alex Chris is a digital marketing consultant, author, and instructor. He has more than 18 years of practical experience with SEO and digital marketing. Alex holds an MSc Degree in eCommerce and has consulted with Fortune 500 companies in different industries. He blogs regularly about SEO and Digital marketing, and his work has been referenced by leading marketing websites. Connect with Alex on Twitter and LinkedIn .

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Digital Marketing Plan

What comes to mind when you hear the term ‘ digital marketing ?’ No doubt it involves blog posts, online articles, and search engine optimization, just to name a few things. If you’re going to get involved in digital marketing, then you need to come up with the right plan. Due to the broad nature of what you’re about to get into, it definitely pays to know more about what a digital marketing plan entails. Scroll on not just to discover the nuances of these plans, but also to browse through our list and get the best digital marketing plan template out there.

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What Is Digital Marketing?

To put it simply, digital marketing encompasses all marketing efforts that utilize the Internet or an electronic to conduct a variety of advertising campaigns. Here, businesses leverage digital channels such as search engines (for SEO marketing), social media , email, mobile apps, websites, and even digital billboards to connect with current and prospective consumers. With technology dominating today’s marketing scene, businesses have managed to keep up with the latest trends by implementing several digital marketing strategies to establish themselves in the industry. Though we haven’t quite reached the age of hovercars and teleportation devices just yet, digital marketing has made it easier and more convenient for a business to reach its audience creatively and innovatively.

How to Create a Successful Digital Marketing Plan

A good marketing plan isn’t a product of an overnight task. It takes intense research and proper analysis to come up with something good enough to help your company prosper. Even the act of downloading a digital marketing plan sample, a digital marketing plan PDF template, or a free digital marketing plan from our list above will still require a ton of work. To help you with this, we’ve gathered five of the most crucial steps in developing a well-defined digital marketing plan for you to be guided.

Step 1: Know Your Goals

Before anything attempting any kind of plan—be it a digital marketing action plan or even a one-page digital marketing plan—always define your mission and objectives first. You need to be specific with your marketing goals so that your plan may be tailored toward achieving them. Without a clear path to follow, your team could end up wasting a significant amount of resources on useless strategies.

Step 2: Develop Buyer Personas

Remember who you’re talking to. Individuals from certain demographics may possess different interests from those of another group, which is why your marketing plan must be centered on the problems held by your target  audience . This includes their emotional desires, aspirations, fears, and goals.

Step 3: Analyze Past Mistakes

Past successes and failures are all part of growth. By learning to accept them, you’ll also learn to analyze how you can improve your current operations to obtain better results. Having a record of your analysis will also help enhance plans for continuous brand development.

Step 4: Identify Your Means

There are three vital components in executing a digital marketing plan: the people, the budget , and the channels. All of these resources must be taken into account before any decisions are implemented in the plan. It needs to be realistic, measurable, and attainable, otherwise, you’ll find yourself scrambling for resources that go beyond your capacity.

Step 5: Create Specific Strategies.

No matter how hard you try, your plan is never going to be perfect from the get-go. Unforeseen circumstances may cause drastic changes to your plan, forcing you to be as flexible as possible. This is why you need to create manageable strategies , one that allows adjustments without losing sight of the company’s primary goal.

What is the purpose of a Digital Marketing Plan?

The purpose of using a digital marketing plan for any organization is to force you through the process of researching and clearly explain all the aims and goals of your digital initiatives. This is along with clearly targeting digital personas and methodically choosing ways to go after them.

What should be considered while making a Digital Marketing Plan?

A digital marketing plan must include the following: One, Search Engine Optimization (SEO). Two, web positioning and strategies. Three, the social media market . From there, you must put digital marketing actions into motion with previously made plans or strategies. Always consider all aspects that impact development indirectly and directly.

What does A Marketing Plan do?

Unlike a business plan, a marketing plan mainly focuses on working and keeping customers intact. It has several strategies and includes numbers, facts, and objectives. A good marketing plan has all the tools and tactics you will use to achieve your sales goals most effectively. It helps draw in and keep customers.

With its use of modern and ongoing technological developments, digital marketing is a truly exciting thing to be a part of. Now that you are better informed about what a digital marketing plan is, you can begin experiencing its nuances for yourself. All that’s left for you to do is choose how your own internet marketing journey will begin. Decide wisely and act as boldly as you can!

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