How to Create a Marketing Plan for Coaching or Consulting Business

Are Your Ready to launch your marketing strategy with a rebost marketing plan? Before you take the plunge, ensure that you’ve done comprehensive research and analysis. Understanding who your target customers are and how best to meet their needs is essential for success!

Your marketing plan is your business’s roadmap. It outlines how you will get your product or service in front of your ideal customers, including your goals, target market, and the different tactics you’ll use.

This document is essential for the success of any business. An effective marketing plan allows you to maximize your time and resources by generating leads that result in higher paying customers. Furthermore, it will help cultivate a foundation on which you can build upon as your company grows and evolves over time.

Developing a marketing plan can be quite a great deal of work, depending on the nature of your business, but if you follow the key steps in this article, creating your marketing plan will be a breeze and well worth the effort. You’ll end up with a document that provides valuable guidance and direction, making all your marketing decisions easier.

What is a Marketing Plan for a Coaching Business?

A marketing plan for a coaching business is a strategic document that outlines the goals, strategies, tactics, and activities that a coach will undertake to promote their services and attract new clients. The plan typically includes market research, target audience analysis, competitor analysis, and an action plan to achieve marketing objectives. The purpose of a marketing plan is to provide a clear roadmap for promoting a coaching business, guiding the coach’s efforts in reaching and engaging their ideal audience, and ultimately growing their business.

Why Do You Need a Marketing Plan For Your Coaching / Consulting Business?

Having a marketing plan is essential because it serves as a reference guide for the strategy and tactics you will use to promote your business. It also provides clarity on how you want to position your product or service in the market. Additionally, having a well-crafted marketing plan keeps you focused on the goals that are important for your business’s growth.

Craft a Winning Marketing Plan
How to Create a Marketing Plan for Coaching or Consulting Business 1

Step 1: Target Audience Research

Primary Research vs. Secondary Research as needed in your Marketing Plan

There are two types of research used in marketing, primary and secondary. Your goal should be to do some of each. Primary research will involve gathering data directly from your target audience. This includes focus groups, interviews, surveys, or even polls on social media.

Primary Research

Primary research refers to data collection and research that you conduct directly with your ‘subjects’. This includes surveys, personal interviews, and focus groups. 

One example of primary research is an online survey. This is a survey you offer your customer using a tool like Survey Monkey or Google Forms. You send the link to the survey to your target audience and the answers give you the chance to gain insights directly from the source. You might ask them about their needs and the challenges they face. You may also ask specifically what products they’d like to see you offer, or what they like or don’t like about products they’ve used. You can obtain a great deal of detailed information with simple yes/no, multiple choice, and even open-ended questions.

Secondary Research

Secondary research refers to the indirect gathering of information from public sources like websites, social media pages, or blog comments sections. This allows you to gain an understanding of your target audience through their online activity and the discussions they’re having with others.  

The internet offers a wealth of opportunities for secondary research. An example would be joining an online forum or social media group related to your niche and listening in on conversations. People will express their opinions or ask questions here. Another simple example is looking at your web traffic, which tells you what content your audience likes. 

Both methods of research are essential when developing a marketing plan. Secondary research is easier and more cost-effective – a great option if you’re on a budget or don’t have any audience to approach directly. However, if your budget allows it, primary research can reveal more detailed insights.

Step 2: Define Your Target Market

Before you start writing your marketing plan, you need to gather intel on your target market, which you started with your primary and secondary research. The success of your plan, and your future marketing initiatives, requires a thorough understanding of your audience and how to meet their needs.

Start by segmenting and defining who your ideal customer is. Consider the demographics, which include details like age, gender, location, and education level. You should also look at psychographic; values, attitudes, interests and lifestyle or behaviors related to those of your target market. Research industry trends to understand how they’re likely to react to various products or services. And, of course, check out the competition to understand your unique selling proposition (USP).

Create Your Ideal Customer Profile

A valuable tool that will help you define your target market is an ideal customer profile (ICP). An ICP describes your audience as if it was an individual – the one person you’ll speak to when you create all of your campaigns, social media posts, and marketing materials. Your products and services may appeal to a wide variety of people, but if you want your marketing initiatives to be successful, you need to be laser-focused on this one ‘perfect customer’. 

An ideal customer profile features demographic and psychographic data. Demographics include things like age, economic status, education level, marital status, and geographic location.

Psychographic data describes a person’s behaviors and attitudes. This information is important because it provides insight into your audience’s passions, pain points, likes, and dislikes. You can also discover the problems they face, which gives you the ability to highlight your unique solutions in your marketing materials. 

A great way to drill down on the detail of your ideal customer profile is to tap into your previous research and take it even further. See where you have gaps and do more research. For example, go back to where your audience is on social media and look at profiles, content they share, and their comments. Look for patterns and use this to complete your profile. 

Step 3: Define Your UVP

Once you’ve identified your ideal customer, it’s time to examine your products. How do they help people? What benefits do they offer? What sets them apart from similar products in the market?

To clearly identify this, you will need to create a unique value proposition (UVP). This is a statement that describes how your product uniquely meets the needs of your target customer. It explains succinctly why your customers should choose to buy the products they need from you vs. anyone else.

How to Discover Your UVP 

First, brainstorm the reasons why customers buy from you and not the competition. Refer to positive feedback you’ve received from customers in the past. Look through email communications, comments on social media, and online reviews and write down what you find. Also reach out to current customers and ask for their feedback.

Other ways to uncover your unique value proposition include:

Analyze Your Competitors. Look at what they offer and how they provide services. How do you do it differently?

Identify the Problem Your Product Solves. You know what problems your target market faces. How does your product solve these problems? 

Identify Your Core Values. What are the core values that drive your company? Why did you start it? What change do you want to make in the world? 

Write your UVP as a single and concise statement that incorporates your key findings. 

Step 4: Perform a SWOT Analysis as Part of Your Marketing Plan

The next step before you create your marketing plan is to perform a SWOT analysis. A SWOT analysis helps you get a clear picture of your business’s situation by identifying its Strengths, Weaknesses, Opportunities, and Threats. Among other things, the SWOT analysis clarifies your competitive position in the market.

SWOT divides your market position into internal and external factors. The internal factors are the strengths and weaknesses of your business. The external factors are market forces, represented as opportunities and threats. 

This step helps you gain a better understanding of your competition and the current market dynamics. It also helps you identify any gaps that exist in your products or services, as well as areas where you can excel. This information will come in handy when creating your marketing plan. 

By taking the time to complete each of these key steps, you’ll be much better prepared when it comes to creating your marketing plan. You’ll also have a more comprehensive document that provides clear direction and guidance for all your marketing decisions. Good luck!

To do a SWOT analysis, create a grid with 4 quadrants. Assign a category to each square and write down your answers. 

Quadrant 1 – Strengths.

These are the things you do well and the qualities that set you apart from the competition. These include skills, expertise, staff members, intellectual property, technology, product benefits, and more. 

Quadrant 2 – Weaknesses.

Here you will write down what you lack and the limitations of your resources. Include the things that your competitors do better than you.

Quadrant 3 – Opportunities.

Include evolving needs in the marketplace that you are uniquely qualified to fulfill, positive cultural or workplace shifts, growing demographics, recent events that have given you an advantage over the competition, or favorable media coverage. 

Quadrant 4 – Threats.

Here you’ll write down emerging competitors, changes in the market that may affect you negatively, and changing attitudes of your customers that don’t serve your business. A description of the competitive landscape is an important part of your marketing plan since it can help you refine your UVP as well.

Once your SWOT analysis is completed, you’ll have an easy-to-understand picture of how you’re doing and where you need to put your resources to make improvements. 

Getting Started with Your Marketing Plan

Once you’ve done your research, created your ideal customer profile, defined your unique value proposition, and performed a SWOT analysis, you’re ready to get started on your marketing plan. Based on the work you’ve done above, you can create an executive summary that states your goals, who you’re serving, and your UVP. Combined with your SWOT analysis, you can decide on all the other details that will make your marketing plan effective in reaching your goals. 

If you take the time to complete these steps before jumping into deciding on your strategies and tactics, you will end up with a powerful and effective marketing plan that delivers results. 

How to Write a Marketing Plan – Marketing Plan Template

It can be helpful to use a template for your marketing plan. This will make sure you don’t miss any important elements and provide structure so that everything is organized into sections. A typical marketing plan includes the following sections:

1. Executive summary

2. Situation analysis (SWOT)

3. Target market analysis

4. Market objectives

5. Strategy and tactics

6. Implementation timeline

7. Budgeting

8. Measurement and evaluation

The template you use should include these elements so that you don’t forget any important information when creating your plan. Be sure to customize the template to fit your business’s needs and goals.

Once you have all the sections in place, spend some time reading through your plan to make sure everything looks good. After making any necessary adjustments, it is ready to go! Now you can start implementing your marketing plan and growing your business. With a strong foundation of research and planning, you are well on your way to success. Good luck!

Provide a quick overview step by step guide on how to write a marketing plan and what it should included:

1. Start with an executive summary – this should include your goals, target market, and unique value proposition.

2. Do a SWOT analysis to identify strengths, weaknesses, opportunities and threats within your business.

3. Research your target market – create an ideal customer profile by looking at demographic information and interests of potential customers.

4. Develop your unique value proposition (UVP) – this should be the main focus of your marketing message.

5. Set objectives and goals that are measurable, attainable and realistic.

6. Create strategies and tactics to reach those objectives – consider using digital channels like email, social media, and search engine optimization as well as traditional methods like print or radio advertising.

7. Develop an implementation timeline with specific dates for each tactic and activity.

8. Estimate costs and create a budget to fit your goals.

9. Track metrics and measure results to see how you’re doing and adjust tactics if needed.

10. Revisit your plan at least annually to make sure it’s still on track.

Following these steps will give you the structure and guidance needed to create a comprehensive marketing plan that will help you reach your goals and grow your business. Put in the effort upfront, and you will be well-rewarded for all your hard work!


Creating a marketing plan is no small task, but the effort pays off with increased visibility, better customer relationships, and improved sales. Taking the time to do your research and create a well thought-out plan before you start executing will save you lots of time and money in the long run. By following these four key steps—creating an ideal customer profile, defining your UVP, performing a SWOT analysis, and writing your executive summary—you’ll be well on your way to creating an effective marketing plan.

Need help and guidance with your marketing plan? Reach out let’s have a conversation and see how we might be able to move the needle for your business. Click Here

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