A marketing plan is like a GPS but for your business, showing you the best route toward your revenue goals so you can avoid time-consuming detours and costly mistakes. 

Research has shown that businesses with a marketing plan succeed, outperform competitors, and retain staff more than those with no plan. The absence of a marketing plan leaves the company and its employees without direction, making uninformed decisions and failing to capitalize on opportunities.

Here are some tips for building a marketing plan for your ISP.


Let’s start with the basics. Knowing your audience is valuable information that is needed to strategize the delivery of content. Knowing who you are marketing to is crucial. Based on your audience, it will give you a general idea of which platforms to post your digital content on. For example, Facebook, Twitter, Instagram, and Linkedin are great platforms for reaching different demographics. Keep in mind who your competitors are and how you can gain a competitive advantage.


Brainstorming goals can be beneficial in many areas for your business.  For marketing purposes, goals can be related to more website traffic, converting qualified leads, followers, sign-ups, and more. It is important to have both short-term and long-term goals for a marketing plan. As a team, having long-term plans will give a good sense of direction in where you want to see the business in the next year. Short-term goals are just as important to grow and stay on track each day, week, and month.


Creating a yearly budget is useful for understanding the capabilities of your business and what work can be done. Even creating a monthly budget breaks down where and how much money can be spent. Working with your team on where to invest your marketing tactics will establish a baseline. Some tactics that your ISP may use are marketing software, paid advertising, events, webinars, and more.


Stay one step ahead of the game. Keeping an organized calendar with all marketing projects will paint a clear picture of what’s ahead. Keep track and note any deadlines, future events, and projects to have a prepared marketing plan. Make your deadlines realistic, so you and your team stay alert. Planning can help with efficiency and publishing content in a timely manner.


Monitoring your marketing efforts is necessary to move forward in your business. For example, over time, it is important to track campaigns, conversions, engagement, and more. This data will show what is working and what’s not. It is valuable to measure and see the progress monthly, quarterly, or yearly. The SWOT analysis is a great technique to identify where you stand and where you could improve. This can be a tracking measurement as often as your organization needs. The SWOT acronym stands for strengths, weaknesses, opportunities, and threats. 

S: Strengths. Internally as a company, where does your organization strive the best?

W: Weaknesses. Internally as a company, what areas could your organization improve in that are lacking?

O: Opportunities. In what areas can your organization gain a competitive advantage?

T: Threats. What could potentially harm or negatively affect your organization?


Communication can play a huge role when creating a marketing plan for your ISP. Working as a team with the same vision can be effective in seeing your organization grow. Having specific roles and responsibilities can boost efficiency. Communicating through a strategic plan can benefit your ISP in all areas. This can be one of the biggest factors that make or break a successful outcome. 

Starting the year off strong with a marketing plan for your ISP will keep you and your organization on track in order to execute goals. It is best to set a foundation for your company and understand who exactly you are targeting. Bringing awareness to your product or service plays a huge role in all areas of your ISP. Many factors come into play when using different marketing tactics. Establishing a marketing plan for your business will enhance growth and opportunity. Best of luck!