Marketing strategy template

Plan a year of marketing on a few pages: goals, customers, positioning, channels, content, budget and how you will measure it.

A Word template that starts with an honest look at last year’s results by channel, then works through measurable goals, customer groups, a positioning statement, key messages with proof, a channel and tactics plan, a content calendar and a quarterly budget. It finishes with a measurement routine and a short Spam Act, Australian Consumer Law and privacy checklist.

Format: DOCX · Version 1.0 · Updated 2026-11-06

How to use it

Complete it once a year with whoever does your marketing, then review it quarterly against the KPIs you set.

Preview

Where we are now

Spend, leads, customers and cost per customer by channel

Goals

Business goal → marketing goal → KPI → target → date

Customers and positioning

Up to two customer groups: needs, triggers, objections
Positioning statement
Key messages with proof

Channels, content and budget

Channel plan with tactics, budget, KPI and owner
Monthly content plan
Quarterly budget table

Measurement and compliance

Monthly metrics and quarterly review
Spam Act, Australian Consumer Law and privacy checks

Download Marketing strategy template

Branding and positioning – Positioning is the place you choose to occupy in a customer’s mind; branding is everything that makes that position recognisable. How to define both for a small business without an agency budget.
Digital marketing – The channels that make up digital marketing, how they fit together into a funnel, and how a small business with a limited budget picks the two or three that will actually bring customers.
Marketing ROI – How to work out whether your marketing is making money: the formulas for return on investment, cost per acquisition and customer value, how to attribute results to channels honestly, and how to use the numbers to decide where to spend.