Marketing Tip: Four Key Elements for a Winning Marketing Plan

A marketing plan isn’t just for experts or businesses with tons of cash. If you’re an author, blogger, or creator, having a plan is key to increasing your growth and hitting your goals. Whether you’re just starting with one book or have a series ready to launch, a marketing plan will keep your efforts focused, efficient, and trackable.

If you’re trying to market a book, podcast, blog, or any other creative endeavor, this post will break down the four main components of every solid marketing plan: goals, time frame, budget, and growth. Let’s dive in.

Why You Need a Marketing Plan

Ever heard someone say, “If I build it, they will come”? It’s a great movie line, but it’s not how marketing works. Just creating your product—whether it’s a book, podcast, or something else—doesn’t guarantee people will find it. Even if you’ve signed with a publisher or platform, you still have to market your work.

Think of a marketing plan as your chess strategy. Without one, you’re just playing checkers in a game that requires forward thinking. A plan helps you avoid wasting time and money on random shots in the dark—or worse, throwing spaghetti at the wall hoping something will stick. With a plan, you’ll always know your next step.

Let’s take a closer look at each of the four components.

Setting Goals That Work

Goals are the backbone of your marketing plan. They keep you on track and give you something to work toward. But here’s the thing—your goals should be realistic and achievable while still pushing you to improve.

Sure, it’s great to dream big like making $2 million in a year, but if you’re just starting out, set smaller, actionable goals. For example:

• Make $100 this month.
• Sell 50 copies of your book.
• Get 2 reviews by the end of the month.

Once you hit a small goal, celebrate it and then aim for the next level. Maybe it’s increasing sales or reaching Amazon’s bestseller list in a niche category. Whatever it is, tie your goal to something measurable. For instance, if you want to sell 50 copies, consider your price:

• Selling at $0.99 might move copies quicker.
• Selling at $4.99 generates more income but may move slower.

The point is to plan your strategy around your desired outcome.

Defining Your Time Frame

Your time frame defines when you want to achieve your goals. Are you working toward immediate results, or are you playing the long game? Breaking the plan into smaller sections—weekly, monthly, or yearly—makes large goals more manageable.

For example:

• If you want to launch a series, focus on preorders and promotions for Book 1 before Book 2 comes out.
• Plan seasonal campaigns around holidays, back-to-school months, or other trending topics that fit your audience.

A structured time frame ensures that every promotional move serves a greater purpose. Do you have Christmas-themed titles? Push them in December. Got back-to-school content? Target it in August and September. By aligning your timeline with your goals, you’ll maximize your efforts without overlapping or wasting resources.

Pro Tip: Don’t forget to work backward for big launches. If a book releases in two months, start your promotional efforts now to build momentum.

Budget: Spend Smart, Not Reckless

Let’s get real—marketing costs money. But the good news is, you don’t need to fork over thousands to make an impact. A budget lets you control your spending so every dollar counts.

There are two ways to think about a marketing budget:

1. Fixed Amount: You decide upfront how much you’ll spend (e.g., $200/month).
2. Percentage of Income: Many businesses allocate a percentage of their revenue toward marketing (often 15–40%).

If you’re just starting out, a small monthly allocation like $50 is fine. Over time, as you earn more, you can increase your budget to fuel greater growth. But remember, it’s not just about throwing money at ads. Test different strategies to find what works best for your audience.

For example:

• Low-budget alternatives: Social media posts, email newsletters, and giveaways.
• Higher impact tools: Paid ads and collaborations.

Also, if you plan to hit bestseller lists or launch a big campaign, prepare for a higher spend during those times.

Growth: The Ultimate Goal

Let’s face it—you’re marketing because you want to grow. Whether your goal is $1,000 a year or $500,000, growth is the driving factor behind every decision in your marketing plan.

Growth can feel slow at first, much like trying to lose weight. It’s not about day-to-day progress—it’s about patterns over time. One month, you might see peaks thanks to a big campaign or promotion. The next, you might hit a slump. That’s normal. Focus on long-term trends and keep pushing forward.

Here’s how to track your progress:

1. Use tools like ReaderLinks or Book Report to monitor your sales and spending.
2. Review your goals monthly or quarterly to evaluate what’s working.
3. Adjust your plan as needed—it’s not set in stone.

The key is to focus on consistency. Small steps forward will add up to big wins over time.

Wrapping It All Up

A great marketing plan comes down to four things:

1. Goals: Set clear, realistic, and measurable targets.
2. Time Frame: Plan promotions around relevant dates and work toward long-term success.
3. Budget: Spend wisely to get the best return on your investment.
4. Growth: Continuously track progress and aim higher each year.

Whether you’re just starting out or looking to scale up, these components will help you create a foundation for success. Remember, it’s not just about working hard—it’s about working smart.

Stay tuned for more tips in this series as we dive deeper into marketing strategies and actionable steps you can take. Got questions or thoughts? Share them below! Don’t forget to subscribe to the Finding Your Indie newsletter so you never miss a post or video.

What’s your next step? Start with your goals and outline what you want to achieve this week, this month, and this year. You’ve got this!