An organization's advertising strategy for generating leads and reaching its target market is outlined in a marketing plan, which is an operational document. A marketing plan outlines the outreach and PR initiatives that will be implemented over time, along with how the business will evaluate their success. The following are some of the features and elements of a marketing plan:

- Supporting price choices and new market entrants with market research

- target certain demographics and geographic locations with customized messages

- Platforms for promoting goods and services include digital, radio, the internet, trade magazines, and a combination of these for each campaign.

- Metrics that gauge the effectiveness of marketing efforts and their timescales for reporting

A company's overarching marketing strategy serves as the foundation of a marketing plan.

A marketing plan will typically include the following elements:

Marketing objectives of the business: The objectives should be attainable and measurable – two goals associated with SMART, which stands for Specific, Measurable, Attainable, Relevant, and Time-bound.

Current business marketing positioning: An analysis of the current state of the organization concerning its marketing positioning.

Market research: comprehensive analysis of client needs, market trends, sales figures for the industry, and projected growth.