How To Write a Marketing Agency Business Plan + Template
Creating a business plan is essential for any business, but it can be especially helpful for marketing agency businesses that want to improve their strategy and/or raise funding.
A well-crafted business plan not only outlines the vision for your company, but also documents a step-by-step roadmap of how you are going to accomplish it. In order to create an effective business plan, you must first understand the components that are essential to its success.
This article provides an overview of the key elements that every marketing agency owner should include in their business plan.
Download the Digital Marketing Agency Business Plan Template
What is a Marketing Agency Business Plan?
A marketing agency business plan is a formal written document that describes your company’s business strategy and its feasibility. It documents the reasons you will be successful, your areas of competitive advantage, and it includes information about your team members. Your business plan is a key document that will convince investors and lenders (if needed) that you are positioned to become a successful venture.
Why Write a Marketing Agency Business Plan?
A marketing agency business plan is required for banks and investors. The document is a clear and concise guide of your business idea and the steps you will take to make it profitable.
Entrepreneurs can also use this as a roadmap when starting their new company or venture, especially if they are inexperienced in starting a business.
Writing an Effective Marketing Agency Business Plan
The following are the key components of a successful marketing agency business plan:
Executive Summary
The executive summary of a marketing agency business plan is a one to two page overview of your entire business plan. It should summarize the main points, which will be presented in full in the rest of your business plan.
- Start with a one-line description of your marketing agency
- Provide a short summary of the key points in each section of your business plan, which includes information about your company’s management team, industry analysis, competitive analysis, and financial forecast among others.
Company Description
This section should include a brief history of your company. Include a short description of how your company started, and provide a timeline of milestones your company has achieved.
If you are just starting your marketing agency , you may not have a long company history. Instead, you can include information about your professional experience in this industry and how and why you conceived your new venture. If you have worked for a similar company before or have been involved in an entrepreneurial venture before starting your marketing agency, mention this.
You will also include information about your chosen marketing agency business model and how, if applicable, it is different from other companies in your industry.
Industry Analysis
The industry or market analysis is an important component of a marketing agency business plan. Conduct thorough market research to determine industry trends and document the size of your market.
Questions to answer include:
- What part of the marketing agency industry are you targeting?
- How big is the market?
- What trends are happening in the industry right now (and if applicable, how do these trends support the success of your company)?
You should also include sources for the information you provide, such as published research reports and expert opinions.
Customer Analysis
This section should include a list of your target audience(s) with demographic and psychographic profiles (e.g., age, gender, income level, profession, job titles, interests). You will need to provide a profile of each customer segment separately, including their needs and wants.
For example, the customers of a marketing agency may include small businesses, non-profit organizations, or even individuals.
You can include information about how your customers make the decision to buy from you as well as what keeps them buying from you.
Develop a strategy for targeting those customers who are most likely to buy from you, as well as those that might be influenced to buy your products or marketing agency services with the right marketing.
Competitive Analysis
The competitive analysis helps you determine how your product or service will be different from competitors, and what your unique selling proposition (USP) might be that will set you apart in this industry.
For each competitor, list their strengths and weaknesses. Next, determine your areas of competitive differentiation and/or advantage; that is, in what ways are you different from and ideally better than your competitors.
Below are sample competitive advantages your marketing agency may have:
- Proven track record of success
- Strong client base
- Robust marketing strategy and execution
- Highly qualified and experienced team
- State-of-the-art technology and tools
Marketing Plan
This part of the business plan is where you determine and document your marketing plan. . Your plan should be clearly laid out, including the following 4 Ps.
- Product/Service : Detail your product/service offerings here. Document their features and benefits.
- Price : Document your pricing strategy here. In addition to stating the prices for your products/services, mention how your pricing compares to your competition.
- Place : Where will your customers find you? What channels of distribution (e.g., partnerships) will you use to reach them if applicable?
- Promotion : How will you reach your target customers? For example, you may use social media, write blog posts, create an email marketing campaign, use pay-per-click advertising, launch a direct mail campaign. Or, you may promote your marketing agency via public relations or word-of-mouth.
Operations Plan
This part of your marketing agency business plan should include the following information:
- How will you deliver your product/service to customers? For example, will you do it in person or over the phone only?
- What infrastructure, equipment, and resources are needed to operate successfully? How can you meet those requirements within budget constraints?
The operations plan is where you also need to include your company’s business policies. You will want to establish policies related to everything from customer service to pricing, to the overall brand image you are trying to present.
Finally, and most importantly, in your Operations Plan, you will lay out the milestones your company hopes to achieve within the next five years. Create a chart that shows the key milestone(s) you hope to achieve each quarter for the next four quarters, and then each year for the following four years. Examples of milestones for a marketing agency include reaching $X in sales. Other examples include adding X new clients or launching a new website.
Management Team
List your team members here including their names and titles, as well as their expertise and experience relevant to your specific marketing agency industry. Include brief biography sketches for each team member.
Particularly if you are seeking funding, the goal of this section is to convince investors and lenders that your team has the expertise and experience to execute on your plan. If you are missing key team members, document the roles and responsibilities you plan to hire for in the future.
Financial Plan
Here you will include a summary of your complete and detailed financial plan (your full financial projections go in the Appendix).
This includes the following three financial statements:
Income Statement
Your income statement should include:
- Revenue : how much revenue you generate.
- Cost of Goods Sold : These are your direct costs associated with generating revenue. This includes labor costs, as well as the cost of any equipment and supplies used to deliver the product/service offering.
- Net Income (or loss) : Once expenses and revenue are totaled and deducted from each other, this is the net income or loss.
Sample Income Statement for a Startup Marketing Agency
Balance sheet.
Include a balance sheet that shows your assets, liabilities, and equity. Your balance sheet should include:
- Assets : All of the things you own (including cash).
- Liabilities : This is what you owe against your company’s assets, such as accounts payable or loans.
- Equity : The worth of your business after all liabilities and assets are totaled and deducted from each other.
Sample Balance Sheet for a Startup Marketing Agency
Cash flow statement.
Include a cash flow statement showing how much cash comes in, how much cash goes out and a net cash flow for each year. The cash flow statement should include:
- Cash Flow From Operations
- Cash Flow From Investments
- Cash Flow From Financing
Below is a sample of a projected cash flow statement for a startup marketing agency .
Sample Cash Flow Statement for a Startup Marketing Agency
You will also want to include an appendix section which will include:
- Your complete financial projections
- A complete list of your company’s business policies and procedures related to the rest of the business plan (marketing, operations, etc.)
- Any other documentation which supports what you included in the body of your business plan.
Writing a good business plan gives you the advantage of being fully prepared to launch and/or grow your marketing agency . It not only outlines your business vision but also provides a step-by-step process of how you are going to accomplish it.
If you are seeking funding from investors or lenders, it is especially important to have a well-written business plan that demonstrates the expertise and experience of your management team, as well as your company’s potential for financial success. By taking the time to write a detailed and comprehensive business plan, you will give your marketing agency the best chance for success.
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Digital Marketing Business Plan Template
Written by Dave Lavinsky
Digital Marketing Agency Business Plan
You’ve come to the right place to create your digital marketing agency business plan.
We have helped over 1,000 entrepreneurs and business owners create business plans and many have used them to start or grow their digital marketing agencies.
Sample Business Plan for a Digital Marketing Agency
Below is a business plan example to help you create each section of your own digital marketing business plan.
Executive Summary
Business overview.
Trending Next is a startup digital marketing agency located in Atlanta, Georgia. The company is founded by Michelle Taylor, an experienced digital marketer who has a bachelor’s degree in marketing and has worked for several years for a prominent marketing agency based in New York. Now that Michelle has gained the education and experience in managing a digital marketing agency, she is ready to start her own company, Trending Next. Michelle is confident that her digital marketing and communication skills will enable her to run a profitable digital marketing agency of her own. Michelle is recruiting a team of highly qualified professionals to help manage the day-to-day complexities of running a digital marketing firm – sales and marketing, customer support, technology management, customer relations, administration, and finance.
Trending Next will provide a full suite of digital marketing services for businesses of all sizes throughout the United States. The company will be the go-to digital marketing firm in Atlanta for innovative marketing strategies using the latest technology and tools. Trending Next will create and launch digital marketing campaigns through a variety of channels from SEO and email to content and video marketing. The company will be the ultimate choice for customer service while guaranteeing expertly developed personalized marketing solutions for each client.
Product Offering
The following are the services that Trending Next will provide:
- Social media
- Content marketing
- Email marketing
- SMS marketing
- Sponsored content
- Native advertising
- Marketing automation
- Affiliate marketing
Customer Focus
Trending Next will target businesses of all sizes and industries in the United States. No matter the customer, Trending Next will deliver the best communication, service, and effective digital marketing campaigns.
Management Team
Trending Next will be owned and operated by Michelle Taylor. Michelle is a graduate of New York University with a bachelor’s degree in marketing. She has over five years of experience working as a digital marketing manager for a prestigious marketing agency based in New York. Now, Michelle aims to bring her digital marketing skills to work in her new location in Atlanta, Georgia. She will be the company’s chief executive officer and will oversee the digital marketing staff and help develop and implement the company’s digital marketing service offerings.
Michelle has recruited an experienced business manager, Joshua Anderson, to be the company’s chief operating officer and help oversee the business operations. He has a master’s degree in business administration from Georgia University and over 15 years of experience managing his own company. Joshua will handle the day-to-day operations, including project management, customer relationships, and logistics.
Success Factors
Trending Next will be able to achieve success by offering the following competitive advantages:
- Skilled team of digital marketing experts who will work with each client to develop and implement personalized marketing campaigns tailored to their specific needs and goals.
- Trending Next will continuously seek out and incorporate the newest trends in digital marketing to ensure the best marketing efforts for each client.
- The company offers competitive pricing and discounts for regular customers.
Financial Highlights
Trending Next is seeking $300,000 in debt financing to launch its digital marketing business. The funding will be dedicated towards securing the office and purchasing office equipment and supplies. Funding will also be dedicated towards three months of overhead costs to include payroll of the staff and marketing expenses. The breakout of the funding is below:
- Office build-out: $90,000
- Equipment, supplies, and materials: $60,000
- Three months of overhead expenses (payroll, utilities): $130,000
- Marketing costs: $10,000
- Working capital: $10,000
The following graph below outlines the pro forma financial projections for Trending Next.
Company Overview
Who is trending next.
Trending Next is a newly established digital marketing company in Atlanta, Georgia. Trending Next will provide a full suite of digital marketing services for businesses of all sizes throughout the United States. The company will be the go-to digital marketing firm in Atlanta for innovative marketing strategies using the latest digital marketing technology and tools. Trending Next will create and launch digital marketing campaigns through a variety of channels from SEO and email to content and video marketing. The company will be the ultimate choice for customer service while guaranteeing expertly developed personalized marketing solutions for each client.
Trending Next will be able to guarantee the effectiveness of its digital marketing strategies thanks to the latest and most innovative digital marketing technology and expertise of its leadership team. The company’s team of highly qualified professionals experienced in digital marketing will ensure each client’s marketing campaign is tailored to meet their specific needs and goals.
Trending Next History
Trending Next is owned and operated by Michelle Taylor, an experienced digital marketer who has gained valuable knowledge during her five-year tenure working as a digital marketing manager at a premier digital marketing agency in New York. Now that Michelle has gained the experience and knowledge of how to manage a digital marketing agency, she is ready to start one of her own. Michelle has begun recruiting a team of highly qualified professionals to help manage the day to day complexities of running a digital marketing firm – – sales and marketing, customer support, technology management, customer relations, administration, and finance.
Since incorporation, Trending Next has achieved the following milestones:
- Registered Trending Next, LLC to transact business in the state of Georgia
- Has signed a letter of intent to lease the office space
- Reached out to numerous contacts to include previous employees, colleagues, and experienced digital marketing professionals to begin building a team of experts for the company’s management team
- Began recruiting a staff of operational positions including accountants, administrative personnel, and sales representative to work at Trending Next
Trending Next Services
Industry analysis.
The digital marketing industry in the United States is valued at approximately $30.6B and is forecasted to grow by 3.7% this year. The digital marketing industry comprises several different marketing channels: SEO, PPC, social media marketing, content marketing, email marketing, mobile marketing, marketing analytics, inbound marketing, sponsored content, native advertising, marketing automation, and affiliate marketing. Digital marketing agencies can choose to specialize in some combination of these channels or all of the above.
One of the major demand drivers for digital marketing is the increase in internet traffic volume. As this volume increases due to more consumers using smartphones, tablets, and computers to make purchases, more businesses will need marketing services to expand their online presence.
The primary challenge for new digital marketing agency operators is the high level of competition present in the industry. Another challenge is the speed at which digital channels evolve. Industry operators must keep up with the latest digital marketing trends, channels, and technologies to remain competitive.
Customer Analysis
Demographic profile of target market.
The precise demographics for the United States are:
Customer Segmentation
Trending Next will primarily target the following customer profiles:
- Small businesses (less than 100 employees)
- Mid-sized businesses (101-500 employees)
- Large businesses (over 500 employees)
Competitive Analysis
Direct and indirect competitors.
Trending Next will face competition from other companies with similar business profiles. A description of each competitor company is below.
Perfect SEO
Perfect SEO is one of the largest digital marketing firms in Atlanta, Georgia. The company was established as a traditional marketing agency (Perfect Marketing) in 1990 and has since grown to 30 offices throughout the country. As digital marketing has become the norm, the company has transitioned to a more digital mindset and changed its name to Perfect SEO. The company still provides traditional paid advertising activities in addition to its digital marketing offerings. As the name specifies, the company’s digital marketing expertise centers on search engine optimization (SEO) in particular. Perfect SEO aims to deliver high-quality services through its innovative digital marketing process. Perfect SEO’s team of experienced digital marketing professionals are experts in SEO and able to provide business clients with effective marketing solutions.
Grow Your Business Fast
Grow Your Business Fast is a small digital marketing agency catering to local businesses in Atlanta, Georgia and surrounding areas. Grow Your Business Fast provides a variety of online marketing services including the development and deployment of social media campaigns, website advertising, technical SEO, content marketing, video marketing, email/SMS marketing, and PPC. The company is owned and operated by experienced marketing professionals with over three decades of experience in creating and managing marketing campaigns for companies of all sizes.
Innovation Online
Innovation Online is a trusted Atlanta, Georgia-based digital marketing firm that provides superior digital marketing services to business clients throughout the United States. The company is able to provide a wide variety of services using the latest digital marketing strategies and tools. Innovation Online specializes in creating innovative social media marketing and cohesive digital marketing strategies for businesses in a range of industries, with retail being the most well-known. The company has been recognized for creating the most popular marketing campaigns for some of the largest retailers in the country.
Competitive Advantage
Trending Next will be able to offer the following advantages over their competition:
- Trending Next will continuously seek out and incorporate the newest trends and tools in digital marketing to ensure the best marketing tactics for each client.
Marketing Plan
Brand & value proposition.
Trending Next will offer the unique value proposition to its clientele:
Promotions Strategy
The promotions strategy for Trending Next is as follows:
Social Media Marketing
As a digital marketing agency, Trending Next will lead by example. The company’s marketing director will create engaging accounts on social media sites such as LinkedIn, Twitter, Instagram, Facebook, TikTok, and YouTube. He will ensure Trending Next maintains an active social media presence with regular updates and fun content to provide an example of what the company is capable of creating for clients.
Professional Associations and Networking
Trending Next will become a member of professional associations such as the Digital Marketing Association, American Marketers Society, and the Georgia Marketing Association. The leadership team will focus their networking efforts on expanding the company’s client network.
Email/SMS Marketing
Trending Next will use email and SMS marketing to target potential business clients by sending them targeted emails, newsletters, and promotional updates to incentivize them to engage with the company.
Website/SEO Marketing
Trending Next will utilize the in-house marketing director that designed the social media campaign to also design the company website. The website will be well organized, informative, and list all the services that Trending Next is able to provide. The website will also provide testimonials from satisfied clients.
The marketing director will also manage the company’s website presence with SEO marketing tactics so that when someone types in a search engine “Atlanta digital marketing agency” or “digital marketing firm near me”, Trending Next will be listed at the top of the search results.
Pricing Strategy
The pricing of Trending Next will be moderate and on par with competitors so customers feel they receive value when purchasing the company’s services.
Operations Plan
The following will be the operations plan for Trending Next.
Operation Functions:
- Michelle Taylor will be the chief executive officer and will oversee the digital marketing staff and be the creative driver for new marketing tools and tactics. Michelle has spent the past year recruiting the following staff:
- Joshua Anderson – Chief operating officer who will manage the day-to-day operations, budgeting, client relationships, and logistics.
- Daniel Moore – Accountant/bookkeeper who will provide all accounting, tax payments, and monthly financial reporting.
- Paul Wilson – Marketing director who will oversee all marketing strategies for the company and manage the website, social media, and outreach.
Milestones:
Trending Next will have the following milestones complete in the next six months.
12/1/2022 – Finalize lease on the office space
12/15/2022 – Finalize personnel and staff employment contracts for the Trending Next management team
1/1/2023 – Begin build-out of the office, purchase equipment, and start networking
1/15/2023 – Begin implementing the marketing campaign
2/15/2023 – Finalize contracts for digital marketing professionals to work at Trending Next
3/15/2023 – Trending Next officially opens for business
Trending Next will be owned and operated by Michelle Taylor. Michelle is a graduate of New York University with a Bachelor’s degree in marketing. She has over five years of experience working as a digital marketing manager for a prestigious marketing agency based in New York. Now, Michelle aims to bring her digital marketing skills to work in her new location in Atlanta, Georgia. She will be the company’s chief executive officer and will oversee the staff and help develop and implement the agency’s services.
Financial Plan
Key revenue & costs.
The revenue drivers for Trending Next are the fees charged to customers in exchange for the company’s services. The company charges fees on a per-project basis and offers monthly retainers for ongoing marketing management.
The cost drivers will be the overhead costs required in order to staff a digital marketing agency. The expenses will be the payroll cost, utilities, office equipment and supplies, and marketing materials.
Funding Requirements and Use of Funds
Key assumptions.
The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.
- Average number of accounts per month: 10
- Average fees per month: $50,000
- Overhead costs per year: $700,000
Financial Projections
Income statement, balance sheet, cash flow statement, free digital marketing business plan pdf.
You can download our free digital marketing agency business plan template PDF here . This is a sample digital marketing agency business plan template you can use in PDF format. You can easily complete your Digital Marketing Agency business plan using our Digital Marketing Agency Business Plan Template here .
Digital Marketing Agency Business Plan FAQs
What is a digital marketing agency business plan.
A digital marketing agency business plan is a plan to start and/or grow your digital marketing agency business. Among other things, it outlines your business concept, identifies your target audience , presents your marketing plan and details your financial projections.
What are the Steps To Start a Digital Marketing Agency?
Starting a digital marketing agency can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your business goals and get started faster.
1. Develop a Digital Marketing Business Plan – The first step in starting a business is to create a detailed digital marketing business plan that outlines all aspects of the venture. This should include market research to determine potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.
2. Choose Your Legal Structure – It’s important to select an appropriate legal entity for your digital marketing business . This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your digital marketing business is in compliance with local laws.
3. Register Your Business – Once you have chosen a legal structure, the next step is to register your marketing business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws.
4. Identify Financing Options – It’s likely that you’ll need some capital to start your digital marketing agency business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms.
5. Choose a Location – Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations.
6. Hire Employees – There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events.
7. Acquire Necessary Digital Marketing Agency Equipment & Supplies – In order to start your marketing agency , you’ll need to purchase all of the necessary equipment and supplies to run a successful operation.
8. Market & Promote Your Business – Once you have all the necessary pieces in place, it’s time to start promoting and marketing your digital marketing agency. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective digital marketing strategy. You should also consider traditional marketing techniques such as radio or print advertising.
Learn more about how to start a successful digital marketing agency:
How to Start a Digital Marketing Agency