Creating a Marketing Plan You’ll Actually Stick To

Here’s the How to Create a Marketing Plan You’ll Actually Stick To Better Marketing podcast transcript. 

Creating a Marketing Plan You’ll Actually Stick To Introduction

Hi, I’m Tracy, and welcome to Better Marketing: Bringing You Marketing Magic in Minutes. I’m Tracy Heatley, Chartered Marketer and CIM certified AI Marketing Specialist based in Rossendale, Lancashire, UK, and the Creator of the Strategy Cycle™ Program.

If you’ve ever formed a marketing plan with the best of intentions only to abandon it a few weeks later, you’re definitely not alone.

So, how do you create a marketing plan that’s not only smart and strategic, but one that you’ll actually follow through with? Let’s dive in.

Why Marketing Plans Fail

Most abandoned or failed marketing plans have a few things in common:

• They’re too complicated.
• They’re not realistic.
• They don’t feel connected to real business goals.
• They’re full of “should-do” tactics instead of what actually works.
• They’re too rigid or simply overwhelming.

And of course, when things get busy, marketing is usually the first thing to slide. This leads to what I call Sporadic Marketing Syndrome™.

What a Good Marketing Plan Looks Like

A good marketing plan should act like a sat nav. It shows you where you’re heading and the best way to get there, but still allows you to reroute if needed. Here’s what to focus on:

• Clear objectives – Start with your business goals and align your marketing to them.
• Simple tactics – Don’t try to do everything. Focus on the right activities for you and your audience.
• A regular rhythm – Whether weekly, monthly or quarterly, consistency matters.
• Repurposing strategy – Get more mileage from your content. One blog can be transformed into social posts, videos, or newsletters.
• Accountability– Whether it’s a mentor, peer, or business buddy, having someone to check in with makes all the difference.

The Role of AI in Sticking to a Marketing Plan

You know I love AI, but it’s not a magic fix. AI can’t create your strategy for you — but once you’re clear on your audience, your key messages, and your goals, it can be an incredible assistant.

AI can:

• Help generate content ideas.
• Support with content calendars.
• Repurpose existing material.
• Save you time and help you stay consistent.

But only when you’ve trained it to sound like you and use it ethically. That’s why I offer tailored AI training sessions to help service-based business owners get the most from these tools.

Keep Your Marketing Plan Simple

Your marketing plan doesn’t need to be a 40-page document. Often, a one-page strategy and a consistent action plan is more than enough.

Equally, if your plan fits on a Post-it note, then we need to talk! The key is creating a plan that works for your business and fits into your lifestyle. That way, marketing becomes manageable instead of overwhelming — and once you start seeing results, it becomes motivating too.

Next Steps

If you’d like some help, I’ve created a free guide called A Small Business Owner’s Roadmap to a Better Strategy. You can download it from tracyheatley.com.

Make sure you use the code POD2025 when you download it, and you’ll be entered into my monthly draw to win a free Marketing Power Hour with me.

You’ll also find details on my signature Strategy Cycle Program™, one-to-one marketing & AI mentoring, marketing consultancy, outsourced marketing director service, and AI training — plus loads of free resources including blogs and podcasts to explore.

Creating a Marketing Plan You’ll Actually Stick To Key Takeaways

• Creating a marketing plan you’ll actually stick to starts with keeping things simple, realistic, and aligned with your business goals. The most effective plans are strategic yet flexible, guiding your focus while allowing room to adapt as you grow.
• Focus on clarity, not complexity. Choose marketing tactics that work for your business and audience, and establish a consistent rhythm that you can maintain. Accountability helps too, whether it’s through mentoring, peer support, or check-ins that keep your marketing on track.
• AI can play a powerful role once your strategy is clear. Use it to spark ideas, repurpose content, and streamline consistency, but never rely on it to create your plan. It should assist, not lead.
• Remember: your marketing plan doesn’t need to be long; it just needs to work. Build one that fits your business, your time, and your goals. This way you  will create momentum that lasts.

In The Next Better Marketing Podcast Episode

In my next Better Marketing Podcast episode, I’ll be discussing how to measure what matters and how the right metrics can completely transform your marketing strategy. I hope this episode get you on track for creating a marketing plan you’ll stick to.

I’m your service-based marketing specialist, Chartered Marketer Tracy Heatley,  based in Rossendale, Lancashire, in the UK, and I sincerely thank you for joining me on this Better Marketing podcast episode. It’s been my pleasure! Until next time, remember: Better Marketing means Better Business.