To develop a marketing plan, you should create an actual strategy that can be followed to implement the plan. Marketing implementation is the process that ensures the strategy accomplishes the stated objectives. For instance, if the plan refers to building search engine optimization into its production, it should also mention which keywords to optimize for and why those keywords are best suited for the task.
Additionally, the plan should mention why following a plan will be effective at producing positive results. Furthermore, the plan should analyze the competition and market potential. A marketing strategy should address the what and why of marketing activity.
Dr. Elijah Clark (September 6, 2016). Developing a marketing plan [Web log post]. Retrieved from http://elijahclark.com/what-does-a-marketing-plan-focus-on/