How to Create a Marketing Plan That Actually Works (and Feels Like You)
Illustration for the iWHELD Platform to represent and reach their core target audience of care home staff working with dementia patients.
7 simple steps to a genuinely effective marketing plan for founders and marketing teams.
You’re spinning plates. Your product’s alive, your team’s tiny, and your investor’s Slack handle starts with “how’s the marketing going?” Cue the panic.
Here’s the secret: real marketing isn’t about chasing every channel or following some MBA playbook. It’s about knowing your people, showing up where they actually are, and talking to them like a human. Ready? Let’s cook.
1. Start With the Only Thing That Matters: Who You’re Helping
Forget “target demographics.” Who are the real humans you’re trying to serve?
What keeps them up at night? What would make their day? What would make them high‑five you at the pub?
Good marketing is a conversation, not a loudspeaker. Start by listening. DM your beta users, jump into forums, chat at meet‑ups. Let their words guide you — not that “Ideal Customer Avatar” template you downloaded in 2019.
2. See Them as People, Not Just Profiles
Your audience isn’t a cluster of LinkedIn titles. They’re people with dogs, side projects and family WhatsApp groups. Maybe they’re an operations manager who loves 5K runs. Or a software engineer who’s planning their next holiday.
The more you see them as friends rather than avatars, the more your messaging cuts through. Ask curious questions. Don’t just collect data — collect stories.
3. Pay Attention to Their Behaviour (Not Just Their Channels)
It’s not enough to know they’re “on Instagram.” Are they watching two‑hour tutorials on Reels? Or doom‑scrolling memes at 11 pm? Maybe they only open LinkedIn newsletters while waiting for their macchiato.
Understanding how they behave in those spaces is where the magic happens. It tells you when to whisper and when to shout. It tells you whether to send a podcast clip, a DM, or a handwritten note in their product box.
4. Choose the Right Canvas
Now you’ve got context, pick the stage that makes sense. You don’t need to juggle on a unicycle; you just need the right spotlight. Maybe it’s a weekly email that feels like a letter from a friend. Maybe it’s a 30‑second video shot on your iPhone. Perhaps it’s a pop‑up stall at the market your customers are already at.
Pick one or two mediums you can execute brilliantly, rather than half‑doing all of them. Remember: a great story in the wrong format dies a slow death.
5. Craft the Message That’ll Land on That Canvas
Here’s where founders get stuck and start throwing buzzwords. Don’t overcomplicate it.
Talk about how you help. Tell them what changes for them. Use the same language you’d use over coffee. If your product saves them time, say that. If it makes them look like a hero to their boss, say that. If it calms their anxiety at midnight, say that.
6. Don’t Just Talk — Guide Them to Act
This part is everything. Ask yourself: “If someone sees this, what do I want them to do?”
Do you want them to sign up? Watch a demo? Join a waitlist? Or simply reply with their thoughts?
Make the next step obvious. Without it, even the cleverest campaign is just… noise. With it, you turn interest into momentum, momentum into relationships and (eventually) relationships into revenue.
7. Bring It to Life (With Real‑World Joy)
This is where strategy meets creativity — and where your founder energy gets to play.
Mental‑health app? Guest on wellbeing podcasts your audience binges on their commute. Offer a fresh take on burnout and be genuinely useful to listeners.
Fitness brand? Collaborate with an Instagram coach your crowd already loves. Show them how your kit fits seamlessly into their daily routine — no cringe sales pitch needed.
B2B consultancy? Sponsor a three‑minute “Friday Fix” in the newsletter all your prospects read. Give away your sharpest insight. Make their day.
Sustainable food startup? Pop up at the indie market with beautifully branded snacks. Let people taste your mission. They’ll remember you for months.
In every case, you’re not just showing up. You’re adding something. That’s how connection happens.
And Just Like That… You’ve Got a Marketing Plan
No jargon. No “rockets and funnels” talk. What you’ve got now is clarity, empathy, and a dash of creativity. That’s the difference between shouting into the void and having people lean in.
Give it a whirl. Let us know how it goes. And if you want some help shaping your story or choosing the right canvas? We’re here – let’s chat!