Who Needs a Marketing Roadmap?
A: Everyone who is about to go into business, and everyone who is already in business — whether successful or struggling. A marketing roadmap ensures clear direction, consistent messaging, and the ability to scale strategically.
When Should a Marketing Roadmap Be Created?
Before any creative or technical work begins — this includes building a website, designing a logo, setting up social media accounts, or deciding on colors and branding. Your marketing strategy should guide all those decisions.
Ongoing: Reassess your key metrics and overall strategy every quarter to stay aligned with market trends and business goals.
Is It a Set and Forget Exercise?
Absolutely not.
A marketing roadmap is a living document. Markets shift, competitors evolve, and customer behavior changes. You must regularly review, adapt, and optimize your strategy to stay relevant and profitable.
What Does a Marketing Roadmap Include?
1. Business Background
- Why does the business exist?
- What specific problems does it solve?
- What’s the founder’s story and mission?
2. Target Audiences
- Who are your ideal customers?
- Demographics: age, gender, location, income, etc.
- Psychographics: values, interests, habits, buying triggers
- Where do they spend time (online and offline)?
- What language or tone resonates with them?
3. Branding Strategy
- Logo, color palette, font style
- Brand energy and tone (friendly, luxurious, playful, expert, etc.)
- Tagline and key brand statements
- Unique Selling Proposition (USP)
- Brand consistency check across all platforms
4. Programs and Services
- What do you offer?
- How are your offers positioned in the customer journey?
- Do they create a clear path from free to premium (or small to large commitment)?
5. Website Strategy
- Navigation and structure
- User experience and clarity
- Conversion optimization: are people taking action?
- Calls to Action (CTAs): placement, wording, and effectiveness
- Mobile responsiveness
- Speed and technical performance
- Platform used (e.g., WordPress, Shopify)
- Tracking setup: FB Pixel, TikTok Pixel, GA4
- Backup and security measures
6. SEO Assessment
- Keyword targeting and on-page optimization
- Technical SEO: speed, indexing, mobile-friendliness
- Domain authority and backlinks
- Content strategy and blog performance
- Search engine ranking for key terms
- Google My Business (if relevant)
7. Google Search Analysis
- What appears when you search your business name?
- What appears when you search key terms related to your services?
- Are competitors outranking you?
8. Marketing Practices In Use / To Be Implemented
Lead Generation
- Are lead magnets in place (guides, checklists, quizzes)?
- Where are leads being captured?
Email Marketing
- Is there a nurturing sequence?
- Metrics: open rates, click-through rates, conversion rates
- Email platform in use
Social Media
- Platforms in use (Instagram, Facebook, LinkedIn, etc.)
- Posting frequency and engagement levels
- Follower growth
- Insights and analytics review
Paid Ads
- Platforms in use: Meta, Google, TikTok, etc.
- What’s the ROI, CPL (Cost Per Lead), CAC (Customer Acquisition Cost)?
- Split testing and optimization strategy
Current Findings (If Reviewing or Auditing)
- What’s currently working well?
- What’s underperforming?
- What opportunities exist?
Action Plan: What Needs to Be Done?
- Short-term tasks (within 30 days)
- Mid-term projects (within 90 days)
- Long-term goals (6-12 months)
- Who is responsible for each action?
- Tools or support required
