A review of your business and marketing goals, funnel performance, website design and performance, content, campaigns, marketing automation system (HubSpot), advertising / keyword performance, etc.

The process of identifying the unique features, benefits, and values that your brand or product offers, and then communicating these attributes in a way that sets you apart from your competitors.

Make your position come to life for prospects. It is what distills your value and differentiation into something visceral that spurs your target market to take action.

Development of customer profiles that includes demographic, firmographic and psychographic details that help you better understand and market to your target audience.

Identify the challenges or frustrations that your customers experience in trying to fulfill their duties. Gathering and analyzing customer comments usually identifies common themes or issues.

Evaluation of the features of your product or service to identify the benefits those features provide to customers. This helps you communicate the value proposition of your product or service by highlighting the benefits that are most relevant to your target audience.

Research and analyze key competitors to understand their strengths, weaknesses, and strategies. This helps you identify opportunities and threats, refine your strategy, and establish your competitive advantage.

Planning and creating a new or updated website. This might involve a range of activities including determining the website's purpose, defining its target audience, selecting an appropriate design and layout, creating content, and optimizing for search engines and user experience. 

This is the process of mapping out a strategy for the creation, publication, and distribution of content that aligns with business goals and target audience needs. It involves identifying content topics, creating a content calendar, producing and editing content, and distributing it through appropriate channels such as social media and email marketing.

Marketing campaign planning and execution involves identifying a target audience, creating a campaign message, determining a clear call to action, launching the campaign, and tracking its performance relative to an explicit goal.

Marketing automation is the work of selecting and implementing software tools that perform repetitive marketing tasks and workflows. It includes activities like creating and sending targeted email campaigns, triggering personalized responses based on user behavior, and automating lead nurturing processes.

Branding is the process of creating a unique and memorable image, name, or symbol that represents your company, product, or service. It involves developing a brand strategy, defining brand identity and messaging, creating visual and verbal brand elements, and establishing guidelines for consistent application of the brand across all communication assets and channels.

All of the components above are interdependent, or at least they should be. You don't want to do the work of marketing in a disjointed or piecemeal fashion. A marketing plan pulls it all together. Even if you aren't ready to start execution, a good plan forces goals, assumptions, strategies and planning to be captured for inspection and understanding by decision makers and eventual implementers.