94 Questions to Ask a Client When Designing a Marketing Plan

When it comes to designing a marketing plan, it’s important to gather as much information as possible from your client to develop a strategy that will be effective and successful.

By asking the right questions, you can ensure that your marketing plan is tailored to your client’s needs and goals, which can ultimately lead to a stronger, more effective campaign.

94 Questions to ask a client when designing a marketing plan:

Business Information

  1. What is the name of your business?
  2. What products or services does your business offer?
  3. What makes your business stand out from the competition?
  4. What are your business goals (e.g., increase sales, brand awareness, etc.)?
  5. How long has your business been in operation?
  6. What is the size of your business (number of employees, locations, etc.)?
  7. Who are the key decision-makers in your company?
  8. What is your company’s mission statement?
  9. What is the current state of your company (e.g., growth, decline, stability)?
  10. What are the biggest challenges facing your company?
  11. What are your company’s core values?
  12. What are the long-term goals for your company?
  13. What is your company’s unique selling proposition?
  14. Who are your main competitors?
  15. What is your company’s pricing strategy?
  16. What is your company’s distribution strategy?
  17. What is your company’s customer service strategy?
  18. What does your company’s brand identity look like (e.g., logo, color scheme, tone of voice)?
  19. How does your company generate leads and convert them into customers?
  20. What key performance indicators (KPIs) do you use to measure your company’s success?
  21. How does your company collect and analyze customer feedback?
  22. What does your company’s website and social media presence look like?
  23. How does your company handle online reviews and ratings?
  24. What is your company’s market share?

Target Audience

  1. Who is your target audience (age, gender, income level, location, interests, etc.)?
  2. What are the key needs and wants of your target audience?
  3. What are the most common objections your target audience might have to your product or service?
  4. How does your target audience typically make purchasing decisions (e.g., online research, word of mouth, in-store experience, etc.)?
  5. What are the common misconceptions or biases your target audience might have about your product or service?
  6. How does your target audience typically engage with your brand (e.g., via social media, in-store, online, etc.)?
  7. What are the top three things that are most important to your target audience when considering a purchase?
  8. What are the common pain points that your target audience experiences with your product or service?
  9. How does your product or service address them?
  10. What are the top three things your target audience likes most about your product or service?
  11. What are the most common questions your target audience has about your product or service?
  12. How does your target audience perceive your product or service compared to your competitors?
  13. How does your target audience usually learn about new products or services in your industry?
  14. How does your target audience typically share information about products or services with their friends and family?
  15. What are the most common reasons your target audience might choose not to purchase your product or service?
  16. How does your target audience typically handle issues related to customer support and service?
  17. What are the most common triggers that motivate your target audience to make a purchase?
  18. How does your target audience typically follow up after purchase (e.g., by leaving a review, returning for future purchases, recommending friends, etc.)?
  19. What are the most common barriers your target audience faces when considering a purchase (e.g., price, availability, convenience, etc.)?
  20. How does your target audience typically engage with your business after purchase (e.g., social media, email marketing, in-store events, etc.)?

Marketing Strategy

  1. What marketing channels have you used in the past (e.g., social media, email marketing, paid advertising, etc.)?
  2. Which channels have been most effective for you in the past?
  3. What are the main objectives of the marketing plan?
  4. What are your marketing budget and timeline?
  5. Are there any regulations or compliance issues we need to be aware of when developing the marketing plan?
  6. Are there previous marketing efforts we can learn from or build upon?
  7. Are there specific marketing tactics you would like to try (e.g., influencer partnerships, video marketing, etc.)?
  8. What key performance indicators (KPIs) are you using to measure the success of your marketing efforts?
  9. How do you plan to allocate your marketing budget across channels and tactics?
  10. How do you plan to track the ROI of your marketing efforts?
  11. What are your top three marketing priorities for the next quarter?
  12. How will we ensure that the marketing plan aligns with the overall business strategy?
  13. What are the key differentiators of your product or service, and how will we highlight those in the marketing plan?
  14. How will we integrate offline and online marketing efforts into the plan?
  15. What is the target market’s main source of information and how can we leverage it in the marketing plan?
  16. How will you adjust your marketing strategy if it does not achieve your goals?
  17. What are the potential risks and challenges associated with your marketing plan?
  18. How will you measure the success of your marketing plan?
  19. What are your plans for scaling your marketing efforts in the future?
  20. How will you incorporate customer feedback and insights into your marketing strategy?
  21. What are the potential growth and expansion opportunities in your market?
  22. What are the main milestones and deadlines to meet in implementing the marketing plan?
  23. What are the main risks and contingencies we need to consider and plan for in implementing the marketing plan?
  24. What are the main feedback and evaluation mechanisms we will use to assess the effectiveness of the marketing plan?
  25. What are the main resources (time, money, personnel) available to you to implement the marketing plan?
  26. What are the main messages and value propositions you want to communicate to your target audience?
  27. What are the main trends and changes in the marketplace that we need to be aware of?
  28. How will you incorporate new trends and technologies into your marketing strategy?
  29. How will you adapt your marketing plan to changing market conditions?
  30. What are the potential barriers to entry in your market and how will you overcome them?
  31. Have you identified potential partners or collaborations that could support the marketing plan?
  32. How will you create and maintain a competitive advantage in your market?
  33. How will you build and maintain strong relationships with your target audience?
  34. What are the potential legal and ethical considerations associated with your marketing plan?
  35. How will you monitor and respond to your competitors’ marketing efforts?
  36. What are the potential long-term impacts of your marketing plan on your business and the marketplace?
  37. What is the overall goal of the marketing plan (e.g., increase sales, increase brand awareness, etc.)?
  38. How will you ensure that your marketing plan aligns with your business goals and values?
  39. How will you leverage customer data and insights to inform your marketing decisions?
  40. How will you create personalized and engaging marketing experiences for your target audience?
  41. How will you create a consistent brand experience across all marketing channels and touchpoints?
  42. How will you leverage automation and technology to improve the efficiency and effectiveness of your marketing efforts?
  43. How will you create a sustainable and scalable marketing plan that can grow with your business?
  44. How will you measure and optimize the customer journey from awareness to conversion?
  45. How will you create and distribute engaging and valuable content to attract and retain your target audience?
  46. How will you use data and analytics to continuously improve and refine your marketing strategy?
  47. How will you integrate your marketing efforts across multiple channels and touchpoints to create a seamless customer experience?
  48. How will we continuously track and analyze the effectiveness of the marketing plan?
  49. How will we adapt the marketing plan if it is not achieving the desired results?
  50. What is the timeline for implementing the marketing plan and when do you expect to see results?

Frequently Asked Questions

How do you design a marketing plan?

To design a marketing plan, you must first step is to conduct market research to understand the target audience and market environment. Next, marketing goals and objectives should be established, along with a budget and timeline for the plan. Next, a detailed strategy should be developed outlining the specific tactics, such as advertising and promotions, that will be used to reach the target audience and achieve the marketing goals. The plan should also include a way to measure the effectiveness of the marketing efforts. Finally, the plan should be reviewed regularly and adjusted as needed to ensure that it remains on track to achieve the desired results.

What should a marketing plan include?

A marketing plan should include a description of the target market for a product or service, a situation analysis that considers current market conditions and competition, and a set of marketing goals and objectives. The plan should also outline the specific strategies and tactics that will be used to reach the target market, as well as the budget and timeline for the marketing campaign. In addition, the plan should include details on how the effectiveness of the marketing efforts will be measured and evaluated.

What are the 7 P’s in a marketing plan?

Product: the product or service that the company will offer to its customers.
Price: the amount the company will charge for its product or service.
Place: the places where the company will sell its product or service.
Promotion: the methods the company will use to promote its product or service to its target market.
People: the individuals who will be involved in implementing the marketing plan.
Process: the steps the company will take to produce and deliver its product or service.
Physical evidence: the tangible elements of the company, such as branding and packaging, that customers can see and touch.

These elements are all interrelated, and a marketing plan usually includes strategies and tactics for each of these elements.


To create a successful marketing plan for a client, it is critical to ask the right questions. By gathering information about the client’s business goals, target audience, and competitors, it is possible to develop a strategy that is tailored to their needs and will help them achieve their desired outcomes. By keeping these key questions in mind, you can create a plan that is effective and aligned with the client’s goals.

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