Guides and Templates

Financial services example digital marketing plan

Use this example marketing plan to see how a financial services company can use the RACE Planning system to structure their marketing efforts

How will this example plan help me and my business?

Financial services is a highly-competitive sector. Without a detailed marketing plan, your company may be missing out on many effective digital communications techniques. Customers carry out detailed research before committing to loans, policies, and insurance plans, meaning your company needs to provide impartial advice through each step of their buying journey.

This example digital marketing plan has been written to be used as both an example and a template. Read it to see how ZUKA, a hypothetical life insurance provider, summarizes their strategy before breaking down their objectives into individual tasks. You can then amend the document to include your own company's information, KPIs, objectives and strategies.

Who is this plan for?

This example plan has been created to show marketers who work in or with financial services companies should structure their digital marketing strategy. The plan is written so that marketers at every level can understand the actions required and how they fit into an overall strategy.

KPIs in this plan have been marked with Xs so that you can fill in your own company’s targets when you adapt it.

How is the plan structured?

This plan has been written for ZUKA, a fictionalized UK-based life insurance provider, and it is structured into the following sections:

  • Summary of integrated digital strategy (including company background and internal analysis)
  • Opportunities currently available in digital marketing (the company’s current performance and key issues/under-utilized channels)
  • Strategy to achieve objectives
  • Actions to implement digital strategy

Resource Details

  • Author: Sarah Lindley
  • Format: Example marketing plan (Word document)

About the author

Sarah Lindley

Sarah Lindley, Managing Director at The Yorkshire Marketing Agency, is an award-winning Chartered Marketer. Sarah holds over 10 years’ experience in implementing results-driven marketing and communications strategies, plans, and campaigns.

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