Every business needs a different marketing plan based on what it sells, its size, and who it sells to. A marketing strategy only works when it solves a specific problem you've identified first. Without that, you're just making noise.
Chapters
Many business owners assume every business needs a similar marketing approach, which clearly isn't the case. A marketing plan for a business selling baby clothes would be different to one selling IT services. Marketing a startup is different to a small business, which is different from a large one. B2B marketing is different from B2C. You get the picture, right? Every marketing plan is different for the simple reason that every business is different. Any marketing action needs to be based on addressing a particular business problem. Identify what needs improvement, then devise and implement a plan. Otherwise, all you're doing is creating noise without knowing if anything's working. Whatever the business problem, unless you can identify what needs to be improved, it's clearly impossible to put together a plan that addresses it.