The 9 Essential Touchpoints of a Modern and Professional Marketing Plan

Creating a successful marketing plan can feel overwhelming, especially with so many elements to consider. But don’t worry – I’ve got you covered. This framework will guide you through the essential touchpoints that form the backbone of any modern, professional marketing strategy. Whether you’re a seasoned marketer or just starting, understanding and implementing these facets will give you a competitive edge and set you up for success.

The key is not just knowing these elements but understanding how to approach, discuss, and determine if each is necessary for your strategy. Let’s dive into the nine essential touchpoints of a modern marketing plan. Depending on your industry, the importance and application of these touchpoints may vary, but their foundational value remains constant. Throughout this guide, I’ll provide examples to clarify and illustrate each point.

1. Your Website

Home Page – Lead Capture Page: Your website’s homepage should capture leads effectively.

Determining Necessary Pages: Decide which pages will best serve your buyer persona. Don’t feel compelled to include the standard types of pages. Your website should be as unique as your business. Sometimes, generic “About Us” pages can feel uninspiring. Instead, focus on creating pages that pull your target market into making an emotional purchase.

2. Social Media Marketing Platforms

1. Facebook

  • Who Needs to Use Facebook? Determine if Facebook is right for your business.
  • Image Specs:
    • Profile Picture: 180 x 180 pixels.
    • Cover Photo: 820 x 312 pixels.
    • Shared Image: 1200 x 630 pixels.
    • Event Image: 1920 x 1080 pixels.
  • Posting Schedule: Use scheduling tools to automate your posts.
  • Post Types: Include promotional, informative, industry news, lighthearted/fun, and brand values/mission-centered posts.
  • Time Management: Allocate specific times for scheduling posts and interacting with your audience.

2. Instagram

  • Determining Fit: Assess if Instagram is suitable for your business to focus on high-impact activities.
  • Image Specs:
    • Profile Picture: 110 x 110 pixels.
    • Photo Thumbnails: 161 x 161 pixels.
    • Shared Photos: 1080 x 1080 pixels (recommended), minimum 640 x 640 pixels.
    • Stories: 1080 x 1920 pixels.
  • Posting Schedule: Use scheduling tools to automate your posts.
  • Post Types: Include promotional, informative, industry news, lighthearted/fun, and brand values/mission-centered posts.

3. Pinterest

  • Who Needs to Use Pinterest? Determine if Pinterest aligns with your business needs.
  • Image Specs:
    • Profile Picture: 165 x 165 pixels.
    • Pin Image Preview: 236 pixels wide (height is scaled).
    • Pin Size: 1000 x 1500 pixels (recommended).
  • Posting Schedule: Use scheduling tools to automate your posts.
  • Post Types: Include promotional, informative, industry news, lighthearted/fun, and brand values/mission-centered posts.

4. Twitter

  • Who Needs to Use Twitter? Evaluate if Twitter is beneficial for your business.
  • Image Specs:
    • Profile Picture: 400 x 400 pixels.
    • Header Photo: 1500 x 500 pixels.
    • In-Stream Photo: 440 x 220 pixels.
  • Posting Schedule: Use scheduling tools to automate your posts.
  • Post Types: Include promotional, informative, industry news, lighthearted/fun, and brand values/mission-centered posts.

5. LinkedIn

  • Who Needs to Use LinkedIn? Determine if LinkedIn fits your business strategy.
  • Image Specs:
    • Profile Picture: 400 x 400 pixels.
    • Background Photo: 1584 x 396 pixels.
    • Shared Image: 1104 x 736 pixels.
    • Company Logo: 300 x 300 pixels.
  • Posting Schedule: Use scheduling tools to automate your posts.
  • Post Types: Include promotional, informative, industry news, lighthearted/fun, and brand values/mission-centered posts.

6. YouTube

  • Image Specs:
    • Channel Profile Picture: 800 x 800 pixels.
    • Channel Cover Photo: 2560 x 1440 pixels.
    • Video Thumbnail: 1280 x 720 pixels.
  • Posting Schedule: Use scheduling tools to automate your posts.
  • Post Types: Include promotional, informative, industry news, lighthearted/fun, and brand values/mission-centered posts.

3. Email Marketing

Platforms: Choose the right email marketing platform for your needs.

New Customers: Develop strategies to capture and nurture new leads.

Retargeting Emails: Implement campaigns to re-engage previous visitors.

Newsletter/Newsworthy Base: Maintain a consistent newsletter to keep your audience informed.

Lead Nurturing: Use email to guide leads through the sales funnel.

4. Offline Marketing

Word of Mouth: Encourage satisfied customers to spread the word.

Encouraging Referrals: Create a referral program to incentivize word-of-mouth marketing.

Networking Events: Attend and participate in events to build connections.

Collateral: Use flyers and business cards to promote your business.

5. Online Marketing

Organic and Paid: Balance organic efforts with paid advertising.

Facebook Ads: Utilize Facebook Ads to target specific demographics.

Google AdWords: Leverage Google Ads to capture search intent.

Backlinks: Build quality backlinks to improve your search engine ranking.

Respected Leader in Field: Establish yourself as an authority by speaking at events and sharing your expertise.

6. PR

Distribution Points: Identify platforms and companies to distribute your press releases.

The Write-Up: Craft compelling press releases to capture media attention.

Articles from Others: Get featured in reputable publications like Entrepreneur.com.

7. Video Campaign Marketing

YouTube Integration: Use YouTube to host and share your video content.

8. Analytics & Reporting

Checks & Balances: Regularly review your analytics to track performance.

Tracking Efforts: Measure the ROI of your marketing activities to ensure effectiveness.

9. Adjusting & Improving

Use Analytics: Leverage data to make informed adjustments to your strategy.

Focus on What's Working: Double down on successful tactics and eliminate those that aren’t delivering results.


Your industry will influence how you prioritize these elements, but this framework covers the essentials of a modern marketing plan. Implementing these strategies thoughtfully can elevate your marketing efforts and drive success.

Here’s to our success,

Sandra Noemi Torres