How to Create a Winning Marketing Plan in 2018



Michael Giuffrida: How to Create a Winning Marketing Plan in 2018

Without a plan, you will no doubt fail. This is true in virtually all aspects of life, and it couldn’t be truer in the business world. If you’re a marketer in particular, you’re expected to demonstrate return on investment, so it’s critical that you master the creation of a plan that measures and shows results. Here are a few tips for developing a top-of-the-line marketing plan in 2018, according to marketing guru Michael Guiffrida.

First, you must define the challenges you face. Are there certain challenges you’re trying to overcome, or are there particular opportunities you would like to seize? What threats do you need to confront? Keep these big-picture ideas in mind as you flesh out your marketing plan. In other words, don’t get caught in the trap of missing the forest for the trees, if you will.

Next, you’ll want to define your objectives and goals. (And yes, they are two different things -- goals are usually broad, whereas objectives state the specific initiatives to be achieved.) The trick here, though, is coming up with objectives and goals that are time based, realistic, attainable, measurable, and specific. Without these types of goals, you’ll have a hard time keeping both yourself and your team of employees accountable and on track.

Your next step? Establish your strategy. This essentially means defining how you will solve the challenges you defined in step one and achieve the objectives you defined in step two. Specifically, how will you ultimately solve your audience’s problems and get your audience to view your message? The strategy you set should drive innovative messaging and channel selection.
Your final step is too look at the past so as to avoid repeating a bad history. This involves looking back at previous campaigns to determine what worked well and what failed miserably. By following these steps, you can be well on your way to taking your business to the next level financially.

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