Choosing a Smart Strategy: Long-Term Marketing Strategy vs Immediate Results

It can be satisfying to launch a campaign and get instant positive feedback. Who doesn’t love to see numbers climb in the form of traffic, clicks, and conversions? But the truth is, those flashy, immediate results mean very little if they aren’t informed by a smart, thoughtful long-term marketing strategy.

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What is Short-Term Marketing?

Short term-marketing activities inject temporary, day-to-day energy into your marketing strategy. When executed successfully, these activities can be tied to clear, immediate results. Short-term marketing is geared toward generating revenue and often focuses on retargeting existing customers.

Short-term marketing activities include:

  • Offering sales and promotions
  • Putting on contests and giveaways
  • Creating pay-per-click (PPC) ads

What is Long-Term Marketing?

Long-term marketing activities develop and solidify your brand persona and presence. These activities, when considered in isolation, can’t typically be tied to an instant uptick in your numbers, whether it’s followers, conversions, or revenues. Long-term marketing activities are more of a slow burn in your strategy, but that doesn’t mean they should be underestimated.

Long-term marketing activities include:

  • Crafting a unique brand voice
  • Engaging on social media and relevant online communities
  • Creating and publishing content
  • Investing in strong Search Engine Optimization (SEO)

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Balancing Short and Long-Term Marketing Strategies

A smart marketing strategy considers the importance of both short and long-term activities and recognizes opportunities for interplay between the two. For example, long-term content marketing efforts, where you create and publish blogs, ebooks, guides, infographics, and videos, will support the success of your short-term activities. Here’s how.

According to the Content Marketing Institute, 61% of US online consumers made a purchase after reading recommendations from a blog. Content marketing, in the form of blogs and articles, videos, infographics, and social posts, can help connect your brand with the right people, those ideal customers who will benefit the most from your product or service. Content marketing has been shown to draw in conversion rates six times higher than other methods.

When you find the right conversion the first time around, the next time you deploy a short-term activity, like a sale or a promotion, you’ll be reconnecting with that ideal customer. Your short-term activities are being supported by a smart long-term strategy. What’s more, content marketing costs 62% less than traditional marketing. So these customers aren’t just a better fit, they’re more affordable acquisitions in the long run.

Flashy, short-term results backed by a long-term plan? That’s something to be proud of.


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