For any company, having a marketing foundation is key to a strong business plan and subsequent success. Marketing not only strengthens your brand and broadens your customer base; it also allows you to evaluate your company’s mission and values in a meaningful way and helps you share your passion with your customers. As 2020 kicks into high gear, it’s important to think about what type of digital advertising strategy is most beneficial for your business:
(1) “Zoom in.” Focus on the now; what state is your business in at the present moment and what can you do to make it even better tomorrow, next week, or next month?
(2) “Zoom out.” Focus on the future; what state do you want your business to be in 5 years or 10 years, and what does it need to get there?
What is Short-Term Marketing?
A short-term marketing strategy, aka tactical marketing, is a “quick win,” providing temporary traffic bursts for your business. This type of digital plan is typically implemented to promote new products and services, sales and promotions, and other upcoming events in the near future (up to 12 months).
Short-Term Marketing Tactics
1) Pay-Per-Click (PPC) Advertising
Used to drive targeted traffic to your website’s landing pages. PPC campaigns attract highly qualified leads that are far along in the buyer’s journey. These leads may not convert right away, but they are very close.
2) Special Discounts and Group Offers
Used to gain exposure with a new set of customers.
What is Long-Term Marketing?
A long-term marketing strategy is the “big picture,” accomplished through an extended, consistent digital plan. Remember: a long-term marketing goal is a marathon, not a sprint or a race; patience is crucial in order to see positive changes in ROI.
Long-Term Marketing Tactics
Establishing brand awareness and recognition is a large-scale project. It encompasses several sub-projects, including the creation and constant optimization of (1) a website that is user-friendly and encourages conversions, and (2) Strategy for that website to ensure that your business is at the top of the first page of organic search results for important keywords relating to your market.
2) Social Media Engagement
Instead of bombarding your audience, let them find you! What better place for your audience to find you than the place where they spend the majority of their time: online and on socials! Social media campaigns are a non-invasive way of convincing your audience why they should choose you, and speaking their language. Although social media can definitely be used in the short-term (to monitor your online reputation), it is particularly beneficial in the long-term, allowing you to engage in online communities and promote important content.
3) Content Marketing
You want your audience to see you and trust you as an educator in your industry. Content marketing allows you to build that reputation by consistently releasing relevant and helpful content that solves your customers’ problems. Content marketing is not about promoting yourself; rather it is about developing a positive relationship with your target market. Blogs, newsletters, tips, and email campaigns are all effective ways to nurture and encourage visitors to return to your site.
Which One is Better?
Think of your marketing strategy as a big, beautiful oak tree: without leaves, roots, and branches, there is no tree. At the same time, none of those parts can stand alone; to be a tree, those individual parts need to be considered together. Marketing operates the exact same way. A long-term strategy can be broken down into a series of easily digestible, short-term goals. Some elements should be done right away, while others can be sequenced, depending on needs and priorities. Your short-term tactics are the stepping stones that make up your long-term path. To be prepped and ready for positive results, you must be able to plan for now and plan for later. Like many other things in life, the truth is in the middle. This is the only marketing formula you need:
Short-Term Marketing + Long-Term Marketing = Success