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Long term vs Short term Marketing Strategies

Determining
whether to focus on short-term or long-term marketing can be tough. However,
when you’re building your marketing plan, it is important to decide and choose
on which benefitsto focus on. Marketers are drawn to short-term marketing
tactics because they produce results quickly, justify spend immediately, and
potentially lead to a salary bonus for the marketing department. However,
without investment in long-term marketing, the brand may struggle, and the
company may win and make more profits and build a more stable infrastructure.

Short-term Marketing

Short-term
marketing is the process of using marketing tactics that produce
revenue-centric outcomes nearly immediately. Examples of these outcomes are
leads or purchases. Generally, short-term marketing is at a higher cost, has a
more guaranteed return, but generally has a lower ROI. This is commonly
referred to as transactional marketing as it usually leads to a sale in the
short-term. With short-term marketing, there is a clearer path to ROI.

Short-term Marketing Tactics

  • Search Engine Marketing (Google)
  • Lead Forms Advertisements on LinkedIn or Facebook
  • Coupons/Promotion Codes

Long-term
Marketing

Long-term
marketing is the process of using marketing tactics that produce non-revenue
centric outcomes that have potential to pay off in the long run. Examples of
these outcomes may be impressions, social engagements or blog reads. These
tactics drive growth at the top of your funnel and usually take at least twice
as long as your purchasing cycle to convert. Generally, long-term marketing is
lower cost, has a less guaranteed return, but has the potential for higher ROI.
This is commonly referred to as relationship marketing as it involves building a
relationship with your clients. With long-term marketing, there is a less clear
path to ROI.

Long-term Marketing Tactics

  • Search Engine Optimization
  • Content Creation
  • Social Media Organic

Which
one should I implement for my Business?

When considering
which tactic to use for your company, consider the following:

  1. What are the company’s goals? The
    tactics you choose should align with what the company is working towards in the
    short and long-term.
  2. Looking at what your competitors are
    doing can be beneficial. If you see them focusing on short-term tactics and not
    utilizing long-term tactics, this may be how you can beat them long-term.
  3. Who is your target market? Do some
    research into who you’re selling to, to see which tactics they will respond to.
  4. Have the short-term and long-term
    complement each other. Your marketing plan should strategically have specific
    tactics that compliment your other tactics. This works by using long-term
    marketing efforts to drive top of funnel leads and short-term marketing efforts
    to close them.

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