In every business, strategic marketing is critical to growth. You should be investing your resources into activities that drive results.
While some marketing strategies offer instant wins, others take time to work their magic. Setting short-term and long-term goals are both an essential part of your campaigns and the overall success of your business.
Why Do You Need Long-Term & Short-Term Marketing Goals?
A mix of long-term and short-term marketing goals will make your campaigns more dynamic with the ultimate objective of driving business success. These can include but are not limited to the following:
- Boost search visibility
- Drive customer conversions
- Raise brand awareness
- Increase site traffic
- Improve rankings
Look at it this way.
Long-term goals drive sustainable growth, but it may take a few months or years and your business may not be around long enough for these efforts to come to fruition. So, what do you do? Set short-term goals. These are the objectives you can achieve with activities that can be launched within days or weeks and deliver immediate results. They may not be as sustainable as your longer-term initiatives but should be enough to keep your business off the ground.
As a digital marketing agency in CA, we recognize the dramatic changes in the retail industry as more and more consumers shift to online shopping. Setting short-term and long-term goals is one of the most critical things you have to do to plan.
Short-Term Marketing Strategies for 2022
Short-term marketing strategies are designed to deliver immediate results such as a boost in conversions. It explains why most of them require some monetary investment—paid marketing, for example, is ideal for businesses looking to raise awareness or boost sales within a short timeframe.
Pay-per-click campaigns deliver some of the best ROI for businesses, driving highly-targeted traffic to your landing pages. PPC has as much as 23% median ROI. Google search ads, in specific, have an average ROI of 200%. It means for every $1 spent, advertisers earn $2 from their ads.
With some keyword research, you’ll know what terms your target audience is searching for to discover brands, products, or services relevant to you, and get your message in front of them. As a short-term marketing strategy, PPC ads can help you raise awareness and build high-quality traffic.
- Limited-Time Offers
Limited-time offers drive a sense of scarcity and urgency. It incites FOMO (fear of missing out) to convert visitors to buyers and is also a good way to build interest around a new product/service, and clear old inventory. Think of time-sensitive free gifts, complimentary consultations, or free shipping and discount vouchers.
- Promo Discounts
When you have customers who have abandoned their carts, lowering the price will give them an incentive to finally check out. While the discounted items are generally the ones that will generate the most sales, the increased traffic to your store also generates interest in your other products/services.
You can also tailor your offers to specific groups that fall within your target market. Let’s say you’re targeting first-time customers, you can create a special offer exclusive to them.
Participating in trade shows and other similar events provides great opportunities to increase exposure and connect to your customers on a personal level. It is also a platform to spread the word about your business, products, and services, and ultimately gain valuable exposure.
Long-Term Marketing Strategies for 2022
Long-term can mean different things for different businesses. But, what’s consistent is that long-term marketing focuses less on sales and more on maintaining your competitive advantage and building brand awareness.
These include SEO, social media, content creation, and public relations (PR), all of which take at least 6 months to a year of consistent efforts to generate results. While the timeframe it takes to achieve your long-term goals is longer, the strategies are often much more affordable compared to their short-term counterparts.
- Public Relations
Working with a marketing agency that specializes in Public Relations allows you to bridge the gap between your business and your audience. Your PR efforts should help you establish your credibility within your niche and increase your overall reputation.
Sponsorships used to be founded exclusively on the principles of social responsibility. But, for many years, this has not been the case as it also offers the advantage of getting business exposure and opportunities to connect with new customers. You can leverage this strategy by funding events, trade shows, and/or organizations. You can also offer your products/services as promo gifts or swag bags.
- Social Media
Social media can be used as part of both your short-term and long-term strategies. As a short-term strategy, you can use it to establish an online presence and engage your audience. In the long-term, it offers the platform to promote content, take part in meaningful conversations, and ultimately build trust and loyalty. The key is to keep your presence consistent with your content and responses to comments and messages.
- Content Marketing
Content marketing takes more than just churning out content to keep your site fresh and up to date. You have to create consistent, high-quality content that your audience is interested in and present yourself as a thought leader in your industry. Your content should answer their questions or provide solutions to their problems in a tone and style that is consistent across all your marketing channels. When done right, content marketing can help you build trust and strengthen your reputation.
In the simplest of explanations, search engine optimization improves your visibility online. The more users see your site, the more you’re likely to drive traffic, and the better your chances of making a sale. SEO can take a while to bring in results, but when you optimize your site for searches relevant to your business, it can get you more clicks and higher-quality traffic than your PPC efforts.
Short-term marketing strategies get you quick wins in business. But, without long-term planning, your success may be short-lived. The key to a sustainable and successful marketing plan is to strike a balance between your long-term and short-term marketing goals.
Ready to get started? Let our digital experts at Public kickstart your marketing strategies. Get in touch with us today.