Short term vs. long term digital marketing strategies
How do you spend your budget most effectively capturing audience attention and conversion rates? The answer is certainly not straightforward and simple. Part of the problem is that there is nothing linear about marketing. Long-term success drives sustainable development, but you cannot wait a year or more when it is time to materialize these long-term efforts.
What work do you do? For many organizations, the answer is short-term marketing investment. Digital ads look great, can be published in a single day, and attract immediate attention. But it is not sustainable like these long term plans.
So let’s end the complications once and for all. This guide will provide the most important short and long-term digital marketing strategy, including specifics and approximate timelines. From there, we will offer useful advice on how to prioritize between two installments (and all the strategies inside) to optimize your marketing budget for a reliable and consistent ROI.
Three short term digital marketing strategies with quick revenue
Nothing is shocking here: we will discuss all the strategies that require at least some investment in currencies. In return, they get results almost immediately, allowing you to quickly improve your organization’s image. They are often targeted and can help you reach specific audiences (or even audience groups).
1. PPC Search Engine Advertising
We started with PPC (pay-per-click) search engine ads, which are text messages near the top of search results for related terms. Searching for pay-per-click advertisements is almost instant: The day you set it, which includes your budget and design, they will go live and start serving your audience.
As the name suggests, pay-per-click (PPC) ads extract money from your budget only when someone monitors your website and clicks. On average, you can pay around $ 2.50 per click, although this number will increase wildly depending on industry and keywords. In other words, a $ 5,000 campaign can generate around 2,000 clicks to your website.
Search ads are targeted by keywords and phrases, providing a lot of space in terms of targeting. If you know that your audience searches for you or does some basic keyword research, your messages can stand out to your audience when you use Google or Bing, the two most visited sites in the United States. Have sites.
As a short-term marketing strategy, some primary benefits of search engine pay-per-click advertisements are:
- If you measure your performance or website traffic results, the results are almost instantaneous.
- Integration with Google Analytics can deeply track leads and customer conversions.
- Specific targeting based on keywords can make your message reach the target audience.
In short, it can help raise people’s awareness of new sites and increase traffic quickly while still enabling general visitors through SEO or other catch-up strategies.
However, search advertising tends to be expensive compared to other strategies on this list. They will try their luck, but an honest assessment takes time. If you don’t target the right keywords or focus on the wrong messages, you can spend too much budget before the budget goes in the wrong direction.
2. Social Media Advertising
The short-term strategy is replaced by advertising on social media, usually placed in news sources on popular networks such as Facebook, Linked In, Twitter, and Instagram. These ads are designed to match the news feed and save the sponsor tag that it presents as an advertisement. Therefore, it is less invasive, providing immediate results.
Ads on social media can take many forms, including static visual or visual effects, to attract the maximum audience. Like search ads, they are all PPC, but the results are often more attractive. It can also be set quickly and used within a day, making it another short-term marketing strategy.
But unlike search ads, sponsored messages on social media are not usually targeted by intent, but one of three primary targeting options:
Behavioral targeting, sending advertisements only to users of platforms with specific interests, demographics, and behaviors. Personalize your audience targeting by uploading a list of leads or customers matching the user profile to your network of choice. Remarketing, to show social media ads to new website visitors or app users.
This marketing strategy combines immediate results with extremely low costs. For example, in various industries, in the United States, the average Facebook CPC is about $ 0.23. Unfortunately, these clicks are not always relevant, so the conversion rate of clicks on Facebook ads is relatively low.
However, this is another good short-term strategy. If you only have demographics and your daily budget is as low as $ 5, you can quickly set up a social media campaign to attract new audiences.
3. Programmatic Image Advertising
Finally, image advertising is the third common short-term strategy adopted by many companies and industries. They are static or animated banners displayed on a network that contains some of the world’s most famous landmarks. For example, the Google Display Network covers 90% of Internet traffic worldwide.
Automated ads can be targeted in several ways:
Depending on the keywords, these are usually the keywords that appear on the websites that your audience visits the most.
Remarketing depends on the pixels you place on your website so that ads can “follow” your visitors while browsing other visitors.
Advanced targeting options (such as Geofence) allow you to internally engage a narrow radius around a specific area (such as a shopping center).
The technical setup for automated ad campaigns can be just as fast as the two other short-term strategies mentioned above. However, the preparation time is usually longer because you need to plan at least some graphic design to create an actual advertisement. Unlike search (text only required) and social networks (adding images), display ads work only when designed as graphics with multiple design components.
However, this is still a short-term strategy because once these ads are shown online, you will quickly start producing results. Particularly relevant for awareness-based marketing purposes; Coverage is relatively high, and CPC is often lower than either of the other two options described above.
3 Long-term Digital Marketing Strategies to Achieve Lasting Success
Although the above strategies are designed for success in the short term, they are not all. It is also important to develop a long-term strategy to help sustain your business’s growth with an unlimited budget.
These strategies will take some time, but it is worth waiting patiently. In a recent market survey, search engine optimization, organic social media, and content marketing were three of the four main marketing channels for ROI. Together, they can go a long way towards achieving lasting commercial success.
1. Search Engine Optimization
We have written detailed information about SEO, which can have a huge impact on a business. It is the process of getting your website – its content, structure, and code – to improve its ranking on relevant keywords searched on Google (and other search engines).
SEO is the ultimate novel. The results will take at least six months to see, and the top-ranked sites in the highly competitive industry have spent years perfecting the technology. However, once you get the right results, marketing results are often huge: According to some experts, for every dollar spent, you will see a business income of $ 3 or more.
Of course, implementing a consistent SEO strategy is no easy task. Before starting, it takes research behavior in the audience and experience in your area. From there, you need a content strategy, consistent website backend optimization, and a reliable way to continue building internal links. The low cost of this strategy corresponds to high requirements of time and experience.
However, it is one of the primary marketing strategies used throughout the industry today. With Google now accounting for over 50% of all web traffic, appearing prominently in search results can make all the (long-term) differences related to your brand.
2. Organic Social Media
Just as SEO can be equated with long-term pay-per-click (PPC) search ads, organic social media can also replace long-term social media ads. In short, it is the process of creating an interactive, engaging and popular image on social media networks where the audience spends time.
Organic marketing through social media typically has three distinct components:
Publishing, which is the process of regularly posting relevant content and engaging with your audience.
Community management involves responding to reviews and comments, so your presence becomes a two-way street to share.
Social listening involves focusing on relevant industry conversations and telling a good time to build your credibility and feedback.
By combining these three factors, you can transform your social media presence into an important part of your marketing strategy. But it takes time to get there. Before the average, you start seeing solid business results, expecting to spend 6 to 12 months building your business.
3. Content Marketing
Another long-term strategy discussed here is content marketing, which can combine all the components of the strategy outlined above. It is the process of turning your website into a hub with high-quality content, including related blog posts, articles, white papers, and other content that increases your viewing rights online. It is ultimately the core product of your organization.
Content marketing is a complex process. Each of the above types of content has unique applicability in marketing:
- Blog posts can help with SEO by optimizing specific keywords.
- The white paper can be a resource for potential customers and may attract an audience with free registration forms.
- Brand story videos can be effective on social media as well as your website.
- As a result, it takes time. To be precise, it can take about six to nine months of hard work to begin to see tangible marketing results.
- However, once it reaches the destination, it can save a lot of time: Compared to traditional marketing strategies, the cost of content.
- Marketing is reduced by about 62%, while potential customers have increased threefold.
Five tips for combining short term vs. long term digital marketing strategies
When you read both short and long-term marketing strategies, it is important to remember one thing: no one can work in isolation. Instead, all must be combined to achieve the best marketing results. Fortunately, you can use the following five tips to help you achieve this goal.
1. Stay true to your marketing goals.
It is simple but important. Before preparing a strategy, always design marketing strategies based on the goals. Knowing what you want to achieve helps a lot in finding ways to achieve your goals.
2. Improve audience preferences
Do you know which types of channels your audience likes to use most often, and how they usually perform online? For example, for young Internet users, ad blockers’ use has increased dramatically, making it difficult to implement strategies such as social media or image ads. Knowing your audience and their preferences can help you find short and long-term strategies that work best for you.
3. Promoting short-term strategies to achieve long-term efforts
It is a way of thinking about long and short cracks vs. long cracks: one can help speed each other up. Just give some examples:
- Search results and insights can help you improve your keyword strategy for SEO.
- Social media advertisements can help you test the types of viewers on each network.
- You can use advertisements to drive traffic to your primary content to increase its effectiveness and visibility.
4. Use the budget to develop digital marketing strategies.
The range of budgets required for the above strategies varies widely. The same goes for the expertise required to achieve this. Your budget and your experience can prevent you from completely improving one of them. When developing a marketing strategy, make sure that you know the budget and the features available.
5. Work with a trusted digital marketing partner.
In the end, it pays to work with people who not only understand the strategies above but how to combine them to achieve maximum impact. Remember that overall digital marketing is always more than the sum of its parts, and the result is often exponential. A trusted partner can help you build strategy by balancing long-term and short-term digital strategies.
If you are looking for this partner, we would love to talk to you. Our digital marketing strategies are designed to integrate, providing channel-specific expertise and greater possibilities. To start a conversation, contact us now to start your short or long-term improvement journey and evaluate it objectively.
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