Short Term and Long Term Digital Marketing Strategies To Increase Brand Awareness

 Wondering what are the various forms of long term and short term digital marketing strategies?

In recent times, all businesses require calculated digital promotions that are essential for brand awareness. Be it any field of work, creating a foolproof marketing strategy is very necessary. It is only through an impeccable marketing approach, your brand connects with potential clients, interested viewers, and generates ROI.
The biggest struggle marketers face is the choice between long term and short-term digital marketing strategy. The overall digital marketing involves a hybrid marketing (long term + short term) which is ultimately necessary for business success.

Short-Term Marketing Strategy Simplified

• If you want quick wins, short term marketing is your go-to strategy. Short term digital marketing includes tactical methods that can achieve rapid results on a monthly, weekly, or even daily basis.
• It is a premeditated marketing style that accomplishes ‘on the horizon’ objectives.
• Short term marketing goals are necessary to build upon the long term business aims.
• Even with quick wins, marketers must perceive the big picture of long term marketing and its reputation for business sustenance.

To make it simpler, here’s an example:

Suppose you are running a product campaign targeting your potential clientele; your short term goal will involve customer interaction, spreading the word, maybe few sales and brand awareness. Such short campaigns will create greater audience engagement – done through paid marketing and later, use these audiences to reach out to more and more customers as a long term objective.

When to use short term digital marketing?

There are three ways of using short term business approaches and all of them generate great success using the right tricks.

1. Pay Per Click (PPC) advertisement and Google AdWords: Effective PPC campaigns direct targeted traffic within a very short time (almost immediately) to a website’s landing page. PPC combined with AdWords generates highly qualified leads and gives the business a necessary jump-start. To know more about PPC ads, Google AdWords and PPC marketing check out our blog here.
2. Event Campaigns – Creating and marketing short term event campaigns such as client appreciation, sales show, email drives will give you the quick wins required for business promotion. These are the baseline for brand success.
3. Social Media Marketing – Social Media Marketing is not restricted to short term marketing; it is equally useful for long term marketing strategy. You can try social media promotions, contests, paid ads, and giveaways for immediate results. To know more about social media marketing, please visit our blogs here.

Long Term Marketing Strategy Simplified

• Long term digital marketing is all about the big picture marketing efforts. It requires longer timelines with calculated planning say for a minimum of 6 months or even 12 months and more.
• Long term marketing objectives are achieved through a protracted, consistent, and planned marketing approach which includes the short term goals.
• Long-term marketing is like a consistent marathon which requires constant evaluation and monitoring. It is a slow yet steady process where there can be initial down-moods but with the promise of eventual success.
• ROI generation is evident with good and successful long term organic marketing. You must take considerable time to reach the zenith where brand awareness is already automated.

When to use Long Term Digital Marketing?

Generally, there are 4 ways to practice long term marketing. Those being-

1. Brand Establishment – Business branding is a long term chore. You will require brand awareness, recognition, business reputation and large scale management. To succeed with digital branding, you should regularly improve your website, keep your content updated and use skills to maintain audience engagement.
2. Social Media Marketing – As mentioned earlier, Social Media is also a pro mode long term marketing strategy. Social media marketing complements your long term goals by strengthening your brand’s social presence. You should regularly post relevant content and use the right channels to spread the vibe across all platforms- paid or non-paid.
3. Search Engine Optimization (SEO) – With SEO, you are in for the long haul. It is a long term process that requires a prolonged strategy to increase your page’s search rankings on SERP. Google rankings don’t happen overnight and so, you must optimize quality and quantity to get the best organic results. To know more about SEO, click here.
4. Content Marketing – Quality content is the best way to get leads and credible branding. Blogging, listicles, email marketing, e-books and any form of digital content are aspects of long term content marketing. The pillar page content is the core strategy for long term content marketing supported by blogs, downloadable brochures or guides, content pop-ups and more.

Short Term Vs Long Term Marketing Strategy

Short Term Marketing	Long Term Marketing
Short term goals with quick wins; mostly involving paid techniques	Big Picture goals with long term strategies; mostly organic methods
A limited timed process including short time-framed event	A long term process with achievable goals to keep your business steady in the long run
It includes temporary profit boost for traffic and highly qualified lead generation	Without a long term marketing approach, the success rate will be short-lived
Example: PPC (pay per click) Marketing, Search Engine Marketing, Lead Forms Advertisements on Facebook or LinkedIn, Promotion Codes, Coupons, Discounts	Example: Search Engine Optimization (SEO), Content Marketing, Social Media Organic Marketing

Hybrid Marketing Techniques that Blur the Line

• Social Media Marketing with Social Media Advertising
• Email Marketing
• Tradeshows

Tips Time!

1. Always use a combined model of marketing – long term + short term marketing
2. Never sacrifice or downplay your long term marketing goals because of short term marketing objectives
3. Never fall into short terms digital marketing traps such as back to back promotions or constant giveaways
4. Never give up- consistency is the key
5. Make sure your short term marketing is complementing your long term marketing strategy

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