Short-Term vs. Long-Term Digital Marketing Strategies
Topic: Short-Term vs. Long-Term Digital Marketing Strategies
For years, marketers have been trying to answer an age-old question: how can you most effectively spend your budget in a way that drives maximum audience attention and conversion? The answer, of course, isn’t simple or straightforward. Part of the problem is that nothing in marketing is ever linear. Long-term successes drive sustainable growth, but you can’t wait for a year or more while those long-term efforts have time to come to fruition.
What do you do? For many organizations, the answer is short-term marketing investment. Digital ads sound great, can be launched in a day, and get instant attention. But they’re also not as sustainable as those longer-term initiatives.
So let’s end the complications once and for all. In this guide, we’ll cover the most important short-term and long-term digital marketing strategies, including their nuances and approximate timelines. From there, we’ll provide helpful tips on how you can prioritize between the two segments (and all the strategies that fall into them) to optimize your marketing budget for a reliable, consistent return on investment.
No shocker here: all of the strategies we’ll discuss with short-term results require at least some monetary investment on your end. In return, they get almost instant results, allowing you to quickly raise your organization’s profile. They also tend to be targeted, helping you reach a specific audience (or even audience segment) exactly as intended.
We start with search engine PPC (pay-per-click) ads, which are text-based messages that appear near the top of search results for relevant terms. Search PPC ads are almost instant: the day you set them up, including a budget and creative, they’ll go live and start delivering for your audience.
As their name suggests, PPC ads draw funds from your budget only when someone actually follows through and clicks to your website. On average, you can expect to pay about $2.50 per click, although that number fluctuates drastically by industry and keywords. In other words, a $5,000 campaign can result in about 2,000 clicks to your website.
Search ads are targeted by keywords and phrases, providing significant leeway in terms of targeting. If you know what terms your audience tends to search for or perform some basic keyword research, your messaging can get in front of your audience as they use Google or Bing, two of the most-visited websites in the United States.
Topic Discussed: Short-Term vs. Long-Term Digital Marketing Strategies
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