Term vs Long Term Marketing
November 14th 2005
Short and Long
In order to create consistent sales
cycles and a positive growth trend businesses usually engage in both
short and long term marketing efforts.
Short-term marketing efforts tend to cause sudden sales spikes which
rarely last. These sharp sales increases are usually the result of a
targeted marketing campaign or time limited offer. While short-term
marketing produces sales, long-term marketing efforts must be mixed
in to sustain sales.
Short Term Online Marketing
Positive product mentions in forums, newsgroups or within trade
organizations can result in a traffic or sales surge. Product
endorsements and newsgroup conversations are difficult for marketers
to control and time, so while product mentions in forums are
short-term marketing, they lack the organized exposure necessary to
maintain sales momentum.
Marketing campaigns that involve coupons, discounts or time-limited
offers can also generate product interest. It is important to use
promotional offers sparingly or long-term sales could be jeopardized
by having customers "wait" for the next offer to purchase.
PPC / Advertising
The easiest and fastest way to generate product interest is, of
course, to pay for it. Pay-per-click campaigns are known to drive
significant targeted traffic. Sadly, when the campaign funding ends,
the traffic and sales generally do, too. Regardless, it is important
for marketers to realize that with short-term marketing, sellers can
often control sales and infuse cash into a fledgling product,
service or business.
Short-term marketing is also useful for test-marketing new products
or split-testing to find the appropriate price point. With
pay-per-click advertising marketers can control the ebb and flow of
site visitors and make a determination about what banners, keywords,
text copy and graphics convert at the highest rate. The lessons
learned in short-term marketing can then be implemented in the
long-term marketing strategy. Marketers can determine the
effectiveness of sales copy and landing pages, implementing them in
a long range of marketing activities.
Long Term Online Marketing
Search Engine Optimization
Undoubtedly the most time consuming, yet important aspect of
long-term marketing involves preparing and optimizing a website for
search engines. Currently the majority of Internet surfers seeking a
product or information look to search engines. Most Internet surfers
use keywords to search for the product, service or information that
they are looking for. Knowing your audience and optimizing a site
for keywords and phrases that potential consumers would use in their
search for a product or service is critical to being found on the
Search engine optimization pays long-term dividends, but is an
ongoing process, as the search engines themselves are constantly
evolving their algorithms. The goal of search engines is to provide
web surfers the best sites suited to the web surfers' search terms.
Often, changes implemented will not be "seen" by search engines for
several months. It is important to follow search engine guidelines
and be patient.
Fresh Content & Communication
A stream of fresh content like newsletters, tips or blog posts will
result in long-term quality traffic. Fresh content that is posted
and updated on a regular basis will encourage visitors to return.
Archived content will build a base for a variety of related
Related industry articles will result in genuine interest from a
very targeted audience. Providing related content articles that are
available for syndication will result in links back from websites
that contain similar content. Over time, articles can define a
company's expertise on a subject area. Ultimately, syndicated
articles can build confidence with prospective customers and a level
When designing a marketing campaign, consider threading long-term
and short-term marketing efforts so that sales are stable and
consistent. By implementing a marketing plan that involves both
short and long-term efforts, sales success can be achieved.
Sharon manages marketing for FeedForAll software for creating, editing,
publishing RSS feeds and podcasts. In addition Sharon manages marketing
for FeedForDev an RSS component
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