December 1, 2022
MARKETING

Digital Marketing Strategies: Short Term Vs. Long Term

Many businesses follow digital marketing strategies nowadays for conversions. Some use paid strategies while others use optimization and other ways. Paid strategies are short-term that is they bring results in a short period whereas other strategies are long run that is they take time to show results. But the question arises which one to choose. Whether long-term digital marketing strategies are best or short-term. If you too are confused, then we will help you out in making the decision. Today we will discuss long-term and short-term digital marketing strategies and then will decide which one is the best. 

Topics to be covered: 

  • Digital Marketing Strategies: Short Term 
  • Search Engine PPC Ads
  • Social Media Ads
  • Digital Marketing Strategies: Long Term 
  • Search Engine Optimization
  • Organic Social Media
  • Content Marketing

Let’s begin. 

Digital Marketing Strategies: Short Term 

If you want results in the short term, you need to spend some money from your pockets. This will in turn give instant results that can help you boost your company’s presence and revenue. Short-term digital marketing is paid therefore it offers certain benefits. It targets a specific audience who might be interested in your products or services. Search engine PPC ads, social media ads are some short-term digital marketing strategies that we are going to discuss further in detail. 

Search Engine PPC Ads

Let’s talk about Search Engine PPC ads that are commonly known as pay-per-click ads. These are the searches that appear on top of search results for certain relevant terms or keywords. PPC ads give results in the short term for which you just need to use creativity and set the budget for ads. Once the ad is live, your content will start serving your audience. With PPC ads, you only need to pay whenever someone clicks through the ad and lands on your website through that ad. The rate per click depends on your industry and the keyword that you choose for your ad. These ads use keywords or phrases to target the audience. 

Advantages of using Pay-Per-Click ads: 

  • Instant results in terms of boost in website traffic. 
  • Makes you visible in front of a high-intent audience due to specific keyword-based targeting
  • Allows in-depth tracking of potential customers
  • Can boost new brand awareness and website traffic

Apart from the benefits that PPC offers, it cannot be ignored that PPC is the most expensive digital marketing tactic. So, you need to evaluate well before investing in this. Targeting wrong keywords and delivering the wrong message will lead to wasting money instead of investment. 

Social Media Ads

Another popular short-term digital marketing strategy is social media ads that are placed in the feeds of social media platforms such as Facebook, LinkedIn, Twitter, and Instagram. Social Media ads only appear to match the feeds of users and have a sponsored label to them. These ads are another way to achieve instant results. Your ad can be of any visual form i.e., images or videos whichever can maximize audience retention.  

Social media ads are easy to set up and attract more customers. 

Sponsored social media ads are not targeted based on keywords instead these are targeted based on intent. These ads target users based on their behavior, interests, demographics. Other than this, the audience can be targeted based on their profile. People whose profile matches with buyer personas of the target audience are targeted. 

This short-term digital marketing strategy is cost-efficient and brings instant results.  

Digital Marketing Strategies: Long Term

You have just gone through the short-term strategies of digital marketing but they are not worth it for a successful business. Therefore long-term success strategies also need to be implemented. You should build long-term digital marketing strategies to grow your business. 

Some long-term digital marketing strategies are search engine optimization, organic social media growth, content marketing, etc. that we will discuss further. These strategies require patience to show results but will be the best strategy that you will follow. Let’s talk about these long-term strategies in detail. 

Search Engine Optimization

Search Engine Optimization is a process of optimizing the website, content, structure, and code so that you can be ranked on Google searches. Optimization is a long game that is performed by SEO experts as it requires an expert to understand the audience and industry. Then, you will require content strategy, backend optimization, and ways to build inbound links. SEO results are visible after at least 6 months and it will take years to be an expert. If you will do it right, marketing results can be great. 

SEO is a low-cost strategy in terms of money but is expensive in terms of time and expertise. This implies that you need to invest time and expertise in SEO to make it work. SEO is the long-term way to replace PPC ads.  

Organic Social Media Growth 

If you don’t want to invest in social media ads, you should focus on growing your social media organically. Organic social media growth is a long-term plan that can replace short-term social media ads.

For this, you need to build a strong social media presence at places where your audience spends most of their time. 

Organic social media growth has 3 components: 

  • Publishing relevant and engaging content regularly
  • Managing community by responding to comments and DMs 
  • Keeping eye on industry trends and interacting with people

You should make use of all these components to build your social media presence that will help you in marketing in the long run.  

Conclusion 

Myriads of ways are there to grow digitally. Some are paid while some are not. Paid digital positioning is a short-term digital marketing strategy that gives instant results only for a short period. Non-paid positioning is a long-term strategy that takes time in showing results but builds authority and community. Both strategies work well but the implementation depends on the purpose. If you want instant results, you should go for short-term strategies. But if you can wait for a few months, you should go for long-term strategies. But even if you are getting results from short-term strategies, it is advisable to focus on long-term digital marketing strategies as it helps to build community trust and authority. Rest is up to you.

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