Long-term Vs Short-term Marketing Strategies: What Works?

Making a choice between two options is always a tough nut to crack. It can bring up several questions, and finding answers to whom can be a difficult task.  The same is the case with choosing the right marketing strategy for your business. Which one should you choose: Short-term strategy or long-term strategy? 

Having a strategic plan in place is a must to help you achieve your business objectives and choose which one fits the best as per your business requirements. In this article, we will learn about both long-term and short-term strategies, so you can make the right choice for your brand or business. 

What is a Short-Term Strategy?

A short-term strategy is a type of marketing strategy that lasts up to a short span of time as its name suggests. It is often used by newly launched ventures or start-ups to make instant awareness about their brand or any product/service out there in the market. Such strategies are focused on what you can do here right now to one year from now. 

These strategies are implemented to generate quick results. For e.g.: Pay Per Click Ads Campaigns are considered quick wins for the boost in conversion rate. Effective implementation of such campaigns helps you reach your targeted audience in order to attract them and achieve your business goal. In fact, one should not forget that short-term strategies are necessary to accomplish long-term success but they should not be the only ones to be relied on. Other examples of short-term tactics are discounts, group offers, social media promotions, and so on. 

What does Long-Term Strategy Mean?

A long-term strategy is the type of strategy adopted by businesses to generate brand awareness and continue producing results for a longer period. Implementing a long-term strategy makes enough room for businesses to continuously improve themselves in all possible ways. The long-term strategy is considered the end of the result of the short-term strategy which is all about establishing new relationships with your target audience. The objective of such a strategy is to achieve the goal of the brand. 

With new and improved product/ service launches, businesses can ensure that their relationships with brands are maintained and nurtured keeping the bigger picture in mind. At the initial stage, it might seem frustrating to consider such strategies but eventually, it will produce better returns in the long run. Examples of long-term strategies include SEO, Public Relations, Content Marketing, and so on. 

Why Using a Combination of Both Strategies is a Must?

Striking a balance between both short-term and long-term strategies is more about execution rather than planning. It takes years for businesses to establish a brand that meets the requirements of the users.  Both sets of strategies have their own purpose and objectives. Using only one type of strategy can leave a negative impact on your brand. No long-term strategy can be considered a win without the quick wins in the short-term strategy. 

For example, An effective short-term strategy will have a significant impact on the long-term strategies that might assist you in achieving short-term goals at a faster pace. 

While implementing long-term strategies, there will be times when you will notice customers turning out to your competitors due to better tactics. Such competitors will long-term plans will grow at a fast pace and deliver better results to stay ahead of the competition. Using a simultaneous mix of both strategies, you can construct a successful pathway for a brand to achieve its best version. 

Summing It Up

With all that is mentioned and discussed above, the implementation of both long-term and short-term strategies is crucial for your business.  To run a business, you need to plan out your strategies to make the most out of the available opportunities. Striking the perfect balance between these two will not only help your business thrive but will also create a win-win situation between you and your customers. Also, timely analysis of what went right and what went wrong will protect you from overhead cost runs and will keep your cash flow intact. Focusing only on one type of strategy right from the start may ruin your business and the long-term objectives associated with it.