What Is the Difference Between Short-term and Long-term Marketing Strategies?
Collection of vintage clock hanging on an old brick wall

There are many things to consider when deciding on a marketing strategy. But, there are some key things you need to understand and consider before you ask yourself “do I want to bet on quick, short-term growth or take the slower long-term growth route?”

What are the differences between a short-term and a long-term marketing strategy?

Short-term marketing strategy is also known as transactional marketing. It has to do with quick business wins and goals that are achievable on a daily, weekly, or monthly basis. Your goal with short-term marketing is to achieve revenue-centric outcomes, which means they are almost immediate—e.g., leads and short-term sales.

Some examples of short-term tactics include PPC (pay-per-click), social media ads and coupons or promo codes, among others. These are tactics than can be implemented quickly and generate quick results. Some campaigns, like those on social media, can also need long-term strategies.

We could say that a long-term marketing plan is made up of a bunch of short-term tactics geared towards a similar goal, which is to help your business maintain positive results so it can grow horizontally (over time) as well as vertically (in terms of profit). They usually fall anywhere between six months and a year or more. Some examples include any campaigns that involve establishing your brand, generating brand recognition or brand awareness, “big-picture” social media presence, Search engine optimization (SEO), and content marketing.

So, what is better?

Ideally, you would want a balance between both.

Quick results from short-term marketing plans can be positive, but also temporary; as part of a long-term marketing plan, short-term tactics help generate sustainable growth. At the end of the day, it depends on your specific company goals and budget.

That’s why the first step to deciding what kind of plan you need (and where to focus your energy and time) is not only to have a clear understanding of your business’ purpose and goals, but also of what consumers need and even don’t know they need from your company.

A good resource to begin to ask the right questions is Simon Sinek’s Golden Circle, a model created to help business leaders identify the right consumers and define a growth path “to turn an idea into a social movement.” The idea behind the program is to learn how to inspire people (your target audience) instead of manipulating them in order to motivate them to continue to advocate for your brand or product.

While asking the right questions regarding your target audience you should also consider both short-term and long-term business goals. Having a hybrid approach to your marketing strategy is the best way to ensure you don’t fall into short-term marketing traps—such as back-to-back promotions—or dismiss a short-term win for a long-term marketing strategy, and vice versa. Implementing a short-term marketing plan is great for generating quick sales and conversions for short periods of time, but the goal should always be to use it in a way that helps you reach your long-term goals. At the same time, consider that growing always involves learning, and you need a long-term plan that will give you the time to understand what works and what doesn’t.

At the end of the day, great marketing consists of taking all aspects of a plan into considerations. As Allan Dib states in his book The 1-Page Marketing Plan:

“If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed and the local newspaper writes a story about it, that’s publicity. And if you get the mayor to laugh about it, that’s public relations. If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales. And if you planned the whole thing, that’s marketing.”

Related content:

3 Keys To Sustainable Sales Growth

Six Needs of Audience Engagement

Reinvent Your Business Brand Design in 2021

RELATED POSTS

Latina IT Executive Maria Hernandez Is All About Innovation

Latina IT Executive Maria Hernandez Is All About Innovation

She left Cuba with her family as a child trading possessions and a middle class life for freedom LBT: Maria, thank you so much for doing this with us! You are an Inspirational Latina. You’ve had an interesting upbringing…Not your average childhood by any means. Please...

A Visual Artist’s Business Journey

A Visual Artist’s Business Journey

How to use your wits and artistic talents to create multiple streams of income. Ovila Lemmon (known in art circles as Ladie Ovila) is an artist, graphic designer, clothing and accessories designer, and an art teacher. Her business, Mūt’Sun Artistry (pronounced...

Latina Business Owner Treats Her Skills As a Business Not a Hobby

Latina Business Owner Treats Her Skills As a Business Not a Hobby

Don't let self doubt and fear become obstacles to what you are capable of achieving.   Today we interview inspirational writer and coach Lucy Brummett, founder of lucybrummett.com She’s funny, bright, and full of wisdom. Read on to hear her story as a Latina...

Polls

Sign Up for the Latin Biz Today Newsletter

Video Gallery

PR Newswire

Money

Cash Flow Management for Small Business Owners

Cash Flow Management for Small Business Owners

A requirement for every successful small business and enterprise.   Cash flow management is the process by which an organization maintains control over the inflow and outflow of funds. The fundamental goal of cash flow management is to ensure that the incoming...

Talent/HR

Legal

Marketing

Strategy

Entrepreneurship – Do It Your Way

Entrepreneurship – Do It Your Way

One of my favorite lines that I often quote is the hook from Frank Sinatra’s My Way— “I did it, I did it my way.” As entrepreneurs, we are generally the types who create our own rules and do things our own way. Sometimes it's good to reflect on why this individuality...

Fashion

Food

Music

Sports

14 Takeaways From the World of Sports Business

14 Takeaways From the World of Sports Business

Check out these quick snapshots across the sports industry in May 2022 Welcome! Well, I am apparently over my anger about the baseball lockout. Yes, I am following the game to a degree, especially because the Mets are off to a good start. The New York Yankees are also...

Innovation

Work, Life & Culture

A Visual Artist’s Business Journey

A Visual Artist’s Business Journey

How to use your wits and artistic talents to create multiple streams of income. Ovila Lemmon (known in art circles as Ladie Ovila) is an artist, graphic designer, clothing and accessories designer, and an art teacher. Her business, Mūt’Sun Artistry (pronounced...

Culture

Health & Fitness

Travel & Destinations

Hindsight Is Literally 2020!

Hindsight Is Literally 2020!

So as I was approaching my 57th birthday this past October, I came to realize that travel has been on my bucket list 40 years and that since my divorce 6 years ago, I have somehow always felt like I needed someone to give me permission to do so. Really, permission, at...

Personal Blogs

Latin Business Today

Pin It on Pinterest