Long-term #marketing results don’t magically materialize. Start now – plan, execute, and stick with it.
5 Second Summary:
Long-term marketing results don’t magically materialize. Start now – plan, execute, and stick with it. You’ll be glad you did when you review results a year from now.
2 Minute Version:
I was speaking with a CEO last week who was complaining about marketing results. “We’re not showing up on search engines, and we’re not getting any response from our content.” I asked what the CEO was doing to drive search traffic and content engagement. “We launched a new website last year, and we’ve been posting content about our company for over a month. Nothing is generating leads!” You can’t apply a short-term mindset to long-term marketing activities.
There are many marketing activities that, if well-planned and executed, will generate short-term results. Think about Google Ads, where you can target buyers with an immediate need and drive traffic/leads. Short-term activities tend to be more expensive, given the number of companies competing. It’s a great way to get some quick wins, but playing the marketing long game will differentiate your business and drive sustainable growth and ROI.
Long-term marketing activities succeed or fail based on planning and patience. They require a one-year mindset rather than one month, but offer greater rewards for the companies that can maintain momentum. Here are a few activity examples:
- Search optimization – today’s SEO requires a broader and longer-term effort to improve every chance of your company appearing in search results – organic, local listings, business listings, FAQs, articles, and reviews. It takes time and consistent effort across multiple fronts.
- Content marketing – every time you publish high-quality educational (not sales) content on your website blog, post on social media, and email your growing list of contacts, more people will pay attention and engage. Over time, that exposure will build exponentially.
- Event marketing – many larger conferences solicit speakers up to a year in advance, so they can lock in their agendas before marketing the events. Pitching your educational topics for free (vs. pay-to-play) speaking and panel opportunities takes advanced planning and preparation.
Start planning for next year now. Set reasonable goals for activities that you can maintain over the course of the year. When you look back a year from now, you’ll be glad you started today.
What are some other marketing activities that require a longer-term mindset? Please share ideas.
