Short-term marketing doesn't take long to plan, and you'll likely attract leads and sales at a faster pace. It can be an appealing option for businesses that haven't built up a larger audience yet.
However, short-term marketing also involves using costlier tactics, such as losing potential revenue through large discounts or hosting events. Since the goal of a short-term marketing strategy is to attract leads and increase sales faster, you may need to pay a bigger price.
For all these reasons and more, we recommend a one-year marketing plan. Having a 12-month marketing strategy is more beneficial than short-term marketing because it focuses on building sustainable growth and brand recognition over time.
Here are some ways your business can benefit from a 12-month marketing strategy:
It’s important to set goals throughout the entire year with a 12-month marketing strategy. For maximum success, many businesses use the "SMART" model (specific, measurable, attainable, realistic, and timebound). This model acts as a blueprint to help marketers set themselves up for success during the goal-planning process. The goal and criteria should be specific and able to be achieved within a 12-month timespan.
With a better idea of what you want to achieve, you'll be able to allocate your ad spending and resources accordingly. Giving yourself an ample amount of time to achieve bigger goals also increases your chances of success.
Many short-term marketing goals ultimately don't get achieved due to wasted resources. Because the timeline for success is much shorter, some companies skip planning altogether and get straight to advertising. You may get lucky with some success initially, but meeting your goals requires careful strategizing.
With short-term marketing campaigns, you're likely only trying to sell one product or promote one event. Because of this, you may not be able to maintain the same tone of messaging when it's time to promote something else. There may also not be enough time to convey your brand's ultimate mission during the campaign.
As an example, many short-term marketing tactics center around a company's need for immediate revenue. In this situation, it can be tempting to only push sales instead of your brand's positive impact on the environment or your community.
Inconsistent brand messaging confuses customers, creating a lack of clarity and sense of uncertainty about what a business stands for and ultimately hurts your brand image.
76% of consumers desire consistency from the brand that they engage with, both in terms of advertising and direct interaction. Long-term marketing helps you stick with a firm brand voice and ensures that your employees will effectively communicate your brand's character when speaking with customers. Ultimately, building brand trust is an excellent way to boost continued customer retention and sales.
With a 12-month strategy, there's more time to evaluate your marketing plans and adjust your approach as needed. By giving yourself that extra time, you're more likely to make solid marketing decisions that won't have a negative impact on brand trust. Additionally, you'll be able to examine each of your marketing tactics in detail to determine the reasons why some work better than others.
Because of that, your ROI will be higher compared to what you'd earn from a short-term marketing campaign. The benefits may not be immediate, but the insight that you'll earn from this strategy will only increase your brand's profits over time.
Finding your brand on social media is often a crucial step in the customer journey. It allows them to visit your website (or entices them to visit your physical store), where they can see your products and ultimately make a purchase. Without fine-tuning the earliest steps, it can be impossible to curate a comprehensive customer experience.
Long-term marketing gives you room to experiment with different platforms or perform extensive research on your brand's existing customer journey. Remember that stronger customer relationships promote more brand loyalty.
Because you're working with limited time on short-term marketing campaigns, the overall customer experience often suffers as a result. You may be so focused on the marketing itself or choosing the most profitable platforms that you don't take your audience's needs into account. Facebook may be preferred by 90% of marketers, but using it won't be effective if your audience prefers Twitter or Instagram.
No matter what kind of business you operate, markets and the needs of your customers are both constantly evolving. Rivals with shorter marketing campaigns often aren't in the best place to anticipate those changes.
Alternatively, a proactive advertising approach will allow your business to capture more market share. It helps build a strong foundation of brand awareness, establish trust and loyalty with customers, and foster sustainable growth over time. You'll have the most refined customer experience and the highest level of brand trust.
An annual marketing campaign ultimately engages customers, keeps you ahead of the competition, and results in satisfying ROI. When you can approach your marketing strategy with a long-term view, your business growth will be more achievable and sustainable.
Mid-West Family La Crosse can help you create a comprehensive plan that's tailor-made to your brand's unique customer journey and long-term business goals. Contact us today for more information!