Working with companies whose object of activity is quite diversified, we have the opportunity to interact with different people. However, one thing is identical in their behavior, namely the desire to generate business, to have high-performance results in everything they do.

To reach the desired results, one element to take into account and at the same time among the most relevant is the marketing strategy. It must be well defined, be based on SMART objectives and take into account the factors that influence marketing performance.

When it comes to marketing strategy, we must take into account each variable of it, especially the time frame to which we refer. Thus, we have a short and long-term marketing strategy.

The short-term marketing strategy takes the following forms:

• PPC campaigns: whether we are talking about Google Ads or Facebook Ads, both generate a short-term impact, which is why they are carried out periodically. Immediately after their implementation and real-time optimization, we can enjoy the results, but this does not provide long-term security.

• Punctual campaigns: here we are talking strictly about the periodic campaigns carried out, for example for a seasonal product. Again, the results are short-term and the impact that will be felt in the long term is not significant enough, unless we collect customer data and introduce it into other future campaigns.
• Communication on Social Media: it is also the most well-known strategy that companies approach in the online environment, but its results are seen in the short term and does not have a long-term impact. Each post on social media has the role of stimulating the activity of consumers in the moment, respectively shortly after seeing those stimuli. It takes constant communication to see the long-term benefits.

The long-term marketing strategy relates to the following:

• Community: Creating a stable community is part of the long-term strategy. Once you build customer loyalty, develop a relationship based on trust, generating value for them, and convince them of the quality of your products or services, they will choose you in the long run, to the detriment of others. A strong community will support you when you launch a new product/service or brand and will always be there for you and your company. A strong community will be by your side even in times of crisis or economic decline, even if the level of buying decreases.

• Content: relevant content on the blog is one of the most important points for defining the long-term strategy, It, even over the years, remains qualitative and informs customers. Qualitative content strengthens consumers’ faith in the brand and they return to the information that aroused their curiosity, namely your brand.

• SEO (Search Engine Optimization): a correct optimization from an SEO point of view does nothing but take products and services to the first pages of social networks, so once you reach the top positions, the maintenance effort is significantly reduced. In order to have an optimized position, you must take into account the content on each page, the metas, the quality of the content and its authenticity, the internal and external links on the site, the keywords on which the focus is placed and also the loading speed of the site.

• Website: most of the time people don’t put a lot of emphasis on the website, which is totally wrong. The website is your store open 24 hours a day, it’s there for customers when they need it. For a long-term strategy that performs, it is essential to have a website that provides customers, first of all, with relevant and necessary information, is available at any time and finds exactly what they need on it.

Regardless of what type of strategy we are talking about, both have an important role in achieving the main purpose of the company. At the same time, it is more than necessary that the main plan includes both a long-term and a short-term strategy, for the most favorable results.

Whether we are talking about a short-term strategy or a long-term one, it is important to gain visibility for the brand, which we later transfer to a website/landing page. Once the user is on the site, our goal is to turn them into leads, in order to create a community around the brand. The company’s goal is to provide value to customers and to be attentive to their needs, because only on the basis of them can the sale be made.