Many of your marketing efforts can be put into two different categories; short-term and long-term. Short-term marketing, the more common of the two, can be described as efforts such as discounted products or services, giveaways, and advertising. They are essentially ways of marketing your product for a short amount of time. Short-term marketing is risky and can usually be expensive, but the return on investment can be quick. Long-term marketing on the other hand is more stable, usually less expensive but the return on the investment may take a while. But, what are some types of Long-term marketing and how can you use them to help your business?

5. Content

This is one of the more common forms of long-term marketing and the most versatile. Content is a long-term strategy that most people treat as a short-term one. Almost every business owner has started a blog at some point only to leave it after a few posts to go and try something else. The thing is, to see the effect from creating a blog, a video series, a podcast etc. is that you must do it for a year or so before you start to see ANY impact. Sure, some people get lucky on day one, but that is not the case for the majority.

How can you use it? 

Let’s say you’re an estate agent. You can start a podcast about news in the estate agent business. If you’re a gym owner, you can create a daily video series of workout’s that people can watch on YouTube.  Whatever content you try to make, stick to it and you’ll see your audience grow and eventually so will the amount of customers you receive.

4. E-mail Marketing

Okay we’re sure you know what this is and your eyes are probably rolling right now, but e-mail marketing is something many people overlook. Even when people implement e-mail marketing into their marketing efforts, much like content marketing, individuals tend to look at E-mail marketing as a short term marketing method. On the contrary, e-mail marketing can prove to be more useful as a longterm approach.

How can you use it?  

Instead of focusing on customers that your business has already acquired, you can build an e-mail list of potential customers by creating a weekly or monthly newsletter, giving away free content or giving out targeted surveys. It will take time to build  a large enough to collect a ROI but with time it will pay off.

3. Press

Like many of the other forms of marketing on this list, this one is also often treated as a short term marketing strategy. Every business owner dreams of being written up in a highly credible publication in order to attract more customers, but often their campaigns to do so are treated as one off’s. Using press as a long-term strategy will net you better results in the long run.

How can you use it? 

Once you’ve created your press-kit, have your marketing team reach out to publications on a monthly basis. Don’t just target the big publications, look for the small more niched ones as well. Try to have a new story to tell about your business each month and eventually you will have a long list of backlinks, references, articles etc. about your business that will surely net you a ROI and reputation that money can’t buy.

2. Influence

This one is very similar to press but it’s different in the way that it’s more of a direct approach. Sure, having a publication speaking about you is nice, but having a real human being speaking about your brand is a level of promotion that nothing compares to.

How can you use it? 

Just like press, most businesses would target one big publisher (in this case it would be a celebrity) to promote their brand, but the long-term approach would be to have many local celebrities and influencers advertising your business. For example, if you’re a gym you may sponsor a local sports team, or if you’re a hair solon you may ask a local model to come in for a free haircut.

These kinds of promotions take a while to build up, but with time you will have a brand that everybody who is anybody is talking about.

1. Leaflet Distribution

Everyone that has ever owned a business before has tried leaflet marketing at some point in time. It’s a great way to get your business in the hands in your target customer and there are many creative ways that you can use this as a form of marketing. Leaflet distribution is

How can you use it? 

Instead of just handing out a leaflet with a discount for your products and/or services you can combine your leaflets with other long-term marketing strategies for maximum impact.

Content
You can hand out leaflets with useful content. For example, a plumber may have a leaflet that reads “6 Things That Are Clogging Your Drain.”

E-mail

You can post a link to signup to your companies news letter on the back of your leaflet.

Press 

Handling out controversial leaflets can be and effective way to get some press if you’re clever about it.

Influence

If  you’ve manager to get a local celebrity to endorse your business, you can add that to your leaflet.

 

Leaflet distribution is one of the oldest ways of marketing and still proves to be one of the most effective to this day when done properly. If you’d like to give leaflet distribution a shot give us a call at 0203 856 3434  and get 5% off your next distribution of 10k leaflets or more.

We offer consultation and will guide you in the most effective way to get the most out of your next campaign.

 

 

Sources:

7 Types of Marketing that Are Long-term Plays | Ep. #448