Why invest in medium and long term marketing strategies – WAU
Implementing medium and long term marketing strategies in your company is vital for success in the current scenario. Check out in this post why it is so decisive to invest in these strategies, and understand their differences and goals!
Before performing any activity in life, people should stop and plan how this is going to be done. In your company, it should be no different – any action taken by your marketing team must be well planned and evaluated, increasing the chances of success.
The planning of these actions is based on a final objective and deadline that was previously defined. These factors are extremely relevant and help to define what type of strategy will be used.
Medium and long-term marketing strategies are vital to your company’s success in such a competitive market. Not by chance, they define how your business is going dealing with the obstacles of the future and, above all, they are responsible for the success or failure of the business over long periods of time.
Next, better understand the concept of each process, its objectives, what is the best time to use it and its points of attention. Thus, you learn and manage to plan all stages of your company’s medium and long-term marketing strategies!
The medium-term marketing strategy is planning that involves an estimated time between 1 and 3 years. This strategy is usually used when the company has complex objectives and with great difficulties to be achieved. This means that there is an urgent need to build paths to achieve the defined final results.
These aggressive goals require a lot of effort on the part of your employees, however, it must be well channeled. In such cases, a short-term marketing strategy becomes inefficient, because it would have less reach and impact and a long-term strategy would require a longer than expected delivery time.
When this happens, a medium-term strategy is the most recommended, being responsible for defining and creating alternatives to achieve the bigger goal. It is also responsible for mapping all the ways to carry out a process, thus creating an action plan for each sector.
The advantage of medium and long-term marketing strategies is that they can receive highly complex activities, that is, processes with deadlines for long-term deliveries. This allows the creation of a complete process to achieve the final objective.
Medium-term planning has the ability to change an organization’s routine. This is because it has the ability to strengthen existing processes, through training for teams.
Another positive factor in relation to this strategy is that it manages to anticipate some errors, optimizing the entire system.
What a good medium-term strategy involves
When implementing a medium-term marketing strategy, it is important to adapt to changes in the company’s landscape. In this sense, employees need to understand that the stage is vital to achieve all of the company’s objectives.
Another important factor that requires effort is maintain the company’s focus on key business activities. It is not recommended that the company channel all its efforts towards goals outside the main source of income for it.
A good medium-term marketing strategy is to invest in social networks, a practice that, although not having immediate results, helps the company to gain brand recognition, increases its visibility and assists in building a more robust strategy, achieving challenging results .
The long-term strategy defines your company’s vision, mission and values. It is a planning that lasts 5 years or more to be put into practice, having a decisive role for the business.
These are the strategies that define the brand positioning in general. Therefore, this process leads macro actions, being her main communication with her audience.
The main objective of a long-term marketing strategy goes beyond attracting the desired audience – it has three pillars: educate, delight and retain. These processes seek to create an authority in the market, gaining a prominent place in comparison to competitors.
However, the results are not immediate and it is necessary to understand that, as they are complex and robust strategies, they reach your entire marketing team and, consequently, increase your ROI (return on investment).
The main steps for a long-term marketing strategy are:
- do market research;
- outline objectives and goals for the company;
- create the personas necessary for your business;
- define the most appropriate channels;
- define lines of content;
- establish timelines for the process;
- monitor results constantly.
As it is a strategy that requires a longer period of time, it is necessary to make a complete study of all the factors that can influence the final result. Idealizing future scenarios helps to create possible solutions, minimizing the risk of taking actions that have a negative result for the company.
At the beginning of a long-term strategy, it is recommended that the company does a SWOT analysis for the information, a widely used tool that assesses the following points:
The forces seek to analyze the sectors in which your company is really good, in order to present the advantages that you have in relation to your competitors. The weaknesses, on the other hand, evaluate the points that, in fact, hinder the development of the business. Sincerity in this analysis is fundamental to success.
The opportunities seek to understand the points that can bring improvements to the company’s process, that is, external aspects that cannot be controlled by the company. In turn, threats are factors that, like opportunities, are external, but that contribute negatively to the company’s final result.
All this planning requires that your marketing team is well prepared and that company leaders are present at the meetings to define objectives and action plans. This creates a more complete strategy and in line with the organization’s objectives.
Long-term marketing strategies play a fundamental role in making definitions and changes in the brand positioning as a whole, being the most important activity to achieve the macro objectives of the business.
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An example of a long-term marketing strategy is Content Marketing, a process in which the company uses content production to increase organic visibility, brand engagement and create a buying journey.
Before producing the content, it is necessary to do all the agenda planning, based on research and data collection, such as keyword research. This step is necessary so that the contents created are, in fact, relevant to your target audience.
Content Marketing has as main objective work and educate your target audience at all stages of the sales funnel: top, middle and bottom of funnel. Thus, it helps in the maturation of people who consume information within their domain (website or blog).
This type of long-term marketing strategy is a process that requires great effort on the part of the organization and its employees, however, it presents positive results that grow exponentially. It is usually accompanied by the implementation of the Inside Sales process (remote sales) in the company.
In fact, the Inbound process maximizes the results of Content Marketing, improving the performance of your marketing and sales team, by:
- decrease your customer acquisition cost (CAC);
- improve the organic visibility of your domain;
- increase engagement with the brand;
- generate a greater number of sales for the organization.
When planning and implementing medium and long-term marketing strategies, it is important to keep the team aware of changes in processes. This happens due to the long periods of time to obtain results.
Usually, more effective ways are found to carry out some actions, causing the project to undergo changes in small steps to achieve the final result more quickly and efficiently.
In addition, it is important to select the people responsible for this planning in a demanding manner. This is because all the points, objectives and goals defined in a strategic plan define the entire culture and the way the company will be seen by the public.
The definition of medium and long term marketing strategies is the best way for a company to achieve success, demanding a high investment, channeling resources and efforts. However, it presents results in a macro way, which changes the way the company relates to its public and customers.
To learn even more about strategies that can improve your company’s results in the long run, learn in this ebook little more about Content Marketing and how to implement it!