Long Game vs. Short Game: Why Digital Marketing Success is a Process

Toiling away at social media, SEO, and paid search can be tedious and time-consuming work. Even with the advent of artificial intelligence and the efficiency boost, this has given the marketing industry, there is still a very human element that plays a big role in the success of a business.

But it can be frustrating when the results aren’t showing. Sure, there are some increases, and in general, nothing really looks like it is underperforming. Yet the needle just isn’t moving. The client roster isn’t showing any sort of significant growth. The email marketing campaign that was just delivered showed just average open rates and click-throughs. Social media is converting, but not a lot.

All of these issues are frustrating, and in a results-driven space, this can be stressful for marketers whose jobs depend on the success of their work. But one part of the marketing process that’s important to remember is that patience pays off.

Of course, taking the slow and steady road isn’t always the most viable option. Clients get impatient and want to see results — not having an understanding of the nuances of the marketing industry is the reason why they contract out the work, after all. How does one balance the long game with the short?

Unfortunately, there is no one size fits all answer. However, there are ways to ensure that a marketing professional’s workflow and creative process is conducive to both long term growth and short term results.

Monitoring specific key performance indicators (KPIs) is a place to start. At all times, a marketer must know how successful their work is. There may be some work that’s underperforming that needs a facelift or that needs a redirection. Don’t waste time on low hanging fruit.

Finding ways to trim off excess that is inefficient or a waste of resources will help optimize the marketing process. This optimization will set up the brand for future success because the end goal is to have a sustainable and efficiently working marketing process that consistently funnels in new business.

Optimizing the creative process or workflow is also instrumental for shorter-term success because it quickly identifies areas that are not paying off as well as those that, with just a bit more attention, could see vast returns. Boosting areas that will perform better can help build up more results to show the client at the end of each month.

Another factor to consider is that building a strong digital presence for a brand, one that performs consistently well takes time. By monitoring KPIs that matter to the brand and making a clear effort to optimize the marketing process, a brand can build up its funnel and have a strong online reputation.

Consider this: SEO is a challenge for many, and for good reason. As search engines beef up their criteria for what ranks and what doesn’t, businesses must be savvy about the best way to optimize content for search engines.

Building SEO is also a process, but investing time into this will help build a funnel for a client that is much more sustainable. Think of the brands that have no trouble pulling first page ranks. All of that comes from a strong foundation of digital marketing and conscientious maintenance of the workflow that balances short term goals with long term goals.