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Short Term vs Long Term Marketing EffortsCopyright 2005 Sharon HousleyIn order to create consistent sales cycles and a positive growth trend businesses usually engage in both short and long term marketing efforts. Short-term marketing efforts tend to cause sudden sales spikes which rarely last. These sharp sales increases are usually the result of a targeted marketing campaign or time limited offer. While short-term marketing produces sales, long-term marketing efforts must be mixed in to sustain sales. Short Term Online Marketing Mentions Positive product mentions in forums, newsgroups or within trade organizations can result in a traffic or sales surge. Product endorsements and newsgroup conversations are difficult for marketers to control and time, so while product mentions in forums are short-term marketing, they lack the organized exposure necessary to maintain sales momentum. Discounts Marketing campaigns that involve coupons, discounts or time-limited offers can also generate product interest. It is important to use promotional offers sparingly or long-term sales could be jeopardized by having customers "wait" for the next offer to purchase. PPC / Advertising The easiest and fastest way to generate product interest is, of course, to pay for it. Pay-per-click campaigns are known to drive significant targeted traffic. Sadly, when the campaign funding ends, the traffic and sales generally do, too. Regardless, it is important for marketers to realize that with short-term marketing, sellers can often control sales and infuse cash into a fledgling product, service or business. Short-term marketing is also useful for test-marketing new products or split-testing to find the appropriate price point. With pay-per-click advertising marketers can control the ebb and flow of site visitors and make a determination about what banners, keywords, text copy and graphics convert at the highest rate. The lessons learned in short-term marketing can then be implemented in the long-term marketing strategy. Marketers can determine the effectiveness of sales copy and landing pages, implementing them in a long range of marketing activities. Long Term Online Marketing Search Engine Optimization Undoubtedly the most time consuming, yet important aspect of long-term marketing involves preparing and optimizing a website for search engines. Currently the majority of Internet surfers seeking a product or information look to search engines. Most Internet surfers use keywords to search for the product, service or information that they are looking for. Knowing your audience and optimizing a site for keywords and phrases that potential consumers would use in their search for a product or service is critical to being found on the Internet. Search engine optimization pays long-term dividends, but is an ongoing process, as the search engines themselves are constantly evolving their algorithms. The goal of search engines is to provide web surfers the best sites suited to the web surfers' search terms. Often, changes implemented will not be "seen" by search engines for several months. It is important to follow search engine guidelines and be patient. Fresh Content & Communication A stream of fresh content like newsletters, tips or blog posts will result in long-term quality traffic. Fresh content that is posted and updated on a regular basis will encourage visitors to return. Archived content will build a base for a variety of related keywords. Syndicated Articles Related industry articles will result in genuine interest from a very targeted audience. Providing related content articles that are available for syndication will result in links back from websites that contain similar content. Over time, articles can define a company's expertise on a subject area. Ultimately, syndicated articles can build confidence with prospective customers and a level of trust. When designing a marketing campaign, consider threading long-term and short-term marketing efforts so that sales are stable and consistent. By implementing a marketing plan that involves both short and long-term efforts, sales success can be achieved. About the author: Sharon Housley manages marketing for FeedForAll http://www.feedforall.comsoftware for creating, editing, publishing RSS feeds and podcasts. In addition Sharon manages marketing for NotePage http://www.notepage.neta wireless text messaging software company. Circulated by Article Emporium Increase Traffic to Your Blog from Search Engines - The Top 5 Tips Copyright 2005 Tinu AbayomiPaul Your favorite thing about having a blog may soon be this - they naturally attract search engine traffic. Blogs already have optimized site architecture. Most are set up with a clear navigation, where every page is set up to link back ... Learning DXInOne and the E-Currency Exchange Business for Free Copyright 2005 East Tech LLC What is the DXInOne and the E-Currency Exchange Business? Also known as E-Currency Trading, E-Currency Exchange is absolutely one of the best new business opportunities many of us have seen in years. E-currencies keep growing by the day an... Network Marketing: Selling the Dream (Part I) Copyright 2005 Fernando Rivadeneyra Are you tired of struggling to make ends meet? Unexcited about driving in rush hour traffic? Burned out at work making your BOSS'S dream come true? You have a choice in life but most people choose to live in constant fear. They are scared ... How to Take Advantage of the New Google Adwords Changes On Friday, July 15th all Google advertisers got the email message entitled “Google AdWords(TM) Announcement: Keyword Evaluation Changes”. Now, I don't know about you, but whenever I get a message from Google concerning Adwords, everything else seems to take a backseat. S... Top Ways To Create Ideas For Your Next Highly Read Article If you want to make money online a good strategy that won't cost you a dime is to write articles that relate to your product or service. Search Engines are constantly on the "look out" for freshly written content that has been submitted online. So how do you come up with i... 10 Secrets to Get Your News Release Noticed Copyright 2005 Cherry Communications/Be Heard Solutions It's difficult enough running the day-to-day aspects of any online or brick & mortar business, let alone trying to drum up new business as you go. But even if you have additional staff helping to get the word out about ... The Most Targeted Traffic You'll Ever Get (Part 2) Copyright 2004 Adam Waxler “Forum Writing” is single must effective way to drive the most targeted traffic to your site and to your products. There are literally thousands of forums on the internet covering every topic imaginable. However, forum writing can be ext... Short Term vs Long Term Marketing Efforts Copyright 2005 Sharon Housley In order to create consistent sales cycles and a positive growth trend businesses usually engage in both short and long term marketing efforts. Short-term marketing efforts tend to cause sudden sales spikes which rarely last. These sharp... Create Your Own Online Marketing “TV” Station Copyright 2005 Jim Edwards It will happen! TV and the Internet will eventually merge into one giant multi-media “melting pot” that includes everything from live footage and old reruns to garage videos posted by your next door neighbor's kid. Just like cable TV fractured netw... 10 Great things NOT to do with Google AdSense There is no question that you can make some good money with Google AdSense, but you're setting yourself up for disaster if you make any of these Top 10 mistakes! 1. Do not use fake information when opening your Google AdSense account. Google says that's a no-no an... Who Says the Customer is Always Right? Copyright 2004 Diane Hughes We all know the old adage, "The Customer is Always Right." If you are an online business owner or offline for that matter, you are on both sides of the subject almost everyday. Before I started my online business, I was just on one side..... Make Money Blogging You have created a blog and your blog is dedicated to a niche industry. Have you ever thought that the blog could make money for you? We would look here in this article, ways and means, to make money blogging. Lets first have a look at what are the prerequisites for a blog needed t... Write Articles Geared to Your Local Market to Bolster Your Local Search Visibility Copyright 2005 Off the Page The Shortest Distance to Your Home Town Enterprise is Over the Internet Combine two dynamite online methods for bringing your business to the attention of buyers - Local Search and widely posted articles you write. Doing both gives you a ju... Strategies to make your Blog More Interesting Copyright 2005 Mal Keenan Putting up your business blog is an advantageous way of establishing your presence on web. It's no longer just about putting plain texts up on your blog. With continuing stream of new software, publishing tools and plug-ins, today's blogger have the... How To Come Up With New Product Ideas Copyright 2004 Jeff Schuman Have you ever wanted to add new products to your exsisting product line? Obviously one way to do that is to find a product that is already developed and start selling that. Affiliate programs are great for that. Another thing you can do i...
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