The only thing indefinite about your marketing strategy is the fact that you have to do it, continuously and most likely forever. Marketing never stops, even though it’s the first thing businesses cut in terms of budget when times are tough.
However, there are life cycles to certain marketing activities. You’ve probably noticed that famous brands like Coca-Cola and McDonald’s switch out their ads every so often. Even the big dogs like them, who have no trouble with brand loyalty and customer retention, understand they can only run the same ad for so long.
Life cycles are especially true for online marketing, where strategies change often. What worked a year ago might not be so relevant today.
There are marketing activities like content strategy and creation that need to be consistent and have no deadline, at least in the next few years. But for other marketing, they have a certain shelf life. That’s why it’s important to set time-bound goals and know exactly when to pull the plug.
Marketing for Multi-Channel Campaigns
Multi-channel campaigns refer to a specific message your company is trying to promote everywhere, whether it is Facebook, YouTube, Twitter, or others. This message might be about a promotional offer, a big sales event, or an upcoming product.
These campaigns should typically last 45 days. Anything longer makes them less effective, as people become too familiar with the message and lose interest. Anything shorter makes them not register in people’s mind.
It’s no secret that people want quick fixes, and at one point in time, SEO was able to provide that. It was easy to determine a few keywords to rank for and hope for the best.
Now that the game has changed vastly, SEO is not something that can work overnight. In fact, anything less than 90 days is putting a lot of expectation on its effectiveness.
SEO strategies are most commonly divided into a 6-month plan. The first month is about planning and auditing current strategies in place. Months 2 to 6 are about implementing new strategies, pushing new content, amplifying visibility on social media, and having natural links.
Most companies start seeing results between 4 to 6 months. At some point, usually after 12 months, results from SEO efforts will taper off. Then it becomes more about maintaining them.
Why Life Cycles Matter
When you define life cycles for your marketing strategy and activities, it allows you to pivot when something doesn’t work. If you are expecting 5,000 visitors per month at a certain point and you’re within 80% of that goal, that’s a good indication that what you’re doing is working. If however, you’ve only met 20% of your goal after 6 months, you know it’s time to kill whatever you’re doing and strategize again.
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