Maximising Your Impact: The Secret to Balancing and Achieving Both Long Term and Short Term Marketing Goals

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Tony Hardy

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Marketing directors and CMO’s are increasingly under pressure to deliver results when it comes to both long term and short term marketing goals.

Balancing these goals is essential if you want to see your marketing strategy succeed.

However, it can become a challenge to prioritise both of these conflicting goals as this requires a more detailed and specific approach.

The Marketing Report Template resource cover

The Marketing Report Template

Marketing directors and CMO’s are increasingly under pressure to deliver results when it comes to both long term and sh...

In some cases failing to focus on both long term and short term marketing goals can cause an entire marketing strategy to fall short.

So, if you’re a marketing professional, whether you’re a director, manager, or CMO, think of this post as your complete guide to achieving your set goals, whatever they may be!

In this blog we will be providing insight into the challenges of balancing both short and long term marketing goals, giving you the best practices and tips for integrating the two, and how to get started on the road to success.

So, let’s get started.

long open road

Long Term and Short Term Marketing Goals: Whats the Difference?

Before you can begin aligning and balancing both your short term and long term marketing goals, it’s important that you have clear goal definitions set out.

This is one of the first steps in creating a detailed and successful marketing strategy, as without clear goals you will struggle to track the performance of your marketing efforts.

This will have a negative impact on every aspect of the marketing carried out in your organisation, from allocating resources to the right areas, to hiring the right team to help towards your vision.

But before we move onto goal setting, it’s key to understand the exact difference between a long term and a short term goal.

What Are the Characteristics of Long Term Marketing Goals?

In a nutshell, long term marketing goals are focused on the future, and more often than not more strategic in nature.

These goals often make up the bigger picture of what your company is trying to achieve through its marketing efforts.

For example, as a marketing manager, you should be focused on building brand awareness, customer loyalty, and of course sales and revenue.

However, in order to achieve these goals it takes a little bit longer as there is no fast-pass way to gain a huge loyal customer base and become the most talked-about brand across the globe.

These things take time!

As these goals are long term, the steps to achieving them naturally take a little bit longer.

For example, if one of your long term goals is to establish a strong reputation in your market, it may be that you need to plug funds into customer service training. This will allow your staff to ensure each experience is seamless whether that’s online, over the phone, or in person.

Or if you’re looking to engage your target customer base, it’s a good idea to create a solid content marketing strategy so you can reach all customers through a variety of platforms.

Remember: It’s important not to be disheartened or panic when it takes a while for you to see results when working towards your long term marketing goals. Like we said, these things take time!

What Are the Characteristics of Short Term Marketing Goals?

Short term marketing goals are focused on the present and are usually more tactical in nature.

In comparison to long term marketing goals, these goals are quicker fixes and easier to achieve.

Well not exactly quick fixes, but they are slightly quicker to achieve compared to building up awareness around your entire brand!

Let’s take hosting an event for example.

You may be looking to host a trade show event, or even a live Q&A to showcase your products and allow your customers to find out more about your brand.

Although planning an event isn’t an easy task that can be boxed off in half a day, the whole process of planning and executing an event is a short term strategy to meet a short term goal.

As the event is the short term strategy, it may be that your short term goal in this instance is to increase event attendance, generate leads through networking, or boost social media engagement by encouraging people to use your specific event hashtag.

For these goals you will see immediate action, interaction, and results, but it’s important not to get bogged down in too many short term goals as there is usually a limit to how much they help towards your overall vision.

You always need to be working towards something bigger so it’s essential for you and your marketing team to align your short term goals with your overarching long term goals.

team around a table talking about marketing strategy

The Importance of Aligning and Defining Goals

Although these goals are different by nature, it is important not to neglect one over the other.

For example, don’t focus all of your efforts on your long term marketing goals as this will mean you neglect your entire short term goal strategy.

Although focusing on building brand awareness or building up your loyal customer base is essential, this is not always achievable right away.

Therefore, when drawing up your marketing strategy, it’s a good idea to align both sets of goals so you can accurately allocate budget, resources, and team members where needed.

It’s best practice to start off by outlining your top long term goals and putting them into priority order, this way it’s clear for everyone what the desired outcome is.

Don’t forget to be realistic about your goals, if you’re a marketing manager in a smaller business that uses one social media channel, don’t set a goal of reaching 1 million followers in 6 months.

(We know in some cases this happens, but they’re certainly the lucky ones!)

In order to set goals that are achievable but still a challenge, you must have a clear understanding of your target audience, competitive landscape, and company vision.

But more on that later in this post!

Once you have your long term goals set in place, split each one into shorter term goals. For example, if your top priority is to increase customer conversion rate then split this into short term goals such as:

  • Collect and analyse customer data for review
  • Perform competitor analysis
  • Rework CTA’s or desired actions
  • Assess the conversion funnel

By aligning your long term and short term marketing goals it will be easier to measure the success as you go and continue to work towards the desired outcome of your marketing strategy.

This can be challenging, particularly in fast-paced and ever-changing markets, so it’s key to understand the tensions between each type of goal that you set.

two men pulling a rope

What is the Tension Between Long Term and Short Term Marketing Goals

As we mentioned earlier, balancing long term and short term marketing goals can be challenging and requires different approaches.

Although it’s fairly straightforward to break your long term goals into smaller steps to help you get there, there is an ongoing tension between short term results and long term impact.

There is often a lot of pressure to provide results immediately across the board, but particularly for publicly traded companies and startups. And as a result businesses often prioritise short term goals as they often provide results and data much quicker.

Unfortunately, this leaves long term marketing goals behind, and the vision of the company can become clouded by quick wins, meaning the entire company falls short.

If you fail to recognise the importance of having long term priority goals, your marketing strategy can quickly become unsustainable and lose effectiveness over time.

Finding the Right Balance

In order to find the right balance between all the goals you are setting, it’s important to focus on your vision.

You need to be directing all of your goals towards your vision, and if your goal doesn’t align, it needs to be adapted or discarded altogether!

An imbalanced focus on one goal over the other can lead to a loss of focus and result in you allocating budget and resources to the wrong areas.

For example, if you are focusing strongly on a few short term goals such as hosting contests and giveaways or implementing advertising tactics< such as PPC or social media ads, this doesn’t leave a lot of room for longer term strategies. So, with that in mind let's move onto the steps you can take to both balance and maximise all of your marketing goals. balanced scales

How to Balance Both Types of Goals to Maximise Marketing Impact

If you want to ensure maximum impact and success from your initial marketing strategy, you need to include a balance of goals that you are looking to achieve in the next few months, as well as the next few years.

This can be challenging as it’s key to create goals considering the current market, as well as what may happen in the future.

Equally, balancing long term impact and short term results is an ongoing process that requires continuous monitoring and adjustment.

So, the best place to start is with your marketing strategy!

Develop a Clear Marketing Strategy

A clear marketing strategy is a foundation for balancing your long term and short term marketing goals.

Any strategy starts with a goal or number of goals, and then all other aspects can be built around this goal. This keeps the vision clear and teams on track.

So, once your goals have been agreed upon you can start thinking about how you will take the relevant steps to reach them.

For example, let’s say your number 1 goal is to engage a new audience as you want to increase your overall customer base by 5% over the next year.

The next step would be to find out everything you can about this new target audience, by filling out customer persona worksheet, conducting competitor research, and carrying out a brand audit to ensure your products will appeal to this new group of customers.

Once you know exactly who your audience is, you can then decide how you are going to engage this audience based on the social media channels they use, their job roles and hobbies, and how they interact with your industry competitors.

But we are getting ahead of ourselves here, this is where we pause before moving on to allocating resources!

It’s best practice to think of your strategy as your blueprint for the marketing activities you will carry out over the next 3-6 months to grow your business.

If you need a bit more detail on this we have a full blog post on the difference between a marketing plan and a marketing strategy, which provides more insight into ensuring your strategy is clear and focused.

stack of money with clock in background

Allocate Your Resources Effectively

Now you have a clear marketing strategy you need to allocate the correct resources to each marketing goal. This ensures you are maintaining a good balance between the long term and short term.

This is where we revert back to what we said earlier in the post about prioritising your goals.

Whichever goals you put at the top of your list, both short and long term, you need to ensure they have enough resources to succeed.

For example, don’t waste your entire design budget for a short-term one-time-only product event, as you may leave too little budget to build up your brand awareness through various advertising campaigns or optimising your website.

We aren’t saying that you should leave all of your resources for long term goals, as short term goals are just as important. But if you’re going to get the balance right you need to work out which of your goals need more attention and support, and which ones can tick along nicely without a full team or heaps of your budget.

Measure Your Success and Make Adjustments

If you want to be successful at balancing all of your marketing goals, you need to keep track of what is working and quite frankly, what isn’t.

There are various ways to do this depending on your overarching project and the smaller and larger goals within, including tracking metrics and creating marketing reports.

Measuring your success is key if you want to improve, so once you have collected the data relevant to your marketing strategy, don’t forget to make adjustments based on your results.

After all, it’s pointless spending your time finding out how many people clicked through from your weekly newsletter to your website if you’re not going to do anything to boost this number up!

By measuring and making adjustments, this helps to ensure that the marketing strategy is on track and that resources are being allocated effectively.

man crushing up paper

Common Mistakes When Balancing Long and Short Term Marketing Goals

When trying to outline and balance all of the goals you have set it’s inevitable that you might make a few mistakes along the way.

After all, it’s a lot to manage!

Therefore, we thought it would be beneficial to outline some of the most common mistakes made when trying to manage your long term and short term goals.

Don’t Focus too Heavily on Short Term Goals

First things first, as we have already briefly touched on, you shouldn’t focus too heavily on your short term goals.

As we have learnt, this can result in your long term goals being forgotten about, and this could then cause the long term growth of your brand to suffer.

Equally, your long term goals are more often than not what keeps the vision and direction of your company alive. And ignoring them altogether to focus on the goals that can be achieved in the here and now can hinder the process of building a strong brand over time.

Don’t Skip Integration

By balancing your marketing goals, you are as a result integrating all of your goals into one big strategy.

For example, mapping the road to your long term (and usually larger) goals, with smaller short term goals helps to keep every single goal and objective aligned and avoids any confusion or lack of direction.

You may think that because all of your goals are under the marketing umbrella they are all naturally integrated, but this isn’t always the case.

It may be that your crucial long term goal is to build meaningful relationships with followers, so although optimising your email newsletter is loosely linked and could help boost interaction, the two goals aren’t exactly integrated.

Instead, it would make more sense to plan live events on social channels, engage with followers in comments sections, and conduct surveys to discover the type of content your audience is looking for.

Integrating your goals will help you to plan more efficiently and allow you to use the right budget and resources in the right place.

If you don’t see your different goals as part of your wider long term strategy then you may end up with a plan that fails to deliver your desired results.

paper reading marketing plan

The Best Practices for Balancing Your Marketing Goals

Now we have covered both long term and short term marketing goals in depth, the next step in maximising the impact of your marketing strategy is to balance your marketing goals overall.

The process of balancing your goals, including creating a plan and ensuring each project has the right resources, is essential if you want to see results.

The end goal is of course to achieve each of your goals, but you can’t do that without learning how to prioritise and balance them first!

Understand Your Target Audience

As with any goal, it’s essential to start with a clear understanding of your target audience.

This includes knowing your audience’s:

  • Needs
  • Wants
  • Pain points

By this we mean knowing your audience inside and out, as this way you can ensure your offering suits them.

For example, if your company offers a tuition service to children between the ages of 11 and 16, you need to be sure that everything about your brand is targeted to children in this age range, and more importantly their parents.

Therefore, including relevant information about classes, subjects, and opening and closing times should be at the forefront of your branding and marketing.

If you’re looking for a bit more detail on understanding your audience, we have a dedicated post on the Canny blog on how to define your target audience, so be sure to check that out if you’re struggling to nail down your customer personas!

curved road

Create a Roadmap

A marketing roadmap is a visualisation of each marketing initiative that will bring you one step closer to achieving your marketing goals, whether they are long term or short term.

Not only does this roadmap outline each and every objective but it helps to tie them together to create a more solid plan.

Equally, you can then use this roadmap as a timeline as you continue progressing towards each short term goal and your overarching long term goal.

We’d recommend creating a marketing roadmap once you have decided on all of your goals, and then start building your timeline around these.

It’s a good idea to start with sections such as:

  • Defining your target audience
  • Setting your objectives
  • Checking your roadmap is based upon your goals
  • Deciding on start dates, durations, and deadlines
  • Assigning roles, tasks, and resources
  • Creating an overarching schedule

It’s important to remember this is a visual document, so you need to organise this information that inspires as well as informs.

It’s no use putting all of this information into a list in Google Docs if you’re trying to map out the objectives and goals of your business to inspire and motivate your team.

Instead, why not try laying out the information as a road, or flow chart, in order to show the direction of progression and the final goal you are all trying to achieve?

This will help you and your team to stay focused and ensure your making the right progress.

Allocate Your Resources Wisely

Put simply, the process of allocating resources is selecting and assigning available resources to a task or project within a business strategy.

Or in this case, your business’s marketing strategy.

Depending on the scope of the project at hand, the skillset of each team member involved, and the actual time and budget you have available, resource allocation will differ from project to project.

For example, let’s say your long term goal is to build meaningful relationships with your social media followers, just like the example above.

Ultimately, you will have short term steps in place to help you get there such as hosting a live event on Instagram and TikTok to engage your audience by showcasing your products and offering discounts for those who join and take part.

This live event on social media requires:

  • A detailed schedule
  • Your social media team
  • Devices to host the live such as a mobile or laptop
  • A clean and clear space to film
  • Allocated time for an audio and video test
  • Your products
  • Information about each product including any discounts
  • Promotional content (an email newsletter, social media notifications)

Although this is a short term goal and the event could well only last an hour, the project itself requires planning and list of resources in order to succeed.

These may be resources that you have and can dedicate to this live event, which is a win win, or this list may be a bit of a stretch for you.

This is where prioritising your goals comes into play yet again, if this short term goal isn’t going to be valuable for reaching your long term goal, it may not be worth the time and resources.

Instead, you may have to scale down the initial plan to better suit the time and budget you have access to, as it’s important not to go all in and plug all of the resources you have into one goal.

As a result you may end up struggling to reach your long term goal of creating better relationships with followers as you have no time or funding left to nurture your other planned methods.

Basically, what we are saying is, make sure you have a balanced mix of resources for both short and long term marketing efforts so you are prepared for each goal.

person pointing to a graph

Measure, Analyse, Adjust

We will soon be coming onto the role that data and analytics play in reaching your goals so we won’t go into too much detail here!

However, tracking metrics and understanding the data you’re collecting (and why you’re collecting it) is a crucial best practice when it comes to balancing your marketing goals.

It will become much easier to balance your goals when you have the data that provides evidence for which of your marketing efforts are working best and achieving results.

For example, if your email newsletter is losing subscribers, or the open rate for each campaign is decreasing week by week, this is an indication that either: your newsletter needs some TLC, or you need to update your strategy and allocate less time and budget to email marketing.

We are in no way telling you to scrap email marketing as we are huge fans and it can bring real results.

However, if you want to manage and balance your goals effectively you need to weigh up which parts of your strategy are helping to achieve your goals, and which efforts need to be refined or removed.

Therefore tracking metrics and collecting data can help you to measure the effectiveness of your marketing efforts and better understand which ones have a direct positive impact on your long term and short term goals.

Collaborate and Communicate

One area we haven’t yet touched on is the proper communication of your marketing strategy and goals across your entire organisation.

There is no doubt you will be regularly collaborating with other departments when working toward your marketing goals, whether that’s with the design team to create social media assets, or advertising and PR to bring your latest campaign together.

This communication and collaboration is crucial as it ensures a cohesive and integrated marketing approach.

(Yes you need to integrate your teams as well as your individual goals!)

Essentially, working with other teams and informing everyone of your strategy and marketing goals ensures everyone is on the same page and working towards the same outcome.

goals-and-objectives

The Benefits of Integrating Both Long and Short Term Marketing Goals into Your Plan

Now you’re probably wondering, “what are the benefits of integrating my marketing goals?”

It’s totally valid, as we have just outlined how to differentiate your goals and effectively balance them, so it’s about time we told you how this process can benefit your overall strategy!

Increased Success Rate

As we have briefly mentioned earlier in this blog, it would be a mistake to put all of your eggs in one basket and focus purely on one type of goal (in this instance long term or short term.)

Both sets of goals are just as important as eachother for your marketing efforts to succeed, as short term goals often make up the steps taken to reach you long term goal.

Think back to our example of hosting an event!

By integrating your goals into one strategy, this can help to improve your overall success rate, as this allows for long term growth, and short term wins at the same time.

Better Alignment with Business Objectives

If your goals are clear, balanced, and integrated, the last thing to do it ensure they align with your business goals.

Now when you originally set out your goals you and your team should have ensured that overall business objectives were taken into account.

However, as a marketing goal is a specific and measurable objective that is geared towards increasing sales and customers satisfaction, all of your goals and objectives should effectively align with eachother!

For example, even if your long term marketing goal is to increase the success of your email marketing strategy, stemming from this are further short term goals, such as:

  • Increasing your subscriber count
  • Improving your email newsletter content
  • Including discounts and offers in your emails

These are all tactics and goals that (if achieved) can boost the number of people in your target audienc interacting with your brand and converting to into loyal paying customers.

This leads to a more cohesive and effective marketing strategy as well as a better understanding of how your marketing efforts are contributing to the overall success of the business.

pepsi cola bottle top

Improved Brand Image

Whatever marketing efforts you made decide to use, they must be aligned with your business’s overall branding.

Each of the marketing materials you publish are an extension of your brand, so make sure that’s obvious from the get go!

Even using a slightly lighter shade of one of your brand colours on a business card or social media asset can cause your branding to look sloppy and unprofessional.

This doesn’t help your brand image!

However, by tying your branding and marketing together this ensures consistent messaging across the board, and it will be clear to customers who you are and what you stand for (this goes for long term and short term marketing efforts!)

Better Understanding of Customer Needs

Both long term and short term marketing goals help you to determine the wide range of needs in your customer base.

Let’s go into a bit more detail.

A short term goal would be to receive increased engagement from your email subscribers by sending out a company survey on how to improve your current product and service range.

Not only does this give you a great range of data to work with, but it allows you to understand what your customers want from you, right from the source!

For example, you might find in the survey results that a large percentage of your new customers aren’t satisfied with live customer service chat on your website.

This allows you to look into the reasons why, as it may be that response times aren’t quick enough, or your customer service team aren’t equipped with the right knowledge to solve customer issues.

On the other hand, your long term goal may be to build up a loyal customer base and in order to do this, you need to know who your customers are! Otherwise you will end up firing content at them that just isn’t relevant.

Therefore, whilst your working towards this long term goal, you will gain a clearer understanding of who your customers are through audience surveys, purchasing data, and engagements with your marketing efforts.

Therefore, integrating both long term and short term goals helps to ensure that your marketing efforts are tailored to customer needs.

magnifying glass on data

The Role of Data and Analytics

For your marketing strategy to succeed you need to use the data and insights you have access to improve the efforts you are carrying out.

Tracking data is highly useful when it comes to making improvements to your strategy, you can get access to a range of data from website visitors, to social media engagements.

So, with that in mind let’s jump right into how data and analytics can assist you in achieving your long term and short term marketing goals!

Help to Monitor and Track Progress

In order to effectively track your marketing progress we’d recommend creating a marketing scorecard to hold all of the information that is relevant to your current marketing goals.

Put simply this is a document (usually a spreadsheet) that contains all of the data you have collected, to show the increase or decrease in numbers such as followers, clicks, or page visits.

Depending on the data you want to collect your marketing scorecard could look very different to ours here at Canny, as you should be collecting information linked to your goals.

By consistently tracking metrics you will be able to use the information you collect to better inform each of your marketing efforts.

Inform Your Marketing Strategy

Collecting and analysing data of any kind provides you with useful insights into everything from customer behaviour, to the number of email newsletter subscribers.

You can use these insights to improve the strategy you have in place by honing in on exact metrics that are improving or not seeing any progress.

Let’s take a look at an example.

Your long term marketing goal may be to build your brand awareness in a new market, as you are bringing out a new range of products that appeal to young adults.

Therefore, some of your short term marketing stratgies may include rewriting your website copy to suit a wider audience, creating social media ads for your new product line, and hosting a product giveaway that requires audience members to sign up to the company newsletter for updates.

In order to see if these short term strategies are working you can track metrics such as website visitors, click through rate from your adverts, and newsletter subscribers and open rate.

It’s important to use this data you collect to inform your overall marketing strategy, as if you are seeing that these numbers are increasing, you’re doing something right!

You can use this data to refine your approach and focus on the marketing efforts and tactics that are engaging your audience and maximising results!

pink post notes on white wall

How to Get Started with Achieving Both Long and Short Term Marketing Goals

Finally we are onto how to get started achieving your marketing goals, both long term and short term!

Don’t worry we aren’t going to bombard with you heaps more information as we are aware this blog is already pretty content heavy and already gives you a lot to think about when it comes to your marketing goals.

So, instead we are going to run you through our 3 key steps to getting started, beginning with assessing your goals.

Assess Your Current Marketing Goals

Before you start setting goals, assess the ones you already have in place.

Take stock of your current marketing goals, and your strategy overall to understand exactly what it is you’re aiming to achieve in both the long term and the short term.

If you’re looking to build your brand awareness and one of your short-term goals is to “focus on existing customer relationships”, although this is of course an important goal, it isn’t linked to your overarching goal.

At a top level, assess which goals are actually important for the success of your business and which goals can be discarded. There is always time to set more goals, but you can’t get the time back you have already dedicated to a marketing goal that isn’t anywhere close to being achieved.

Set Clear, Measurable Goals

Once you have discarded goals that aren’t important for your organisation, there will likely be gaps where you want to set new goals relevant to the current market and the current position of the business.

We have one simple piece of advice here and that’s to: set clear and measurable goals.

Make sure your goals are understood by not just your marketing team, but other teams you will be collaborating with and your senior management team.

These goals must equally be measurable in order for you to successfully determine whether or not each goal benefitted your business overall.

Plan and Prioritise

Once your goals are set it doesn’t stop here.

As we mentioned right back at the start of this post, you need to order your tasks in priority order.

It’s no use plugging your time and budget into one effort in the here and now such as creating more infographics for your existing blog posts if it’s not going to generate real value.

You and your team should take the time to plan for each goal and rank them in order of priority, keeping business growth in mind.

Equally, it may be that a specific area of your marketing strategy, such as your email newsletter is suffering due to neglect. If you know this marketing effort generates customers or boosts sales, now is the time to prioritise it and allocate more resources in order to bring it back up to speed!

Once you have a plan in place you can expect it to change and adapt as you go.

Ultimately, markets are constantly on the move and you need to adapt your strategy to stay one step ahead, so be prepared to review and tweak your goals to stay in tune with your audience.

graphs and charts on paper

Staying Flexible and Adapting to Change

Although you can create your strategy straight after reading this post and get cracking working towards your marketing goals, it’s important to remain flexible and ensure you are ready for changes in the market.

As your company grows and changes, the market trends will change too so it’s important to keep up with what’s happening in your industry so you can adapt your strategy.

So, with that in mind, we have created a list of tips to help you remain flexible and in tune with changes in your sector.

Anticipate Changes in the Market

Although you can’t always necessarily predict upcoming changes in the market (unless you have some kind of superpower) you can do everything possible to be prepared and in the know.

Even simple tasks such as following the top news and insights websites or social channels within your industry, for example here at Canny we like to stay up to date with what’s happening on Underconsideration and follow other design agencies from around the world on LinkedIn.

Not only does this keep you in the loop about what’s happening in the present, but it can give you insight into what your competitors or bigger brands in your sector have coming up.

This is a simple way to be proactive in anticipating potential changes and as a result, allows you to make changes to your strategy accordingly!

Be Open to New Ideas and Approaches

This next tip goes hand in hand with the previous example, as staying up to date with trends can help you to remain open to new ideas.

It may be that you have seen another competitor or brand you admire doing something that you like the look of. Or perhaps you can see how they have used a different strategy and it was a big success.

If you are going to continuously work towards all of your marketing goals you need to ensure you are exploring new marketing approaches and ways to engage with your audience.

Therefore, it’s important to be open to trying new tactics and strategies that can help towards achieving your goals.

This way you can always be prepared o make changes as needed to ensure your marketing strategy always remains relevant and effective.

Continuously Evaluate and Refine Your Strategy

In order to make informed decisions in the best interests of your business, you need to be continuously evaluating and tweaking your marketing strategy.

As we mentioned in the previous section, data and analytics play a huge part when it comes to balancing your long term and short term goals.

Not only this but you can utilise data and insights to your advantage when reporting on how your marketing efforts are performing and make changes accordingly.

It may be that the bounce rate on one of your popular downloadable resource pages has increased significantly over the last month. This could be due to a number of things such as poor webpage copy, or a broken drop-down box, however if you’re not tracking bounce rate for these pages the problem will go unsolved!

Evaluation and refining of your strategy goes for your entire marketing team too!

It’s not just you in your team, so it’s important that you continue to foster a culture of continuous improvement across all of your team members.

This involves encouraging your team to be proactive when it comes to identifying areas for improvement.

For example, if one of your marketing executives conducts research on the length of blog content and finds that blog posts under 1,500 words perform the best, they should be encouraged to share this information.

Then it’s possible for your entire team to evaluate your blog content and see if that’s the case for you. If it is, it’s ultimately time to refine your strategy and shorten your blogs!

paper reading _goals_ on a typewriter

Maximising Your Impact: The Secret to Balancing and Achieving Both Long Term and Short Term Marketing Goals

There we have it, our in depth guide on how to balance and achieve your long term and short term marketing goals.

As a marketing manager you will find yourself in a position where you are required to both integrate and balance all of your company’s marketing goals.

This is no small feat, and you may find yourself asking: which goals matter most?

Ultimately, all goals matter and your marketing strategy should be based around achieving each and every one of them if you’re looking to improve your brand image and better understand your audience.

Here at Canny we have worked closely with several marketing managers, helping them to reach their goals, from creating long-term content strategies, to optimising specific blog posts.

If you are looking to define and balance your goals, get in touch with our team to see how our content creation could help to boost your marketing success in the long term!

Posted

April, 2023

Hey I'm Tony, Founder and Director of Canny Creative. I eat, sleep and bleed Canny to be honest. I'm an absolute workaholic (and yes, I know that's not a good thing!).

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