The Half-Life of MarketingPosted on August 16, 2012 by Greg No Comments
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When I think of half-life I think of the radioactive variety. But marketing has a half-life, too.
Most of our marketing efforts have a short half-life. By that I mean that they’re short-lived. Ideally, we want our marketing to last a long time.
But in today’s digital age our marketing and advertising efforts are often blurred. The things we do to attract customers don’t necessarily last very long. For example, a Pay Per Click (Google AdWords) campaign can drive traffic. But once people get to your site they act quickly and probably leave after only a short visit. Or, we spend months getting ready for an industry trade show, only to have it all blow away in less than two days, tchotchkes and all.
So what can we do?
- Create so-called evergreen content on your Web site. This is content that people can come back and see time and again (like a good blog post). Or it can be authoritative industry information that’s helpful for people in a buying process. These are things that would appear as results in organic search.
- Build your social media posse. If someone likes your brand on Facebook, or follows you on Twitter, that’s likley to last for a while, and not just an instant. You can build trust over time.
- Use email marketing. Once someone opts in to your email subscriber list they will probably stick around for a while, hopefully for years, and eventually become customers.
Marketing results don’t have to be short-lived. Well-thought-out campaigns should include intriguing and relevant content, not just advertising. See how much radioactivity you can produce!