There are two types of marketing strategies: short term and long term. A good way to think about short-term marketing is as a one-time, limited action, such as giving out a reward or offering a discount at some specific time. You might reward the 100th person who signs up for your e-newsletter with a free book, or offer a 10% discount on photo shoots at Thanksgiving. Another example of a short-term marketing strategy is paying to advertise on Facebook or LinkedIn. You might create something like this to publish on social media:

Long-term marketing involves considering the bigger picture: think of it as an extended and consistent course of action. Long-term marketing is how you build and extend your brand's visibility so that your potential clients can learn about you and begin to understand your services.

While short-term marketing may temporarily increase your visibility, it's your long-term strategies that draw in your ideal clients. By meeting your potential clients where they are and sharing materials, resources, and actionable supports, your potential clients begin to become aware of--and to understand--your services. Long-term marketing ampifies your reputation as someone who is knowledgeable, helpful, and trustworthy. It enables you to target the types of clients you want to work with. In this course, you'll learn strategies for creating and sharing high-value content that supports your business in the long term.