Advertising messages are the most important tool for promoting your product or service. This can be done in two ways – either with short-term or long-term campaigns. Long-term campaigns must be seen as an investment – but what can they deliver and what can you expect from always-on marketing? Why should you run continuous advertising alongside short-term campaigns?

What is continuous advertising?

Continuous advertising is a marketing strategy in which the customer is made aware of the existence of a company or product, even if they are not interested in it now. Often, continuous advertising is used when it is assumed that there is no demand for the product. At first glance, this may not seem to make sense. Why advertise something for which there is no demand? However, it is a sensible strategy used by many of the top companies in their fields, and it will help you both in building brand reputation and search engine rankings.

Why should you run continuous advertising?

Continuous advertising allows you to engage with your audience when they are ready to use your services. Its benefits keep you in front of your potential clients, plus it allows you to collect long-term data, so you know what your customers respond best to. It also allows you to try new ways, and seamlessly return to solutions that may have worked better. With continuous advertising, you’re also transparent with your clients, making you more trustworthy and likeable. Let’s take a closer look at why you should give continuous advertising a chance.

1. Maintaining awareness of your company and your products

For your products and services to be successful, potential customers need to know about them, even if they are not looking for a similar product or service at the moment. Through continuous campaigns, you are always on the radar of your potential customers, and naturally, when they need to use a service you offer, they will turn to someone they know.

We can use a real-life example. If you want to convince the masses of something you care about, which is better? To give one lecture to many people and then recede into the background, or to have long conversations with individuals and slowly but surely convince them of what is right? The right approach, of course, is the latter. After all, people tend to forget early on, but with continuous advertising, they still know about you and won’t easily forget you.

2. Establishing your company’s authority on the market

The market is nowadays overcrowded with companies offering mostly similar services. With the help of continuous advertising campaigns, you can stand out from the crowd. You can establish your position as a leading player in the industry, and you can convince customers that your product is of high quality and popular. In this way, the customer builds trust in your brand, offering the opportunity to turn a first-time customer into a long-term customer.

Given the predatory environment that the market is, it is important to be steadily on top. One-off campaigns can bring a lot of traffic in visits to your site and use of your services, but such traffic is evanescent. Without continuous advertising, your place in the search engines will quickly be replaced by your competitors. With continuous advertising, you ensure that you will always be at the top of searches.

3. Testing what works best for your audience

No marketing campaign starts smoothly. In the early stages of development, your ad may seem great, but it is only when you interact with your audience that you find out what works and what doesn’t. With continuous campaigns, you can test what works for customers and give it more emphasis. Conversely, you can abandon what doesn’t work as you initially wanted, no matter how great it may have seemed at first. By having continuous contact with the consumer, you can learn what to focus on more in the future, and in this way hone the best possible strategy for reaching them.

Furthermore, you may find out for yourself that your initial assumptions may not have been correct. Campaigns targeted at a particular season can be successful, but with continuous marketing, you may find that demand for your products and services may be even greater at other times.

4. Targeting the right audience

The key difference between one-off and continuous advertising campaigns is the ability to target a specific target group. This is because advertising systems tend to forget which groups have responded better than others, and may recommend your products and services to those who are not interested in them. This is the strength of continuous advertising. By collecting data over a long period of time, you can much better understand who is responding the most to your ads.

5. Benefitting you in the long run

A common argument for not trying a long-term campaign is the fear of its difficulty and possible unprofitability. However, there are many benefits to long-running campaigns. They help your brand to be visible at all times, build public trust, and find out what works best for your customers. But most importantly, they are not as complicated as they may initially seem. All concepts can be reused and calibrated to be tailored to demand.

The best aspect about long-term campaigns is that you can run them and then forget about them in peace. Such marketing campaigns generate traffic over a longer period of time, and while they won’t necessarily bring significant spikes in engagement with your services, in the long run, it’s something that pays off – both in building brand awareness and gaining customer trust.

6. Helps ranking in search engines

Continuous advertising campaigns bring new visitors to your website, which puts it on the radar of search engines. Search engines reward active and regularly updated websites with higher positions – and the higher you rank in the search engine, the more likely it is that you will be noticed by customers.

What is SEO?

SEO stands for “Search Engine Optimization”. Simply put, it is the process of improving the visibility of your site in internet search engines. The more traffic your page has, the higher it will appear in the search engine. However, there are ways in which SEO can help. I’ve covered those in this article, for example.

In the following paragraphs, you will read how continuous advertising campaigns can help in SEO.

What are the benefits of continuous advertising on SEO?

A key strategy for being a market leader is good SEO. If you want to be successful, you need to be the first choice of both customers and internet search engines. You can get to the top of the search engines with one-off marketing campaigns, but then quickly fall off, leaving the space to your competitors. But first: how does continuous advertising pay off from an SEO perspective?

1. Visibility in Google

Google, like other internet search engines, is constantly changing the metrics of SEO ranking calculation. If you don’t maintain your site regularly and if you don’t keep your visitors up to date on the latest products and promotions, your value and relevancy, and therefore your SEO rankings, will drop. Updated pages with new content are more attractive to both the search engine and the audience.

2. Maintaining traffic and leads

If your site is not ranking as high as it used to in terms of SEO, you will experience a rapid decline in visitors. If you neglect updating your content too much, you could lose everything. Along with the traffic, you will also lose the hard-earned leads.

3. Staying ahead of the competition

If you stop SEO and don’t have continuous advertising to generate traffic, you lose your SEO rankings. Of course, your competitors are the ones who are most happy about your losses. If your competition invests in SEO and long-term ads, it’s only a matter of time before they overtake you. Maintaining your search engine position is much easier than gaining it.

What we’ve learned so far?

Continuous advertising campaigns are vital for your company. Let’s review why you should invest in them.

From a company perspective, they allow you to build a brand reputation. By keeping you in front of your potential customers, they perceive you as a reliable and established brand. Furthermore, continuous marketing allows you to wait for the moment when the customer themselves are ready to engage with you.

Continuous advertising campaigns are also crucial for SEO. They continually bring new visitors to your site, making it more attractive to internet search engines. New visitors mean higher rankings, which causes your site to appear higher in searches. The higher your site appears, the more chance you have of attracting a potential customer’s attention.

Although continuous advertising campaigns can seem complicated at first, their benefits outweigh them in the long run. If you want to be successful with your products and become a market leader, they are essential to your success.

Why Continuous Marketing Campaigns Are Better Than Intermittent Ones?

A continuous marketing campaign is an absolute must for any company that does not want to waste its lead generation budget. Many companies launch intermittent marketing initiatives, which is harmful to them.

According to a survey conducted during Dreamforce by Conversica, corporate sales and marketing executives believe that at least 50% of their sales efforts and 50% of their lead generation budget are wasted on prospects that are never contacted.

According to the American Marketing Association (AMA), 70% of marketing leads are never followed up on by sales. What actually happens is that the marketing department shifts its focus to creating a new campaign with a different target demographic and/or subject.

When this occurs, the leads from your marketing effort are lost, and fresh short-term initiatives are started. This will be based on a new lead generation budget from your organization.

As a result, the marketing funnel is always filled with new contacts. Nevertheless, they do not result in sales and income because a buyer’s journey may last six, nine, or more months.

Your company needs a continuous marketing campaign since it is a long-term approach that focuses on client satisfaction, service quality, cost, and market movement. Any marketing strategy has to be improved by constantly generating new ideas and developing deeper connections with customers throughout the whole customer-company relationship.

Reasons to enforce continuous marketing campaign

There are many benefits of implementing continuous marketing campaigns. Below we present some of them:

• It allows potential improvement. When intermittent campaigns fail, they fail badly. Although the continuous campaign may involve more money, you will have the chance to learn from the marketing KPIs and key performance indicators (KPIs).
  Having measurable marketing metrics and KPIs set up may help your company achieve objectives month after month, whether you are trying to measure digital marketing success, SEO development, or your social media growth. As a result, you will have a deeper and better grasp of how you function daily.
  Your company will benefit from the changes you start making as a consequence of the new insight. It is a long-term strategy that emphasises cost, market movement, service quality, and customer satisfaction.
• Your brand will not be overtaken by rival companies. The obvious truth is that if you stop promoting your company to your target market, someone else will. Many businesses go through phases where they invest heavily in marketing, launching massive integrated campaigns and waves of advertising activity.
  However, if this is not continuous, someone else will undoubtedly take over the position. Even if the ads are designed specifically for “brand recognition,” keep in mind that consumers have a relatively short memory and loyalty.
  Rather than yelling the loudest for a short amount of time and then slipping into years of silence, it is far better to maintain a healthy conversation over a longer period of time.
  Your blog is a good example. When you stop updating it, your traffic will decrease, and you will drop in the rankings.
• Understanding your customers becomes more effortless. A continuous campaign provides your company with a full picture of what is going on in the industry. You will be able to see who your consumers are, how they act, what they think, and what they need in real-time.
  In a competitive global market, information is power, and being informed helps marketers to be initiative-taking rather than passive. If something is not working, try something else. If necessary, change the products, messaging, channels, or budget, but keep going.
• It helps differentiate a product from others on the market. Momentum is one of the most difficult things to build, and it can be challenging in the early days as you try to get that heavy marketing flywheel going. Building campaigns is fast and efficient if your marketing messaging, personal development, stories, differentiation, and campaign approach are locked down, authorised, and ready for prime time.
  You know exactly what to say, to whom to say it, and how to say it. The difficulty with this approach is that producing strategy assets, personas, and disruptive, compelling, and emotional message involves hard effort, time, and agreement from a range of stakeholders.
  This is particularly true in terms of product differentiation. Being distinct from your competitors is difficult and sometimes necessitates financial investments in operational improvements.
  Finally, it is crucial to remember that developing an effective strategy costs time and money. The time in question comes with a commitment to patience and the hard effort required to create compelling statements that move markets.

Conclusion

Marketing success is more than simply a series of intermittent campaigns. It should be continuous, improving over time. Marketing initiatives and improvements go hand in hand.

What works now might not work tomorrow. Customers’ preferences may change, or the market may become saturated. You may boost your conversion rate by regularly checking your marketing metrics, and KPI, and executing continuous improvement.