BizSugar.com › Online Marketing › 3 Steps to Aligning Short and Long-term Inbound Strategy

Today’s fragmented digital landscape makes it harder than ever for businesses to connect with the right customer at the right time, much less distribute the right information. As a result, many companies have developed a fragmented digital marketing strategy. Their short-term strategy produces quick wins: a Facebook contest boosts company page likes, a promoted post drives downloads for a white paper. While these quick wins are great, they don’t always translate into sales. That’s because there’s a fundamental misalignment between short and long-term inbound strategy. What happens when the Facebook contest ends or after the white paper gets downloaded?