We all want our campaigns to be instant successes. Leads pouring in and getting qualified. New customers lining up. And a few pleased pats on the back from the CEO wouldn’t come amiss, either. Yet there’s a lot to be said for patience in marketing. New messages take time to connect with an audience and health systems are known for long decision-making processes. That’s why there’s a danger to seeking immediate results – and those results may not be as good as they first seem.

Sales and Discounts

The biggest trap businesses fall into is offering sales and discounts. Sure these can be nice – assuming they are appropriate for your brand – but they come with a big downside. First, it is the kiss of death to teach your customers that you will always have another sale. They will learn to delay buying from you until you discount – which means you are perpetually making less profit. And in situations where your discounts are not repeated, you may find that sales-loving customers hop to the next vendor they see with a low price.

Giving Up Too Early

Another common problem with always looking for immediate results in your marketing is that you can give up too early. You decide a campaign isn’t working and close it down just when it was about to gain traction. A lot of marketing requires a slow build. That time isn’t being wasted – it’s building momentum.

Shallow Understanding

A more hidden issue that stems from focusing on immediate results is you may never fully understand why that campaign was so successful. Since there was no tweaking required, you don’t get the same opportunity to learn the nuances of your customer. That may not be a problem immediately – after all, your campaign is working, right? – but you might find you have problems building on the campaign when you want to expand it.

Good marketing isn’t always instantly successful.

Sometimes it pays to give your marketing sufficient time to make an impact. People need to hear a message many times before it sinks in. They need to hear about a product multiple times until it lands at the moment they are interested in buying. Sure, campaigns that are immediately successful are fantastic. Just don’t write off the slower ones too quickly – they may wind up bringing you the best returns in the long run.

Photo by Nicolas Cool on Unsplash