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Guest post by: David Hurley Become an Author

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One temptation that new internet marketing business owners face is the urge to sacrifice long term profits for short term gains. They tend to focus on chasing the next sale instead of leveraging their online business for bigger gains that can be reaped only over a longer period of time.

Here a quick look at some of the potential trade offs that are often made between short term profits and long term gains.

PPC vs. SEO

Pay Per Click (PPC) marketing is one of the most common short term sales tactics used today. The key to an effective PPC campaign is a combination of bid management, effective ad creation, and conversions. While it can be extremely successful, it also involves constant monitoring and constant financing.

On the other hand, Search Engine Optimization (SEO) has consistently shown itself to be one of the most effective ways to ensure that your website builds long term visibility. While it does require a good deal of attention, over time, less and less time needs to be allocated to SEO. Plus, all of the work that you do is never lost; it has a cumulative effect over time and delivers a large number of valuable assets that can be leveraged to promote new websites that you release in the future.

The primary trade off between PPC and SEO is twofold. The first is time. With only a finite amount of time and resources, emphasizing one almost necessitates focusing less on the other. While PPC marketing can generate short term profits, you will need to monitor and tweak your strategy on a regular basis. Plus, once you decide that you do not want to pay for any more PPC ads, you no longer get any traffic. On the other hand, you can stop doing SEO and still be able to generate traffic based upon your previous efforts. With effective SEO, small niche-specific websites can continue to generate profits for years with very little or no further effort on the part of the website owner.

Best of Both Worlds...

While a trade off exists, there are easy ways to include both PPC and SEO into your short and long term marketing strategies. In regards to PPC, you need to make sure that your landing page is focused on generating opt-ins to your mailing list or e-newsletter rather than trying to sell a product directly. This will allow you to use PPC to feed your long term traffic strategies.

Additionally, if you are currently only using PPC, then take 25% of your net profits and use them to start building your SEO efforts. This way, you will still be generating short term profits from PPC, but will also be investing time and money into creating and executing a long-term SEO strategy.

As you can see, it can be tempting to forgo long term passive income generation for short term profits. However, if you plan effectively, set clear goals and stay focused on them, then you should be able to build short term profits from PPC ads, while simultaneously boosting your long term results from SEO tactics. By doing this, you will greatly reduce the amount of website maintenance work in long run, without giving up on generating a profit in the short term.

Getting the balance right between short term profits and long term gains is the key to Internet marketing success.

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