There is always a push and pull between long-term marketing goals and short-term financial objectives, but there are some small business marketing tactics you can implement today that will bring you short-term results and set you up for long-term success. Here are five of them.

1. Re-engage executives who have gone cold and put a system in place

There are many previous drivers sitting in yours customer relationship manager (CRM), your email inbox or even your direct messages on social media. These people were once interested but didn't buy, so you moved on. But things may have changed and it's worth checking. So check it out.

• Create a list of contacts who were invited 3-6 months ago

• Send them a simple email, SMS or social media message to re-engage them (example below)

• If you already have the tools, create an automation to send messages to unconverted customers every 1-3 months

• If you don't have the tools to automate, just put it on your to-do list to send campaigns periodically

A simple message you can send is: “Hi (First Name), it's been a while since we last talked about how (Company Name) can help you (achieve your goal). Do is now the best time to consider this more seriously? I hope you are well!” You won't be interested in every cold lead again, but you will get enough and get them quickly.

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2. Search (and earn more) Google reviews

One of the best small business marketing tactics to see results now and later is to get more reviews. For most companies, the best platform to earn reviews is Google. If you have more Google Reviews than your competitors, you will rank higher in Google search results and win more customers. To get more Google reviews:

• Create a Google Business page

• Get your Google review link (go to your profile, select “Get more reviews” and copy the link there)

• After you're done working with customers, ask them to leave you a review

• Ask by SMS, email, verbally and/or using a QR code in person

• Be sure to respond to every review

Asking for reviews should become a standard process, but if you're new to getting reviews, you can start by sending an email and SMS campaign to all your customers asking for their reviews to give you that initial push.

3. Create backlinks (external links) for your website and main pages

Earning backlinks – where other websites link to yours – is one of the most effective ways to increase your search rankings and also gain referral traffic from those websites. The best part is that most small businesses aren't doing this, so it's easier to see results.

Most small businesses can focus on a few areas get quality links.

• Local business directories, such as those from your Chamber of Commerce

• Business review platforms, such as Google, Yelp, Better Business Bureau, Bing Places, Yellow Pages, TripAdvisor, Angi, etc.

• Contribute articles in digital media such as local news stations, neighborhood magazines, association newsletters and industry blogs

• Offer to contribute a quote to those outlets for other articles they are working on

• Consider sponsoring non-profits, government organizations and athletics – most will put a sponsor link on their website

A quick Google search for “Top Businesses (my industry) in (my city)” will also show you some lists worth trying to get backlinks.

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4. Get people to opt-in to future marketing

You need a growing subscriber list for effective marketing. It takes time to build that list, but you can quickly set up ways for people to subscribe. The easiest place to start is on your contact forms, wherever customers buy or become leads. Make sure you're collecting mobile phone numbers and email addresses and have an opt-in box for people to opt-in marketing communications from you.

Blog pop-ups that appear after 60 seconds or halfway through the page and exiting intent pop-ups on product pages are both very effective at getting new subscribers. Most CRMs, website builders, and email marketing platforms have these options.

SMS options are also increasingly popular (because they work), prompting customers to text a keyword to your number to opt-in to other offers and updates, in exchange for 10% or 20% off their next purchase. In most cases, you can set up one or all of these options in just a few minutes. How's that for some quick and effective marketing?

5. Post daily on social media and proactively engage

Your target audience is spending time on social media, so you need to spend time social media marketing, creating content and engaging with it. Choose the one platform where your target audience spends the most time. Not sure what to say or do? These ideas will help you get started:

• Take all the questions you get from customers and employees and create posts that address each question

• Share what you do, why you do it, who you do it for, and what benefits they will get from it

• Show a day in the life of someone in your position or your client's position

These social media posts don't have to be super professional and flashy. Some of your audience will even appreciate things a little less refined. Depending on the platform, you can only post text, a short videoa photo or several, or whatever seems right.

You should also actively comment on other people's content and start conversations. This helps you build links with them and also tells the algorithms to give you and your content a boost the next time you post.

Do not forget: Great marketing doesn't have to take long to pay off. Implement these small business marketing tactics and you'll see faster returns than your competitors.

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