Do I need to keep marketing consistently even after acquiring leads through ads?

Yes, absolutely. Some leads you acquire through ads won’t buy for 4-5 years. You might spend money now to get someone on your email list, and they’ll purchase years later when your prices have gone up significantly. But they’ll only buy if you’ve been marketing to them consistently the whole time—romancing them with content, building the relationship. If you take a vacation from marketing for several months, those leads go cold and you’ve wasted all that ad spend. You must be committed to marketing consistently for years.

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Asked by an artist planning an advertising budget · Answered by Patrick Shanahan · art-marketing-podcast · 2020-09-01