What's the biggest mistake artists make after acquiring leads from marketing campaigns?

The biggest mistake is treating lead acquisition as the end goal rather than the beginning. Many artists get excited about acquiring attention and leads, then immediately go back to focusing solely on creating more art. They ignore the potential customers they just acquired—they don’t email them after the campaign, don’t send updates, and don’t nurture that attention throughout the year. By the time they send their one annual email (often a desperate holiday sale), customers don’t even remember who they are. The smart approach is to have an automated follow-up system ready before you even run the campaign, then consistently market to those leads to stay top of mind. The acquisition is just the start; the real work and real ROI comes from the ongoing relationship-building that follows.

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Asked by synthesized from teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2019-05-15