Where do most art sales actually come from when you track them over time?

About 60% of sales come from what’s called the ‘long tail’—people who were acquired as leads six months ago, a year ago, two years ago, or even three years ago through various marketing efforts. They don’t buy immediately. This is why consistent, ongoing marketing is essential and why you can’t judge advertising ROI in the short term. The relationship and nurturing over time is what eventually converts leads into buyers.

---

Asked by an artist trying to understand their sales sources · Answered by Nick Friend · art-marketing-podcast · 2020-09-01