Why is it important to have a plan for what happens after I acquire leads or customers through my marketing efforts?

Having a post-acquisition strategy is crucial because it determines whether your marketing investment pays off long-term. Many artists focus solely on acquisition tactics—getting attention, emails, leads—but don’t think through what comes next. The smart marketer can actually afford to lose money on customer acquisition cost because they have a plan to generate revenue over months and years through continued marketing to those leads. Without follow-up marketing, you ensure that you’ll be out of mind when customers are ready to buy. Your competitors who do have a follow-up plan will always be able to outspend you on acquisition because they know how to monetize those relationships over time.

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