Why is lead acquisition so important right now for my art business?

Lead acquisition—growing your email list and audience—is the single most important thing you can focus on in your art business. It’s the only metric that truly matters because you cannot have a successful fourth quarter or holiday season without an audience to market to. You need to grow your audience and warm them up over time. If you run a sale to an email list you haven’t worked on or to social channels you haven’t nurtured, you will not get good results. The foundation of any successful business is consistently generating traffic, eyeballs, and leads (email addresses). Without solving the marketing and lead generation problem, you don’t really have a business—you just have a website. Between now and the holiday season, focus relentlessly on acquiring leads, because this is how you position yourself to win when the biggest selling season arrives.

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Asked by general teaching · Answered by Nick Friend · art-marketing-podcast · 2020-07-03