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Today we want to talk to you about a common mistake<\/strong> that many businesses make almost without realizing it: stopping their advertising campaigns once they have reached their initial goal. Yes, we know, cutting back during slow periods may seem logical, but did you know that by doing so, you could be hurting your online presence and potentially your future sales? <\/p>\n Digital marketing is not just about making random campaigns, posts or ads, it is the result of a process that requires time, effort and, yes, a touch of creativity. Every ad you see is the result of several hours of research, analysis, planning…<\/strong> It’s not as simple as clicking “publish” and waiting for customers to arrive.<\/p>\n Have you ever heard of the “sales funnel”? This “sales funnel”<\/strong> is the way we call the path a customer takes from the moment they see an ad until they finally make a purchase. <\/p>\n It is so called because of its resemblance to a funnel: wide at the top and narrow at the bottom. At the top are all the potential customers who see your ad. As they progress through the funnel, some of these customers divert, while others continue: they interact, search for more content, visit your website, and finally buy your product or service. Our job is to convert as many clicks into sales as possible. <\/p>\n Today’s customers research, compare and seek reviews before making a purchase. From the first time a person sees your ad until they make a purchase can take hours, days, weeks or even months.<\/strong> Maintaining a constant presence is vital to keep your brand in their mind to help them move forward in the buying process. Stopping your campaigns can interrupt this journey: if you stop advertising, you’re allowing your competitors to take up space that was once yours. Once you’ve lost ground, it can be difficult to regain it. <\/p>\n