Always-On Marketing (AOM)
The Key to Long Term Brand Success
We’ve all been there. We just had a super successful launch, and now we’re ready to slow down the accelerator on our marketing efforts. Many companies, brands, and influencers experience a high after a recent wave of success. They start to ease off their top-of-funnel marketing, shifting their focus entirely to their existing customers. While deepening relationships with customers is critical, what I’ve found is that you need both — you need to be relentlessly customer-focused while simultaneously maintaining a strong and steady presence in the market.
In other words, companies must embrace AOM: Always-On Marketing — a mindset and strategy that ensures your brand remains visible and relevant, no matter the internal demands of your business. The companies that stay top-of-mind are the ones that continue to build relationships with future customers even when they aren’t ready to buy.
The Momentum Trap
Too often, I’ve seen businesses lose momentum because they get caught up in servicing their current customers. They stop putting out content, stop engaging with new audiences, and effectively go silent. But what happens to the potential customers who are still in the awareness or consideration stage? They have no touchpoints, no reminders that your brand exists, and over time, they move on.
Think about it this way: when you create a social media post, your brand is like a billboard on a busy highway. Your customer is the driver. Some will see your message and engage, while others may be distracted, preoccupied, or simply not ready to make a decision. If your billboard disappears, they won’t even have the chance to glance at it the next time they drive by.
The most successful brands bi-focus their attention, ensuring a balance between nurturing current customers and continuously marketing to future ones. This means:
- Engaging Your Customers — Providing an exceptional experience, maintaining relationships, and ensuring loyalty.
- Staying Top of Mind — Consistently putting out valuable content, sharing your brand’s story, and making sure you remain visible in the market. Create a calendar for your marketing efforts and commit to it, no matter what’s happening internally.
By integrating AOM (Always-On Marketing) into your strategy, you create a flywheel of awareness and engagement that keeps your pipeline healthy. Your audience may not be ready to buy today, but when they are, your brand will be the first one they think of.
So, don’t privilege one over the other. Marketing is not just an acquisition tool — it’s an ecosystem that requires constant care and attention. Keep showing up, keep engaging, and keep the conversation going. The brands that do are the ones that win in the long run.
I’d love to hear from you. If you enjoyed this article, let’s stay in touch.
If you enjoyed this article, you might enjoy another recent article “The Orbit Model: Are you still pushing customers down a funnel, or are you creating a gravitational pull they can’t resist?”
My latest book, The Launch: A Product Marketer’s Guide, is now available onAmazon. I also wrote the book “Product Marketing Debunked. The Essential Go-To-Market Guide” which you can purchase on Amazon.
