3 marketing strategies that every artist should implement
Social media
Social media marketing is a strategy that is just that, social. It is usually done on an internet platform that engages the public in its content via their computer, smartphone, or tablet. Social media allows your target consumers to interact with you and your brand. Some of the most common social media platforms used in marketing today are Facebook, Twitter, Pinterest, YouTube, LinkedIn, and Instagram. Managing your social media marketing can be time consuming. Therefore, I recommend focusing your time and content on a few sites. Here are some recommendations:
Facebook, Instagram, and YouTube are visual platforms that will connect your art with customers. With Facebook you can create a business page separate from your personal page. The business page will allow you to create a community of followers who can like, comment and share your images and content. Instagram has the same basic framework as Facebook, as you can create multiple profiles and navigate between them within the app on your phone. This similarity is good if you have a personal and business profile. Instagram is a social network that focuses on images that are perfect for visual artists. Again, you can create a community of followers. For Instagram, using the hashtag is vital to drive traffic to your profile, unlike Facebook, which relies better on sending requests and calling people to share your page.
YouTube allows the public to enter your studio to see you working on your most current pieces. It may not seem like YouTube is a form of social network, but in fact, by definition it is. Social networks are any networking platform that allows users to communicate and connect in a social way. Due to the ability to like, share and comment on YouTube videos, it is truly a social network. YouTube is actually a social media platform rather than a video marketing technique. In the next section, I will share a little information on how you can turn this social media platform into a video marketing tool.
Video marketing
Video marketing is meant to call your consumer or viewer to action. In order for a video you create to be considered video marketing, it must generate interest in your website or something that they will need to pay for to gain additional access. Videos are a great way to share your talents with audiences and generate interest in your art. Videos also let your followers and subscribers know about you. Viewers enjoy the feeling of developing a relationship with you. When you can create a sense of loyalty, your viewers can become some of your best marketing partners because they can share your videos with their friends.
Since YouTube is free, this is a great way to share videos that focus on your art technique or provide short free tutorials for a specific art medium. Don’t forget that this is a marketing technique that you need to generate something that the viewer will need to act on or buy on. By running a link at the end of your video to send them to your website or offering more detailed instructional videos for a price at the end, you will qualify as a video marketing tool. With YouTube, you can create a channel that can focus on the techniques of your particular art style or you can post how-to videos with step-by-step information to complete a unique piece of art. Free and inexpensive video editing software such as Apple’s iMovie or Windows Movie Maker is available to allow you to really customize your videos before uploading to YouTube.
Let’s use a watercolor artist who focuses on floral still life, as an example. The artist posts a 5 minute painting tutorial on the subject of roses on YouTube. The video was created through the iMovie software that comes standard on most Apple computers today. At the end of the free 5 minute video, the artist posts a 30 minute paid video from his website that will guide the viewer through painting a floral still life with roses from start to finish. The webcam and software come standard with Apple products. The cost of creating this video marketing example was free.
Social media and video marketing are virtual ways to reach your target audience. One type of low-cost marketing that is more tactile and leaves a lasting impression on your audience is through guerilla marketing.
Guerrilla marketing
Guerrilla marketing is a fun, straightforward, low-cost, grassroots marketing strategy. Guerrilla marketing often takes the form of visual art, such as spray paint labels or unique posters and decals that allow it to look like a natural fit for visual artists. This marketing strategy is intended to create interest and make the viewer curious enough to investigate the ad. It takes more imagination and creativity than money to make guerrilla marketing work for you.
Implementing guerilla marketing can be fun and exciting. Some ideas for guerilla marketing could be to use vinyl stickers or paper posters; this is called wild posting. Mobile billboards or pop-up job galleries in public places are another trending approach. It should also be noted that legal issues may arise regarding how or where wild posts and pop-up galleries appear. The placement of stickers or posters can cause a problem, especially if they are placed in paid advertising or on local, state or federal accessories. In most municipalities, permits are required to settle in public places. Don’t let the risk of a legal violation keep you from using this strategy. With proper research and planning, guerilla marketing can be a fast and fun way to unleash your art.
Social media, video marketing, and guerrilla marketing are ways to raise awareness and build loyalty of artists from the community near and far. Successful marketing will help you increase brand awareness and loyalty among art consumers.