Developing a digital marketing strategy for artists is very important if you want to succeed in the art world. Marketing and art are two concepts that have always gone hand in hand. In this way, a digital marketing strategy will never be successful without an artistic or creative component. Just like an artist, you will never achieve success without first carrying out a marketing strategy with pre-created objectives and a roadmap. Through this post, you will discover the main actions of digital marketing for artists and its benefits. 8 Business ideas to start safely in 2022
Benefits of digital marketing for artists
Digital Marketing for Artists: Profitability
With a small investment in digital marketing you can get better results than with a large investment in any type of traditional marketing. You can reach thousands of people with the push of a button. Amazing, right?
You can take advantage of the benefits of Facebook or Instagram Ads to promote your Facebook or Instagram page, or you can invest in an SEM (Search Engine Marketing) campaign to attract people to your website.
The investment in digital translates into conversions, which are the behaviors that you want the user to carry out, whether in subscriptions to your list or in sales.
If you are a visual artist, you do not have to wait for a gallery to accept you to start your career, you can advance by selling your art online through websites such as Etsy or Artnet, among others.
And if you’re a performing artist, musician, or writer, instead of waiting for your next audition, performance, or lyric exhibition, you can build your personal brand through your digital channels to make yourself and your work is known. Digital Marketing Fundamentals for Beginners
Online Marketing for Artists: Interaction and Connection
The Internet not only allows you to open your market to the whole world but also to connect with people in a more natural and immediate way. You can instantly interact with people in the same “niche” who are looking for what you have to offer.
Social networks are an excellent way to achieve this and to be close to your audience or fans, creating a unique experience with direct and effective treatment.
But beware, not all social networks are viable for what you want to do. You must choose which one best suits your needs and those of your potential customers. For artists in general, Instagram and Facebook are essential. For writers, for example, Twitter can be a good option and for designers or photographers, Pinterest is recommended.
For this, you must first investigate your market and thus decide which ones you are going to use.
You must keep in mind that what you publish should not only focus on you but on your audience. Your content can range from images of your works/music/acting/dance to videos of your creative process and educational tutorials. Always keep in mind to add value to your followers.
Creating a blog on your website with content that adds value to users in your niche is also a fundamental strategy. With this, you can get to create a community of readers, which can later become your customers.
The fastest and most effective way to convert your readers into customers is by inviting them to subscribe to your email contact list.
Once you have subscribers in your database, you can start to carry out an Email Marketing strategy, that is, send newsletters telling your story and sharing your blog articles, to generate trust and connection, and then be able to sell your art online.
But, how do I get users to enter my blog? Well, through SEO, the technique we mentioned earlier.
To build an audience, you need to regularly deliver fresh content, be it visual, audiovisual, or informational, to them for free. What is a Content Marketing Agency?
Digital Marketing for Artists: It’s Remote
Thanks to the Internet and its evolution, a large percentage of adults always carry a mobile phone with them, which has become an extension of themselves.
Although this may be viewed negatively by some people, there is a positive to everything negative, and this action is a huge benefit for people using digital marketing to promote their brand.
Most people use their cell phones “on the go”, that is, while they are on the move, so the opportunity you have to connect with your audience and attract them to get to know your brand, thanks to mobile phones with internet, is more direct. , effective and immediate. What is a Social Media Manager and What Does It Do?
Online marketing for artists: The call to action ( Call to Action)
What is the Call to Action (CTA)? Well, it is the call to action that you are going to use when you want the user to perform a specific behavior.
It is a button or link on our website or social networks which contains a “copy” or a sentence that encourages the user to “click” and that usually takes him to a landing page, in which he will find a form for him to fill in his data.
The purpose of the CTA is to attract potential customers who will later become final customers.
It is an essential element when you want the user to connect with you. Of course, you must take into account where you are going to place this Call to Action for greater success. For this, you must place it where the eyes “go” and know who you are addressing.
This is a trial and error process in which you will have to experiment with various designs and get user feedback to find out what works best for you. But this is what marketing, in general, is all about, experimenting. It’s a great adventure! Why is Social Media Important for a Small Business?
Main actions of digital marketing for artists
1. Perform an initial analysis
A preliminary analysis will serve to guide the strategy on your new path to success.
The path is not easy, but if at this point, you examine your trajectory and see that you have made mistakes, you are still in time to change.
Surely you have great power within you and you are aware of it. But, unfortunately, or due to life situations, you have only done decoration work for individuals, wedding photos, or portraits for your relatives. That ended!
An analysis of both internal (Strengths and Weaknesses) and external (Threats and Opportunities) will be your starting point. It will help you to position yourself and will be the starting point towards your new life as an artist.
2. Define your own style
Define your own personal style that differentiates you from the rest and makes someone identify your work without even knowing you.
This is undoubtedly the point where most artists fall by the wayside, but it is what you face if you want to succeed in the art world. Sounds harsh right? Well, it’s reality.
You will find a clear example in the work of Felipe Pantone. A Spanish artist who, apart from having worked a lot on his own style (color, elements, pixels, etc), has also been able to translate it into his digital marketing strategy and personal brand.
One point in your favor is that «art is very subjective». You never know what can succeed and what style you will like or not. So, start by defining the shapes, the color, the concept, etc. But always keep in mind that it is salable.
My advice is that if you have something already defined that fits and people like it, work on it and gradually shape it.
Remember that times change and what worked before doesn’t work now. Consider adapting your style, technique, and materials to the new times.
3. Identify your target audience and who might be interested in your art
Not everyone likes what you do, you already know that.
You’d better point in one direction and focus your art on people who might be interested in and/or buy from you if your purpose is to make a living from it.
Connecting with your audience will make your Digital Marketing strategy for artists easier to assimilate. This will lead to more success and recognition.
Think that the more colorful, cheerful, or emotional it is, the more people will like it. Otherwise, you will be reducing your target audience. Which can have its advantages and disadvantages.
Once you have located who your work is aimed at (art galleries that support artists with the same style, festivals where your art can fit, modern hotels, exhibitions, or artistic platforms). You know where to focus!
4. Analyze your competition
Analyze your closest competitors; It will give you a more objective result of where you have to direct your work. Answer questions such as:
- What has been its evolution during the last 3 years?
- What circle of people and/or artists do you move with?
- Do you have the support of someone who moves your work?
- What presence does your brand image have on the Internet and on social networks? How often do you post? What are the design of your website and its usability?
- What events have you participated in throughout the year?
- Where have your works been exhibited?
- What technique and supports do you use?
These factors will guide you in a clearer way to know how to move and be able to create your digital marketing strategy for artists in a more objective way.
5. Have a good cover letter. “Your website, your image”
The artist of the 21st century, if he wants to succeed, has to have a good website. A portfolio where his work is presented in the most orderly and clean way possible.
The horror vacui is very good in a four but your web has to be tidy and clean.
If possible, also translated into English if your goal is to have an international projection because in Spain, as a general rule, art is still not as valued as in other European countries or from outside the continent.
Do not forget to include in your website some of these aspects:
- Divide your work into categories. It will be easier for someone who is interested in your work to access what they are interested in seeing from you.
- Optimized images with good resolution. eye! it is recommended that they never be greater than 200kb so as not to harm the loading speed of your web page.
- Do not forget to include your career, studies, and style in the Bio section. It is also interesting that you keep in mind that this bio is going to be read by the target audience you want to address, so the message has to be adapted to them. It is interesting, if you know a reference in the sector, that you include a quote with a description of your work.
- Contact form and social networks where should also appear on your website.
- Always include the date, place, and mention in each of the entries.
- Remember that audiovisual material can also play a very important role. If you have videos, include them!
6. Use social networks in a strategic way
In your digital marketing strategy for artists, social media will also play a decisive role. Using social networks with skill is very important and more so selling what you sell, which is something very visual.
Having an innovative digital strategy will also make you be perceived as unique and different. People will see something characteristic in you and this is very important to differentiate yourself from the rest.
What social networks should you be on? For every artist Instagram is mandatory. Therefore, I recommend you keep these tips in mind :
- Follow the leaders of your sector and other leading artists.
- Periodically publish your latest works.
- Work a lot on the “Story” so that people see your day to day.
- Leave comments to other artists, galleries, referring pages, or potential clients. You can consider writing 4 comments a day so that they keep you in mind.
7. Create a strategy to reach the leading people in the sector and get them to know you
Create an annual strategy to achieve your goals.
First of all, you should set yourself a goal (reputation, sell works, improve your image, put your name on the map, etc). This will help you be clear about the actions you need to take.
In the first year you may not be on the list of the 10 best Spanish artists but, working you will go up the steps until you reach your goals.
Create a series of annual actions to achieve your goals, for example:
- Make a list of the 30 art festivals you would like to participate in and send them a cover letter with your portfolio.
- Sign up for contests and art calls organized by the different municipalities. To publicize your work and see if they really like it. Or if, on the contrary, you have to make some small adjustments.
- In social networks stay active and share all your work. Encourage networking with other artists and professionals. Make yourself known!
- Locate the benchmark blogs of the sector/market and periodically send them your latest work via email or RSS.
- In the same way, do a search for galleries that may be interested in your work and contact them by Email.
- Get in touch with artistic platforms and share your work.