About our guest writer:
Jenny is a digital marketer based in Montreal, Canada. She’s the owner of Foster Digital, a marketing consulting agency dedicated to helping brands own their social media marketing, paid advertising, content marketing, and brand strategy across all platforms. Connect with her at fosterdigitalmarketing.com.
Just as brands are taking full advantage of the digital space and social media for their marketing campaigns, so should artists and creatives!
Chances are, you are immensely talented at what you do, with plenty of high-quality content and value to offer. Now’s the chance to have your voice heard! We’ve gathered a few key digital marketing tips to help you better reach the right audience.
Before you dive in, you must determine:
“Who is my ideal audience (or customer/fan/client)?” and “Where do they hang out online?”
Every artist has their own niche or specialty. The goal is to be able to market directly to people who are interested in that particular niche so that you’re not wasting precious time and $$ chasing the wrong market.
To start, create a persona of the ideal audience that you have in mind. Try to visualize this on a granular level so that you can quite literally describe them as a fully-fleshed out individual with specific interests, hobbies, and values.
For example, if you’re an artist specializing in hand-painted pottery located in Australia, you could say that your ideal customer is “Abigail, a 35-year-old mother of two young boys living in New South Wales. She enjoys browsing farmer’s markets on the weekends with her family, buying artisanal crafts and goods from local vendors, and taking pilates classes in her free time with friends.” That’s the level of detail to aim for!
Now that you have your audience in mind, let’s get onto the good stuff!
Create your online portfolio
For artists and creatives, your personal website or portfolio is essential to booking new clients and winning over buyers. We cannot stress enough how important it is to invest in a professional website, especially if being an artist is your full-time career!
For simple and intuitive portfolios, our recommendation is to check out a hosting platform like Squarespace, which offers a beautiful range of templates. If you’re familiar with coding, you could also try out WordPress. Alternatively, if you sell goods online, an e-commerce platform suited for small businesses like Shopify would work well.
Establish a social media presence
We’re sure you’ve heard by now that social media is important for brands to get noticed online.
Social media is equally valuable for artists who are looking for a platform to showcase their current and past work and find new potential buyers who are interested in purchasing their work or services.
Since social media is so extensive, we suggest sticking to the major players and choosing only 2-3 websites to create accounts on.
Facebook is a great space for small or local businesses, as you can use the page to display important info such as opening hours, location, and contact details.
Twitter is good for establishing yourself as a thought leader in your given industry by posting engaging and relevant content. If you’re a musician, for example, you can also use the platform to keep fans updated on upcoming song releases and shows.
All in all, social media is wonderful for showcasing your creative work outside of your official portfolio! It’s also a space where you can show your audience an exclusive behind-the-scenes look at your creative process, whether that’s creating a new painting, being backstage at a photoshoot, or doodling new calligraphy ideas.
Promote your talents & services
This can be an uncomfortable or awkward part of the process for some, but a crucial part of being an artist is promoting your work to the public.
To ease into the sales side of the business, start by joining relevant communities such as Facebook groups with people in similar industries to you. Having a strong support network can be integral to finding success through referrals and getting the help or advice you need!
If you’re an expert in your field, you can hold workshops for a small entry fee to teach locals who are looking to pick up a new hobby or learn a new skill such as digital photography.
If you’re actively seeking jobs and clients, try signing up and filling out a profile on freelance websites like Upwork or People Per Hour. There are tons of interested buyers on these sites looking for talented creatives to fill short and long-term gigs.
Collaborations & influencer marketing
As firm believers in the mantra of “collaboration over competition,” another way to get your name out is to create partnerships with other creatives.
- Are you a travel blogger? Collaborate with a lifestyle brand to help promote their product and get featured on their page at the same time.
- Are you a social media guru? Offer your marketing services to a graphic design agency in exchange for eye-catching images to use on social media.
- Are you a florist? Pair yourself with a PR agency to provide arrangements for an event that they’re organizing.
Alternatively, you can reach out to other influencers in a similar field of yours to give you a shoutout on their page. These can be super simple ways to amplify the awareness of your own brand, while also helping another business out.
By creating a strong online portfolio, building a presence on social media, doing a bit of networking in your community, and reaching out to build relationships with other creatives, you can leverage digital marketing to help you develop your own brand and get noticed online!Sharing is caring!