Tools & Tips for Beginners - Market...

Tools & Tips for Beginners

Ed Narvaez September 5, 2017

ed@marketartistry.com @ed_narvaez

DIGITAL MARKETING

FOR ARTISTS WORKSHOP

@ed_narvaez

#marketing4artists

Today’s Agenda

• Components of Digital Marketing Plan

• How Do You Prioritize Them

– Personas

– Database & Email

– Driving Traffic With Social Media, Events, & Ads

– Resources & Tools

• 10 Minute Break

• Roundtable Discussion

@ed_narvaez #marketing4artists

What is Marketing?

Creating & Communicating

VALUE

To Your Followers

Components of an Effective Digital Marketing Plan

Website, Content &

Offers

Events, Advertising, &

Affiliates

Database & Email

Social Media

Defined Target

Audience

Marketing Infrastructure

Traffic

Marketing Infrastructure

Traffic

Components of an Effective Digital Marketing Plan

Website, Content & Offers

Events, Advertising, & Affiliates

Database & Email

Social Media

Defined Target

Audience

And How Do You Prioritize Them?

Website & Content #2

Events, Advertising, & Affiliates

#5

Database & Email

#3

Social Media #4

Defined Target

Audience #1

#1 Understand Your Target Audience

@ed_narvaez #marketing4artists

Who Buys Your Art

• Who is your audience? – Who has purchased your art in the past? – Or who do you think will purchase your art?

• Where are they online? – What are their demographics (male, female, age, location? – What do they do online and where?

• What is familiar to you? – What is the easiest tool for you to use? – What do you have time for?

How Has The Internet Changed Things?

• Before Internet People Had to Buy Art In Stores or Galleries

• Now People Have Unlimited Choices And Can Gravitate To The Niche Markets They Prefer

• This Allows Less Mainstream Artists to Find an Audience

How Many Followers Do You Need? 1,000 True Fans Video

• Economic Theory That Says Less Mainstream Artists Can Find An Audience Online and Make A Living

• It Takes 1,000 True Fans Spending $100 per Year

How Does This Work? • You Must Find and Maintain Contact With Your Fans • Blogging, Video, Services, Products, Donations,

Email, Social Media

https://vimeo.com/63654060

Artist Selling Online

Step 2 – Website & Content

Website & Content

#2

Events, Advertising, &

Affiliates #5

Database & Email

#3

Social Media #4

Defined Target

Audience, -

Messaging -

Goals

#1

@ed_narvaez #marketing4artists

#2 Website and Content

The Center of Your Marketing Plan and

Overall Strategy

@ed_narvaez #marketing4artists

Website Service vs. Self Hosting

Website Services

• Many Companies Offer

• Not long term strategy

• May be cheaper

• Many limitations

• Unprofessional looking domain name: fineartamerica.com/artists/JohnDoe

Self Hosting:

• Pay for your own hosting

• Build site as you want it

• Have Your own Domain Name: JohnDoe.com or JaneDoeArtist.com

Great Artist Website Is Your Personal Brand!

What’s Needed on Website

• Great Home Page

• Clear Image of Your Face

• Weekly Blog Content

• Events & Resources

• Offers & Landing Pages

• Mobile-Friendly

• Interactive Design

• Social Proof & Success Indicators

What’s Needed on Home Page

• Who You Are?

• What You Do?

• Speaks To Your Audience

• What Your Visitors Can Do?

• Dynamic Changing Content

• Includes the Word “YOU”

Includes Calls-To-Action: Subscribe - Follow – Become a Patron – Buy

Consistent Branding

Be Consistent Across

Website,

Social Media,

Events,

Promotional Materials

@ed_narvaez #marketing4artists

Great Photos

• Interesting photos

• Reflects who you are, your art and your personality

• Follows a color scheme

• Be creative

• Have fun

Source: @artofpainting

Source: @pegfitzpatrick

Source: @marismith

Photos of You

• Face 90% of the image

• Asymmetrical layout

• Smile with your eyes

• Contrasting background

• Use colors of your brand

• Some artists use self portraits

#marketing4artists

Colors Reflect Your Brand

Source Canva.com

Design, Colors & Backgrounds

#marketing4artists

Examples – Good & Not So Good

Examples – Good & Not So Good

Home Page Example: drewbrophy.com

Website Tools & Plugins

• WordPress – Website Creation Tool

• Wordfence – Security

• Yoast – SEO and Social Media Meta Data

• Jetpack – Image Performance

• MailChimp – Database and Email Blasts

• Google Analytics – Where people are coming from

Step 3 – Your Database and Email Blasts

Website & Content

#2

Events, Advertising, &

Affiliates #5

Database & Email

#3

Social Media #4

Defined Target

Audience, -

Messaging -

Goals

#1

@ed_narvaez #marketing4artists

#3 Database and Email Blasts

Communicate

With Your Audience

@ed_narvaez #marketing4artists

Marketing Database & Email - Many Options, Features & Price Points

• Standard Database and Email Blasts

– Sort of Free: MailChimp

– Paid: Constant Contact, Emma, AWeber many others

• Customer Relationship Management (CRM) – Customer Tracking

– Entry Level: UKuuPeople, Hubspot CRM, Insightly, CapsuleCRM

– Advanced: Salesforce

• Marketing Automation – Lead Scoring, Drip Campaigns, Work Flows

– Entry Level but Complicated: Active Campaign, Drip (free), Infusionsoft

– Advanced, Complicated & Expensive: HubSpot, Marketo, Net-Results, Pardot-Salesforce

Psychology of an Email Marketing Campaign

How Do You Get People To:

Subscribe – Donate – Interact – Read Post

Give Feedback – Buy – Attend Event

Share – Watch Video

Marketing Campaign Email Blasts

Trigger: Read Email or Social

Media Post

Investment: Donate

Reward: Read Campaign Specific Landing

Page Benefits

Take Action: Click Link

Event Marketing Email Blasts

Trigger: Read Email

or Social Media Post

Investment: Attend Event

Reward: Register for Event

Take Action: Click Email

Link

#4 Social Media & #5 Events, Advertising & Affiliates

Find Your Target Audience,

Drive Traffic To Your Website, Build Your Database

@ed_narvaez #marketing4artists

Website Traffic: Return Visitors

Website Traffic:

Finding New Visitors

Finding New Visitors

Getting People to Your Website

Website & Content

#2

Events, Advertising, & Affiliates

#5

Database & Email

#3

Social Media #4

Defined Target

Audience, -

Messaging -

Goals

#1

Tools To Drive Website Traffic Paid vs. UnPaid Traffic

• Social Media – (Facebook – Twitter – Instagram – SnapChat)

• Inbound Traffic Based on Content, Keywords & SEO • Google Ads • Influencers • Social Media Ads • Email Blasts • Press Releases & Articles • Events and Public Speaking • In-Person Card Exchange • Patreon.com

Social Media Tips

• Have a Consistent Brand Across All Social Media

• Post Consistently with Photos & Videos

• Share blog posts on social media multiple times

• Share 80% other’s People’s Content & 20% yours

• Be Aggressive: Follow lots of people, Ask Questions, Ask for shout-outs

• Interact Often: 1. Follow, 2. Add to list, 3. Like, 4. Re-Tweet, 5. Reply, 6. Mention

• Search for Your Target Audience and Buy Ads

• Always Provide Value – Share Content You Care About

(Give, Give, Give before you Ask)

Develop a Culture of Content

• Always generate new content and provide value you can’t write do videos or podcasts

• Use photos, videos, or writing to tell stories

• Generate at least 1 piece of new content weekly

Writing . . . Storytelling . . . Interviews . . . Events . . . Case Studies .

. . E-Books . . . Resources . . . Blogs!

Images

• Include People’s Faces As Much as Possible • Original Photography Rather Than Stock Photos • Don’t Use Photos Without Permission • Stock Photos:

– Unsplash.com – Pixabay.com

• Photo Editing: – Canva.com - Great Photo Editing Resource Free for

Nonprofits – Add Text to Photos & Format Correctly for Social Media

– PicMonkey – Quick resizing & of Photos

Resources From Google

• G Suite – ($5/mth per email address) – Gmail @YourDomain.com

– Docs, Sheets, Slides, Calendar

– Drive, Forms, Hangouts, Photos, Google+

• Google Analytics

• YouTube

• Google Ad Words

• Google Domain Registration

• 24/7 Live Support

Your Marketing Infrastructure

How It Fits Together?

Website & Content

Events, Advertising, &

Affiliates

Database & Email

Social Media Defined Target

Audience, ---

Messaging ---

Goals

@ed_narvaez #marketing4artists

A Digital Marketer is Both Artist and Technologist

Artist

• Good Writer

• Good at Design and Use of Images

• Good at Social Media

• Understands Email Marketing

Technologist

• Good at Tracking

• Analytical

• Understands Websites

• Campaign Performance

Technology has transformed marketing with digital tools, techniques & strategies that change every day.

Should You Do Marketing Yourself or Outsource?

Are You: • Strategic Thinker • Organized • Comfortable with Technology • Good Writer • Process Oriented • Good with Details and Follow Through • Knowledge of HTML and Marketing Tools • Experience With Social Media and Event Marketing

Outsourcing Comes At A Cost: Are you Willing to Give Away 10% to 50% of Revenue

Technology has transformed marketing with digital tools, techniques & strategies that change every day.

Outsourcing Marketing

Artist Training/Mentoring Marketer

If you can’t or don’t want to do marketing yourself, partner with someone who’s trained and pay them

or find someone willing to learn and help get them trained.

Books & Other Resources Books

Blogs • HubSpot Marketing Blog: https://blog.hubspot.com/marketing • The Abundant Artist: https://theabundantartist.com/blog/ • Maria Brophy: http://mariabrophy.com/ • Gary Vaynerchuk Podcast: https://www.garyvaynerchuk.com/podcast/

Review

Let Marketing Be The Center Of Your Art

Business!

Understand Your Audience

Know What You Want From Them

@ed_narvaez #marketing4artists

Q & A – Discussion – Peer-to-Peer Support

Share your marketing

successes & challenges

– Please offer recommendations on what has worked for you and how others can take advantage of that success

– Tell us how you overcame your most difficult marketing challenges

Ask Questions About

Today’s Topics – Finding Buyers – Website – Email Marketing – Databases – Driving Traffic – Social Media – Personal Branding – Producing Content & Blogs

@ed_narvaez ed@marketartistry.com #marketing4artists

THANKS!

Ed Narvaez September 5, 2017

ed@marketartistry.com @ed_narvaez

@ed_narvaez

#marketing4artists