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Tools & Tips for Beginners
Ed Narvaez September 5, 2017
[email protected] @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 [email protected] #marketing4artists
