What if you could do all your marketing in one place? Forget all the log ins, passwords, am I forgetting to do things? As an artist, wouldn’t it be ideal to have a total marketing art service that does it all? Let’s be honest, perfect solutions rarely exist and one size does not fit all or else we would all be using them. Fortunately, there are a few services out there that bundle together several features that you can use together in convenient and efficient ways.
What is marketing?
First and in order to understand what you may need, what is marketing? There is no single definition which applies to all.
One way to think about marketing is how you attract and retain those that might be interested in what you have to offer. This is different from sales where they are already interested and you negotiate a transaction involving a trade of money, products, or services. In both cases, the process is educational and transactional. Although in marketing, the action is suggested, while in sales, the action is explicit.
In marketing, the outcome is engagement or how often someone interacts with you. In sales, the outcome is financial whether direct (a trade of money for products or services) or indirect (a trade of products or services for a relative equally valued products or services).
One goal of marketing is to increase engagement (interactivity) in order to increase sales. Total marketing is valuated based on the ratio of dollars spent marketing to net profit.
Marketing activities common to artists
You might want to think about marketing as asking for the least to the most amount of effort. Another way of looking at it is the least to the most amount of privacy given.
Most start with social media. Choose a platform or two with which you feel comfortable. Measure engagement by the relative number of clicks, likes, and shares to your current number of followers.
Depending on your goals, having a website can help build a following. It can be a landing page, a profile page on an eCommerce site, or your own dedicated art website. There are any number of ways to measure engagement, but a good place to start is the number of pageviews per month and, if there is an eCommerce section, the total sales generated from the website per month.
Social media and web searchability is good, but you are still at the mercy of the platform’s algorithms. Collect your followers’ email addresses to take control of your how and when your content is seen. A great place to start is by sending a monthly newsletter. Measure email engagement by taking the average percent of your followers who open and click through your emails.
Mailchimp Total Marketing
One total marketing platform that combines social media, websites, and email is Mailchimp. It’s a favorite among artists and crafters because it is relatively easy to set up, has clear tutorials, and you can pick and choose which options work best. It integrates with many other utilities, sales platforms, survey tools, social media ad management. There are so many great features to integrate, often in a few clicks or less.
Mailchimp has reports for measuring engagement and customizable email templates. They have flexible plans for growing your creative practice. Give it a try!