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!

Email is an important part of your strategy for marketing art. It is often overlooked or neglected in lieu of the quick responses from social media networks. To keep it simple, think of email as part of your overall strategy:

Social media network > Website > Email

Collecting email addresses is one of the most important things you can do to grow your professional practice. Collect them at every opportunity – prospective buyers at an art fair, visitors to your website, corporate and non-profit contacts with whom you have engaged. It starts out slowly and grows exponentially over time.

Email Growth Strategy

First, just get started. That’s usually the hardest part. It can be a dedicated notebook where email addresses are collected or a digital spreadsheet like Google Sheets. It’s okay if there are duplicates or something is spelled incorrectly, that will be addressed later.

Next, pick an email marketing provider. Most offer entry level pricing based on the number of emails saved. Plans scale based on how many more addresses are added.

Email Marketing Providers

If you are brand new to email marketing, Mailchimp is a great place to start. Rich with features, customize all aspects of campaigns and keep the simplicity of functionality.

Constant Contact is a great way to start your email marketing if your technical skills are more advanced and you’re the type of person that loves tinkering with design, features, and apps. It has robust integration features for all kinds of other services.  Plus, the reporting and analytics will give you a heads up about what is and is not working.

Frequency and Content

There are two more aspects for your email strategy: frequency and content. There are no set rules for either and the following are simply suggestions to get you started.

Frequency

Just starting out? If you have under 1000 addresses, once a month is a good start. Up to 5000, twice a month. Hit the 10000 mark, do what you want – weekly, twice a week, or whenever new content is available. The important part is being consistent. Start out by sending on the same day at the same time each month. Over time, you will figure out how to optimize your sending strategy.

Content

Show more than tell and give a clear call to action. Show images of new work for sale and provide a link or method to purchase. Tell a story by showing a series of pictures of a work in progress and describe each step along the way. Inform followers of where your work is shown or sold including upcoming art fairs, gallery exhibitions, or other retail/wholesale events. Share something about you that informs your artwork – why and how – such as a recent trip or social activism.

The more emails that are collected, more content can be sent. The more reasons there are for followers to click through to your content, and increase the likelihood that they purchase or share your content with others (who may, in turn, become followers).

There is fine tuning in terms of segmenting the list, A/B testing, geo-location, and so on. Advanced users can explore to their heart’s content. It’s a learning curve, most users have an intuitive sense as to when to take it to the next level. First things first… just get started!