When 2020’s coronavirus pandemic hit, it gave a massive push forward to the growing popularity of remote work. Many companies that had never had any intentions of achieving a work-from-home workforce suddenly found that it was thrust upon them and they had to adapt in a hurry.
The silver lining among all this cloud is that we’re living in a digital age. There’s no need for marketing teams to slow down or cancel their work, just because marketers have had to replace the office chair with a seat at the kitchen table.
However, many businesses found (and are still finding) the transition very challenging, and so did many employees. Shifting to remote work disrupted the normal rhythm of tasks that you’re used to in the office. Collaboration became more difficult, brainstorming became harder, and even something as simple as deciding when to hold a meeting can be a major undertaking when you’re not all in the same physical space.
The good news is that it doesn’t have to be this way.
You and your marketing team can still offset and overcome these difficulties, once you find the right tools. What’s more, once you start using them you might well be so wowed and delighted with the benefits they bring that you’ll never give them up, even when you can return to the office. Here are 7 benefits that marketing automation tools can bring to your remote workforce.
Marketing teams can save time with advanced marketing automation tools that offer automated workflows. Use automated drip campaigns to nurture leads via email or text messaging, to free up marketers for other tasks.
Send personalized messages automatically in response to preset purchase or behavior triggers, and use automated lead scoring to track prospects’ progress through your funnel until it’s time to make human contact, so you can focus your efforts on qualified leads.
The more you can tailor your marketing content for the precise pain points and interests of each customer, the more impact it will have and the more ROI you’ll enjoy on your marketing efforts. Advanced CRMs help by automatically segmenting leads into different categories, so you can send interesting content and relevant offers that are personalized for each contact.
Marketing automation that dynamically adapts content when it detects the recipients location allows you to target specific geos, cities, and regions, no matter where you are physically located.
When you’re in the office, it’s not a serious distraction to ask someone at the next desk to send you a report or a white paper, but it can be a much bigger disruption when you’re all at home, and probably “at work” at different times of day. The average knowledge worker is interrupted 13.9 times a day by questions or the need to find information, which significantly affects their concentration and productivity.
Marketing automation platforms give you a single location to store all your marketing assets, and enables employees to quickly and easily produce reports on any topic, reducing frustrating interruptions and increasing employee efficiency.
Data is fundamental to effective marketing campaigns. With new marketing automation tools you can gather, process, and analyze data from multiple sources, like Google Analytics, Facebook Ad Manager, email campaigns, social media monitoring tools, and more, in a single platform. Then create reports at will and use the insights to track customer journey on a granular level, understand customer behavior, and identify your most popular ads and content.
When you’re waiting for everyone to sign off on a new idea, the frustration is real. Brainstorming at a distance can be challenging, too, which is why you need project management tools like a digital whiteboard, so everyone can share their creativity no matter where they are located. Shared marketing boards and to-do lists mean that every member can see which tasks are waiting for them and track overall progress whenever necessary.
It’s ironic, but having to work from home can bring marketing and sales closer together than when you were both in the same office space. Marketing automation can serve both marketing and sales teams on the same platform, helping you to share materials, collaborate on lead scoring, and gain a better understanding of the overall process from both perspectives.
Only 34.9% of marketers feel able to prove the quantitative impact of their marketing efforts, although another 43.8% say they have a good sense of their qualitative impact. But when you track the process of planning marketing campaigns, producing content, preparing ads, and nurturing leads in a single platform, you’re better able to demonstrate RoI on your efforts, helping you keep track of the time and effort you put in and the results that you receive.
Remote work was the final straw that pushed many businesses to adopt marketing automation, but the software brings benefits that you’ll keep on enjoying even after you can return to the office. By helping you to streamline workflows and empower teams with data, enable better access to marketing assets, produce more relevant content, and work more closely with sales, your marketing teams will be able to save time, work more efficiently, and prove the business impact of their actions to increase revenue and profitability.
Once you discover marketing automation tools, you’ll find how they can make your business more resilient and future-proof regardless of what may come your way.
Green screen or Chroma Key technology has been around for years with many people seeing it as something exclusive to big budget Hollywood productions. While it is certainly the case that these productions are top of the class in green screen technology; increasingly companies are using it to create professional, eye catching and entertaining videos. Vloggers, videographers and marketing companies are all using this powerful tool and this article will explain just how easy, effective and affordable it is to use.
Green screen or chromakey allows us to drop a subject, be it an actor, talking head or product into whatever foreground or background you would like to use. This setting can be a still image or video from your shop floor, a digitally generated environment or a creative commons video or any other visual you could think of. Green or blues screens are used because we are not green or blue! These colours do not match any naturally occurring skin tones or hair colours, which means that the subject can be isolated from the solid background and a new background dropped in to replace it.
The most common use for a green screen for marketing purposes is to put a subject in an attractive, appropriate and controllable environment. To do this a green screen is set up behind the subject and is lit completely independently. This is an important point and one that is often overlooked, videographers and photographers will tell you that lighting is one of the most important parts of a good shoot and this goes doubly so for green screen photography. The subject needs to be lit suitably and should be positioned such that they do not cast a shadow on the screen.
Using two diffused light sources positioned behind the subject helps you get an even light on your (hopefully unwrinkled) background and cuts down on the possibility of shadows from the subject playing havoc with colour keying in post-production. I can hear you saying now that “I am not a professional photographer! I don’t have diffused studio lighting! Where am I going to get a green screen anyway?!” You can buy a green screen kit on Amazon for around $100 which contains everything you will need to make sure your footage has a nice, flat, crisp background which will make the next part of the process a dream. If you don’t want to spend the $100, any material of a similar shade to the commercially available screens will do as long as you light it evenly and independently from your subject.
Now for the fun part; taking your subject and dropping it into your ideal background. To do this you will need to use any of a number of excellent software packages available such as After Effects, Premier Pro, Final Cut Pro or DaVinci Resolve to mention just a few. Some of these require some investment of time and money to use effectively but all achieve more or less the same result. Using the in-built features of these programs, it is possible to “key out” the green colour and place your subject in that beautiful background you want.
There may be practical reasons; it might be impractical to shoot a marketing video on your shop floor as you may not want to interrupt workflow or maybe it is just too noisy. In this case you could shoot some background shots of your shop and superimpose that well recorded, uninterrupted green screen footage of yourself explaining just why your processes are better than your competitors.
Or perhaps you have creative reasons for this shoot; you might want to show your product or spokesperson in an exotic or even CGI background. For the former you can use creative commons video from any of a number of fantastic stock footage websites. The latter requires a little more work but the chroma keying procedure is the same.
And then crucially, there are financial reasons. In connection to the previous two points there are substantial cost savings to be made through green screen. Not having to travel with a crew to external sets or locations and not disrupting your staff are both clear examples.
TLDR: Green screening technology is an effective, affordable and fun way to make your next marketing video. It can allow you to add visual impact creatively to your scene for a very limited budget. Make a plan, give it a try and get creative!
Branding and logo design, in particular, can tell a lot about business and even define its success in the future. Hopefully, most entrepreneurs have accepted it and got away from the idea that a font is a logo. Instead, they find themselves more and more demanding looking for that perfect visualization of a brand, company, and its values. And that is the good news.
The bad news is that I still meet people who don't have a clue where the design for a logo comes from. Is it from a stock website? Then how do they find the one they need? Is a freelancer or a design studio to elaborate it? But will this logo be worth the money?
Apparently, my best solution remains LogoAI, logo maker service that deliver quality design assets, along with client support when necessary and intuitive UX. No need to look for a font, emblem, or color palette as all the elements are already provided.
Let's say you are an IT company focusing on outsourced coding services, and your goal is to show off your professional approach, the team of experts, and a deep understanding of the tech market.
After you've entered your company's name, slogan, and the keywords describing it, you get a whole lot of variants that might be a good fit. So, before I make my choice I've scrolled through over a hundred variants.
Hint: you may check the ready-made logos to get some inspiration or pick a ready-made template. I've gone through the Internet category, which has helped me realize I want my logo to be monochrome.
This AI logo generator allows editing the fonts, colors, logo marks as well as different layouts. Since I'm mostly bothered by the supportive font, I've started with this one.
LogoAI comes with ten fonts categories, each featuring numerous types, so there is what to choose from. Though I found it quite tricky that the first image displays your current logo, and to check the alternatives, I have to scroll right. I'd prefer to have live modifications.
I've finally picked one of the handwritten fonts for my slogan. Fixed the font size and spacing (that was easy). I also checked the premade color palettes since there are pretty nice variants to give a try to.
And just before I was about to complete the logo, I tried a different layout and found it a more winning solution.
It involves many components. Some of them aren't even physical, so you're unlikely to design them in an AI logo maker. The rest includes your business card, templates for documents and presentations, social media posts — and even the mockups with your branding elements that you can use in printing products or as a part of your website design.
For some of these, like Word and PPT templates, you only have to pick a template and download it for further use. For others, like the signature or business card, you can follow the customization process, slightly similar to the one for the logo constructor (but frankly, I found it more straightforward and enjoyable).
For the business card, color modifications are available right as you are choosing a template. For the rest, like moving the objects or editing the texts, you have to edit them separately.
I might have told you that all your branding wanderings will be permanently attached to a single app, like LogoAI or any other. But they won't. In this case, there are brand guidelines available.
The brand guidelines include the information on how you can customize your logo and locate the logomark on the page. You also get which fonts and colors were used. It might not be clear how an entrepreneur who's not doing design professionally can profit from it. But won't you charge yourself with merchandise someday? Packaging? Branded stationery?
Nothing stops you from checking an AI logo maker trying your hand in logo design. Finally, you might not design anything in particular, but you'll see what exactly you want. And then it's up to you whether you prefer to keep doing it yourself or get a custom logo.
Brand your business with amazing color combinations to ensure a positive reaction from your potential customers. Consider the fundamentals of color perceptions, which we will mention ahead, and get your colors on!
When you brand your business with pleasing color palettes, you make your target feel comfortable enough to do business with you! It starts from the moment your create your logo whether you decide to use color pantones or hex codes. A Logo Creator for example, gives you template options which you can work on if you don’t feel like starting from zero. Color your brand with your personality and your values!
Color schemes have a psychological impact you need to consider while you build a brand. This is why picking your colors is such an important task! You can create the perception you’re after in order to attract the specific market you want. People are very visual, so colors can impact them emotionally. To understand this better, let’s take a look at general meaning behind the most commonly used colors:
We have gathered the best color combinations for different business industries so you don’t have to break your head coming up with a harmonious mix. First, determine your brand’s personality by asking yourself:
This will help you decide which colors best represent your business personality and which will attract the kind of customers you want. Now let’s get to it by industry and get some color palette ideas that are on point!
Most tech businesses want to look innovative and bold, like they will be the next big thing. Because you are trying to appear innovative, don’t be afraid to step out of the typical blue or green. You can use other great colors like purple, yellow, orange, etc.
As you build your tech business, colors are an entirely personal decision. You should be informed on color psychology plus your brand's personality in order to make a more informed decision. Consider things like, is your business related to social media? Is it an app?
You trust healthcare businesses with your life and this is why their branding should evoke that feeling of security. Because these kinds of businesses have a huge responsibility with the community, their image should be professional, authoritative, and peaceful at the same time. Most healthcare businesses rely on mainly blue tones, but you can definitely get inspired by these colors and try something fresh!
Legal businesses should have a minimalist logo. Most legal businesses choose sober colors to appear professional and keep it basic. They usually decide to use only one or two colors.
Marketing brands usually want to appear as young, modern, and creative! They want to dazzle their clients while still keeping it professional. The challenge for these kinds of businesses is to have branding colors that are both cool while classic. I mean, they still need to be taken seriously. Among the industry, most leaders opt to use purples and they see their brands as feminine.
The real estate competition is fierce! Clients need a brand that they sense they can rely on. If your business is in real estate, just like in healthcare or legal businesses you want your colors to say: trust me. This is why most businesses go with a blue color. Remember you can use awesome color combinations to give your customers the whole message! Try these:
Inspired by a huge library of templates in combination with helpful information on color perceptions, you can design your logo easily using the best colors for it! The rest of your branding is a piece of cake once you have your logo and your branding colors (fonts are huge too by the way). If you decide to create your logo design with an online tool, look for one that allows you to input your exact hex codes for your brand colors.
So now you know! Start creating that unique experience for your customers with a totally fabulous color palette!
We recommend you spend a good amount of time understanding the intent of the user during the search process. Google has answers to searchers' questions already pre-ordered, so they're simply waiting for users to ask a question. The two primary ways searchers ask questions is through voice search and keyboard searches. We will tackle each one separately and provide tips to optimize for each method of search. Voice search is quickly rising in popularity and many websites have not made changes to their site to optimize for voice search. Optimizing your clients' websites for voice search will put you one or even two steps ahead of the competition. The most important thing to understand about voice search is that queries are conversational in nature. Voice searchers tend to search as they talk and ask questions as they would to a normal person. For example, if a searcher was looking for a cell phone repair company in Tampa, they might say something like "Find a cell phone repair company near me" or "Which cell phone repair companies are open right now?" Voice searchers are less likely to add a geographic modifier like keyboard searchers do. As a result, we recommend that you create an FAQ that answers common questions such as the ones above. We further recommend working answers into your blog posts and service pages where appropriate.
Optimizing for keyboard search requires that you understand which keywords bring users to your website. Jumping into Google Search Console or utilizing third-party tools such as ahrefs.com or SEMRush will provide you with the keyword research you need. If you have an AdWords account, you can also use Keyword Planner to find new keywords or simply use the keywords that are converting well in AdWords.
For most businesses, keyword research is fairly straightforward as users typically type in the service they're looking for coupled with the geographic location they live in. For example, if someone is searching for a home improvement company in Sacramento, they typically type in "Home improvement companies Sacramento" or "Sacramento home improvement company." Although it can be difficult to add these phrases to your marketing copy as they are quite awkward, keywords of this nature can be added to your site’s title tags. Once keyword research is completed, utilize these newfound keywords in your marketing copy and future blog posts.
As you are creating these new blog posts, please follow the tips below to maximize the potential rankings impact of each blog post. The most important thing to understand is that reader expectations have changed over the past five years. Readers used to be content with 500-word blog posts. That is no longer the case. Google rewards blog posts in excess of 2,000 words in length with page one rankings. The screenshot below shows the average number of words for content with page one rankings.
Long-form content outperforms shorter blog post for a myriad of reasons including the ability to add substantially more keywords and the ability to go into greater depth. A typical blog reader comes to your website looking for solutions to a problem they're facing in which your company specializes. If your blog post provides a detailed step-by-step solution to that problem, you will be rewarded with higher rankings and improve time on page. Google uses the amount of time a user spends reading a blog post as a quality indicator. Content that provides incredible levels of detail that users need to reference continually as they solve the problem garners the most time on page for obvious reasons. In the past, many agencies believed that their clients did not want to provide this level of content as they were giving away valuable information for free. Any lost business will pale in comparison to increasing website traffic and new customers. Many visitors to a blog will read one, two, or more of your blogs before deciding to do business with you. Because you spent time helping them with no expectation of return, you position yourself as a thought leader and someone who puts the customer first. Those that give the most tend to receive the most.
Google now utilizes machine learning to further aid in their quest to provide unmatched search results to their users. Machine learning helps Google sort through the incredible amount of data created on the web each day. It parses through that data to look for patterns that help provide high-quality search results. Follow the three tips below to help Google's RankBrain understand that your website provides valuable information for searchers.
Following the tips above will help you create a more consistent approach for your SEO clients and eliminate the strategic lurching that can often occur when new algorithm updates drop. The tips above will act as true north for your clients' SEO efforts. The next time an algorithm update drops, view it as a refinement of past updates centered around an effort to create better search results rather than a seemingly incongruent update that seems random in nature.
Thank you for taking the time to read this post; we hope that you will apply what you read here now and in the future.
The virality of content is a curious phenomenon. Sometimes you write a simple article or you turn a video. You publish it and a few days later, your content triggered hundreds of shares.
Without knowing why, you have created viral content. Many entrepreneurs and marketers would like to know the secret of virality.
It's true anyway!
Which entrepreneur would not want to have more exposure for his brand, ideas or products quickly? In fact, virality is simply the best way to quickly gain visibility and traffic without necessarily paying for it or being an SEO wizard.
The 5 ingredients to make viral content
1) The social value: Share what motivates your audience
Social value is the idea that people who discuss a subject, in public or on social networks, do so because they want to appear interesting, intelligent or "cool". If the mere fact of talking about a product or idea makes us look like someone interesting to others, then chances are we'll talk about it around us. It is the social value, the value we place on the information we share with others. In fact, this desire to share our thoughts and experiences is at the root of the phenomenal success of social networks.
It's not just the titles that will help your content become viral, the content itself has a say.
Let's take an example.
You sell organic products and you would like to be a little more visible on the Internet?
For example, you could write an ultra-comprehensive blog post about the dangers of pesticides and share it on your social profiles. It is likely to be shared by others, because from the outside, it implies that they 1) care about their health and that of others and 2) care about the environment and the food brands they consume.
3) Emotion: Caring is sharing
This concept is simple and you surely know it. We share and discuss things that involve strong emotions. Whether positive or negative, it does not matter. Moreover, one of the emotions that sticks to our TV screens and triggers the word of mouth in a crazy way is fear.
Fear is selling. And that's true. Why do you think the media is constantly talking about the misfortune of others or the attacks? Because it makes talking! Because we read and share this kind of articles. For the greatest happiness of the media.
It's not just negative emotions that make you sell and trigger a monster word of mouth. Joy or hopes are emotions that trigger sharing.
4) The public: Become your own PR representative
People tend to mimic what others do. Rather than choosing ourselves, we prefer to emulate or be influenced by the choice of others. This is called social proof.
But you can’t imitate what you can’t observe. The idea here is to make your products or ideas more observable to others, making them easier to imitate, and therefore more likely to become popular. We want our products / ideas to do their advertising on their own.
Have you ever seen how many people use a Mac in a Starbucks?
There are many!
For several years, Apple has placed its logo on its laptops so that the user sees it when opening it.
The problem was that the logo was presented backwards for others when someone was using it, which posed a problem of recognizing the logo and could even harm the image of Apple. Steve Jobs, as a good marketer, made the decision to place the logo in such a way that it is visible to the public and not to the user. Today, in public places, the luminous apple is recognizable on all Apple computers. The visibility of a consumer choice by a large number of people triggers a well-known human behavior: imitation. If a lot of people use the Mac, then it's probably a good idea, and we should use one too.
How can this apply on your social networks?
On Facebook or Instagram, you can make your content more observable by the public via advertising. For example, if you have a Facebook page, you can boost your publications from $ 5 and show your content potentially in front of more than 1000 people. Or you can softwre related to Automatic Viral Alternative. Based on my experience, it works!
Keep in mind: can people see you using your product? How can you design your product so that it does its advertising itself (ex: MacBook)? Do you use an unconventional logo, sound or color for the public that could be highlighted?
5) The practical value: produce useful content for others!
Why would someone want to share your content if it does not add value?
This value is the utility. If we can talk about a product or content that can help others (i.e save money, save time, improve our health, etc.), then we will talk about it around us. It's something natural.
How to do on social media?
Here again, it's easy to set up. Your product is super useful and can improve people's lives. How to make people know it? The answer (and it's still the same): Create useful content. Why not make a video that explains the usefulness of your product or its new features? It's more and more common on social networks.
Hopefully the 5 tips above can help you to produce viral content.
Even though we are surrounded by data, it's not easy to remember or comprehend isolated numbers. However, when put in a story, it becomes more relatable and easier to remember. This is one of the major reasons why infographics have become so popular among marketers around the globe. However, with the surge in use, it is highly important that you strategize your infographic carefully in order for you to drive traffic, generate leads, and build awareness. Here are some things you should and should not do when it comes to infographic creation.
You need to break down your message in a way that will make it easy for your customers to understand. make strong accurate sentences then use data to support what you say. Always remember less is more when it comes to infographic. Use contrasting colors to make it easy for your readers to understand everything immediately. this is more so if you need your customers to focus on specific data.
If you format your data poorly or keep it an organized, then it won't get you very far. If you want your data to be effective, you need to put more focus on the categories that makes the point. Arrange your data in a category that makes it easy for your customers to grasp everything in an easy way.
Don't use boring titles that leave nothing to the imagination. If you give everything to your customers on the first sentence, there will be no point for them to read further. Use enticing headlines that will lead your prospects into valuable information. Use concrete metaphors to visually impact your customers. Include data that supports your point and make it detailed enough to convince them. This way, it will be easy for them to remember, recognize, and share it. Don't use weird formatting because customers get bored very easily. You should also use the right infographic tools so you can make your design and distribution very easy.
Use everything you can from expert support, to customer quotes and testimonials in order to make your messages believable. You should also use good data so that your customer will trust you and come back for more information. Never show numbers without context because good stories tend to be emotional and your message will get across as long as you make your customers feel something. You can use your data to start conversations or incite curiosity so your customers want to know more. If you are content has the context or emotion, your readers will not know how to perceive it whether negatively or positively. Effective use of infographics and chat could dramatically improve your marketing campaign significantly.
These are some of the dos and don'ts of infographics. As long as you know what you're doing, they can change your marketing campaign significantly. Using the right infographic tools such as Visme. Visme has many free infographic tools that you can use. The right tools go a long way because you will be able to create amazing infographics.
When it comes to selecting a suitable colour for your advertising signs there has to be consistency with your brand. But what colours should you go for when designing an advert that conveys your brand image and the product or service you are trying to promote?
Choosing the colour for your adverts not only depends on your brand image but also the audience you are trying to reach. It is important to remember that different colours mean different things in different cultures.
Like it or not, you will also have to bear in mind the traditional gender preferences for different colours. Colours that are thought of as ‘masculine’ are generally darker colours such as black, brown, blue, green whilst ‘feminine’ colours include pink, light red, light orange and yellow.
The colour you ultimately choose for your sign depends on the following factors:
Although consistency with your brand and demographics are fairly straight forward for most organisations, understanding what colours mean in different cultures is more of a challenge.
Imagine using the colour yellow for a gift shop in Latin America where the colour in that region represents death or having a sign with someone’s name written in red in China is taboo.
Once you have considered all of the above factors then you can decide on the look and feel of your advert in regards to colour of both the background and any text elements of your sign.
Take a look at the below examples of signs, the number below the text represents how visible the text is on certain backgrounds. We have shown some of the best colour combinations, but it isn’t hard to imagine how orange text on a red background would clash and be hard to read.
As can be seen the background and text font has a huge bearing on how people perceive the sign. The yellow background with red text gives out a sales image and the white background with grey text conveys are more important message. The red background with yellow text could indicate a warning.
Choosing the right combination of colours is an art in itself.
But what are the psychology behind the colour of signs?
Setting aside cultural, gender and age differences, why do different colours indicate different things? Why can the choice of colour for an organisations logo or advert make or break an organisation?
The answer comes down to how we relate colour to certain things. Red and yellow in a restaurant can indicate fun and liveliness whilst a black and dark green restaurant could indicate expensive and high class.
Regardless of the type of large format print you want, the colours in addition to the design can make or break your business so plan for it carefully. Once the sign is out and the message is conveyed, it is difficult to make amends.
Teens are often considered to be little children. Parents treat them as dependents. However, there are things that teens can do to ensure that they save enough money for themselves. College is certainly not cheap. A student needs to make sure that they have enough money to cater to their needs while at college. With a job, a teen can make enough money to help them survive their first year in college. Remember that just because you are a teen it does not mean that the taxes and other rules of business operation do not apply. This article will ensure that you understand what it takes to start a teenage business and the ways to start your own business.
For teens with a creative mind, it is easy for them to take advantage of these characteristics and create something that can be sold. One can make jewelry, candles, edible goods, jam, swag, and even paper goods. These are great because the payment-processing fee at Esty is small and it requires a small listing. The best part is that they offer you payment collection and a complete storefront. To ensure you make maximum profit from the teenage business, you need to find a source of low-cost materials so that the price you charge will cover the production costs and time spent.
Instead of looking for speedypaper review, do the essay yourself. That will help you learn as much as you can about the dos and don’ts of essay writing. It will be easier for you to tutor other high school students and help them succeed in their education, at a fee. This is also an excellent way for you to study enough to pass all your exams. Actually, you do not just have to tutor them on their academics, you can teach computer, piano and other instruments or SATs.
All teenagers today have grown in the internet age. This gives them some serious advantage over the adults. When it comes to understanding the web, search engines, networking and blogging, no one understands it better than teenagers. There are companies who pay good money for people who have expertise in this area. You can make good money as a social media consultant. If you are unsure about what you need to do, you can always read a blog or a book about it. You can also sign up for a course with Udemy. It is a job you can also do while in college because it is flexible and can be done from anywhere.
This is one of the great ways to start earning money, especially if you have younger siblings. If you are good at it, you can earn money. The best part about this job is that you do not need to have any start capital. To have an added advantage, you can get some CPR training and a certificate in childcare so you can get all the calls.
One of the biggest challenges in transforming your passion for art into a business is marketing your work. As a creative soul, you are not necessarily naturally talented when it comes to promoting and selling your work. In fact, many creative find this area particularly challenging as it requires skills which are pretty much the opposite of the artistic and creative skill-set.
The good news, however, is that you can learn these skills and teach yourself to be stronger at marketing. Here is a step-by-step guide to developing a marketing strategy for artists, to let you successfully market and sell your art even if this area is not your forte.
The first step in developing a marketing strategy for your art is to define your goals and objectives. This will be the foundation of your strategy, because everything you plan to do follows from what you are looking to achieve.
Start by identifying your goals for your business. You goals should be the broad, overall things that you want to achieve. This could be to make a certain amount of money (either a set figure or enough to be financially sustainable, for example), to create a profile as an artist (locally, nationally or internationally), something else, or all of the above.
From there you can work out your objectives, which are the smaller, more concrete things which will bring you closer to achieving your goal. For example, if your goal is to create a public profile as a well-known artist within your area, an objective may be to attract a certain number of followers on social media.
An important part of any marketing strategy is your audience. Every business’ audience will be different, and you need to know what yours is, as this defines the marketing methods and tactics you should use.
In order to define your audience think about your ideal customer: this is the person that is most likely to buy your product for the price you are willing to sell it. Your ideal customer will have an interest in your art, and the financial means to be able to buy it. Think about who this person is, down to factors like age, gender, profession and locality.
From there, explore the lifestyle and habits that person is likely to have: do they spend time on social media and if so what platforms? Are they likely to pick up flyers at community events or read the notice board at local cafes or other businesses and which ones? All of this will help you know how to market to them.
As important as knowing your customer is, it is equally critical to know who you are. Every business has a brand, and if you are marketing yourself as an independent artist, you are that brand! Your brand expresses who you are as an artist, and how you want people to see you. This is really up to you to decide: your brand could be professional, playful, fun, quirky, traditional, classic, or something else. Whatever you decide, everything you do in your marketing should reflect this essence.
These days the easiest way to sell your art is online. You may also choose to sell your art in person, either in combination with online sales or exclusively in store. However, assuming that you do want to sell your art online, you have a few options. There are a number of sites such as UGallery, Saatchi Art and Artfinder, which specialise in selling art from independent artists directly to the public. There are also sites like Ipicasso which specialise in niche types of paintings, as well as more general ecommerce platforms such as Amazon, eBay and Etsy.
Another option is to create your own website and sell your art through there. This option involves more work, both in terms of setting up and maintaining the website, and also in marketing in order to drive traffic to your site (compared to other platforms which already have potential customers using that site). However, the advantage of using your own site is that you will receive 100% of the profits rather than giving a percentage to an ecommerce platform, as well as having full control over the process.
Whether selling your art through an online art marketplace, a general ecommerce site, or your own website, you need to promote your work and yourself through marketing tactics in order to attract attention from potential customers. Social media marketing is a highly effective marketing technique for artists, especially Instagram. Because this is a visual medium, it is a great way to show your art to a whole new audience, and build a following which could turn into a customer base.
There are also a number of “ghost marketing” tactics which you can use to subtly drive traffic to your site or ecommerce listing. Ghost marketing’s strategies include SEO (search engine optimisation), digital PR and content marketing. It is a good idea to pick one marketing tactic to start and focus on this. From there, you can skill up in other areas and roll out additional strategies as your business grows.
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