You’re not a starving artist. You’re not struggling to create things people want to buy.
You sell unique designs and creations made with the skills you’ve spent years honing, or help others learn and use those skills.
People like what you do, and they prove it by paying you for it. You go to shows, local markets, fairs, or conventions a few times a year and do quite well. Maybe some retail stores carry your creations. Maybe you have your own studio.
And you have an a solid online presence too. You have a website, or an online store. You have profiles on a couple of social media sites, and a good number of followers. So you’ve covered all your bases.
Or have you?
How to do even better marketing
Attending live events and being active on social media are both great ways to gain exposure, and doing these things can lead to good results, but there’s a way to do even better.
Create content to promote your business online, and figure out the strategy that will make it work.
What makes good content?
- Information that resonates with your niche, in whatever medium they’re most likely to appreciate it. They might prefer to listen, watch, read, or some combination of the three.
- It’s shared it in multiple ways, when they want it most.
- It’s highly focused on the audience you most want to reach.
- It represents you and your business so your fans know who you are and what you’re all about.
This kind of digital marketing helps you find, and keep, your best customers.
It helps attract the people who are most likely to feel an affinity with you, and are likely to share that content with their friends and family, which in turn builds an even bigger audience.
Great content is not just about telling people who you are and what you’ve done, although that’s certainly important. It’s not about pushing constant sales messages when you have something coming up, then staying silent the rest of the time, although you will occasionally have an offer for something to sell.
Effective digital marketing that uses content is about serving the needs of your very specific audience, and when it comes to making great content, your kind of business has an advantage.
What is the all-important advantage you have compared to large entities that cater to a mass market?
What is the one thing that you, as a creative niche business, can do so much better than a giant retailer?
The answer is simple…
Establish a warm relationship with your customers, by staying in contact and nourishing their interests consistently.
The big manufacturers and stores target anyone with a pulse and a wallet, but you don’t do that. You fish with one line, not a huge net. You know exactly who your customer is, and you speak to them as a fan of your niche as much as you do as an authority figure within it.
When you understand this vital concept, then it’s much easier to plan a strategy for nurturing your best clients.
Here are just a few of the creatives who can benefit from marketing this way:
- jewelry makers
- illustrators and fine artists
- textile artists and designers
- candle makers
- artisans who work with glass, metal, ceramics, or wood
This process, establishing and strengthening customer relationships by using content that feeds reader interests, may look easy, but it actually takes quite a bit of work if you want to go beyond an occasional social media post.
The good news? It doesn’t need to be done all at once. It can be layered on, bit by bit, over time.
Set up a process to promote your business
Think through the plan first, then do the rest over time
Without a real plan, how sure are you that you’re reaching the people who are most interested in what you have to say? Without a clear strategy, you’re almost certain to waste a lot of time and money. Here’s the short list of how to keep that from happening.
- Know the best content to produce. Everything needs a purpose.
- Find the best place for it to live, whether that’s on your blog, in your email newsletter, or inside a members-only area
- Figure out when it should be used so that it makes sense within your content flow and will be of the most benefit to your readers and to your business
- Have a plan in place to increase the likelihood that you will pull in the audience you want
What will you do yourself and what will you outsource?
You can do everything yourself, outsource most of it, or benefit from a bit of each, depending on your knowledge, skills, and resources.
Here are the skills and knowledge required:
- good writing skills (adequate grammar and the ability to tell a story) so you can produce content readers will enjoy
- copywriting skills so you know how to ask readers to take action without damaging their perception of you or your business
- basic technical skills so you can use blogging, email list management, and image editing applications
- an eye for design so your site looks modern and attractive
- awareness of the tools available and the best ones within your budget for each function
- knowledge of ethical email marketing practices and tools
Need help? Let’s talk.