Social Media Marketing for Artists Media Marketing for Artists Sarah “Intellagirl”...

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Social Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD [email protected]

Transcript of Social Media Marketing for Artists Media Marketing for Artists Sarah “Intellagirl”...

Page 1: Social Media Marketing for Artists Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu

Social Media Marketing for

Artists

Sarah “Intellagirl” Smith-Robbins, PhD

[email protected]

Page 2: Social Media Marketing for Artists Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu

The old model- the funnel

AWARENESS

CONSIDERATION

EVALUATION

BUY

Page 3: Social Media Marketing for Artists Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu

The new model:

The Consumer Decision Journey (CDJ)

Page 4: Social Media Marketing for Artists Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu

CONSIDER

ENJOY

BUY

ADVOCATE

BOND

Page 5: Social Media Marketing for Artists Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu

CONSIDER

BUY

ADVOCATE

BOND

ENJOY

Page 6: Social Media Marketing for Artists Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu

CREATING YOUR PLAN:

Moving customers around the loop

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WHAT DO YOU WANT TO SAY?

WHAT DO YOU WANT CUSTOMERS TO

KNOW?

HOW AND WHERE WILL YOU CONVEY YOUR MESSAGE?

HOW WILL YOU KNOW IT’S WORKING?

YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS

CDJ STEP

Page 8: Social Media Marketing for Artists Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu

AWARENESS, EXPOSURE

• Making the most of existing marketing efforts: shows, fairs, etc

• Ensuring that your work is easily found

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AWARENESS, EXPOSURE

• Approachable • Presenting

owning your art as a “real possibility”

• Homepage with basic information

• Add link to page to profiles, programs, event websites etc.

• Traffic to page or other profiles

• Correlation between successful sales at events and traffic to site

YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS

Page 10: Social Media Marketing for Artists Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu

LEARN, COMPARE, CONNECT

• Allowing consumers to learn more, see more, and ask questions

• Photos and videos

• Making potential customers feel like “insiders”

Page 11: Social Media Marketing for Artists Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu

LEARN, COMPARE, CONNECT

YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS

• Behind the scenes photos or videos • Small tutorials

Page 12: Social Media Marketing for Artists Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu

• Customers aren’t just buying your work. They’re buying a connection with your idea, with you.

COMMITMENT, BECOMING PART OF SOMETHING

Page 13: Social Media Marketing for Artists Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu

COMMITMENT, BECOMING PART OF SOMETHING

YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS

• Offer additional information about the work to the customer

• Invite the customer to sign up for a newsletter etc.

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RELATIONSHIPS, EXPERIENCE

• Follow-up after purchase

• Make customers feel special, access to inside information

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RELATIONSHIPS, EXPERIENCE

YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS

• Monthly newsletter with images of new work

• Invite customers to join your FB page, follow you on Twitter, follow your Pinterest board

Page 16: Social Media Marketing for Artists Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu

CONVERSATION, CONNECTION

• Give fans something to say and a reason to say it

• Let them spread the word about your work

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CONVERSTATION, CONNECTION

YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS

• Respond to comments • User Google alerts to watch out for

mentions of your work

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LOYALTY, LASTING CONNECTION

• Make it easy for customers to become fans, loyal customers

Page 19: Social Media Marketing for Artists Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu

LOYALTY, LASTING CONNECTION

YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS

Page 20: Social Media Marketing for Artists Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu

Be yourself

Have an opinion

Be your brand

Page 21: Social Media Marketing for Artists Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu

Don’t apologize for making a living.

Page 22: Social Media Marketing for Artists Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu

Choose one step/tool to start with.

Make a plan and stick to it.

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Don’t think “I don’t have time to do all of

this.”

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Questions?

Sarah “Intellagirl” Smith-Robbins, PhD

[email protected]

Twitter: Intellagirl


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Social Media Marketing for Artists · 2020-02-13 · Social Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu . ... programs, event websites

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