This week’s Artisan Advantage video discusses Step Two of my free guide, “7 Steps to Marketing Your Art to a Niche”and how to use targeted research for your art marketing strategy. Watch this video where I overview an example of researching around a specific goal.
Video Recap
This week’s video overview shows how to get started researching a specific goal, using the example of finding art opportunities within a specific geographic location.
Short Tutorials to Guide You
I’ve created a series of practical tutorials to accompany this video, which will be posted on the Art Is An Advantage YouTube Channel as they are released, providing you with hands-on guidance for your art marketing research.
Step Up Your Art Marketing: Building a Research System
This week’s Artisan Advantage video explores Step Two of the free guide, “7 Steps to Marketing Your Art to a Niche.” We move from identifying your niche to building a system for using research to guide your marketing strategy.
Weekly Video Recap
Here’s a quick recap of the key takeaways:
Research is an ongoing process. Don’t think of it as a one-time thing. As your art and career evolves, you must keep learning about your audience.
Set clear goals for your research. What do you want to understand about your niche? Are you looking for event opportunities, commission work, or something else? Make a list of your goals and keep it handy.
Organize your research. A spreadsheet (like Google Sheets) is a great way to capture and categorize the information you find.
Identify your research hotspots. Make a list of online resources you’ll check regularly. Your list could include industry media, local publications, or relevant social media groups.
Schedule research time. It’s easy to get lost in the research rabbit hole. Block out dedicated time in your schedule to keep things focused.
Future episodes will delve deeper into these topics, including a specific research template and strategies for finding the best online resources.
In the meantime, if you haven’t already, grab your free copy of the “7 Steps to Marketing Your Art to a Niche” guide.
This week, we recap all of the videos covered for Step One—Identify Your Niche—as we prepare to move on to Step Two—Research.
Even if you already have a niche, growing and refining your audience is important for career and business growth. Following the steps we’ve outlined so far can help you do that.
Identifying your niche and audience is not a one-time project but an ongoing journey of assessing, researching, experimenting, and refining.
In the past four videos we’ve covered my process for finding an audience for your artwork – including steps from assessment to research and experimentation in finding an audience. Now, it’s time to turn these steps into actionable strategies.
Finding an Audience for Your Art: Video Recap
Once you’ve experimented and seen what resonates with your audience, take note of what works. For example, with Robert Yonke’s Bluegrass Painter project, press releases to niche media resulted in a swift and positive response. Identifying successes lays the groundwork for strategy development.
It’s important to remember that not every experiment will yield immediate success, and that’s perfectly normal. In fact, setbacks can be valuable learning opportunities. When faced with a setback, take the time to evaluate why things didn’t go as planned. This could be an indication that adjustments are needed, or it could be a sign that the approach isn’t the right fit.
When you find a strategy that works, it’s not enough to acknowledge its success. It’s time to amplify your efforts. For the Bluegrass Painter, this meant doubling down on press releases, reaching out to potential clients, attending relevant events, and crafting tailored social media strategies. By building upon their successes, they were able to extend their reach and deepen their connection with their newfound audience.
In future videos, we’ll explore these strategies in more detail and explore how you can implement them effectively to continue growing your audience and expanding your reach.
We’ve been working through the four steps to finding an audience for your art—a process I use when working with artists. Last week, we discussed following up by researching ideas you might have for an audience. This week, we delve into the concept of ‘experiment with a purpose, ‘a crucial step in this process.
Video Recap
This week’s video focuses on finding an audience for your artwork through experimenting with a purpose. Experimenting with a purpose means figuring out how to engage with your prospective audience. This might involve reaching out to businesses that may have a connection to your work or exhibiting at a new event.
Purpose is Key
This experimentation isn’t a random approach. Your experiment should reflect the ideas you uncover in your assessment and the information you find in your research.
Building on What You Learn
Next week’s video will explain how to use what you learn in your research to build a strategic art marketing plan.
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