Dilemma Two: How do I reach my target audience?
Last month, I posted about how to figure out who the audience is for your work. Once you figure out who the audience is you want to target, you have to figure out how to reach them.
If you’re using a blog-based website for your art business, it’s not good enough to start blogging, hoping that your audience finds you. The key to a thriving art marketing system is finding this audience and connecting with them proactively.
Use Marketing Channels to Reach Your Audience
Think of these places that help you find them as the marketing channels for your art business. They are the spokes in your art marketing wheel. Here are a few marketing channels that can help you to connect with your audience.
Email Marketing
Email marketing is a universal channel that every artist can use. If you already have a list of contacts who have agreed to receive news and information from you, you can contact them directly via email with updates and information about your work. Your best bet is to use an email marketing service to do this. Share new work, events, and any other information that you think would interest them.
If you don’t have a list, that’s ok. You can start by asking friends and family if they would like to receive updates about your work. Then, every time you interact with a customer or fan, make sure you give them the opportunity to receive your email.
Social Media
Social media platforms such as Instagram, Pinterest, and Facebook are examples of marketing channels. Depending upon your audience, one may be better than the other. For social media, don’t worry about being on all platforms. Choose the ones that make the most sense for your business and focus on sharing work there.
Publicity
Don’t underestimate the power of a well-written press release. You get to decide what is newsworthy for your audience. Have you won an award? Did you complete a series of work? Are you offering a workshop? Do not overlook sending out a press release to media outlets and blogs that have audiences potentially interested in your message.
Your Art Marketing System Can’t Run without an Audience.
Remember the example of the art marketing wheel? Your audience is the tire – a critical part of moving your business forward. First, identify your audience, then figure out how and where to reach them. Use your artist blog as your home base for all of the content you want to share with them.
Follow this blog as we start to dig into the details of art marketing channels and audiences over the coming weeks.
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Photo by NordWood Themes on Unsplash
