Weekly Video Recap: Key Elements for Your Online Presence
This video gets into the key components that make your artist website an effective hub for your niche marketing strategy. We’ll discuss the must-have pages or sections for your website, along with some optional features to consider based on your goals
In the following weeks, we will focus on each element, what to include and how to include content that serves your niche audience.
The Bottom Line
While your website doesn’t need to be perfect from the start, it’s crucial to focus on the essential elements that will effectively serve your target audience. Remember, your website is a project that will evolve over time.
Stay tuned as we dive deeper into these elements in the upcoming videos!
Find An Online Community That Serves Your Audience
This week’s video overviews how to research for your niche marketing plan by focusing on some “hot spots” where you can find information, such as online communities.
Weekly Video Recap
No matter what you’re focusing on—whether it’s a specific medium, style, or subject—there’s always a community that shares your passion.
Joining online communities, forums, and social media groups is one of the best ways to learn about your niche audience. You’ll discover conversations, insights, and experiences that can help you understand more about your audience. And, these spaces are great for finding marketing opportunities, potential collaborations, and more.
Where to Begin
Facebook remains a popular platform for niche communities. Countless groups exist around specific art forms, techniques, and interest groups. LinkedIn also has many groups that might be appropriate for you. While Instagram doesn’t have groups, searching for specific hashtags allows you to discover niche-based accounts to follow.
Independent Websites and Forums Niche-specific forums and websites can be beneficial depending on your area of focus.
Tips for Using Online Communities for Your Art Marketing Research
Find Your Resources
Identify the platforms and communities most relevant to your niche.
Visit Regularly
Make it a habit to check in regularly and note what you observe.
Engage
While focused on listening and learning in this stage, you can engage where it makes sense. Be careful to respect any community rules regarding promotion or posting artwork.
Enhance Your Marketing Efforts
By carefully selecting the right online communities and forums, you’ll gain deeper insights into your niche audience. This will inform your creative process and help you build stronger connections with those who are most likely to become your biggest supporters. Stay tuned for the next installment in our series, where we’ll explore additional research methods to help you connect with your niche audience.
Use this Target Audience Worksheet to Create A Buyer Persona
This week’s video overviews a target audience worksheet that will help you as you go deeper into researching your audience.
Weekly Video Recap
Create a Buyer Persona
A buyer persona is a profile of your ideal customer, including their demographics, interests, behaviors, and motivations. Completing one or more buyer personas for your current or potential audience is helpful in research and future marketing strategy.
Use existing client data if available or make educated guesses about your ideal customer based on what you’ve worked on in Identifying an Audience. The worksheet is a dynamic tool that can evolve as you go.
For Artists Who Feel Lost in the Art Marketing Maze. Research Your Way Out.
This week’s Art Is An Advantage video explains how research can help you ditch scattershot marketing approaches in the art marketing maze and find the perfect marketing tactics for your unique art style.
Weekly Video Recap
Use targeted research to find your way out of the maze and develop an effective marketing strategy for your work. Here are three examples:
1. Researching Audience
Who are your ideal collectors? Are they young, tech-savvy professionals who frequent online art marketplaces? Or seasoned collectors who value the experience of a traditional gallery setting? Or is there a niche you are targeting related to a cause or subject matter? Research demographics, artistic preferences, and buying habits to paint a clear picture of your target audience.
2. Finding Marketing Channels
Once you know who you’re looking for, determine where they spend their time online and offline. Are they active on specific social media platforms like Instagram or attending art fairs focused on a particular style? Research the channels most frequented by your target audience to maximize your reach.
3. What’s Going on in Your Space?
Research is about more than just your ideal collectors. Look at how successful artists in your style or medium are marketing themselves. What platforms do they use? How do they present their work online and offline? Analyzing successful strategies can offer valuable insights that you can use to adapt to your unique work.
Research for Your Art Marketing is an Ongoing Process
Remember, research is an ongoing process. As your audience grows and evolves, so should your marketing strategy. By dedicating time to research, you’ll gain a deep understanding of your target audience and the channels that resonate with them. This knowledge will transform your marketing efforts from a guessing game to a targeted, practical approach that gets your art seen by the right people.
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.
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