Artists everywhere are throwing their arms up in frustration. Sure, it’s great to have free self-promotion tools on the Internet, but . . . Dang! . . . enough already!
Website, blog, newsletter, email, Facebook, Twitter, G+, LinkedIn, YouTube, Pinterest. The list just keeps exploding.
How do you keep up with it all?
The answer is: You can’t!
Don’t even try.
The trick is to admit defeat. I’ve done this already with LinkedIn and G+. For now, they are nowhere on my radar for connecting with people.
Undoubtedly, this is a mistake, but I can’t worry about it. I know that I won’t be effective with my core offerings if I am spread too thin.
Here’s a rundown of 3 basic platforms you should be using to promote your art and how they work with one another. Facebook is optional, but recommended. The other two are mandatory.
Blog or Website
This is your home base, your brand, your everything. You can’t neglect your site!
Use your site to brand yourself as an expert. You might be an expert on your subject matter, an expert on your media, an expert on local artists. Or you might just be an expert on you. Whatever it is, create fresh content on a regular basis to enhance your reputation.
It’s critical that you do this on your site and not on a social media site owned by a big company. It’s the only way you can control your message and ensure that it endures.
Tips for coordinating your site with other marketing platforms:
- Use your site to collect email addresses through a sign-up form.
- Advertise your Facebook page, Pinterest boards, and Twitter profile through easy-to-find links.
- Install “Share” buttons so that visitors can share your content on social media sites.
- Create Pinterest boards for your top blog posts and thematic groupings of your art.
Some people will connect with you through your blog or Facebook, but you can’t count on that. Even if people have Facebook accounts, the chances are good they’ll miss your status updates because of all the other noise on that site.
Email, whether in the form of short reminders or newsletters, is vital for keeping your name in front of people. Send email messages to announce exhibitions and classes, send invitations, and broadcast reminders.
Tips for coordinating your email with other marketing platforms:
- Revise content from your blog or Facebook updates for email newsletters.
- Use email to drive people to your website or blog, but don’t send them to your home page. Home pages are boring! Send them to the page with your hot-out-of-the-studio art or your most-commented-on blog post.
- Provide links to your Facebook page, Pinterest boards, and Twitter profile in your email newsletters.
Your artist business page on Facebook features your blog posts and art-specific topics. You should be consistently posting images of your art – at least three times a week if not daily. Try using the scheduling option to post-date your updates and hit different time zones.
Remember that most people will read your Facebook updates as they appear in news feeds – not from your timeline. It’s rare that people (unless they’re spending way too much time on the computer) who saw an update of yours at 8 a.m. would see another one at 4 p.m.
Tips for coordinating your Facebook page with other marketing platforms:
- Make sure the link to your website or blog appears in the About info under your name on your Facebook page. People should be able to quickly find the link and visit your site.
- See that your Facebook business page shows up as your employer on your personal profile.
- Do not add your Twitter feed to your Facebook page. The two are very different platforms and Twitter-ese looks out of place in a Facebook feed.
- Every now and then, post an invitation to subscribe to your email newsletter.
That’s it! Website/blog, email, and Facebook, although this is by no means a comprehensive list of how you can coordinate these marketing tools.
I know what you’re asking now: Where’s Twitter? Why not Pinterest? What about YouTube?
We could go on and on. If you like these additional platforms, use them! They’re all good. They can all be worthwhile if used consistently and with respect for their unique qualities.
But . . . Coordinate your marketing efforts. Your various profiles, sites, and platforms do not stand by themselves. You must use them in harmony in order to be effective with your message.
How are you coordinating your marketing?