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, Instagram, Facebook, Twitter, LinkedIn, YouTube, TikTok, 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. To let go of the platforms that aren't serving you or that just feel like no fun.
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
Your artist website is your home base, your brand, your everything. You can’t neglect your site!
Use might use your site to brand yourself as an expert. You might be an expert on your subject matter, an expert on your media, or an expert on local artists. In those instances, you probably need a blog.
Or you might just be an expert on you.
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.
- Make sure your social media links are easy to find.
- Install “Share” buttons to blog posts so that visitors can share your content quickly 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 social media, but you can’t count on that. You can't control those algorithms.
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 social media 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 social profiles in your email newsletters and encourage people to follow you.
Facebook or Instagram
Remember that most people will see your updates as they appear in news feeds—not from your timeline or profile page. 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 social profiles with other marketing platforms:
- Make sure the link to your website or blog appears in your profiles. 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. (IOW, that your business page is your employer.)
- Consider making custom posts in the native apps rather than cross-posting the same message across diverse platforms.
- Every now and then, post an invitation to subscribe to your email newsletter.
That’s it! website/blog, email, and social media, 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?