Marketing is just as important for creatives as it is for other types of professionals. In this current age when modern technology reigns, the opportunities for all types of artists and creatives are more abundant than ever.
Despite how accessible marketing has become, many artists are still putting up barriers against themselves—often unconsciously—by committing these all-too-common marketing mistakes.
1. Ignoring marketing
The biggest marketing mistake that any creative professional can make is not marketing at all. Some artists ignore marketing because they think it won’t work for their craft, while others don’t have time for it. Others simply don’t know what to do, let alone where to start.
Fortunately, there are countless sources that you can use to learn about marketing for your particular field. Furthermore, some companies offer marketing services for creative professionals, such as photographer marketing agencies. Since marketing for a certain art is different from marketing for a retail business, marketing agencies have come up with specific solutions for artists and their unique needs.
Therefore, you should not turn a blind eye to marketing, given its importance in this modern age. There is no better time than today to start paying more attention to marketing.
2. Not having a blog
A blog is a vital marketing tool for all types of businesses. For artists, it’s a great way to connect with your audiences, showcase what you can do, and educate them about your particular art field. Just like other types of businesses, you’re using your blog as a way to sell your products and services, but in a more subtle and entertaining way.
Running a blog is not easy, but not having a blog is worse than maintaining one. If you don’t have a blog on your website, take this as a sign to start publishing valuable content for your target audiences.
3. Not building a mailing list
A mailing list is a collection of e-mail addresses that serves as a powerful marketing tool in and of itself. Having a mailing list provides a means to connect with your audiences beyond your website. Since the people on your mailing list have already checked out your website, they are more likely to engage with your content and buy whatever you are selling.
Fortunately, it is super easy and cheap to set up a mailing list. The best way to do this is by putting a sign-up form on your website, asking visitors to sign up for valuable content (newsletters, free samples, ebooks, etc.). Then, you can use an email marketing service to manage your mailing list and send out personalized emails to hundreds of contacts.
4. Not making it easy to do business with you
Take a look at your website and pretend you are a customer. If you want to buy a book or an art piece, can you easily find a way to purchase the product from the home page? Or do you have to dig through multiple pages just to find a link?
Customers want the most convenient experience whenever they want to buy something online, be it an art piece, a book, or your services. With that in mind, make it easy for them to do business with you. For instance, put prominent links to your buying pages in the sidebar of your website. Better yet, incorporate a “Buy” tab where customers can easily see whatever you are offering and how to buy it.
5. Having an outdated portfolio
A portfolio is essential if you are in the creative field; it’s the best way to showcase your best work to potential clients and generate buzz for your art. With that in mind, treat your portfolio as a marketing tool in and of itself rather than as a gallery—update it often, incorporate written content, and put a call to action on each page.
6. Having a poorly designed website
Having a poorly designed website is a juxtaposition to being a creative professional. Even if you are not a web designer or a graphic artist, people expect artists’ websites to be creative and visually pleasing.
If your website is not up to par with what you want and what your audiences expect, invest in web design services to revamp it. It may not be the most inexpensive service, but the investment is almost always the reward.
If you find yourself guilty of committing one or more of these marketing mistakes, it’s not too late to start correcting them. By doing so, you’re not only maximizing your reach, but you’re also making the most out of your investments along the way.
