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Social Media Marketing for Artists

Social Media Marketing for Artists. Sarah “ Intellagirl ” Smith-Robbins, PhD sabsmith@indiana.edu. The old model- the funnel. AWARENESS. CONSIDERATION. EVALUATION. BUY. The new model: The Consumer Decision Journey (CDJ). CONSIDER. ADVOCATE. ENJOY. EVALUATE. BOND. BUY. CONSIDER.

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Social Media Marketing for Artists

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  1. Social Media Marketing for Artists Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu

  2. The old model- the funnel AWARENESS CONSIDERATION EVALUATION BUY

  3. The new model:The Consumer Decision Journey (CDJ)

  4. CONSIDER ADVOCATE ENJOY EVALUATE BOND BUY

  5. CONSIDER ADVOCATE ENJOY EVALUATE BOND BUY

  6. CREATING YOUR PLAN:Moving customers around the loop

  7. YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS WHAT DO YOU WANT TO SAY? WHAT DO YOU WANT CUSTOMERS TO KNOW? HOW AND WHERE WILL YOU CONVEY YOUR MESSAGE? HOW WILL YOU KNOW IT’S WORKING? CDJ STEP

  8. AWARENESS, EXPOSURE CONSIDER • Making the most of existing marketing efforts: shows, fairs, etc • Ensuring that your work is easily found

  9. AWARENESS, EXPOSURE CONSIDER YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS • Approachable • Presenting owning your art as a “real possibility” • Homepage with basic information • Add link to page to profiles, programs, event websites etc. • Traffic to page or other profiles • Correlation between successful sales at events and traffic to site

  10. LEARN, COMPARE, CONNECT EVALUATE • Allowing consumers to learn more, see more, and ask questions • Photos and videos • Making potential customers feel like “insiders”

  11. LEARN, COMPARE, CONNECT EVALUATE YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS • Behind the scenes photos or videos • Small tutorials

  12. COMMITMENT, BECOMING PART OF SOMETHING BUY • Customers aren’t just buying your work. They’re buying a connection with your idea, with you.

  13. COMMITMENT, BECOMING PART OF SOMETHING BUY YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS • Offer additional information about the work to the customer • Invite the customer to sign up for a newsletter etc.

  14. RELATIONSHIPS, EXPERIENCE ENJOY • Follow-up after purchase • Make customers feel special, access to inside information

  15. RELATIONSHIPS, EXPERIENCE ENJOY YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS • Monthly newsletter with images of new work • Invite customers to join your FB page, follow you on Twitter, follow your Pinterest board

  16. CONVERSATION, CONNECTION ADVOCATE • Give fans something to say and a reason to say it • Let them spread the word about your work

  17. CONVERSTATION, CONNECTION ADVOCATE YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS • Respond to comments • User Google alerts to watch out for mentions of your work

  18. LOYALTY, LASTING CONNECTION BOND • Make it easy for customers to become fans, loyal customers

  19. LOYALTY, LASTING CONNECTION BOND YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS

  20. TIPS Be yourself Have an opinion Be your brand

  21. TIPS Don’t apologize for making a living.

  22. TIPS Choose one step/tool to start with. Make a plan and stick to it.

  23. TIPS Don’t think “I don’t have time to do all of this.”

  24. Questions? Sarah “Intellagirl” Smith-Robbins, PhD sabsmith@indiana.edu Twitter: Intellagirl

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