social media marketing for artists · 2020-02-13 · social media marketing for artists sarah...
TRANSCRIPT
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The old model- the funnel
AWARENESS
CONSIDERATION
EVALUATION
BUY
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The new model:
The Consumer Decision Journey (CDJ)
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CONSIDER
ENJOY
BUY
ADVOCATE
BOND
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CONSIDER
BUY
ADVOCATE
BOND
ENJOY
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CREATING YOUR PLAN:
Moving customers around the loop
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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?
YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS
CDJ STEP
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AWARENESS, EXPOSURE
• Making the most of existing marketing efforts: shows, fairs, etc
• Ensuring that your work is easily found
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AWARENESS, EXPOSURE
• 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
YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS
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LEARN, COMPARE, CONNECT
• Allowing consumers to learn more, see more, and ask questions
• Photos and videos
• Making potential customers feel like “insiders”
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LEARN, COMPARE, CONNECT
YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS
• Behind the scenes photos or videos • Small tutorials
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• Customers aren’t just buying your work. They’re buying a connection with your idea, with you.
COMMITMENT, BECOMING PART OF SOMETHING
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COMMITMENT, BECOMING PART OF SOMETHING
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.
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RELATIONSHIPS, EXPERIENCE
• Follow-up after purchase
• Make customers feel special, access to inside information
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RELATIONSHIPS, EXPERIENCE
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
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CONVERSATION, CONNECTION
• Give fans something to say and a reason to say it
• Let them spread the word about your work
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CONVERSTATION, CONNECTION
YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS
• Respond to comments • User Google alerts to watch out for
mentions of your work
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LOYALTY, LASTING CONNECTION
• Make it easy for customers to become fans, loyal customers
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LOYALTY, LASTING CONNECTION
YOUR MESSAGE/CONVERSATION YOUR PLAN YOUR METRICS
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Be yourself
Have an opinion
Be your brand
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Don’t apologize for making a living.
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Choose one step/tool to start with.
Make a plan and stick to it.
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Don’t think “I don’t have time to do all of
this.”