Calendar Planning for Q4

Can you believe it's almost October?! That means we are embarking on Q4, which is the most wonderful time of year, but for artists and makers, it's also often the busiest time of year. Chances are you've already applied to the big end of year events, and you've gotten your acceptances, so now it's time to start planning. You'll need to account for inventory, special holiday collections, marketing, and more. The sooner you get yourself organized, the more smoothly these three months will go. Let's talk through the key considerations so you can map out your Q4 for success!

Get to Know Your Facebook Audience

How well do you know your audience? You undoubtedly have several segments, from admirers to supporters to actual buyers. Do you know what separates individuals into these groups? Without actually talking to them, you may never know, but the good news is that you can get a better idea of who you're talking to online with certain insights you have access to. In this case, I'm referring specifically to Facebook's Audience Insights. Coupled with website analytics and other tools, you can start to paint a much clearer picture of your target audience – what interests them, their needs and why they are connecting with you. Sounds great, right? Let's take a look.

Time Is Money: Advertising on Facebook

You can be very successful on Social Media without spending a dime, just time. With that said, there are reasons to invest a little budget in channels like Facebook and Instagram to push your message further than it can go organically. We've all heard the saying "Time is Money," and that's true for pretty much any industry. Am I saying that spending money on Facebook will save you time? Yes, and no. Advertising can drive results that would take you much more time to generate through your own activity. But the secret is spending that money effectively to make sure the results are worth it. I would argue the same about time you invest in Social, but today we're focusing specially on Facebook Advertising. Let's talk about how you get started, how in depth you need to go and how you measure results.

Finding Community on Facebook with Groups

Facebook as a social network is all about community, but there are many different ways to connect with people on this channel. We've already talked about Pages and the importance of separating your personal and professional presence to represent your creative brand. Pages are an excellent way to keep Fans informed. But what should you do if you want deeper conversation and community? How about a Facebook Group.

Facebook Events Q&A

Who's ready to talk Facebook? This month we're going to deep dive into what I consider the most useful Facebook tools that you have at your disposal as a creative entrepreneur. And guess what? Most, if not all, of them are free. This week I want to start with Facebook Events because they are beneficial to most artists and handmade business owners. Whether you participate in craft fairs or show your work in galleries or just sell online, you are likely to have special occasions related to your work. How do you spread the word efficiently and effectively? For the segment of your audience that is active on Facebook, Events are one of the best options. Facebook is by nature a social platform, and it's becoming where people manage their social calendar. Don't you want to be on the list of things to do in Austin? Great question, am I right? While that one was rhetorical, here is a series of additional questions to help you make the best use of Facebook Events for your next art happening, be it a show, sale, gallery opening, or what have you.

Ask the Artists: Brand Voice

Last week we talked about how to arrive at the right brand voice for your creative business. Hopefully those tips helped you think more deliberately about how you want to sound and what you want to say. Of course, examples can make these concepts more concrete, so I asked a handful of local art brands to share three words they would use to describe themselves, and here's what I got. Feel free to post your's below, and I'll add you to the list.

10 Must Do's for Social Media Engagement

The beauty of social media is the opportunity to have conversations at a larger scale. Traditional marketing media like TV, Radio and Print worked for a lot of years, but thanks to the Internet, you no longer have to focus on one-way communication. In fact, if you treat social media like broadcast, you’re not likely to have much luck. The really successful Facebookers, Instagrammers and Tweeters give Engagement as much priority as Awareness. They’re not just talking at you, they invite you to talk back. But how do you do that efficiently and effectively? There’s a lot of testing involved to see what your audience responds to, but if you follow a few key best practices, you’ll set yourself up for relationship building results. Yes, relationship building is the reason for engaging (as well as the extra reach most social channels will reward you with, of course).

Mixing Your Social Media

Is it just me or does there seem to be a new social network every week? These platforms come in and out of style, so how do you know which ones are worth the investment? As we’ve talked about, social media takes time – it’s a marathon – so you want to choose wisely before you hop on board with every new option. First of all, you won’t have time to make art if you try to be active across all social media. Plus, you’re more likely to drop off and leave behind an inactive account that leads some to question whether or not you’re still an artist. The good news is that you shouldn’t try to be everywhere. Pick a few social channels that benefit you and stay strong in your activity. If you’re wondering how to choose, I’m here to help you!

Presenting Yourself Professionally: A Pro Portfolio

Call me biased as a millennial, but I’m a firm believer in having an online presence, no matter what business you’re in. As an artist and handmade company, the benefits are perhaps even more important because you may be small, but the internet can make you mighty when used strategically. Does that mean you need to be everywhere online? No, but at the very least I’d recommend sharing a portfolio. You don’t sell your work online you say? So this advice isn’t applicable for you, right? No, it’s still valid and I’ll explain why. The overall goal is professionalism, and a proper portfolio will do wonders for your credibility, exposure and opportunities.

The Art of Email Marketing

In this day and age, it's hard to find someone who doesn't have an email address or even a couple (I have at least 3). We use them for work and our personal lives to get messages from colleagues, clients, friends and family as well as news and commercial outlets. When we choose to sign up for email newsletters, it's usually to stay connected and informed without having to seek out the information. The updates just come to us. As an artist with shows, sales and other news, wouldn't you want to keep in touch with your supporters, fans and potential buyers? Email is ideally suited for relationship building and providing value, two core concepts in growing your customer base, no matter what industry you're in. Here's what you need to know to get started with your own email newsletter.

Source: PC Magazine - The Best Email Marketing Software of 2017

Measuring Online Success

Already this month we've talked about the importance of having an online presence, whether that's your own website, listings on a marketplace like Etsy or accounts on Social Media. For those of you who are already active on these channels, kudos for expanding your exposure! And all of you just now getting started, I commend you for taking that leap! Online activity can be the difference between making art a side project or a full time career. And yet, how do you tell if your online efforts are making any difference? I imagine your end goal is Sales or Commissions so you can keep making more art, but how to do gauge your success in driving people closer and closer to buying? The answer in Analytics, and I can help with which metrics matter!

Choosing the Best Options for Selling Art Online

As we discussed last week, being active online can yield countless benefits, from establishing your reputation to making profitable connections. I can certainly empathize with any of you that feel your art has to experienced in person to entice a buyer, but don't discount the opportunities to be found online. I'd like to see you go from locally known to successfully selling your work all over. While it requires some setup and regular upkeep, having an online store can open the doors to new customers, commissions, shows and supporters. But how do you get started? Which of the different options are best for your work? Here are my thoughts on the benefits and drawbacks of having your own website versus an Etsy store versus one of the many other art marketplaces available to you.

Do Artists Need a Website?

The real question is whether or not you need an online presence, and the answer is YES! Its up to you to choose between a website, an Etsy store, a Facebook page or all three. The important thing is that you get your name out there and have a way for people to find you. Our world has become one of constant connectivity. While you may feel more confident about relationships you develop in person and sharing your artwork face to face, there's no denying that the online sphere can bring you shoppers and supporters in a more scalable manner. Online interaction doesn't replace real world connection, but it offers a supplement to help you cast a wider net and reel in more opportunities to share your work.

#1 Takeaway - All artists need an online presence, be it a website, Facebook / Instagram or online storefront like Etsy. Make yourself easy to find and convenient to contact!