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!

Instagram Inspiration: Getting in the Mindset

Hopefully by now you see the value of Instagram for your art business. Share your work. Find inspiration. Invite more people into your process. Communicate your uniqueness. Get discovered. Even drive sales. Sounds pretty great, right? So if you're ready to get started or eager get more active with your posting, but not sure what to actually post, this reference is for you. To help your brainstorming and get you into the Instagram mindset, I've outlined different categories of posts and ideas within them for you to photograph and share. Remember to include a caption for content and hashtags to extend your reach. With this recipe, you're ready for discovery!

Hashtag Happy

Are you getting tired of talking about Instagram? I hope not, because there is so much opportunity on this channel, and I want to help you take advantage of it in support of your art business. This week we're digging into one of the best features for discovery (and being discovered) – Hashtags. While several social platforms use hashtags, I would argue that they are the most functional and beneficial on Instagram. The trick is how you use them and which ones you use. You could turn anything into a hashtag, but I want to help you categorize these "keywords" and pick the best for your content. You need to balance relevance and popularity so people will see your posts when they search or follow that hashtag. Below I've outlined the different types of hashtags you might use so you can better brainstorm with each post what to include to increase your exposure on Instagram. #LetsDoIt

Anatomy of a Successful Instagram Post

As I've mentioned a few times, Instagram is one of my favorite social channels for artists. It’s ideally suited for creatives whether you’re sharing your own work or looking for inspiration. Plus, it’s quite simple to use. The challenge comes in setting yourself up for success, but what does that mean on this platform? As an artist I imagine your long term goal is making a living off your work, be that through selling pieces, getting commissions, showing in galleries or at events, etc. But first you must be discovered which is one of the best things Instagram can offer. If you use make full use of features at your disposal, you'll have the greatest likelihood of Reach and Engagement, the cornerstones of Instagram success!

Getting Professional on Instagram

Happy June! 2018 is flying by, am I right? This month we are going to continue the conversation about Social Media, but let's switch gears to my favorite channel and arguable one of the best options for artists – Instagram! As a visual platform, it's a great place to share your work, find inspiration, ask for feedback and more. If you've already set up an account, follow Crafting Exposure so I can follow you back. If you're new to this channel and need recommendations for getting started, check out my Instagram 101. Over the course of the next few weeks, we'll be talking about best practices and opportunities. But first, let me ask you an important question: Do you have a professional presence on Instagram? This is an important step to representing yourself well so you'll be taken seriously as a creative entrepreneur.

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.

What's Your Brand Voice?

To promote your art as a professional, you need to talk about it in a way that’s engaging, enticing and fitting for your brand. For many artists, the question of brand voice may seem moot because you are your brand, so can’t you just be yourself? Yes, and no. Just like you don’t share every detail of your private life with customers, your brand as an artist may be a slight variation on your everyday self. Ideally, your brand is true to who you are, what you value and how you view the world, but with a filter for relevance and professionalism. For handmade  businesses that try to represent more than just the maker, its even more important that you have a shared brand persona so your whole team knows how to represent the company. If you haven’t taken time to think through your voice, I highly recommend this exercise. It doesn’t have to take long, and it should help guide you anytime you’re staring at a blank marketing plan. Moreover, who else is a better expert on your brand than you? Let’s dive in!

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!

Kicking Off the Holiday Shopping Season

I don't know about you, but I prefer not to hear holiday music or see holiday decorations until after Thanksgiving. It's just too early! With that said, it's not too early to plan your holiday sales. If you haven't started telling your friends and fans about the gift items you offer, you should! Pretty soon it'll be Black Friday, Small Business Saturday and Cyber Monday! Now's the time to get people thinking about your art and who they should give it to!

How Do You Create Social Media Content?

My first of several seminars this month was a success! Lots of information was shared and excellent questions were asked. One specifically stood out as something I should give a little more attention to because I imagine many of you are wondering the same thing. We’ve talked about where to post and how often. We’ve discussed best practices for posting, but when it comes to sitting down and creating social content, how do you get started? For some of us, this comes naturally. We’re always keeping an eye out for what would make a good post (occupational hazard). The good news is, you too can learn this mindset. With the right inspiration, tips and tools, creating Social Media content can be a breeze (or at least a lot easier than it has been). Just as many of you see opportunity in a blank canvas, I’d like to help you see the same in a blank Social Media calendar!

Key Takeaways from Austin Art Business Summit

What an amazing weekend we had at the Austin Art Business Summit! Two days full of helpful information for everyone from the aspiring artist to the professional ready to up their game. It was such a pleasure to meet art business experts like Carolyn Edlund and Wendy Rosen, among other special guest speakers. I highly recommend looking out for the event next year when they hopefully come back to Austin. In the meantime, I'd love to share a couple key insights that I walked away with. Feel free to reach out if you have questions about what you can do continue building up your success as an artist!

Social Media Planning for the Holidays

It's almost the most wonderful time of year! For artists and makers, that usually means the busiest time as well, but holiday demand can yield the great return as long as you play your cards right! I'm so excited to see what everyone has to offer for handmade gifts this year! I also want to be sure you are armed with the tools you need to promote your business and bring in the sales you deserve. In my opinion, Social Media is one of the best ways to make the most of your holiday season! I'll highlight a few key tips below, but for all of you Austin artists that would like to meet and discuss this in person, please join me for one of two workshops I'll be hosting in November! Expert advice and cheesy holiday puns to help you plan an effective online strategy for end of year!

• Social Media 101: Holiday Edition, brought to you by Chula League
• The Art of Online Exposure, organized in partnership with Lake Travis Artists

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!

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!

Social Media Planning to Save Time

As I've said before, Social Media is a marathon, not a sprint. It takes time, but it doesn't have to be a time suck. All you need is a routine to make your planning streamlined and your posting more efficient. There's no one-size-fits-all solution, but here's how I handle my social marketing to give you inspiration for your own process. You can also follow me to see my posting in action. If you have an approach that's different, I'd love to hear what works for you.

Social Media Posting Like a Pro

Social Media is all about sharing and connecting! Channels like Facebook, Instagram and Pinterest give you the chance to find your audience, tell them your story, find inspiration, promote what you make and even drive sales. The best part is that you can do all of this for free! An advertising budget is bonus. All it takes is time and planning. What should you post? Which channels are best? How often should you update your fans? There's no one answer to any of these questions, but there are some general rules to guide you. Social Media is a marathon, not a sprint, and here are some recommendations to help you run the race steady and true.