What Can (and Can't) a Website, Online Marketing, and Marketing Materials Do For You?
What they CAN do for you is support you and your art business. They provide information about you and your company. They help create and maintain your "brand" - your marketing identity which means all the things you use that make people think of you and associate your work with your name. Contributing to your brand are your work itself, a logo if you have one, all the design elements that go into your website, and any other marketing materials or strategies you use to create your "style."
A website can be a place to see info about your business, a place for viewers to see what events you have coming up, a place where they can begin to know you, even a place where they can spend money and buy your products and services. Even if you participate on other websites, they do not replace having your own website.
Other online marketing (email newsletters, blogs, social media sites, ads, other websites) and your offline marketing (business cards, postcards, flyers, ads, etc.) tie in with your website and work to keep you (and your art) out there and available to as many people as possible.
Online marketing is also mostly trackable, so you will be able to get information on what's popular, and what people like (and don't like). That information helps you refine and know what parts of your marketing are working, and which are not, so you can put your time and money into what's actually working for you instead of just guessing.
Other marketing materials, like business cards, postcards, and brochures, also work for you and support your online efforts. They are something a person can look at even if they're not on a computer. Printed materials are something YOU can carry around with you, to give to people as you meet them and talk to them. They're a great way to maximize your in-person time with people, every day, at the grocery store, at a party, anywhere.
What all this can't do for you is REPLACE YOU!
You can't really just put up a website, hand out a few postcards, Twitter now and then, and expect to have sales. Online and printed marketing can't replace the critical relationships you have with people who will come to be buyers of your products and services. Online marketing and printed materials don't bring people to them automatically without some additional effort, and that additional effort is personal contact with you and the building of relationships, both online and off.
Hope that's helpful. Let me know if you have questions or want a 15-minute conversation (free!) to talk about how we can help you grow and prosper.
Here are links to more info about artist websites:
- What Can (and Can't) a Website, Online Marketing, and Marketing Materials Do For You?
- Myth busting: "If you build it they will come"
- Artist Websites: Custom or Template?
- Artists burning questions (and answers) about websites
- Six standards for your digital images
- How often should you update your website?
- Protecting your content and images from theft
- 10 ways your artist website can support your marketing efforts
- Your artist statement and bio: should you keep them separate on your website?
Stay tuned for upcoming tips:
- How to get a great website and keep it updated without going broke
- When to DIY, and when to invest in getting help
- How to work with a web designer on your template or custom website
- Info that should be on every page of your website
- Prepping images and content for your website
- Social media and how it supports your website
- Blogs - Worth the time and effort?
All my best to you and yours,
If you're like me and love to have great resources around, I suggest you get on the email list for Aletta de Wal's new book "My Real Job Is Being An Artist: What You Should Know Before You Quit Your Day Job (Or Get One)." It will help you get really clear about where you are and what YOUR most effective next steps are. Email me to get on the notification list, and get special goodies too! >