Build a Strong Online Presence for Artists in Four Phases

Iconic Logos like Starbucks
Creative Brand Logos and Artist Website Banners
2 Examples of Branded Websites
The Structure of Your Website
Content Modules for Artists
Social Media
Social Media Sites
Content Zombies
What People Consume Online
Content Marketing At a Glance
Click to Enlarge

 

PHASE 1 – Branding

Step 1: Define your goals for being online. Keep asking, why?

  • To find buyers for your work?
  • To find an audience for your events?
  • To provide information to the public?
  • To sell stuff from your website?
  • To develop a following? To what end?

Step 2: Discover YOU– start with the who, what, where, how, why questions.

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  • Who are you? What is your personality? 
  • What is your art’s personality?
  • What do you want to communicate online?
  • Why do you do what you do?
  • How do you do your work?
  • Where do you do your work?

Step 3: Discover your audience -  (target market) – who what where when how why?

  • Who are the people interested in your work now?
  • Who do you think they COULD be?
  • What do they do?
  • Why would your work appeal to them?
  • How do they feel? How old are they?
  • Where do they hang out online?

Step 4: Define your brand with identity graphics.

  • RESEARCH.   Find what kind of graphics you like and don’t like.
  • Hire a professional.  This is where you  should invest money if necessary. 
  • Your branding connects you to your audience – it represents who you are and what you do.

Consider these elements:

  • Identity Graphics – logo, symbols, banner for website
  • Statements – slogans, mission
  • Imagery – photography, illustration
  • Iconic Logos - see image 1

PHASE 2 - Use your website to build a strong online presence

Art or Creative Brands - see image 2 for creative brands and artist banners

  • Your website is your brand’s home online.
  • Your website will become your brand’s hub online.
  • Shared sites only work for shared sites.
  • It is no longer cost or technically prohibitive to have a feature rich, branded website.
  • You cannot afford NOT to have one.
  • You don’t need a graphic designer or web developer.

If you are taking the time to create a website, build the right website.  see image 3

  • Static websites don’t cut it.
  • Your website’s platform must be fluid and easily editable by you/your team.
  • You need complete control.
  • Must be constructed specifically to support every kind of content you need hosted on your website.
  • It should be the source for sharing and engaging online

Website MUSTs images 4 and 5:

  • Well-designed navigation and page layouts.  
  • A Site Map.
  • SEO Friendly – the software you use must be able to create SEO friendly urls and you must be able to optimize for SEO
  • Blog – a must have on any website.
  • Social Integration – a must for harnessing the power of social media
  • Social Amplification – this gives your site’s visitors the ability to share your content easily to their social networks.
  • Depending on what you do, the things you need integrated on  your website:
  • Store module – if you intend to sell products, downloads, services or seats in your audience.
  • Portfolio module – if you are a visual artist needing a place to showcase your work.
  • Calendar module – if you teach classes, show in galleries, exhibit at art fairs, play concerts or have scheduled performances
  • Video/Audio embedding – if you are a performer or musician

PHASE 3: Get Social - see image 6

Step 1:  Update or create profiles on the major social networks and community sites. - see image 7

Where does your audience hang out?

Step 2: Listen and learn

  • Listen to the social conversation
  • Learn the vernacular.
  • What information are people looking for?
  • What can I bring to the table?
  • How am I different?
  • What’s my perspective?

PHASE 4: Build a Strong Brand Online by Content Marketing -  see image 7

Let’s back up. 

  • Why do people go online? see image 8
  • What types of content do people consume? see image 9

So your job is to create content. 

  • Content marketing plays to the strength of creatives.
  • Even playing field – the democratization of marketing.
  • Artists are expressive – always generating content.
  • It keeps you creating and in touch with your “muse.”
  • You don’t have to post often, just consistently.  Even once a week, once a month.

Content Marketing see image 10

  • What content can artists’ create?
  • Your work - Images, video or writing.
  • Write about your work.
  • Write about you – behind the scenes.
  • Share resources and link to them
  • Write about what you know.

About preparing your content:

  • Write with your audience in mind.
  • Don’t be perfect. 
  • Use only original content.
  • Take the you out of your marketing.
  • An editorial “calendar” helps.

Share and engage on social platforms

  • Start conversations.
  • Participate in the community.
  • Share links not to just your stuff, but to other resources.
  • Ask questions, answer questions.
  • LEARN AS YOU GO.

Let’s Review

1. CREATE YOUR BRAND

2. BUILD A PROFESSIONAL WEBSITE

3. BECOME ACTIVE ON SOCIAL NETWORKS

4. PRACTICE CONTENT MARKETING

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Comments

Travis

Thanks for the presentation on Saturday. Sorry I was unable to say this in person. Afterwards, I had to book it! You offered some great information. I've posted you and some links to IM on my own blog. Thanks again! ~Travis http://tvwcommunity.blogspot.com/2012/03/creative-arts-expo.html.
Jennifer Rapp Peterson

I do appreciate this. Can't wait to check your blog out!
VA.de Pintor

Thank You Jennifer for sharing your knowledge on social medias.
Seona

Great strategy thanks. I just moved back to USA from an expat assignment in China where Internet is very controlled. I started a blog www.fromarttoeternity.com but my years in the wilderness mean I'm getting back to speed. Your thoughts have been invaluable thank you.

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