Build a Strong Online Presence for Artists in Four Phases

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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.

• 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