Are you becoming frustrated with the lack of traffic your artist website is generating? Have you heard the term digital content marketing, but your not quite sure what it is? In this article, I am going to share with you some easy digital content marketing strategies that you will be able to start using today to help drive traffic to your site.
Digital Content Marketing
Before you purchase a high ticket item what do you do first?
Do you ask a family member or a friend?
Do you post a question on Facebook?
Do you search Google for reviews?
The internet has provided us with entertainment, jobs, education and convenience.
It has also changed the way people shop.
Not too long ago, people would have to hop in their car and drive to a store to purchase something. They would hope the store would have what they were looking for and it was in stock.
Today, you grab your closest mobile device, take a few moments to look for the best price and best reviews, then hit purchase. After you confirm your order, you continue with your day.
Online shopping is consistently increasing as are the opportunities for individuals to capitalize on selling goods or services online.
According to Statista:
“Online shopping is a thriving market. Retail e-commerce sales worldwide are forecast to nearly double between 2016 and 2020.
In 2016, about 42 percent of internet users in the U.S. stated that they purchase items online at least once a month, and 24 percent said they bought items or services online once or twice per week”
Some of those online shoppers are your target audience. They are looking to buy art just like yours. If they come across your art they will purchase it.
How do you get people to notice your art online?
How do you find your target audience online?
The internet is a busy place and it will only get busier.
As more people realize how easy and affordable it is to upload items for sale online, the more difficult it will be to stand out of the crowd.
What is the solution for artists?
The answer is to write content and promote.
Once you upload your art and have it available for sale, the work
begins. The work does not stop until you sell the artwork you have
listed for sale.
Here is the cycle: upload, write, promote, sell, repeat.
It is actually simple.
If the strategy is so easy, why are so many artists not doing it?
Maybe they just hope their items will sell.
Maybe they do not want to put in the time.
It doesn’t matter why they are not doing it. What matters is that you do it and you start today.
It is good news there are so many artists not willing to put in the work. This means it will be easier for you to stand out and attract your target audience.
What is Content Marketing?
It is very clear that if we want to drive traffic to our online art gallery we must write.
But what do we write about?
Where do we post the content?
Is a description of the artwork good enough?
What is content marketing?
Content marketing is a marketing strategy that involves creating content via text, video, audio and images that are shared online. Content marketing does not usually result in direct sales, rather its purpose it to build brand awareness and trust for the business. The end result is an increase in sales.
What do I write about?
You write about everything that relates to your business and artwork.
The more content you can publish, the more doors you will have available for people to find you.
If you paint dogs, write about the specific breed you paint. Write about any news that relates to the breed. Write about rescues if you work with rescue dogs.
The more you write about the subject you paint or draw, the easier it will be for people interested in that subject to find you.
What is the Difference Between Content Marketing and Social Media Marketing?
Many artists get confused when I use the term Content Marketing.
I first heard of the term “Content Marketing” From Joe Pulizzi and Robert Rose’s podcast This Old Marketing. You can find a link to the podcast at Content Marketing Institute.
Content marketing is basically a way to tell the story behind your business. Most people think of content marketing as blogging but your story can be shared on other mediums like podcasts, video, PowerPoint, and Infograms.
Social media marketing is a form of marketing that utilizes social network platforms like Facebook, Twitter, Instagram, LinkedIn and so on.
The main purpose of content marketing is to drive traffic to your website.
Think of content marketing like onramps of a highway. The final destination is your website. If you write a post on your website you are creating one way for people to find your site or one way to get on the highway.
One post will limit the amount of traffic you receive. It will be more difficult for people to find the “onramp” to your site if you only have one.
If you publish two posts you are now providing another way for people to find you. The more posts you create the easier it will be for your audience to find you.
Just like onramps strategically placed on the highway. The more onramps a highway has the easier it is for a driver to get on the highway.
Think of social media as road signs that direct a person to the onramp of the highway.
Your social media posts will bring awareness to posts you write. If a person is interested in the topic they will continue to your site to learn more.
Social media is building brand awareness and relationships with people. Content marketing is telling your story.
Benefits of Digital Content Marketing
According to Debra Murphy:
“The foundation of a successful inbound marketing strategy is the consistent delivery of quality content. Without content, there is nothing to optimize and nothing to share on social sites.
Increases visibility of your brand
Develops lasting relationships with your audience
Improves brand awareness and recognition
Creates loyalty and trust, with both your current customers and prospects
Helps to build authority and credibility
Positions your business as an expert in your industry
Generates traffic to your site to improve lead generation
Opens a channel of communication through social shares and comments
Helps your customers move through the purchase decision more quickly
Provides value with no strings attached”
You can read Debra’s article at 10 Content Marketing Benefits, Challenges, and Tips.
Like Debra said, if there is no content there is nothing to share, your site or artist blog will not generate any traffic.
How can you expect to sell art online if your site does not have any traffic?
Why waste your time learning about what art sells best or learning more about websites that sell art if you are not willing to do the work to drive traffic to your artist website?
Bottom line if you want to make money selling art you need to write content and a lot of it.
Do you have a hard time writing content on a consistent basis?
If you do you are not alone. Many artists struggle in this area.
I have written an eBook that will help keep you accountable and will tell you what steps to take and when. More than half of the planning is done for you. All you have to do is write, publish and watch your traffic increase over time.
Are your ready to take the challenge?
28 Day Blogging Challenge for Visual Artists download your copy today.
Digital Content Marketing Strategy
Now that we understand how important digital content marketing is for selling art online, we need to come up with a strategy.
Your digital content marketing strategy is the “why.”
Why are you creating content?
Are you creating content to sell art online?
Are you creating content to keep your following updated with new events?
Are you creating content to promote your art that is being displayed in galleries?
Are you creating content to sell art prints online?
Your “why” is unique. It is like a figure print. No one will have the same “why” as yours.
For you to be productive with your digital content marketing, you need to have a clear vision of your why.
If you don’t your content will not be focused on your priorities.
For example, if your “why” is to promote art prints your content marketing plan will be to deliver content that relates to your art prints.
Just to clarify what content marketing plan means, it documents how you are going to implement your strategy. Simply said it is measurable goals broken down into workable tasks that will lead you towards your “why.”
You need a strategy before you can develop a plan.
Take some time now to write down your “why.”
Content Marketing Tips
Content marketing or blogging can be very stressful for people who are just starting. You do not know where to start or what tools you should be using. The good news is I am going to share with you the best way to start.
First, I would like you to visit my Art Marketing Page. Here you will find a list of all the tools I use.
Look at all of them and become familiar with them and what they are used for.
You are going to need a platform for your blog posts.
There are free blogging platforms like Blogger that are available.
If you are planning to sell art online for the long term you will want to consider starting off with WordPress.
WordPress is free but you will need to purchase a domain name (a unique URL for your site) and hosting.
I recommend BlueHost and Hostgator for hosting services.
Both services allow you to purchase a domain name as well as hosting for WordPress.
They also provide a Quick Install for WordPress. You will have your site live in just minutes.
Once you have your site up and running, it will be time for you to tell your story.
Take out your content marketing strategy and your content marketing plan and start creating a list of post ideas.
Each idea should lead you towards your goals.
Think of it like a bike wheel. Each spoke is a blog post that leads to the middle or main goal.
What is quality content?
Quality content is content that your audience will enjoy reading. It does not mean that you must be an English major to write quality content.
You just have to be able to express your thoughts in words people can relate to.
The best way to get your thought across to a wide audience is to keep it simple.
If you want to make money selling art online, you will have to attract a large audience that is interested in your art.
You do not know how old or educational background your audience is. Use easy to understand vocabulary so everyone can connect and enjoy your story.
You might be thinking that you will not have time to write content for your artist blog and social media sites.
That is understandable. You do need to have time to create your art.
The good news is all you will have to write for is your artist blog. You will be repurposing that content to other mediums like Facebook, Pinterest, YouTube and so on.
Do you remember when I said that social media is for building brand awareness and relationships with your audience?
You will be doing that by proving bits and pieces of your article and including a link to where they can read more if the wish to.
It is as easy as that. Take the main parts of your post and publish it on Facebook with a nice image and a link that directs them to the post.
If you are on Twitter, you can tweet a sentence of the article with a link to the post.
With Pinterest, all you have to do is create an eye-catching Image that relates to the post. Don’t forget to link back to the post.
If you are creating Youtube videos, all you have to do is take some of the content from the post and make a video.
Do you see how easy this is? By doing this you are creating a lot of “onramps” to your highway that leads your audience to your artist website.
Have you ever heard of the term evergreen content?
Evergreen content is a buzzword used by bloggers and content marketers. Statistics show that evergreen content drives more traffic to websites than any other content over time.
Evergreen content is content that will never lose credibility or be outdated.
For example, if you write a post about how to clean artist paint brushes, the information will always be helpful to the reader even if they land on your post five or ten years from now.
The information will never be outdated. This type of post will generate traffic for many years.
An example of a post that isn’t evergreen would be if I wrote an article about Facebook Marketing tips.
Every day Facebook is changing, so marketing on Facebook will have to change. What I write today might not work six months from now. The post will only generate traffic for if the content is relevant.
You should strive to write as many evergreen posts as you can. The more, the better. In a year from now, you will notice the posts you are writing today are still driving a ton of traffic to your site.
People love visuals. That is why your Facebook News Feed is filled with images and videos.
Include high-quality images and videos to each post. This will be easy if you are writing about some artwork you have created. But if you are writing about something else that relates to your business include some images.
I find a lot of my images for this blog at Pexels. It is a free stock photo site filled with hundreds of beautiful images you can download and use.
Just make sure that you look at the licensing before you download it and use it on your post. Most images are CCO license. (Free for personal and commercial use with no attribution required.)
Or if you have time and you enjoy taking pictures, use them for your post. Keep in mind the image should have something to do with what you are writing about.
An image of spaghetti would look odd if the post was about best oil paints.
In this post, you have learned what content marketing is and how important it is to include content marketing into your art marketing strategy.
You have also learned how to refurbish your posts to build brand authority and drive people to your artist website.
I have also gone over some helpful tips to think about when you are writing your posts that will keep your readers happy and be coming back for more.
If you still need to be held accountable, you might want to consider purchasing my eBook the 28 Day Blogging Challenge for Visual Artists. This eBook will help you stay on track so you can continue to build your audience.
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