This is the second in a four-part series on Creating a Marketing Plan for your arts business. Link to Part 1, Who is Your Customer?
Part Two: Where is Your Customer?
In Part One of Creating a Marketing Plan we identified who our ideal customer is and what matters to him/her. Now that you know that information, finding your customers will be easier. Here are some tips for where to find your customers.
- Create a list of possible media. Your list might include your web site, your blog and social media such as Twitter, Facebook, Linked In, Pinterest, Instagram, Snapchat; traditional media like print (including books/magazines), radio, TV; and newer media like podcasts, YouTube and webinars. Business cards, postcards, brochures, and promotional gifts (pens, water bottles, bags) are all part of your marketing, as are how you dress, how you speak; even the cleanliness of your car sends a message to clients.
- Now that you have your list, it’s time to analyze each medium’s effectiveness in reaching your ideal customer. For example, if your ideal customer is a soccer mom, you will likely find her on Facebook. If your client is the CEO of a small company, good luck reaching him on Facebook! Odds are LinkedIn will be his social media of choice. This might require you spending time on the various media to find out who’s there and what they’re saying.
- If you don’t know where your customer hangs out, do some research. Ask past customers how they like to communicate with you. They might like frequent short messages on Twitter rather than reading a long technical blog article. They might prefer podcasts because they spend long hours in a car. They might like to post pictures on Instagram.
Once you’ve determined where your customers are, the next step is to join them there. Set up your Facebook account, start writing your blog or the script for your video, decide if you’ll find your following on Pinterest or Instagram or neither! (Where NOT to be is as important as where TO be!)
Finding your tribe is a process. Very few get it on the first try.
Most artists, authors, speakers and other influencers are not using the same media nor speaking to the same audience with the same message in the same way they were two decades ago!
So be kind to yourself as you build your business. Baby steps!
If you need help setting up your systems, call us.
Once you find your following, what are you going to say?
In Part Three of Creating a Marketing Plan, we cover “Bonding with your Customer” or Matching your Message to your Customer.
S2 Seminars, Grow Exponentially – use both sides of your brain!, is a partnership between Shelley Goldbeck and Susan Cramer. To learn more about running your small business, contact us today.