Creating a Marketing Plan, Part Four: How To Implement your Marketing Plan

This is the fourth in a four-part series on Creating a Marketing Plan for your arts business.

In our previous posts we discussed Who is Your customer? Where is Your Customer? What Matters to or Bonding with your Customer. In this post we look at some ideas for How to Implement your Marketing Plan.

Now that you know who your customer is, where they hang out and what matters to them, you are ready to start marketing.

The good news?  There’s more than way to accomplish this goal. Here are some tips that have worked for us.

  1. Get a system. Create a calendar to regularly put action into your marketing plan. We recommend a simple spreadsheet using MS Excel or Apple’s Numbers. There are apps you can download to integrate your calendar with other functions. Or use Google Plus where you can use the calendar, store and share documents and more. You can even go low-tech and use a paper calendar. It doesn’t matter. Just have a system. And. Use. It. If you schedule web site updates for 3PM Sunday, keep that promise to yourself or reschedule within 24 hours.
  2. Plot out your plan. Research how often you can message your customers without losing their trust. For some it’s daily, others, weekly. You might get away with sending a weekly blog or newsletter (with four times more info as sales copy), (which is tweeted and shared on Facebook automatically); two additional Facebook posts (which are automatically tweeted) and one presentation at a non-profit luncheon where you get to sell your books/CDs. Your research will dictate your frequency. Follow others in your industry. Are you comfortable with their frequency and messaging?
  3. Pre-fill content, wherever and whenever possible. For example, you can write ten blogs one weekend and schedule them to release once a week over the next two and a half months. Prepare content ahead even if you can’t have it generate automatically. You have a system, remember? You can write all your Facebook messages for the month. Collect your images, links, etc. in a file on your favorite device. They’re ready to copy and paste into your posts as you need them. With some preparation your Facebook chores can take only a few minutes each day. Technology can help. Often you can set it up so that when your blog goes live, it notifies your social media of choice. Linking the channels you use is easier than ever and will save time.
  4. Focus. You can’t do it all. Some say it’s better to NOT be on a social media channel if you aren’t active. Pick the top two or three media your audience uses and wow them. If you’re wildly successful and have more resources, you can expand your channels in the future.  If you’re on Facebook, be there. Answer comments. Share information interesting to your tribe. Be frequent and regular. If YouTube is your main channel, do it well.
  5. Measure and test everything. For example, install analytics in your web site so you can see who visited, how long, which pages they clicked on, how long they stayed on the page (were they reading it or just passing through?); all vital information. Test Facebook posts by posting the same message twice, each time with a different title. Which title garnered more likes/views? These are more clues to what resonates with your customer. Test email subject lines by sending the same message to two different groups using two titles. Measure which title elicited more reaction.

We’ve really only scratched the surface of Creating a Marketing Plan but if you implement a few of these tips you will enjoy exponential growth over doing almost nothing!

If you’re serious about making money from your art business, Create a Marketing Plan. If you need help, let us know.

Shelley Goldbeck and Susan Cramer
www.S2Seminars.ca

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.

 

 

Creating a Marketing Plan, Part Two: Where is Your Customer?

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.

  1. 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.
  2. 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.
  3. 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.

 

Shelley Goldbeck and Susan Cramer
www.S2Seminars.ca

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.

 

Link to Part 1, Who is Your Customer?