Digital Strategy – part 2

The human side of your digital strategy

Last week we took a deep dive into answering some difficult questions. Many of these questions are not what we want to think about when it comes to marketing art or artisan products. We just want to get on with doing what we prefer to do. Like painting, designing, going for a walk with a sketchbook. I get it.

There are more questions in this lesson, to get to the very root of your uniqueness and who your ideal collector, client or customer really is.

Let’s figure out what’s worked and what hasn’t. Consider what marketing has worked well in the past and what hasn’t. Where are you succeeding in persuading collectors to buy your work.

First, the numbers

Look at your Google Analytics (Have you installed Google Site Kit on your WordPress website yet?) Take a good look at the numbers. Look at your Facebook page insights, your Pinterest analytics and your Instagram insights. This about your time invested and the effort that you’ve put into the things that have worked well. Past failures and successes are important learning tools. If you know what works, it stops being just a gamble. It’s easy to get sucked into to trying every new platform, tactic and fad. To market your work, product or service well you must know what your brand is about, you must know what you are offering and understand what makes you stand out. Instead of winging it, combine intention and planning with a personal approach.

You are going to create a digital strategy that will mean it’s no longer necessary to take a gamble.

Business strategy is about what you want to create and how you want to connect with people. Your strategy is based on what’s unique to you, and not on tactics you think or have been told you should try.

Then, a deep look at what makes you and your business tick

Think about what in really important to you in your work and life? How is the way that you do it different to the way others do. What are you really passionate about. What unique angle do you have and what skills are you bringing to the table.

When are you at your most comfortable meeting new people?

What response do you like to get from people about your work? Write down some examples.

Can you think of any people who inspire you to do the sort of work that you do? Write down their names.

What does success look like to you? What do you want your business to look like in twelve months from now, and what business successes do you envision for yourself?

From the list of goals you wrote down in the last lesson, pick three results that you want to achieve for your business that will bring you closer to your big vision. Do you want more sales? Do you want to grow your collector base and your email list? Do you want to attract people who are happy to pay for what you create?

Next, pick three results that would make you feel more comfortable and secure in your business and life?

What need do you fill with your art, creative product, or service? To get you started, consider what attracts your ideal collector to your art. Are they nature lovers? Looking for a memento from their holiday? It’s easier to establish the need you fill if you have a product or service?

Think about what communities and interests your business is part of. Write them down.

How does your vision (that you wrote down in your last lesson) differentiate your art from the rest of the market?

What feels like the easiest way for you to connect with people online?

How do you most like to conduct business relationships with other artists and business owners, and with your clients?

Pull out your notes from the last lesson again and get really clear on who you are creating for. List the names of specific people.

From your notes, write down what is most important to these people, what really matters to them and how they think.

How do these people interact with you and your art, product or service? What actions feel most natural?

How can you channel those actions into the results that you want from your business?

Finally, we’ll put it all together

In the next lesson, you will put your strategy together, informed by the work that you’ve done in these past two intense lessons. I’m delighted that you’ve come this far and are taking your strategy seriously. Get ready to see some serious results.

This post is one of a series of tutorial posts that I am writing for my Facebook group of artists and creatives who want to get their online presence up to scratch and create a practical digital strategy while we are self-isolating. Let’s come out the other side of this time better prepared to make a good living with our creative talents. You can join us here.

Learn more about creating a website and marketing your art, creative services or products online with Websites for Artists.

Tracy Algar is a visual artist, web designer and digital strategist who has been selling her art online since 2013. For more tips on creating a website and marketing your art and creative products online subscribe to her email list below or Like her Facebook page.


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