For years, the Internet has been the number one place for marketing. However, the rise of social media provided small brands with the best opportunity for effective online marketing. Thus, in this Expert Insight Interview, David Emmons discusses the path for artists and specialty small business owners to achieve sustainable online business success. David Emmons is a President at Artist Marketing Formula.
The interview discusses:
- The key components to online success
- Maximizing your marketing strategy
- Connecting with the customers
- Integrating marketing in daily practice
The Key to Online Success
Artists usually like to focus on art and not on being marketers. But, to sell your work, you have to promote it online. And the key to succeeding in a virtual environment consists of two simple components: being authentic and staying focused. Thus, show your passion online and do not let the Internet distract you from your main goal.
Maximize Your Strategy
For promoting your work on platforms like Facebook or Instagram, you have to make sure to put the right thing in front of the right people. Narrowing down your target market and understanding your target audience is essential for the right marketing strategy. That could be anything from images to live videos or videos behind the scenes. For example, a restaurant owner could do the live video from the kitchen listing or showing tonight’s specials. The point is to post something that encourages engagement with the audience. When your audience likes, comments, or shares your picture or a video, it creates the traffic that the algorithm recognizes. Afterward, algorithms will do their magic, and they will grow your network for you by finding more people with the same interest.
Today, people like to connect and to know more about the product and the brand they use. As a small brand, you have the advantage over a big company to create better relationships with your customers. You can easily show up that unique component that makes your brand authentic. For you, having a little store in the mountains in Vermont might not be anything special because you live there your whole life, but for the city people, it might sound astonishing. Big organizations invest a lot of money trying to create a sense of authenticity. But for them, that does not come as naturally as it does to a small business owner.
Integrating marketing in your daily practice can be simple. You do not have to do much to do things right. Create content to serve as your profit producing ad while you are in your studio painting or doing anything else that you like.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.