For my next few blog post I am going to address the issue of how artists can find or enlarge their audience. It's tricky because the common question is "so how can we understand our customer even if we have never met them?"
It's not as difficult as you think. By asking yourself a few questions you can determine who your audience is and where you should be aiming your social media marketing strategy.
1. How Old Is Your Audience?
If you’re selling a high-end oil painting it’s unlikely that people between the age of 10-18 are going to be interested in your social media updates. Alternatively, it’s unlikely that many of customers between the ages of 55-65 are going to be interested in purchasing street art either.
Understanding the age range of your current and soon-to-be customers will help you to know which demographic has the most interest in your art and the financial ability to be a repeat purchaser.
2. Where Does Your Audience Live?
Understanding the location of your prospective customer isn’t an insight that only local small and medium-size businesses need to be aware of. Artists selling their art both offline and online need to understand where their customers are in order to better target their advertising and engagement through social media.
As a local business owner, you’re obviously keen to target and acquire customers within the workable radius of the service you offer. If you’re holding an art show in a small town in Florida this weekend it’s unlikely that people viewing your social media updates in Los Angeles are likely to call you anytime soon.
Rather than spending all your money on Pay Per Click and social media ads that target worldwide, you can instead narrow down the range to only the most suitable locational demographic, thereby increasing your conversions and saving you money in the process.
3. Is Your Audience Mostly Men or Women?
As important as how old your audience is and where they live is their gender.
Targeting your floral paintings at men isn’t necessarily a bad choice in the month before Christmas, but throughout the rest of the year it’s unlikely that those ads are going to convert into a sale.
By aiming your updates and ads at women only you can decrease the waste expenditure of your advertising campaign and reinvest that money into re-targeting the customers you already have for a repeat sale.
Social media networks like Facebook and Twitter have in-built advertising networks that are increasing in depth every day. Today you can create an ad aimed solely at the right gender — plus age group and location — for a much cheaper cost per click.
4. How Do You Promote Your Art To Those Individuals?
Understanding your demographics greatly aids you in creating better social media updates and ads that convert.
Some people need to repeatedly see a product through photos and videos over the space of a few days before making a purchase. Networks such as Facebook Live, YouTube and Instagram Stories are perfect for demonstrating not just how your art looks, but how much better it makes the lives of the people who have purchased it.
Others need to see a product over time before they feel like making a purchase.
If your product is slightly higher that the purchase range of the customer they may take up to 12 weeks to save or be convinced to purchase a really expensive piece of art.
These customers are just as valuable as immediate spend customers if their lifetime customer value is worthwhile.
Over the course of that period of saving and indecision, you can subtly target them through regular and engaging updates on the social media network your intended demographic uses the most, such as Facebook or Twitter.
In these instances one ad running throughout the period, plus irregular engagements with them through social media, could be all that’s needed to secure a sale that might otherwise have been missed.
I will have more about this tomorrow ...
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