![Debra Joy Groesser: Share Your News(letter)
When we asked Debra Joy Groesser about her
marketing strategies, she instantly brought up
her monthly newsletter–and with good reason.
She sells a work off every single one!
She also mails a paper newsletter a few times a
year. She “was in real estate for ten years and
morphed that contact list into [her] artist one.”
Debra revealed, “It’s a very effective way to stay
in contact with my collectors, friends, and fans.”](https://image.slidesharecdn.com/masteringsocialmediaforartistsworkshoprev2-190914211226/85/Mastering-social-media-for-artists-workshop-19-320.jpg)
Mastering social media for artists workshop
- 5. What are we going to discuss today? What is Social Media? How is Social Media Changing the landscape for Artists? Target Audience Buyer Persona Brand Identity Content Marketing Social Media Demographics Facebook Business Manager
- 7. Social media marketing is a powerful way for Artists of all sizes to reach prospects and customers. Your customers are already interacting with brands through social media, and if you're not speaking directly to your audience through social platforms like Facebook, you're missing out! Facebook is your business card!
- 8. Social Media is changing the landscape for Artists One thing is clear—social media is redefining how the art world does business. In the past year, over 80 percent of all Generation Y art buyers bought fine art online, with almost half of online buyers using Instagram for art- related purposes, revealed Gotham Magazine. As sales of contemporary art have skyrocketed, the ways of buying and selling artworks have also multiplied. The traditional artist-gallery relationship (sometimes called the “Leo Castelli” model), in which a gallery slowly develops artists’ careers, is being challenged: Artists are engaging with the public via social media and bypassing galleries altogether in favor of auctions. Herewith, an appraisal of the shifting landscape. On the Block In 2008, Damien Hirst made waves—and a number of art-dealer enemies—when he bypassed his galleries, Gagosian in New York and White Cube in London, and went directly to Sotheby’s London to sell Beautiful Inside My Head Forever. “Even if the sale bombs, I’ll be opening a new door for artists everywhere,” the artist/entrepreneur told reporters at the time. In less than 24 hours, 223 works were sold, for a total of $200.7 million, a record for a single-artist auction. Gallerists braced for a tsunami, but there have been no similar blockbuster direct-to-auction sales since, and Hirst, who had left Gagosian some years ago, just rejoined the gallery this spring, to great fanfare.
- 10. So before we start on Social Media what do we need to know?
- 13. Who is your ideal Client talking to? What is your buyers persona? We choose a Buyer Persona to understand a buyers emotions. -Write down one person that you want to target with your art. Note their age, sex, interests, where they live, married or single, pets & anything else you can think about them. Remember business is not about money –it is about people. It is about solving their problems
- 14. BUYER PERSONA (Avatar) A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better. Buyer personas provide tremendous structure and insight for your company/business. A detailed buyer persona will help you determine where to focus your time, guide product development, and allow for alignment across the organization. As a result, you will be able to attract the most valuable visitors, leads, and customers to your business. Creating an ideal Buyer Persona will enable you to distinguish between multiple buyer/User groups and present them as if they were actual people.
- 15. Name Buyer Persona How your Buyer Describes themselves Role Social Media Knowledge Goals Challenges Values Commons Information Sources Age Income Education Marital Status Children Pets Spending Routine Budget
- 16. Brand Identity
- 17. Create a Brand Branding is a process of self-discovery. You will need to think about what your brand will mean to your audience once you present it to them. Why do you make the kind of artwork you do? Do you have a common message you are trying to get across with your art? This message will be your unique mission and value proposition. It will be what people think of when they hear your name and it’s what will set you apart from other artists. It is easy to commit to your brand if you keep your personality a part of the message. If you are true to yourself and your beliefs, it will most likely be reflected in your brand. Plus, it should lead you to an audience that can relate to you not just your product, but the lifestyle and values around your artwork.
- 18. Randy L. Purcell: Expand Your Market Randy L. Purcell understands the importance of building a network outside your own art scene. Randy is involved in different community groups and a business group and he shares “it’s helped me tremendously. Because of that, I know people who don’t normally collect art, but might buy my work because they know me and want to support me.” Randy’s connections also helped him land an exhibition at the Nashville International Airport.
- 19. Debra Joy Groesser: Share Your News(letter) When we asked Debra Joy Groesser about her marketing strategies, she instantly brought up her monthly newsletter–and with good reason. She sells a work off every single one! She also mails a paper newsletter a few times a year. She “was in real estate for ten years and morphed that contact list into [her] artist one.” Debra revealed, “It’s a very effective way to stay in contact with my collectors, friends, and fans.”
- 20. Lori McNee: Show Your Personality If you were to ask any artist about the power of social media marketing, it should be painter and Huffington Post #TwitterPowerhouse Lori McNee. Lori recommends sharing your artistic world with your fans. She states, “You need to focus on building your personal brand, then you can market it. Share your personality, a little bit about your life, and what you’re creating in your art studio.” It’s definitely working for Lori, who has 101,000+ followers and counting on Twitter
- 21. Peter Bragino: Build Your Tribe One of Peter Bragino’s friends–who also happens to create artwork for Disney–gave him the idea of branding and tiering his prices and products. Peter creates options, like prints, that people can afford and shouts it from the rooftops. Peter claims, “The more traction you have, the bigger tribe you can build.” You can explore Peter’s fantastic e- commerce website and see how he’s building his tribe at Bragino.com.
- 25. Brand Alignment As an Artist you are a visual storyteller. The way you paint is unique! You are your Brand Create well defined Brand Guidelines -Logo, Colours, Voice, Tone, signature Ensure your Customers know what your brand is about – communication, the story you tell Consistency –maintain your brand
- 27. What is Content Marketing? Content Marketing promotes your art business by providing valuable and engaging content for your customers. It will: Create word of mouth about your art business (when your content is shared) Build up credibility as an Artist (when you share your story and experiences) Build an emotional connection to your work (through your art story) Create an online presence for your brand (where potential buyers will look to learn more about you) All of these outcomes will help you sell more art.
- 29. Visual Guidelines Facebook displays pictures or video as follows:- Computer 160 x 160 pixels Mobiles 50 x 50 pixels The visual must be at least 180 x 180 pixels and will be cropped to fit a square. Users typically choose pictures or videos that reflect how they like to present themselves to friends and colleagues. Facebook Cover Photos display at 815 pixels x 315 pixels on a computer Facebook Cover Photos display at 815 pixels x 315 pixels on smart phones. The image must be at least 399 pixels wide x 150 pixels tall. These cover photos may be landscape or other images that users select for reasons such as personal branding.
- 30. What Social Media Platform should I use? -this depends on your Buyer Persona
- 32. What do you need to do to promote your art on Facebook?
- 33. How do I sign up for Business Manager? Have a personal Facebook Account to confirm your Identity Next, Sign up for Business Manager (business.facebook.com) CREATE ACCOUNT Follow through the rest of the onboarding flow by entering the rest of the required fields, then add people to Business Manager
- 35. Facebook has over 1.44 billion monthly Users Must have components 1. An Artist Statement -Tell a Story Instead of a Mission Your artist statement is your chance to tell your own unique story and share your world. It’s what sets you apart from other artists. Tell your viewer why you create your art and what inspires you. Share what your art means to you and what is special about your creative process. The story of your art is much more welcoming than a mission statement. It allows the viewer to get to know you. And we suggest keeping it simple so your story doesn’t get lost in the details. You can go more in depth if viewers ask. 2. Make it unique to you, talk in the first person 3. Keep it short and sweet
- 36. Have a compelling Profile picture and Cover photo
- 37. Your cover photo is the large image at the top of your profile. This lets you feature a unique image that represents who you are or what you care about. Note: Yourprofile picture and cover photo can be seen by anyone visiting your profile. Cover PhotoProfile Image
- 38. A Useful “About Page” This is your opportunity to tell your Facebook page visitors more about you and your art. You can include a short biography about yourself - the story of your art career. Flesh out your short description and tell your Facebook visitors about your inspiration and creative process. Avoid making anything too long though. We recommend including a way for visitors to contact you and view more of your art.
- 39. A gorgeous Gallery of your work People that visit your artist Facebook page expect to see art. Upload your work under photos so visitors can easily peruse your work. You can organize your art into different albums based on the type, the collection, or whatever you desire. Be sure to upload new pieces periodically so visitors have new art to interact with. This keeps your fans inspired and excited. And the more art you have in your Facebook “gallery” the more pieces people can engage with. Facebook fans can share your art on their own pages and spread the word about your art.
- 40. An Informative Credit for Each Artwork Don’t forget to add a credit for each artwork you upload. When Facebook visitors scroll down your page, your name is left at the top. A caption under your photos will remind them whose art they are viewing. Include your name, the title of the work, the medium, and the dimension. The medium and dimension are especially important. They allow the visitor to visualize your art as it would appear in person. Want more information on crediting your art.
- 42. Facebook Store
- 43. Facebook Shop
- 44. Requirements to have a shop? Sell physical item Agree with Facebook Merchant terms Link to valid Bank Account Have a Tax Identification Number (TIN)
- 47. Apart from Facebook what other social media should I consider? Instagram Pinterest While every now and then you can advertise your latest artwork for sale, most often you should share content your fans will find intriguing—something that isn’t persuading them to buy an artwork outright, but instead is building up a good relationship with your art business. For instance, Facebook, Twitter, Instagram, and Pinterest all allow you to share blog posts, photos of your artistic process, videos from the studio, and more on your business page. This not only shows potential buyers what you have been up to in the art world (creating that emotional connection again!), but it gets your name out there every time you post something helpful and interesting for your fans to share. Create an Art Blog -A fun and easy way to share your artist story is by creating a blog. There are many free and easy-to- use websites for blogging these days. And, if you are worried about writer’s block, we created a list of 50 topics to write about that will impress art buyers and tell your story better than a regular advertisement. Send a Newsletter -For example, sharing a personal invitation to your upcoming gallery show may feel like an exciting and exclusive opportunity to your subscribers, and also might help you build a crowd at your showing and land a sale.
- 49. What we discussed today? What is Social Media? How is Social Media Changing the landscape for Artists? Target Audience Buyer Persona Brand Identity Content Marketing Social Media Demographics Facebook Business Manager
- 53. Facebook Ads Facebook Ads appear in the newsfeed between stories and on the right hand side column (when viewing from desktop). There are 5 main key benefits of Facebook advertising Gain Page Likes Increase Brand Awareness Increase traffic to website Drive local sales Promote downloads of mobile apps or content Facebook ads are paid messages from businesses that are written in their voice and help reach the people who matter most to them. Advertisers create campaigns that have specific goals, which we call advertising objectives and they create ads within those campaigns to help them reach those objectives. For example, a business may create a campaign because they want to get more people to visit their website. When they create ads within that campaign, they’ll choose images, text and an audience that they think will help them get that increase in visitors. Learn more about how Facebook ads work and how they differ from boosting a post. How much do they cost? You decide how much you want to spend on your ads by setting a budget for each campaign you create. We use an ads auction system where you let us know how much you're willing to bid to have your ad shown to the audience of your choice. These bids are based on the cost per click on your ad or the cost per impression on your ad. Learn more about how much Facebook ads cost.
- 54. How ad billing works on Facebook When you advertise on Facebook, you'll set a budget for each ad you run, and then we'll try to spend your budget evenly throughout the time your ads are running (unless you use accelerated delivery). You won't be charged more than the budget you set. Remember, you're always in control of how much you spend. It's important to keep in mind the difference between budget and spend: Budget: The amount of money you want to spend or are willing to spend for your ad to run. Spend: The amount you actually will pay (in other words, how much money was used from the maximum budget). When you're setting your budget for Facebook ads, that's not necessarily the amount you'll spend. For example, you don't buy an ad for $100. You budget a maximum of $100 to be spent on the ad over a given time period using one of the budgeting options below. So if you set a budget of $100 to be spent over a month, but only $70 is spent during that month based on the ad's performance, your bill will be $70. Daily and lifetime budgets There are two types of budgets you can set to control how much you spend on a particular ad set: Daily budgets: The average amount you're willing to spend on an ad set every day. Lifetime budgets: The amount you're willing to spend over the entire runtime of your ad set.
- 55. How you're charged The pricing of Facebook ads is based on an auction system where ads compete for impressions based on bid and performance. When you run your ad, you'll only be charged for the number of clicks or the number of impressions your ad received. When you'll pay We'll charge you at the moment you confirm your ads purchase. Your ads charge will be equal to the budget you set for your ad. We will not charge you an amount exceeding the budget that you set for your ad. For example, if your campaign is set to run from two days with a daily budget of $10, you will be charged $20 at the moment you confirm your purchase. View your charges When you want to see how much you're spending on your ads, you can see an estimated daily spending limit in Ads Manager. In the Billing section of Ads Manager, you'll find all your final charges, including the specific ads you paid for and exactly what you paid for, like running an ad for awareness or getting people to click your ad. Keep in mind that your final bill may be more than your budget for a particular ad. That's because your account is charged for all the ads that you're running on that specific ad account. We'll always stay within the budget you set for each ad.
- 57. Choose ad placements in Ads Manager Go to Ads Manager. Choose your objective and choose Continue. Scroll to the Placements section. Automatic Placements (Recommended) is pre-selected. To exclude certain placements, choose Edit placements instead. Uncheck the box next to each placement to remove it. If you don't see a box, your ad type or objective doesn't support the placement. You can also use the Device types dropdown menu to limit your placements to Mobile only or Desktop only.
- 58. What are boosted Posts on Facebook? A paid tool that allows an Organisations posts to reach more viewers in the newsfeed. Facebook estimates expected costs based on the audience size and daily budget entered An excellent tool for brand awareness..
- 59. In this ad, UK mattress company Simba utilises the carousel ad format with short, feature- rich videos and a single image to market their Hybrid Mattress. Why it works Curious copy: the single sentence copy not only grabs the attention by building curiosity with the target audience but the overall shortness pushes the target audience to consume the carousel cards that highlight the product features. Striking visuals: what makes this an excellent ad is the use of attention grabbing video, particularly in the first carousel card. The short looping videos make it more immersive and engaging than regular images. Finally, the use of a single image in the second to last carousel card breaks the expectation of another video and effectively draws attention to the 100 day trial offer. Carousel title & CTA: Each of the carousel card titles highlights either a consumer benefit or specific feature of the product. They are short and concise enough not to get cut off on mobile newsfeed ad placement. The Shop Now CTA reinforces the desired purchasing mind-set.
- 60. Takeaways you can apply to your own ads Ad copy When it comes to ad copy, ask yourself the following questions when writing your next Facebook ad: What’s a question that will bring the content of your ad to the top-of-mind of your target audience? Do you have a customer’s testimonial you can use to add an element of social proof to your ads? What are the customer benefits of the product or service you’re advertising? Identify the benefit as opposed to just features as customers buy the benefits of a product or service. Visuals Right now video is the best performing content type on Facebook, that’s why over half of the ad examples in this article feature a video. Take advantage of the increased level of engagement on video content and the subsequent undervalued cost per video view, which means you can generate thousands of views from small ad budgets. CTAs If you want your target audience to take a specific action, don’t forget to tell them to do so. The key to correctly using CTAs in your ads is to keep them consistent between what your target audience will read in the ad copy, the link or carousel card title and the specific CTA button that you use. The same goes for when they visit the web page you are linking to in your ad.
- 61. How to create Amazing Facebook Ads As of June 2017, Facebook has already reached its 2-billion monthly users’ mark which also makes it one of the largest marketplaces for internet marketers today. With this social app growing so incredibly quickly, it’s obvious that you should also up your game for your business to strive and ace out the competition. Aside from a compelling headline and copy, your Facebook ad design is one of your best allies towards a high-yielding advert, and as supported by studies can also help achieve a laser focus audience targeting (pretty handy for such a gargantuan market as Facebook!) An amazing Facebook ad design serves one purpose: to catch users’ attention while making them desire your product. And to be able to meet this purpose, there are certain design tips you should take advantage of.
- 62. Optimize your ads accordingly A misplaced ad could result in a truncated copy, hard to read texts and obscured design elements resulting in low clickthrough rate or worse a disapproved ad (hence a waste of money!) thus, it’s important to make sure you optimize your ads accordingly.
- 63. There are three overarching ad placements on Facebook that you should consider before you start creating your ad design – The Desktop Newsfeed, Desktop Right Column and Mobile Newsfeed: Desktop Newsfeed – This is the most spacious Facebook ad size for images (1,200 x 900 pixels) and is ideal for engagement and generating sales and leads. This supports up to 90 characters. The image can include minimal text. Right Column – This is the smallest ad size (254 x 133 pixels) but is extremely effective for warm markets as well as when running campaigns with a big reach. Although it also supports up to 90 characters, longer posts might be truncated on smaller screens. Mobile Newsfeed – Opted for mobile viewing, this placement is 1,200 x 628 pixels. A study conducted shows that if you want to get higher CTRs in the real world, the best way is through mobile advertising. Facebook users tend to click more when using mobile phones compared to desktop.
- 64. Steal the show with the right image With a myriad of visuals on your target audience’s news feed (think of the daily pictures of people they care about, dozens of other ads, that colorful and patterned status backgrounds) it’s impossible to steal the show with a mediocre ad design. Take note that every part of your design adds up to a successful ad. Let’s then kick off with the largest part of your design – the ad image.
- 65. Aim for contrast – Check the contrast between the subject in the image and its background. Images that pop out from its background tend to become more noticeable. Also, you just don’t pick images that have “within-image” contrast. Think about the white and blue Facebook news feed. Images with dark and strong colors such as red, black, yellow and orange could easily catch the attention of a skimming eye. Use images of faces – Did you know there is a specific part of our brain that responds only to faces? People’s face is the ultimate social tool since it invokes emotion like no other part of the body. This psychology was widely used for commercial products and is proven to be effective such that the packagings of your favorite rice crispies depict human faces
- 66. Apply the Psychology of Colours Ever wonder why Facebook is blue? Colors have more to it than just making your ad creatives pop in a white and blue news feed. According to the study on Impact of Color in Marketing, 90% of our quick decisions towards products can be traced back to color alone. Colors influence consumer’s moods, feelings, brand perception and overall purchasing behavior. This is why choosing the right color for your Facebook ads is vital in leveraging your Facebook marketing strategy. Studies show that blue is the most favored color for both genders while orange, brown, and yellow are the least popular. If you’re targeting a younger demographic, you can go fancy with bright colors such as red, yellow and orange. On the contrary, older people prefer colors with shorter wave lengths such as green, blue, and purple. By simply choosing the right colors for your ad design, you can already make it pop and attract, as well as pump up precision for audience targeting.
- 67. Include a call-to-action CTA buttons are effective in boosting CTR, engagement, website traffic and conversion. From the name itself, CTA buttons entail swift action and guide users to your desired action after seeing your ad. CTAs such as “Use App”, “Buy Now”, “Start your free trial”, “Download your copy here”, “Register here”, “Get Access”, are clear and direct instructions for users. On a research done on the value of CTA buttons in post adverts, it showed that users who clicked on a CTA button are more likely to convert compared to users who clicked elsewhere on the advert. Test multiple designs A/B testing your Facebook ads is key to knowing which types of ad appeal to your target audience and ones that simply don’t make the cut. Truth is, there is no hidden formula or a magic wand for creating successful Facebook ads. Even the pros who have done tons of ads for a plethora of campaigns agree that you need to test multiple designs to nail down which works for your niche. Doing so will also keep you from wasting capital on ads that don’t convert. Creating amazing Facebook ad designs don’t have to cost you much time and money. With graphic tools like Youzign, you can create multiple designs in a jiffy for your Facebook campaign.