After my last post on Why You Need a Marketing Plan, I hope we can all agree that a marketing plan and strategy is going to help you sell more artwork consistently, regardless of what your actual marketing tactics are.
In this video, let’s tackle the question “how do I create a marketing plan?”
- A plan that you create and then promptly place on a shelf isn’t worth spending the time on; I use and recommend a 3-page marketing plan that is succinct, nimble, and useful.
- The eight parts of a strong marketing plan:
- Know Your Numbers – Know where you are now so you can track your success. Without a baseline, how will you be able to tell what is or isn’t working?
- SWOT Analysis: Strengths, Weaknesses, Opportunities, and Threats – By understanding what your strengths and weaknesses are, you can do more of the things that come naturally to you and limit the things that don’t. It’s also really important for you to look at what opportunities there are in the market whether it’s local, national, or international and examine the threats out there or what could be coming that could hurt your business. Again, you want to be proactive rather than reactive.
- Marketing goals – Know where you want to be six months or a year from now. Setting clear marketing goals will help keep you moving toward success, especially during those days or weeks when you feel less than motivated.
- Get Clear on Your Brand – I like to talk about brand pillars, the personal and professional values that are the foundation on which your business is built. You have been making business decisions based on these pillars whether you’re aware of them or not. Taking the time to understand this foundation will help you make business and marketing decisions that are authentic to you, help you identify your ideal buyer, and more.
- Profile Your Ideal Buyer – If you look at your business, your work, and your brand, you can come up with a description of who you believe to be your ideal buyer. You’ll never be 100% accurate, so don’t worry about that. What you should do is revisit your ideal buyer profile regularly–at least every year–and update it based on what you know at that time. When you have a clear picture of your ideal buyer, you can create and market your work as if you’re speaking to just one person rather than a “target market.”
- Product, Price, and Place – What do you (or should you) create, how is it priced, and where should you sell? Are there things you could be selling that you need to add to your product list? Have you entertained the idea of popular works made into prints that you can sell at a lower price online? Should you pursue having your work reproduced on merchandise? Should you be selling at festivals, galleries, online?
- Your Marketing System – Marketing is no longer a business of finding the one secret trick that will make your business successful. These days, marketing is a system where you need to consider how will you gain awareness, engage your audience, make sales, and create ongoing relationships.
- Your Marketing Calendar – Based on the marketing system you’ve planned, what marketing work will you do weekly, monthly, quarterly, and annually? Make a commitment to doing the work.
I’m just about to launch my Create a Marketing Plan for Your Art Business beta program. If you don’t get a spot in that program, the full course will be launching in the springtime, through which I can help you put your strategic marketing plan together.