3 min read
I presented a workshop to a group of artists in San Francisco last week, and I asked one of them what their social media strategy was. He said, "I post regularly, and hope people engage."
In other words, you are SPRAYING AND PRAYING, and you've probably got low post engagement and sales. Am I right?
I always say marketing is like trying to get people to come to your party. You send out a bunch of invitations (i.e. SPRAYING on social media), and then you wait around for people to show up (PRAYING). It can feel kind of lonely, can't it?
Well spraying and praying is no way to get people to your party. Not to mention it doesn't feel good, AND it wastes your time.
So how can you get more engagement on social media while maintaining your dignity?
USER GENERATED CONTENT.
When you're followers feel like they're a part of a conversation, they're more likely to feel personally invested in your posts and your life.
CONNECTION = CURRENCY
So I've put together three ways artists in particular can engage their followers with UGC so they can start dynamic conversations with fans and turn them into collectors and brand evangelists.
3 WAYS ARTISTS CAN ENGAGE FOLLOWERS WITH UGC
1. Ask your clients to share images to show what your art looks like in action.
People love showing off their homes and their style. If they've bought a piece from you, chances are they're super proud of it and how they've chosen to display it. Give them the opportunity to gush a little.
Ask them to share an image of your painting on their walls. Ask them to pose with your sculpture in their house. How have they framed that unusual photograph you took? They are creators too. Hand the mic to them so they can speak on your behalf.
This goes for public art makers as well. Ask your patrons to share how they are using/displaying your work. They will be happy to get the good PR from supporting the arts.
2. Use a contest to promote and generate a buzz.
Step 1 — Set up the contest by eliciting stories from your followers on a topic. To get them to engage, tell them you'll offer a print of the finished work to three randomly selected participants.
Step 2 — Turn those stories into a painting/drawing/whatever you do.
Step 3 — Randomly select your three print winners and share who won on your social media channel of choice (Facebook is great for this).
Step 4 — Get your winners to share how they're showcasing their print in their home/office/wherever.
3. Give your patrons a platform from which they can brag about their purchase.
Create a hashtag (works for Instagram and Facebook) that lets buyers of your art share why they love you/your work. Fans who've bought from you multiple times especially will LOVE the opportunity to support you this way.
It's also a great way to train new collectors of your work to become evangelists. Tell them the hashtag right when they purchase (you can also print it on whatever marketing collateral you give away when you sell), and encourage them to use it. They'll be happy to support you and your art business.
Remember, it's NOT about spraying and praying. It's about creating a meaningful two-way CONNECTION with people who love what you do. This is LIFE. When we are asked to engage in a simple and fun way, we usually do.
Don't be afraid to ASK THEM TO ENGAGE. They love you and want to support you. Let them know HOW they can do that, and you might just be surprised how your party starts to get really FUN. :-)
Struggling to define and communicate your brand? Get clear with the Brand Identity Brief free download here.