It’s amazing to me how many more ways there are to market a creative business than there were even just ten years ago. Blogging was just starting to gain traction and podcasting was still a fairly fringe activity. Instagram hadn’t even been invented yet.
But now it seems that new platforms are sprouting up every day with some marketing expert touting this one or that one as “the next new thing.” And many of the “old” methods of marketing online are still in play, not to mention the fact that there are still old school, offline methods that actually work.
You already know this (you’re confronted with it every day online as you try to make decisions about your business), but I’m bringing it up because I want to talk about a scary trend I’m seeing in online “business” – people are getting too caught up on a specific platform without thinking about if it makes sense for what they’re selling.
Or worse yet, before they even know what they’re selling.
This became painfully obvious to me as I was working with a new member of Artists and Profit Makers. She was talking about the things she liked or didn’t like about both of my blogs, and she was trying to figure out which blog strategy she wanted to pursue.
But here was the problem.
She doesn’t actually have anything for sale yet. (Or a plan for what it is she wants to sell.) She’s not sure if she wants to sell digital products or create something physical or hands on. Or maybe she wants to focus on services or consulting.
And until she knows that, there’s no possible way she can know what type of blogging (or any other marketing) she should be doing.
Now, I’m not writing this post just to single her out. (Though I am using her as an example because I know she’s a good sport.) Instead, I’m sharing this because I know she’s not the only one online struggling with this.
If you’re an artist or maker who came into the online space with a physical product to sell, this might seem like a pretty “duh” concept. But the truth is I see too many creatives online focusing on a platform or marketing channel first without really considering how they’re going to make money.
And here’s the deal – if you want to succeed in business, you need to sell something. (A product, a service, ANYTHING.)
Now, I know this gets confusing because there’s a whole crop of people online whose only goal is to become an influencer – they build a large following on a platform so they can sell those eyeballs to advertisers and brands. And yes, some people make a lot of money this way. But most don’t. And I would argue that this is more like buying a lottery ticket than a solid business strategy.
So unless you’re already famous from your reality TV show, I’d encourage you to start with what you’re selling, and then choose your marketing platforms and styles accordingly.
Because that’s the other thing about marketing. It’s not one size fits all. Blogging looks very different if you’re selling a class versus selling art or a product. So does email marketing. Instagram might be great for you if you’re selling one of a kind art or products and really playing on that scarcity mindset, but might be a waste of time if you’re trying to sell the same design over and over again. (That’s what Pinterest is better for, not to mention wholesaling your products to actual stores. Which is still a very viable business model.)
By starting with what you’re selling, you can evaluate which marketing methods and platforms make the most sense for your products and services and give you the greatest chance of connecting with your target market.
Of course, with all that choice, I know it can still be overwhelming to figure out what marketing strategies and platforms to use. Which is also why you should think about your own strengths and weaknesses. Do you love taking pictures of your products? Is writing more your jam? Do you actually love connecting with people in person? (Shoutout to my fellow extroverts!)
Figuring out what marketing strategies are best for you might take some trial and error. I thought I was going to make a living doing retail craft shows until I discovered that standing in a tent in the rain answering tedious questions about my process was not my jam. (Kind of shocking, considering the whole extrovert thing, but I didn’t know until I tried.)
It may seem these days like the Internet has changed the rules of business, but the truth is, the fundamentals still apply. For most of us (yes, even in creative fields), business still means selling an actual thing (product, service, class, digital product, etc.) to actual people.
And that means your marketing strategy needs to start with what it is you’re selling and who you’re selling to, NOT whatever platform some marketing expert tells you is the hot new thing.
Because when you pick a marketing strategy that’s right for whatever you’re selling (and your unique skills and personality) that’s when you’ll actually see results. Otherwise, you’re just wasting your time “marketing” without any hope of selling.
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Struggling with what the best marketing strategies are for your products or services and personality? That’s something I can help you get really clear on in Artists and Profit Makers. When you join my online mentorship program, I take the time to get to know you and your business so we can figure out the best marketing strategies for you. So if you’ve been looking for an outside perspective on your business, I’m your girl! Membership in A+PM is open, so head to artistsandprofitmakers.com to learn more and join!
