I wanna share with you the must-have foundational things that you need in your artistic career if you want to make your first $ 10,000 selling your artwork on Instagram. The very first thing that any business should have is being crystal clear on who you serve.
tip #1: Know who you serve
what is the market you'll fill?
You need to know who is your ideal client. To help with doing it you should create a Client Profile. It is a document that paints the picture of who exactly you are trying to serve within your community and within your pay products and services, who essentially would be a perfect fit for whatever you sell.
"When you speak to everyone, you speak to no one." -- Meredith Hill
A big mistake I see a lot of artists do is they try to literally sell their artwork to everyone that comes through their Instagram. But the reality is when you are creating your content when you are hopping on Instagram stories when you are creating your messaging, your captions, your sales page, everything, you need to have that 'one specific person in mind'.
And you need to know certain elements about that person. Where this person lives? What does he/she like to do? How old is he/she? What does motivate this person?
When you have a basic profile in mind, try to dig deeper to understand the holistic view of the person. For example, try to answers the question of what are his/her goals in Life, and discover how your message as an artist can be related to these goals.
There is a bunch of goals that your perfect client is going through and you should be mindful of them, but also you need to understand his/her values as well. So, not only you must know what his/her goals are, but also you need to know what motivates this person and what he/she cares about.
It is really important that you know these things as well because it is going to help you craft your content strategy on Instagram. And it is going to help you create those Instagram stories, sales page and everything required in order to make people feel like you completely understand them. And also that you share the same values. So you can create a connection.
Challenges & Pain Points
The next section within my ideal client profile is: Challenges and their Pain Points. So throughout his/her journey, what are some challenges that your ideal client is currently facing? Is he struggling with something? Is she having trouble financially? Is he working too much? Is she dealing with multiple roles in Life? You should be highly aware of what your ideal client is going through as challenges and also know what his/her pain points are. These are pain points he/she has because of these challenges. What are the pain points that your ideal client is currently feeling or expressing because of all the roadblocks that he/she is facing? These things can really help you craft a very compelling messaging within your content strategy, your caption writing, the way that you show up on Instagram stories, how you pitch and position your offers, knowing this information is literally key. And I highly recommend you doing a little bit of market research. If you are not clear on what the challenges and pain points that your ideal client is currently facing, and how your art is connected with it.
The next thing that you also want to keep in mind, when you are creating that ideal client profile -- or even when you are just sitting there and thinking about your perfect customers -- is the objections that this person can have. Which would be the elements that are preventing this person from buying from you. And also the role that your client plays (and other people play) in the purchasing decision.
If you know that price can be an objection, you can study how to make your products more affordable, or how to collect in parcels for example. If your client has problems with having access to the Internet, you can offer your music on streaming platforms that allow them to download the songs and have access offline. If your perfect client has trouble dealing with many things at the same time, maybe your selling process should be simpler. So on...
It will change the way you show up on Instagram, it may change your content approach. Maybe you decide to create a separate account where you share your values as an artist or share testimonials of previous clients. Or even if you decide not to create a new account you can also embed inside your own content. Whatever it is, it is really important that you have a good pulse on the type of objections that your ideal client is having.
Role in the purchasing decision
Another thing that's also important is understanding the role your ideal client plays or that other people play in the purchasing process. If your client needs the approval of his wife when buying an art piece, you should consider the opinion of this person when selling your product. If your customer needs the approval of her boss to buy your concert for a festival, you should have it in mind when pitching this person.
Whatever it is, having this ideal client profile -- which I call Persona Board in my coaching program, can change the game of understanding how to create your content on Instagram. But beyond that, how did your email marketing, how to do your sales page, how to show up on the sales call, how you handle objections... It can be really helpful. The moment when you are crystal clear on who exactly would be a perfect fit for your products and services and understanding everything about them. Now, if what you are learning seems interesting to you so far, and you want to dive deeper into this topic, specifically on how to create content that builds an audience. I highly recommend that you check my coaching class (click here). I go way more in-depth on the tactics that you need to implement in order to turn your followers into clients and create content that can impact your audience and bring you revenue from your creations.
#2 Have a Compelling Offer
It is important that you position your artwork in a way that your client will understand its importance and give it the right value. You do it by making sure you have an offer that communicates the value of your product. For a lot of people, they might be confused about what is the difference between a product and an offer. And to sum it up for you, a product is what you are selling, your paintings, photographs, songs, sculptures, clothing, concerts...What your offer is, is all the added benefits, features and extras that make your product special. The way you decide to deliver your artwork, the way you choose to present your pieces, the way you add value to the work itself. Do you remember those cool booklets that used to come with your CDs? This is part of the band's offer. Do you remember those fantastic gifts that used to come with special concert DVDs? Those are also part of the offer. And the great packaging? Or the extra song? Maybe the extra buttons for that jacket designed by your favourite fashion designer... All of those are part of the artist's offer since they add value to the main product and make it way more attractive.
Within the offer there are certain things that you need to keep in mind, they are: the features, the benefits and the value, specifically the price to value comparison. So, let me break it down for you.
Features are essentially what is exactly inside your product. They can be how many songs there are in your album, or what is the material of your painting, or the dimensions of your photograph. Listing the features of your product you are showing to your customers what they are effectively buying.
The benefits are the most important thing when it comes to your offer because, at the end of the day, people don't really care about the overall characteristics of an artistic product. It doesn't really matter if your sculpture is made of glass or acrylic, if your album has 10 or 12 songs, or if your photo comes with a frame. What matters is how are you connecting with your customer, and you do it with the benefits. What lifestyle are you selling through your art? Who else buys from you? Do you ship your product with special packaging? Do you have a nice card that comes with your product? How about an authenticity certificate for your work? Maybe you decide to create an annual event just for your loyal fans, the invitation could be part of our offer. These are things that people truly care about and why people decide to buy art. Especially when you are selling through social media or online stores since the customer cannot touch your product or talk to you face-to-face. The whole connection relies on information delivered in a digital format that can depreciate the real value of your product.
To help you to understand these concepts better let's take Jeep as an example. The product is the car itself. The features will be the mileage that it sports, whether the gears are sport motor or not, the tires that it has, the colour assortments... On the other hand, the benefits of the Jeep may be the fact that when you drive one you just feel more adventurous and therefore more confident. And the best part of having a Jeep is that it doesn't break the bank compared to other sports cars. And when you look at ads for cars like Jeep, they usually don't spend a long time listing the features, but it's really about these benefits. Any marketing campaign whether it's online or not always drills down the benefits that the consumer will get from buying that product, showing you beautiful landscapes in the Nature and sensation of power. Which leads me to the next point, when it comes to creating a compelling offer: the price-value ratio.
After list all the features and benefits of your product, which is the investment of it? Because you are so good at positioning your product as the best product on the market, by the time that your prospect sees the price it should not be a no-brainer to them. It should be something that you are like: "Oh my goodness, I'm getting so much for so little!" That's why it is even more important you really drill down the value that people are going to get from investing in you. As you can see build your offer can be more important for your business that creates the product itself. So take your time to do a bit of market research on what other artists are offering, so you can understand what your price could look like as well.
As a bonus tip for who read all the away till here, if you didn't start your business yet, start it with a high-ticket service. It is easier for you to offer discounts and facilitate for your customer to buy from you, reducing your price later; then start at a low price and with some time convince your customers that now the price is even higher than before.
Now that you already have your ideal client in mind and a compelling offer for that ideal customer the next thing that you want to do is getting traffic
tip #3 Get Traffic
Of course, there are a lot of ways to get traffic to Instagram. But, at the end of the day, what you have to realize is that traffic is key. Even if you have a small following you need to constantly make sure that you have enough visibility on your pieces. More than that, you need to have followers inside your specifications, inside your target. Do you remember the ideal client that you created at the beginning? You need to have as your main goal to attract as many people within those characteristics as possible. It means that if you decide that your art pieces resonate with teenage girls doesn't matter how many men you have following you. Or if you design clothes for parties, you should try to attract people that at least like to attend parties. People outside your target market can be beautiful in your total followers, but they will not be converted into clients that support your work financially, right?
To attract the right people, at the same time that you grow your audience you should create highly valuable shareable content pieces with a strong call to action towards your products or services. This content can be tips/hacks, interesting curiosities, powerful stories, nice pictures or any other thing that communicates your message and values as an artist, at the same time that speaks your audience truth. If they like it and identify themselves with the content they will share it with friends, bringing more awareness to your brand. If you want to understand how to use emotions to connect with your audience on social media, click here to read more.
The ideal client profile will give you all the information you need to help you create your offer and content. In that list of goals, pain points, values and objections you will understand what features you should highlight, which content resonates better with your fanbase and what they will like or not based on their values.
But the most important part is that at the end of your piece of content you need to have a very clear call to action for people to know what to do after. Whether it is in your image or in your caption, make sure you always have a call to action that is easy to see and remember. It can be to visit your online store, click in the link on your bio, comment on the section below, like the post, share it, tag a friend... Each call to action will lead your fan to a different action that should be defined by your strategy.
The two main strategies are to use the link in your bio or allow your customers to send you a DM. Those are the two ways you can use to take the clients from an impersonal platform to actually start a conversation with them.
If you decide to use your link in bio, make sure that it leads to a clear page that offers information to your fan and generates leads for you. It can be done by connecting your bio to a page where they can book a call with you for a commission, or a page that leads that to your marketing funnel, or a sales page, or even a magnet for leads helping you to create your email list. So you can sell your products and services in the future.
Inviting people to send you a Direct Message you are inviting your clients to learn more about you and your products. With it, you are able to nurture that prospect and close the sale.
Another way that can help you to get more traffic, especially for those of you who are a little bit more advanced and ready for the next level. It is creating content on other platforms. Instagram is amazing! But its content expires super fast. It also gives way too much attention to the pictures, skipping important captions. Other platforms can give you more space to develop your content and create real value for your audience. This secondary platform should benefit better from SEO, making your products easier to be found on Google, leading you to more traffic.
This platform can be a blog (if you want to communicate your brand via written posts), or a YouTube channel (if videos can better present your content), or even a podcast (if your audience is jam-packed and prefer to do more than one thing at a time). Each one of these platforms has pros and cons. There is no such thing as the best one in 100% of the cases. What exists is the best platform for your audience. Again, try to get inside your client's mind and see how it would be the best way to present your content.
So your Instagram can be your major platform to close deals. However, you can use YouTube for example to get a lot more traffic. These two strategies together can get you tools to attract and convert clients easily. Whatever is the platform you choose you definitely want to expand your reach and get more traffic. Because at the end of the day, if you don't have enough traffic going into your pipeline if you don't have enough eyeball on your offer then you are really not going to make the sale.
If you like this content and want to learn more about how to start and grow your Artistic Business making a living from your talent I highly recommend that you check my website out. Suira.art offers both coaching and consulting programs to every single different market with the Artistic Business.
Working with the industries of Music, Visual Arts, Dance, Cinema, Architecture, Design, Fashion, Literature and understanding deeply the starters' struggles, I believe that by offering business support we can have more and more artists in the near future making a living from the talents.
If you want to learn more, click here and let's talk about your goals in art.
*the pictures have references to the artistic in alt text and they are links to the artists' platforms.