Problems facing modern artists & creators
I've talked with hundreds of artists and creators about the difficulties they face trying to earn a living from their craft.
This post covers two of the big ones (social media algorithms & bargain basement marketplaces), and what tools are available to grow your business despite these issues.
Social Media Algorithms and Audience Ownership
Social media platforms are a godsend for getting your work in front of potential clients and building a loyal fan base.
However as you will all have experienced, it can take a mastermind to figure out what kind of content the algorithm wants you to post, and if you don't do that you'd be as well throwing your content into the void as even your own followers might not see your post, never mind new viewers.
It also means you don't truly own your audience, if you post something slightly controversial your account could be deleted without warning, or perhaps a billionaire buys the site and everyone flocks to a new platform where you have to start growing your following all over again.
Solution: Build a mailing list
This is perhaps the single best marketing tool available to any business, and is sorely overlooked by artists and creators.
It's cost effective and because you own your mailing list it doesn't matter what's happening on social sites, you can always keep in touch with them.
The tricky part is converting people into mailing list subscribers. However I've seen plenty of creators successfully build one by offering incentives including free digital downloads, early access to content, discounts on your store etc.
Those who sign up to your mailing list would be considered high quality followers, someone who is much more likely to convert to a paid client and buy from you again in the future compared to the average follower on social media.
Losing clients to undercutting competitors on the same platform/marketplace
If you run your business on a marketplace or platform, your clients are one click away from finding plenty of other choices who are willing to undercut everyone else to land a sale.
These sites have no incentive to make sure that traffic you drive to your profile actually purchase from you. Whether a sale is made through your listing or another seller, they collect their fee either way.
They also use uniform designs which reduce you to a generic product listing. Whilst this can simplify the customer experience, it means you have no control over the sales funnel and ability to differentiate yourself, making it harder to convert potential clients into paying customers.
Solution: Direct clients to your own site
Use your own personal website to make sales from, there are plenty of options with no monthly charge and lower fees than marketplaces. This lets you make dedicated marketing pages showcasing your best work to make a client excited about doing business with you, instead of just being a generic product listing.
Take advantage of marketplaces purely for their customer base. Don't rely on them as your sole business platform. This way, any fees you pay are worthwhile to generate sales you wouldn't have had otherwise.
https://www.bigcartel.com/
There's plenty more I have to share on this topic, including:
How to properly use Print on Demand without getting ripped off
Streamline managing your business so you spend more time creating and growing your business.
How to better utilize your brand to connect with clients and increase sales
So let me know if you’re interested and I’ll get writing!
I'm building https://art.page to solve these exact issues, with the goal to create the best all in one site builder for artists and creators that makes running your business easy.
