Artists are their own brand and with that in mind, I ran a workshop to give them some content ideas on how to market.

1. Mastering
Social Media
KayRidge
SocialMediaand Marketing

5. What are we going to discuss today?
What is Social Media? How is Social Media Changing
the landscape for Artists?
Target Audience Buyer Persona
Brand Identity Content Marketing
Social Media
Demographics
Facebook Business Manager

6. Whatis SocialMedia?

7. Social media marketing is a powerful way for Artists of all sizes to reach
prospects and customers.
Your customers are already interacting with brands through social
media, and if you're not speaking directly to your audience through
social platforms like Facebook, you're missing out!
Facebook is your business card!

8. Social Media is changing the landscape for Artists
One thing is clear—social media is redefining how the art world does business. In the past year, over 80 percent
of all Generation Y art buyers bought fine art online, with almost half of online buyers using Instagram for art-
related purposes, revealed Gotham Magazine.
As sales of contemporary art have skyrocketed, the ways of buying and selling artworks have also multiplied. The
traditional artist-gallery relationship (sometimes called the “Leo Castelli” model), in which a gallery slowly
develops artists’ careers, is being challenged: Artists are engaging with the public via social media and bypassing
galleries altogether in favor of auctions. Herewith, an appraisal of the shifting landscape.
On the Block
In 2008, Damien Hirst made waves—and a number of art-dealer enemies—when he bypassed his galleries,
Gagosian in New York and White Cube in London, and went directly to Sotheby’s London to sell Beautiful Inside
My Head Forever. “Even if the sale bombs, I’ll be opening a new door for artists everywhere,” the
artist/entrepreneur told reporters at the time. In less than 24 hours, 223 works were sold, for a total of $200.7
million, a record for a single-artist auction. Gallerists braced for a tsunami, but there have been no similar
blockbuster direct-to-auction sales since, and Hirst, who had left Gagosian some years ago, just rejoined the
gallery this spring, to great fanfare.

10. So before we
start on Social
Media what
do we need to
know?

11. Define your target
Audience

13. Who is your ideal Client talking to?
What is your buyers persona?
We choose a Buyer Persona to understand a buyers
emotions.
-Write down one person that you want to target with
your art. Note their age, sex, interests, where they
live, married or single, pets & anything else you can
think about them.
Remember business is not about money –it is about
people.
It is about solving their problems

14. BUYER PERSONA (Avatar)
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data
about your existing customers.
When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and
goals. The more detailed you are, the better.
Buyer personas provide tremendous structure and insight for your company/business.
A detailed buyer persona will help you determine where to focus your time, guide product development, and allow for
alignment across the organization. As a result, you will be able to attract the most valuable visitors, leads, and
customers to your business.
Creating an ideal Buyer Persona will enable you to distinguish between multiple buyer/User groups and present them
as if they were actual people.

15. Name Buyer Persona
How your Buyer Describes themselves
Role
Social Media Knowledge
Goals
Challenges
Values
Commons Information Sources
Age
Income
Education
Marital Status
Children
Pets
Spending Routine
Budget

16. Brand
Identity

17. Create a Brand
Branding is a process of self-discovery. You will need to think
about what your brand will mean to your audience once you
present it to them.
Why do you make the kind of artwork you do? Do you have a
common message you are trying to get across with your art?
This message will be your unique mission and value
proposition. It will be what people think of when they hear
your name and it’s what will set you apart from other artists.
It is easy to commit to your brand if you keep your
personality a part of the message.
If you are true to yourself and your beliefs, it will most likely
be reflected in your brand. Plus, it should lead you to an
audience that can relate to you not just your product, but
the lifestyle and values around your artwork.

18. Randy L. Purcell: Expand
Your Market
Randy L. Purcell
understands the
importance of building a
network outside your own
art scene. Randy is
involved in different
community groups and a
business group and he
shares “it’s helped me
tremendously. Because of
that, I know people who
don’t normally collect art,
but might buy my work
because they know me
and want to support me.”
Randy’s connections also
helped him land an
exhibition at the Nashville
International Airport.

19. Debra Joy Groesser: Share Your News(letter)
When we asked Debra Joy Groesser about her
marketing strategies, she instantly brought up
her monthly newsletter–and with good reason.
She sells a work off every single one!
She also mails a paper newsletter a few times a
year. She “was in real estate for ten years and
morphed that contact list into [her] artist one.”
Debra revealed, “It’s a very effective way to stay
in contact with my collectors, friends, and fans.”

20. Lori McNee: Show Your Personality
If you were to ask any artist about
the power of social media
marketing, it should be painter and
Huffington Post
#TwitterPowerhouse Lori McNee.
Lori recommends sharing your
artistic world with your fans.
She states, “You need to focus on
building your personal brand, then
you can market it. Share your
personality, a little bit about your
life, and what you’re creating in
your art studio.”
It’s definitely working for Lori, who
has 101,000+ followers and
counting on Twitter

21. Peter Bragino: Build Your Tribe
One of Peter Bragino’s friends–who
also happens to create artwork for
Disney–gave him the idea of
branding and tiering his prices and
products. Peter creates options, like
prints, that people can afford and
shouts it from the rooftops.
Peter claims, “The more traction you
have, the bigger tribe you can build.”
You can explore Peter’s fantastic e-
commerce website and see how he’s
building his tribe at Bragino.com.

23. Examples of Branding

24. Examples of Artist
Branding

25. Brand Alignment
As an Artist you are a visual
storyteller. The way you paint is
unique! You are your Brand
Create well defined Brand
Guidelines -Logo, Colours, Voice,
Tone, signature
Ensure your Customers know
what your brand is about –
communication, the story you tell
Consistency –maintain your
brand

27. What is Content Marketing?
Content Marketing promotes your art business by providing valuable and engaging content for your customers.
It will:
Create word of mouth about your art business (when your content is shared)
Build up credibility as an Artist (when you share your story and experiences)
Build an emotional connection to your work (through your art story)
Create an online presence for your brand (where potential buyers will look to learn more about you)
All of these outcomes will help you sell more art.

29. Visual Guidelines
Facebook displays pictures or video as follows:-
Computer 160 x 160 pixels
Mobiles 50 x 50 pixels
The visual must be at least 180 x 180 pixels and will be cropped to fit a
square. Users typically choose pictures or videos that reflect how they
like to present themselves to friends and colleagues.
Facebook Cover Photos display at 815 pixels x 315 pixels on a computer
Facebook Cover Photos display at 815 pixels x 315 pixels on smart
phones.
The image must be at least 399 pixels wide x 150 pixels tall. These
cover photos may be landscape or other images that users select for
reasons such as personal branding.

30. What Social Media Platform should I use?
-this depends on your Buyer Persona

32. What do you need to do to promote your art on Facebook?

33. How do I sign up for Business Manager?
Have a personal Facebook Account to confirm your Identity
Next, Sign up for Business Manager
(business.facebook.com)
CREATE ACCOUNT
Follow through the rest of the onboarding flow by entering the rest of the
required fields, then add people to Business Manager

34. Facebook Business Manager

35. Facebook has over 1.44 billion monthly Users
Must have components
1. An Artist Statement -Tell a Story Instead of a Mission
Your artist statement is your chance to tell your own unique story and share your world. It’s what sets you apart from
other artists. Tell your viewer why you create your art and what inspires you. Share what your art means to you and
what is special about your creative process. The story of your art is much more welcoming than a mission statement. It
allows the viewer to get to know you. And we suggest keeping it simple so your story doesn’t get lost in the details. You
can go more in depth if viewers ask.
2. Make it unique to you, talk in the first person
3. Keep it short and sweet

36. Have a compelling Profile picture
and Cover photo

37. Your cover photo is the large image at the top
of your profile. This lets you feature a unique
image that represents who you are or what
you care about. Note: Yourprofile
picture and cover photo can be seen by
anyone visiting your profile.
Cover
PhotoProfile
Image

38. A Useful “About
Page”
This is your opportunity to tell your
Facebook page visitors more about you and
your art. You can include a short biography
about yourself - the story of your art
career. Flesh out your short description and
tell your Facebook visitors about your
inspiration and creative process. Avoid
making anything too long though. We
recommend including a way for visitors to
contact you and view more of your art.

39. A gorgeous
Gallery of your
work
People that visit your artist Facebook page
expect to see art. Upload your work under
photos so visitors can easily peruse your
work. You can organize your art into different
albums based on the type, the collection, or
whatever you desire. Be sure to upload new
pieces periodically so visitors have new art to
interact with. This keeps your fans inspired
and excited. And the more art you have in
your Facebook “gallery” the more pieces
people can engage with. Facebook fans can
share your art on their own pages and
spread the word about your art.

40. An Informative Credit for Each Artwork
Don’t forget to add a credit for each artwork you upload. When Facebook visitors scroll down your page, your
name is left at the top. A caption under your photos will remind them whose art they are viewing. Include your
name, the title of the work, the medium, and the dimension. The medium and dimension are especially
important. They allow the visitor to visualize your art as it would appear in person. Want more information on
crediting your art.

42. Facebook
Store

43. Facebook Shop

44. Requirements to have a shop?
Sell physical item
Agree with Facebook Merchant terms
Link to valid Bank Account
Have a Tax Identification Number (TIN)

47. Apart from Facebook what other social media should I consider?
Instagram
Pinterest
While every now and then you can advertise your latest artwork for sale, most often you should share content your
fans will find intriguing—something that isn’t persuading them to buy an artwork outright, but instead is building up a
good relationship with your art business.
For instance, Facebook, Twitter, Instagram, and Pinterest all allow you to share blog posts, photos of your artistic
process, videos from the studio, and more on your business page. This not only shows potential buyers what you have
been up to in the art world (creating that emotional connection again!), but it gets your name out there every time you
post something helpful and interesting for your fans to share.
Create an Art Blog -A fun and easy way to share your artist story is by creating a blog. There are many free and easy-to-
use websites for blogging these days. And, if you are worried about writer’s block, we created a list of 50 topics to write
about that will impress art buyers and tell your story better than a regular advertisement.
Send a Newsletter -For example, sharing a personal invitation to your upcoming gallery show may feel like an exciting
and exclusive opportunity to your subscribers, and also might help you build a crowd at your showing and land a sale.

49. What we discussed today?
What is Social Media? How is Social Media Changing
the landscape for Artists?
Target Audience Buyer Persona
Brand Identity Content Marketing
Social Media
Demographics
Facebook Business Manager

52. Facebook Advertising

53. Facebook Ads
Facebook Ads appear in the newsfeed between stories and on the right hand side column (when viewing from desktop). There are 5
main key benefits of Facebook advertising
Gain Page Likes
Increase Brand Awareness
Increase traffic to website
Drive local sales
Promote downloads of mobile apps or content
Facebook ads are paid messages from businesses that are written in their voice and help reach the people who matter most to them.
Advertisers create campaigns that have specific goals, which we call advertising objectives and they create ads within those
campaigns to help them reach those objectives.
For example, a business may create a campaign because they want to get more people to visit their website. When they create ads
within that campaign, they’ll choose images, text and an audience that they think will help them get that increase in visitors. Learn
more about how Facebook ads work and how they differ from boosting a post.
How much do they cost?
You decide how much you want to spend on your ads by setting a budget for each campaign you create. We use an ads auction
system where you let us know how much you're willing to bid to have your ad shown to the audience of your choice. These bids are
based on the cost per click on your ad or the cost per impression on your ad. Learn more about how much Facebook ads cost.

54. How ad billing works on Facebook
When you advertise on Facebook, you'll set a budget for each ad you run, and then we'll try to spend your
budget evenly throughout the time your ads are running (unless you use accelerated delivery). You won't be
charged more than the budget you set. Remember, you're always in control of how much you spend.
It's important to keep in mind the difference between budget and spend:
Budget: The amount of money you want to spend or are willing to spend for your ad to run.
Spend: The amount you actually will pay (in other words, how much money was used from the maximum
budget).
When you're setting your budget for Facebook ads, that's not necessarily the amount you'll spend. For example,
you don't buy an ad for $100. You budget a maximum of $100 to be spent on the ad over a given time period
using one of the budgeting options below. So if you set a budget of $100 to be spent over a month, but only $70
is spent during that month based on the ad's performance, your bill will be $70.
Daily and lifetime budgets
There are two types of budgets you can set to control how much you spend on a particular ad set:
Daily budgets: The average amount you're willing to spend on an ad set every day.
Lifetime budgets: The amount you're willing to spend over the entire runtime of your ad set.

55. How you're charged
The pricing of Facebook ads is based on an auction system where ads compete for impressions based on bid and
performance. When you run your ad, you'll only be charged for the number of clicks or the number of impressions
your ad received.
When you'll pay
We'll charge you at the moment you confirm your ads purchase. Your ads charge will be equal to the budget you set
for your ad. We will not charge you an amount exceeding the budget that you set for your ad.
For example, if your campaign is set to run from two days with a daily budget of $10, you will be charged $20 at the
moment you confirm your purchase.
View your charges
When you want to see how much you're spending on your ads, you can see an estimated daily spending limit in Ads
Manager. In the Billing section of Ads Manager, you'll find all your final charges, including the specific ads you paid for
and exactly what you paid for, like running an ad for awareness or getting people to click your ad.
Keep in mind that your final bill may be more than your budget for a particular ad. That's because your account is
charged for all the ads that you're running on that specific ad account. We'll always stay within the budget you set for
each ad.

57. Choose ad placements in Ads
Manager
Go to Ads Manager.
Choose your objective and choose Continue.
Scroll to the Placements section. Automatic
Placements (Recommended) is pre-selected.
To exclude certain placements, choose Edit
placements instead. Uncheck the box next to each
placement to remove it. If you don't see a box, your
ad type or objective doesn't support the placement.
You can also use the Device types dropdown menu to
limit your placements to Mobile only or Desktop only.

58. What are boosted Posts on Facebook?
A paid tool that allows an Organisations
posts to reach more viewers in the
newsfeed.
Facebook estimates expected costs
based on the audience size and daily
budget entered
An excellent tool for brand awareness..

59. In this ad, UK mattress company Simba utilises the carousel ad format with short, feature-
rich videos and a single image to market their Hybrid Mattress.
Why it works
Curious copy: the single sentence copy not only grabs the
attention by building curiosity with the target audience but
the overall shortness pushes the target audience to consume
the carousel cards that highlight the product features.
Striking visuals: what makes this an excellent ad is the use of
attention grabbing video, particularly in the first carousel card.
The short looping videos make it more immersive and
engaging than regular images. Finally, the use of a single
image in the second to last carousel card breaks the
expectation of another video and effectively draws attention
to the 100 day trial offer.
Carousel title & CTA: Each of the carousel card titles highlights
either a consumer benefit or specific feature of the product.
They are short and concise enough not to get cut off on
mobile newsfeed ad placement. The Shop Now CTA reinforces
the desired purchasing mind-set.

60. Takeaways you can apply to your own ads
Ad copy
When it comes to ad copy, ask yourself the following questions when writing your next Facebook ad:
What’s a question that will bring the content of your ad to the top-of-mind of your target audience?
Do you have a customer’s testimonial you can use to add an element of social proof to your ads?
What are the customer benefits of the product or service you’re advertising? Identify the benefit as opposed to just features
as customers buy the benefits of a product or service.
Visuals
Right now video is the best performing content type on Facebook, that’s why over half of the ad examples in this article
feature a video. Take advantage of the increased level of engagement on video content and the subsequent undervalued cost
per video view, which means you can generate thousands of views from small ad budgets.
CTAs
If you want your target audience to take a specific action, don’t forget to tell them to do so. The key to correctly using CTAs in
your ads is to keep them consistent between what your target audience will read in the ad copy, the link or carousel card title
and the specific CTA button that you use. The same goes for when they visit the web page you are linking to in your ad.

61. How to create Amazing Facebook Ads
As of June 2017, Facebook has already reached its 2-billion monthly users’ mark which also makes it one of
the largest marketplaces for internet marketers today. With this social app growing so incredibly quickly, it’s
obvious that you should also up your game for your business to strive and ace out the competition.
Aside from a compelling headline and copy, your Facebook ad design is one of your best allies towards a
high-yielding advert, and as supported by studies can also help achieve a laser focus audience targeting
(pretty handy for such a gargantuan market as Facebook!)
An amazing Facebook ad design serves one purpose: to catch users’ attention while making them desire your
product. And to be able to meet this purpose, there are certain design tips you should take advantage of.

62. Optimize your ads accordingly
A misplaced ad could result in a
truncated copy, hard to read
texts and obscured design
elements resulting in low
clickthrough rate or worse a
disapproved ad (hence a waste
of money!) thus, it’s important
to make sure you optimize your
ads accordingly.

63. There are three overarching ad placements on Facebook that you should consider before you start creating your ad
design – The Desktop Newsfeed, Desktop Right Column and Mobile Newsfeed:
Desktop Newsfeed – This is the most spacious Facebook ad size for images (1,200 x 900 pixels) and is ideal for
engagement and generating sales and leads. This supports up to 90 characters. The image can include minimal text.
Right Column – This is the smallest ad size (254 x 133 pixels) but is extremely effective for warm markets as well as
when running campaigns with a big reach. Although it also supports up to 90 characters, longer posts might be
truncated on smaller screens.
Mobile Newsfeed – Opted for mobile viewing, this placement is 1,200 x 628 pixels. A study conducted shows that if
you want to get higher CTRs in the real world, the best way is through mobile advertising. Facebook users tend to click
more when using mobile phones compared to desktop.

64. Steal the show with the right image
With a myriad of visuals on your target audience’s news feed
(think of the daily pictures of people they care about, dozens of
other ads, that colorful and patterned status backgrounds) it’s
impossible to steal the show with a mediocre ad design. Take
note that every part of your design adds up to a successful ad.
Let’s then kick off with the largest part of your design – the ad
image.

65. Aim for contrast – Check the contrast between the subject in the image and its background. Images that pop out from
its background tend to become more noticeable. Also, you just don’t pick images that have “within-image” contrast.
Think about the white and blue Facebook news feed. Images with dark and strong colors such as red, black, yellow and
orange could easily catch the attention of a skimming eye.
Use images of faces – Did you know there is a specific part of our brain that responds only to faces? People’s face is the
ultimate social tool since it invokes emotion like no other part of the body. This psychology was widely used for
commercial products and is proven to be effective such that the packagings of your favorite rice crispies depict human
faces

66. Apply the Psychology of Colours
Ever wonder why Facebook is blue?
Colors have more to it than just making your ad creatives pop in a white and blue news feed.
According to the study on Impact of Color in Marketing, 90% of our quick decisions towards products can be traced
back to color alone.
Colors influence consumer’s moods, feelings, brand perception and overall purchasing behavior. This is why choosing
the right color for your Facebook ads is vital in leveraging your Facebook marketing strategy.
Studies show that blue is the most favored color for both genders while orange, brown, and yellow are the least
popular. If you’re targeting a younger demographic, you can go fancy with bright colors such as red, yellow and
orange. On the contrary, older people prefer colors with shorter wave lengths such as green, blue, and purple.
By simply choosing the right colors for your ad design, you can already make it pop and attract, as well as pump up
precision for audience targeting.

67. Include a call-to-action
CTA buttons are effective in boosting CTR, engagement, website traffic and conversion.
From the name itself, CTA buttons entail swift action and guide users to your desired action after seeing your ad. CTAs such
as “Use App”, “Buy Now”, “Start your free trial”, “Download your copy here”, “Register here”, “Get Access”, are clear and
direct instructions for users.
On a research done on the value of CTA buttons in post adverts, it showed that users who clicked on a CTA button are
more likely to convert compared to users who clicked elsewhere on the advert.
Test multiple designs
A/B testing your Facebook ads is key to knowing which types of ad appeal to your target audience and ones that simply
don’t make the cut. Truth is, there is no hidden formula or a magic wand for creating successful Facebook ads. Even the
pros who have done tons of ads for a plethora of campaigns agree that you need to test multiple designs to nail down
which works for your niche. Doing so will also keep you from wasting capital on ads that don’t convert.
Creating amazing Facebook ad designs don’t have to cost you much time and money. With graphic tools like Youzign, you
can create multiple designs in a jiffy for your Facebook campaign.

68. Ref: http://youzign.com/blog/5-design-hacks-to-create-
amazing-facebook-ads/