Every other small business owner is out there on Instagram, creating content—reels, stories, carousels—you name it. But many of them fail to see engagement and worse, sales happen rarely. Those businesses end up faded in the background.
How do you create content for art business online? How do you stand out from the millions of other art business owners on Instagram? What kind of content should you be creating to get more customers? Read on to find out.
Why should you create content as an art business owner?
Most art business owners skip the part of creating content because it’s very time consuming. But, they are missing out on a lot.
People love to be provided information that matters to them for free. Naturally, a person trusts someone who gives them valuable content and assumes them to be good at what they do. As an art business owner, creating content that art lovers enjoy or find useful will do wonders for your business.
But, there is a whole lot more to know than just “create valuable content” to scale your art business online.
How to Create Better Content for your Art Business
Here are 4 things you need to know on how to create better content for your art business and get more sales.
1. Define your ideal client
Before creating content, you need to identify and define who your ideal client is. What is meant by ‘ideal client’? The client who is the perfect fit for your business — they happily pay for your offer, keep coming back, and recommends you to others — that is your ideal client. This is one of the most important step to create good content for art business.
It is important to identify your ideal clients and define them. This is because it will make creating content and marketing easier, more specific, and will improve results. You will know exactly how to speak to them through your content. Remember, the more specific you define your audience, the better you can sell.
“If you try to please everyone, you please noone”
Here are some quick points to consider when deciding on your ideal client avatar:
- Identify the pain point your product/service can solve
- Where do your ideal clients hang out?
- What is preventing them from buying your products?
An ideal client profile can also contain details like where they live, their average income, what their interests are, and so on. This means that you should define your ideal customer by demographics and psychographics.
For example, if you are an illustrator who creates art for children, your ideal client will be a mom-to-be who wants to decorate the wall of her child’s nursery. But, she doesn’t know illustration. This becomes her pain point. Your products can easily solve her problem. So, she will be happy to buy from you and probably suggest you to her peers.
Download free Ideal Client Checklist here
After defining your ideal client, you can easily create content that appeals to them. In the above scenario, you can create a reel on tips to decorate a nursery room. Since this is valuable content for your target audience, there is a higher chance they will make a sale from you.
2. Create Evergreen Content
Content that brings you engagement, conversion, and traffic even after several years after it gets posted are called evergreen content. In short, it has a longer life span and will benefit you in the long run. Obviously, social media posts will not give you engagement for a long time. A typical Instagram post will be alive for a month at most.
Your content should be valuable to your audience and help them with their problems. More on how to strategize your content later in this blog.
Blog posts, YouTube videos, and eBooks are content formats that have the potential to bring you customers for years. Here are some tips to create evergreen content for art business:
- Make a list of topics in your niche that will be in-demand for the next few years (and at present)
- Consider creating a website with a blog, start a YouTube channel, or podcast —whichever is most likely to benefit your audience.
- Start email marketing — build your email list
Your content should solve a problem your ideal client is facing. For example, if you are a photographer, you can write about costume ideas for family photo shoots. Not only is this helpful for someone planning to have a photoshoot, it also establishes credibility for your business.
Your long-form content can then be converted into short-form content such as social media posts, email newsletters.
Lots of small business owners only create content on social media and do not have a website. This is not the best practise as it makes your business vulnerable.
The goal of evergreen content is to gain leads in the long term for your art business. Therefore, you may not see results immediately.
3. Set your Content Pillars
The mistake done by many business owners on social media is that they create random content here and there without a strategy. This leads them to a dead end despite spending a lot of time on it. Does that sound like you? If yes, what you are missing is content pillars.
Image Credit: Sendible
Content for art business can be of three types:
- Educational – Educational content shows your expertise and establishes you as an authority in your niche.
- Relatable – Content that is relatable to your audience and not too salesy
- Promotional – Promoting your products or services
Good content for art business will contain a mix of all three of these. You should not be too salesy, because people hate being sold. At the same time, if you avoid talking about your product often enough, you won’t make any sales.
Therefore, add value with your content and grasp the opportunity to make sales with it. That’s what a winning content strategy looks like.
Related Read: 10 Ways to Make Money with Your Art
4. Build Relationships
The last thing you want to do is to treat your target audience like dollar bills. Remember, they are here to get value for themselves. Your duty is to provide them the best value you can through quality content and engagement.
Humanise your brand—tell your audience the story of your business. Build an authentic community of people who are interested in your art business content. Connect with them and make them feel validated.
Follow these tips to create better content for art business and get more clients.
If you want to learn more about content strategy and create content that sells, join my coaching programme—Creative biz Accelerator (CBA). It’s a 90-day high-end mentorship program that is designed specifically for artists and creative business owners. You will learn tried and tested strategies to accomplish your business goals every week.
