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With Red River Paper鈥檚 pre-scored note card stock, you get a high-quality foundation for any greeting or postcard project.<a href="/blog/how-to-fold-cardstock-for-crack-free-cards.html" class="text-red" ><span style="color: #912010; font-weight:500">...read more</span></a> </div> </div> <div class="col"> <div class="row" style="min-height: 300px;"> <div class="col"> <a href="/blog/how-this-image-was-made.html"><img class="img-fluid imgfit" src="/blogimages/RRP-DramaticImage_BlogIMG.jpg" alt="" title=""></a> </div> </div> <h4 class="mt-2" style="min-height: 60px;"> <a href="/blog/how-this-image-was-made.html">How This Dramatic Image Was Made</a> </h4> <div class="mb-auto pb-4 " style="min-height: 150px;"> This image features the beach at Ersfjord, Norway, a stunning and well-loved spot on Senja Island. 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n.callMethod.apply(n,arguments):n.queue.push(arguments)}; if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0'; n.queue=[];t=b.createElement(e);t.async=!0; t.src=v;s=b.getElementsByTagName(e)[0]; s.parentNode.insertBefore(t,s)}(window, document,'script', 'https://connect.facebook.net/en_US/fbevents.js'); fbq('init', '1625813450893082'); fbq('track', 'PageView'); </script> <script> $(location.hash).addClass('show'); </script> <script defer type="text/javascript" src="https://static.klaviyo.com/onsite/js/klaviyo.js?company_id=NkciyN"></script>  <script> $('.confirmclick').on('click', function () { return confirm('Are you sure?'); }); </script> <script> function showPassword() { var x = document.getElementByID("Password"); if (x.type === "password") { x.type = "text"; } else { x.type = "password"; } } </script> <script> $(function () { $('[data-toggle="popover"]').popover() }) </script> <script type="application/ld+json"> { "@context" : "https://schema.org", "@type" : "Blog", "name" : "Red River Blog", "description":"", "url": "https://www.redrivercatalog.com/blog/blog.html", "publisher": { "@type": "Organization", "name": "Red River Paper" } } </script> <script type="application/ld+json"> { "@context" : "https://schema.org", "@type" : "Article", "name" : "Red River Blog", "description":"", "author" : { "@type" : "Person", "name" : "\u003Cmeta name\u003D\"author\" content\u003D\"Red River Blog\"\u003E" }, "headline" : "", "url" : "https://www.redrivercatalog.com/blog/winning-marketing-strategies-for-a-creative-business-part-2.html", "datePublished" : "2025-02-09T20:09:00", "dateModified" : "2025-02-15T21:47:44", "articleSection" : "Webinars", "articleBody" : "\r\nIn Part 1 of our series, we explored the foundational elements of building your creative brand with Chief Branding Officer Scooter Thompson. Now, we turn our attention to the strategic implementation of that brand through effective marketing channels.\r\nChief Marketing Officer Laura Thompson brings over two decades of expertise in developing and executing marketing strategies across multiple industries. Her approach combines data-driven insights with a deep understanding of creative businesses, making complex marketing concepts accessible and actionable for artists and photographers.\r\nIn Part 2, Laura addresses the crucial questions many of you raised during our recent webinar about marketing strategy, platform selection, and finding the right balance between creating and promoting your work. Whether you\u0027re just starting out or looking to expand your existing creative business, her practical guidance will help you develop a marketing approach that authentically represents your brand while effectively reaching your target audience.\r\nLet\u0027s dive into the strategic elements that can transform your creative passion into a thriving business.\r\n\r\nPart 2: Strategy\r\nQuestions From RRP Creatives:\r\nHow can I strategically reach potential customers who will love my productsHow can I successfully promote my work and myself\u003FWhich marketing strategies have the most impact for a brand-new small business\u003FHow do I increase my online visibility on a budget\u003F\r\nLaura\u2019s Response:Building on our discussion from Part 1, we know that branding is more than just a logo or color scheme \u2014 it\u0027s the promise of a distinct, memorable experience. While a solid brand foundation is crucial for supporting your business efforts, the next vital step is effectively marketing that brand. But with so many options available, where should you begin\u003F \r\nFirst, let\u2019s get one thing straight.\r\nMarketing strategy isn\u0027t about following a rigid playbook. It\u2019s about staying nimble and responsive to your audience\u0027s needs. The data backs this up: businesses that embrace comprehensive omni-channel strategies see an impressive 91\u0025 year-over-year customer retention rate, compared to just 33\u0025 for those who don\u0027t \u0028Aspect Software\u0029. Moreover, nearly three-quarters of consumers \u002874\u0025\u0029 look to social networks and user-generated content to inform their purchasing decisions \u0028McKinsey \u0026amp\u003B Company\u0029.\r\nWhat does this tell us\u003F Success comes from meeting your audience where they are and engaging with them authentically. It\u0027s about crafting your presence in a way that not only catches their eye but also resonates with their values and needs.\r\nEven if your art is generally one-of-a-kind and you sell mainly at exhibitions or fairs, offering prints \u0028or cards, stickers, etc.\u0029 of your work through a website is an excellent way to gain digital exposure and create an additional revenue stream. This strategy transforms a local art business into a national \u2014 or even global \u2014 presence, allowing you to connect with potential customers worldwide. Plus, it makes your art accessible to those with varying budgets, space constraints, and ability to attend in-person events.\r\nSTANDARD MARKETING CHANNELS\r\nContent Marketing \u0028on your Website, written or video\u0029Organic Social MediaPaid Social Media \u0028paying for ads on Facebook, Instagram, etc.\u0029Email MarketingEvents\/Trade Shows\/CommunitySearch Engine Marketing \u0028paying for ads on Google, Bing, YouTube, etc.\u0029Search Engine Optimization \u0028website\u0029Direct Sales\/Direct MailTV\/RadioPublications\/MagazinesOut of Home \u0028billboards\u0029Affiliate\/Influencer Marketing\r\nBUILDING YOUR FOUNDATION\r\nFor small to mid-sized businesses, several key marketing channels offer an excellent starting point: website content, organic social media, paid social advertising, and search engine marketing. These digital platforms provide natural opportunities to introduce your brand to potential customers right where they\u0027re already spending time \u2014 scrolling through their social feeds or searching online for solutions. While each of these channels requires an investment of both time and money, they can deliver significant returns when approached strategically.\r\nWhen it comes to search engine marketing on platforms like Google, Bing, or YouTube, partnering with an experienced specialist is often worth the investment. The same goes for SEO \u0028search engine optimization\u0029, as both fields require deep expertise to navigate constantly evolving algorithms and best practices. With the right expert guiding your strategy, these channels can drive substantial qualified traffic to your website by targeting your ideal audience within your budget parameters.\r\nFortunately, there are several marketing initiatives you can confidently tackle on your own. Setting up social media profiles on platforms like Facebook or Instagram \u0028which we\u0027ll explore in detail later\u0029, creating a website using user-friendly platforms \u0028such as Wix, Shopify, Squarespace, Etsy, or Fine Art America\u0029, and launching an email newsletter are all manageable starting points. These foundational elements typically require minimal technical expertise and often begin generating returns within the first year.\r\nWEBSITES: CHOOSING YOUR DIGITAL HOME\r\nWith countless website and e-commerce platforms available today, finding the right fit comes down to three key factors: your desired level of control, technical expertise, and need for analytics capabilities.\r\nE-Commerce Website Platforms. For artists looking to sell directly to customers, platforms like Shopify, Wix, and Squarespace offer robust e-commerce solutions at various price points. Shopify\u0027s plans start at around $30 monthly, while Wix begins at $17 per month. These platforms provide customizable templates and intuitive interfaces, making it possible to create a professional-looking online store without extensive technical knowledge. Some offer all-in-one solutions that include hosting and domain services, and their mid-to-higher tier plans typically include analytics tools to help you track site performance and sales metrics. Some platforms offer free trials, allowing you to test their features before committing.\r\nOnline Marketplaces. Platforms like Etsy, Fine Art America, Red Bubble, and Society6 offer simpler setup processes and built-in access to art enthusiasts. However, this convenience comes with trade-offs: increased competition, limited customization options, and potentially less distinctive brand presence. While these marketplaces can be valuable channels, especially when starting out, consider how much time you can invest and how important creative control is to your brand before making your choice.\r\nCONTENT MARKETING: SHARING YOUR CREATIVE JOURNEY\r\nInvite Them In. Successful artists who build strong brands and generate significant sales often share a common approach: they invite their audience into their world. They create connections by sharing their inspiration, creative process, and even day-to-day challenges. Think about the creative professionals who influence you \u2014 they likely provide valuable content, whether it\u0027s practical advice to help you grow as an artist or insights about useful tools you haven\u0027t yet discovered.\r\nThe Value Exchange. Even when we simply enjoy browsing someone\u0027s artwork or brand page for its aesthetic appeal, there\u0027s always a value exchange taking place. As audience members, we seek something in return for our attention. Consider it like attending a play: viewers want to be entertained, moved, or enlightened \u2014 they want to leave with something they didn\u0027t have before. As a brand, your role is to ensure your audience receives something meaningful whenever they interact with you.\r\nConsistent Engagement. Strong brands keep their followers engaged across multiple channels \u2014 social media, blogs, and email newsletters \u2014 by sharing:\r\nUpdates about new work in progressProfessional accomplishmentsInsights into their artistic journeyBehind-the-scenes glimpses of their creative process\r\nBuilding Your Content Library. Start collecting potential content ideas now, even if they\u0027re just initial thoughts. Keep a journal, either written or digital, where you can record topics you might want to share. Dedicate regular time to developing these ideas \u2014 some can become quick social media posts, while others might evolve into longer-form content for emails, videos, or blog posts. When you\u0027ve built a contact list eager to hear your news and see your art, you\u0027ll have a ready source of refined content to share.\r\nHere are a few content ideas:\r\nTell others which tools or raw materials you use for your art and why.Discuss a process you use to create your art.Talk about a service you love.Share about a creative challenge you recently overcame.Talk about special people, places, songs that inspire you.Share testimonials from other fans or clients. Show how and where others are displaying or enjoying your art.Reveal the stages of a personal project.Offer tips from advice you\u2019ve been given over the years or recently discovered.\r\nFor Inspiration\u2026\r\n\u0026gt\u003B\u0026gt\u003B Professional photographer and RRP \"Success on Paper\" spotlight artist Kevin Raber demonstrates the power of \"quick thoughts\" content on his blog, sharing valuable resources and insights with fellow photographers and the fine art community.\r\n\u0026gt\u003B\u0026gt\u003B See how illustrator Dave Garbot shines as an RRP Brand Ambassador, a group of artists and photographers who are great at promoting RRP \u2014 and themselves. \r\n\u0026gt\u003B\u0026gt\u003B Some artists share lists of favorite supplies with customers and followers via PDF download.\r\n\u0026gt\u003B\u0026gt\u003B RRP has affiliates who enjoy sharing short recommendation videos.\r\nAnother useful step is to sign up for other artist\u2019s newsletters that will be a source of inspiration. Visit the \"Success on Paper\" blog series for great examples of how others talk about their own experiences and challenges\u003B go here to apply for your own feature to help you promote your brand. For more specific resources, visit art business marketing sites such as Alyson Stanfield\u2019s.\r\nSOCIAL MEDIA: A POWERHOUSE ENGAGEMENT TOOL\r\nQuestions From RRP Creatives:\r\nHow do I get the people who liked my page to interact with my posts\u003FAre there different considerations and approaches for success on Facebook versus Instagram\u003F How can I boost engagement with my posts\u003FWhat is the most effective social media platform for creatives\u003FI don\u2019t like being on social media much for personal reasons\u003B how do I balance that with social media marketing as a tool\u003F\r\nOn Organic Social Media\r\nSocial media remains an impactful marketing channel, reaching 239 million users through authentic storytelling and community building. Instagram continues to be the most popular app for creatives. Even among young adults, Instagram surpasses TikTok, Snapchat, Reddit, and Twitter in popularity.\r\nBuilding Brand Believers. Successful organic strategy hinges on consistency and variety \u2014 mixing blog content, product updates, user-generated content, and behind-the-scenes glimpses. Research shows 64\u0025 of consumers connect with brands sharing their values, making authenticity crucial. The goal isn\u0027t viral posts or constant promotion, but rather creating meaningful relationships that influence purchasing decisions through valuable content and emotional connections. \r\nRead my article on standard operating procedures for organic social media, where you\u2019ll learn how to set up social accounts, outline your content for the month, how often to post, and much more \u2014 with helpful examples\u0021\r\nOn Paid Social Media:\r\nLike so many other businesses, independent artists and photographers aiming to increase their art\u0027s visibility, attract potential clients, extend their brand awareness, and generate sales often turn to Meta ads on Facebook and Instagram apps \u2014 and this digital canvas can be a goldmine for creatives. With prospecting campaign ads, you can strategically target your ideal audience through interests or lookalike audiences that mirror the interests of your existing clients or website visitors. Through re-targeting ads, you can gently nudge previous visitors and those who\u0027ve already shown interest in your work to take that final step to purchase or to keep coming back for more. \r\nNumbers That Make Sense. These ads can shine a spotlight on your work to hundreds of thousands of potential customers who would otherwise never discover your creative treasures. While you can start with a modest budget to test the waters, Meta ads typically bring an average return-on-ad-spend \u0028ROAS\u0029 across most industries of between 3:1 and 4:1 \u2014 meaning for every dollar spent on ads, a business can expect to generate $3 to $4 in revenue.\r\nGetting Started, the Smart Way. For creatives who already have a portfolio of stunning imagery or videos, and have cultivated even a modest amount of content for organic social media posts or email, this channel is a natural fit. We generally suggest business owners partner with a Paid Social Marketing Manager to help launch this channel, ensuring every advertising dollar works its hardest through current best practice optimization techniques. While the initial setup and automation of campaigns require some upfront effort, the ongoing maintenance is surprisingly light \u2014 leaving you more time to focus on your art.\r\nEMAIL MARKETING: NURTURING CUSTOMER RELATIONSHIPS\r\nQuestions From RRP Creatives:\r\nWhat are the best ways to get others to join my mailing list\u003FHow do I generate sales through email campaigns\u003FHow often should I send emails to my email list\u003F \r\nUnderstanding Email\u0027s Role. While social media excels at lead generation and brand exposure, email marketing is invaluable for nurturing those leads and building lasting relationships. Through automated flows and targeted campaigns, you can convert prospects into customers and encourage repeat purchases.\r\nTo build your email list, start collecting subscriber information through:\r\nWebsite email capture fields or pop-up forms with welcome offerSocial media page sign-up linksPublic shows, fairs, and exhibitionsWord-of-mouth referralsBusiness card distributionEncouraging clients and fans to share with their networks\r\nChoosing Your Platform. Several email marketing platforms are available, including MailChimp, FloDesk, and the more robust Klaviyo. Research subscription options to find one that matches your subscriber list size and budget. Most platforms offer templates and automation tools to streamline your communications.\r\nKey Automated Flows. A successful email strategy typically includes these essential automated sequences:\r\nWelcome Flow: Share your story and make an emotional connection. Consider including a special offer to encourage first purchases.Post-Purchase Thank You: Express gratitude, provide product care resources, request reviews, and invite social media connections.Browse\/Cart Abandonment: Reach out to potential customers who haven\u0027t completed their purchase, offering assistance and potentially a special discountRepeat Purchase Nurture: Re-engage previous customers a few months after their purchase with new product announcements or special offers to generate more sales.\r\nWithin each flow, there will typically be a couple or a series of emails with time delays between. Generally it takes a bit of trial and testing to discover the \u2018sweet spot\u2019 of timing and quantity that your audience prefers, and don\u2019t forget that campaign emails such as a monthly newsletter can overlap those automated flows.\r\nCampaign Emails. These are generally your communications that include unique content each month. Monthly newsletters and campaign emails often include these topics:\r\nNew \u201Chow-to\u201D guides or blog resourcesProduct launches or seasonal offeringsCustomer reviews and testimonialsIndustry event announcements\u201CBehind-the-scenes\u201D peeksPersonal updates or announcements\r\nEmail Best Practices:\r\nLimit email frequency to about once per month for newsletters and one or two campaign emails per month if you are promoting a sale or seasonal discount.Exclude recent purchasers from promotional campaigns \u2014 you don\u2019t want to bombard them immediately with self-promotional emails.Monitor unsubscribe rates and adjust frequency if needed.For time-sensitive offers, send reminder emails a day or two before expiration.Focus on relationship building rather than constant selling.Share valuable content that educates, entertains, or connects.\r\nRemember: Email marketing is about nurturing relationships. Balance promotional content with personal stories, helpful insights, and genuine connection \u2014 just as you would in face-to-face interactions with friends.\r\nBUILDING VISIBILITY: FACE-TO-FACE AND DIGITAL EXPOSURE\r\nSuccess in the art world often hinges on strategic visibility \u2014 creating meaningful opportunities for your work to be discovered and appreciated. Here\u0027s how to expand your reach both locally and digitally:\r\nCommunity Connections. Begin by embedding yourself in your local art community. Connect with potential audiences through art societies, non-profit groups, and niche galleries. Even unexpected venues like coffee shops can be valuable exhibition spaces, especially when they attract viewers interested in your subject matter. Look for opportunities to collaborate with trusted brands or create co-branded experiences that align with your artistic vision.\r\nDigital Exposure. Don\u0027t overlook the power of online platforms to showcase your work. Many organizations offer digital exhibitions, artist features, and spotlight opportunities that can significantly expand your reach. For example, Red River Paper\u0027s \"Success on Paper\" series selects one artist monthly for a feature \u201Csolo show,\u201D exposing their work to hundreds of thousands of visitors through the Red River Paper website, social media, and email marketing channels.\r\nProfessional Development. Consider joining a selective art association \u2014 one that requires juried entry rather than open admission. This membership not only signals your work\u0027s quality but also opens doors to exhibition opportunities. When participating in shows, carefully review the prospectus and tailor your submissions to match each exhibition\u0027s theme. Many associations offer members the chance to mount solo exhibitions, providing an excellent goal to work toward as your career develops.\r\nHOW DO I BALANCE IT ALL\u003F\r\nQuestions From RRP Creatives:\r\nHow much time do I spend marketing my business vs. time actually delivering my services\u003FI struggle with a cadence for posting on social media because it feels intrusive on my creative process. How do folks balance those\u003F\r\nThe Time-Management Question. Many artists struggle with balancing marketing efforts against creative time, especially when social media feels like an intrusion on the artistic process. The right balance often depends on your current business phase:\r\nCommission-Based Work: Initially requires heavier promotion until you build a steady client base.Existing Portfolio: May demand more marketing time when launching prints or print-on-demand services.Early Career: Focus primarily on creating a diverse portfolio that showcases your style.Established Artists: May find their work sells naturally with minimal marketing effort.\r\nKeep It Real. Think of social media and email marketing as casual conversations with friends who are curious about your work. Share authentic moments with minimal effort. Even posting once weekly \u0028in social\u0029 and monthly \u0028in email\u0029 can build momentum when you share these genuine glimpses into your process. It\u0027s about creating a sustainable habit of sharing, not overwhelming yourself with constant updates. Take inspiration from social posts or emails you enjoy receiving, and let audience feedback guide your future content.\r\nAutomate. Email flows, Paid Social \u0028Meta\u0029 ads, and SEM \u0028Google\u0029 ads can be set up with initial strategic effort, then run smoothly with minimal monthly maintenance. In fact, letting these systems run uninterrupted \u0028minus constant updates\u0029 yields increasingly valuable audience data, allowing you to fine-tune and optimize your campaigns over time for even better performance.\r\nThe Long View. As you develop your marketing voice, communication will become more natural and efficient. Remember that while building a brand and audience requires significant initial effort, this investment creates more time and resources for your art in the future. Your work deserves this dedication.\r\nTURN YOUR VISION INTO ACTION\r\nTo sum it all up, success in marketing your creative business requires thoughtful planning and implementation:\r\n1. Document Your Strategy:\r\nDefine key brand elementsSelect primary marketing channelsSet realistic budget expectations\r\n2. Plan Your Investments:\r\nWebsite developmentMarketing materials \u0028business cards, brochures, stickers\u0029Exhibition and membership feesPaid promotional campaigns\r\n3. Build Your Foundation. Ensure your basic marketing elements \u0028website, social media, email\u0029 are properly established before investing in paid advertising. 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