Artists: Are You Sabotaging Your Media Exposure?

Many emerging artists dream of widespread recognition, and a media exposure hub offers emerging artists a potential springboard to success. But without a solid marketing strategy, even the best exposure can fall flat. Are you making these common mistakes that sabotage your launch?

Ignoring Your Target Audience

One of the biggest pitfalls I see artists make is failing to define their target audience. You might think, “Everyone will love my art!” but that’s rarely true. Trying to appeal to everyone means appealing to no one. Think about it: a sculptor specializing in bronze wildlife statues will have a different audience than a digital artist creating NFTs. Their marketing needs will differ radically.

Instead, do some market research. Who are your ideal collectors or fans? What are their demographics (age, location, income)? What are their interests? Where do they spend their time online? Once you have a clear picture of your target audience, you can tailor your message and choose the right media outlets to reach them. This is marketing 101, but it’s shocking how many artists skip this crucial step. I had a client last year who spent a fortune on a national ad campaign, only to realize afterward that their target audience was primarily local art collectors in the Buckhead neighborhood of Atlanta. The campaign was a huge waste of money because it reached a massive audience that simply wasn’t interested. To avoid this, consider hyper-local audience building strategies.

Neglecting Post-Exposure Engagement

Landing a feature in Atlanta Magazine or getting your music played on a local radio station like 99X is fantastic, but it’s only half the battle. What happens after the exposure is just as important. Are you prepared to capitalize on the increased attention?

Many artists make the mistake of thinking that media exposure alone will magically translate into sales or fans. It won’t. You need to have a plan for engaging with your new audience. This includes things like:

• Social Media Engagement: Actively respond to comments and messages on your social media channels. Post behind-the-scenes content to keep people interested. Run contests or giveaways to incentivize engagement.
• Email Marketing: Build an email list and send out regular newsletters to your subscribers. Share updates on your work, announce upcoming events, and offer exclusive deals.
• Website Optimization: Make sure your website is up-to-date and easy to navigate. Include clear calls to action, such as “Buy Now” or “Sign Up for My Newsletter.”

Here’s what nobody tells you: media exposure is fleeting. People have short attention spans. If you don’t actively engage with them after they discover your work, they’ll quickly forget about you.

Lack of a Clear Call to Action

So you’ve landed that coveted interview on NPR, or maybe your artwork is being displayed in a gallery in the Westside Provisions District. Great! Now what? What do you want people to do after they see or hear about your work? If you need inspiration, check out how a Decatur boutique doubled conversions.

This is where many artists stumble. They fail to include a clear call to action in their marketing materials. Do you want people to visit your website? Follow you on social media? Buy your art? Attend your next show? Tell them! Don’t assume they’ll figure it out on their own.

Make your call to action clear, concise, and easy to follow. For example, instead of just saying “Check out my website,” say “Visit my website to see my latest collection and sign up for my newsletter.” Every piece of marketing material, from your social media posts to your press releases, should include a call to action.

Ignoring Data and Analytics

Are you tracking your results? If not, you’re flying blind. Data and analytics are essential for measuring the success of your marketing efforts and making informed decisions about where to invest your time and money.

A IAB report found that marketers who use data-driven insights are 6 times more likely to achieve their goals. Here’s how I recommend artists use data:

• Website Analytics: Use a tool like Google Analytics to track your website traffic, bounce rate, and conversion rate. This will help you understand how people are interacting with your website and where you can make improvements.
• Social Media Analytics: Pay attention to your social media analytics to see which posts are performing well and which ones are not. This will help you create more engaging content that resonates with your audience.
• Sales Data: Track your sales data to see which pieces are selling well and which ones are not. This will help you understand what your audience is interested in and what price point they’re willing to pay.

We ran into this exact issue at my previous firm. An artist client was convinced that Instagram was driving all of their sales, but when we looked at the data, we discovered that most of their sales were actually coming from their email list. They were spending too much time on Instagram and not enough time nurturing their email subscribers. Once they shifted their focus, their sales increased by 20%. Don’t fall victim to marketing fails fueled by vanity metrics.

Case Study: The Band That Learned to Market

Let’s look at a hypothetical case. “The Neon Dandelions” are an indie band from Athens, GA hoping to break into the Atlanta music scene. They played a gig at the 40 Watt Club and thought they were ready for the big time. A local blog, The Atlanta Beat, featured them as an “up-and-coming artist.” Initially, they saw a small bump in their Spotify streams, but nothing substantial.

Here’s what they did wrong, and how they fixed it:

1. Mistake: They didn’t define their target audience. They assumed anyone who liked indie music would like them.

Solution: They analyzed their existing fan base and discovered that their music resonated most with college students and young professionals in the Decatur and Little Five Points areas who were interested in sustainable living and social justice.

1. Mistake: They didn’t have a clear call to action. The Atlanta Beat article mentioned their website, but there was no clear way for readers to engage further.

Solution: They added a prominent “Join Our Mailing List” button to their website and offered a free download of an exclusive acoustic track in exchange for signing up. They also started promoting their upcoming shows on social media with a clear call to action: “Get your tickets now before they sell out!”

1. Mistake: They weren’t tracking their results. They had no idea how many people were visiting their website or signing up for their mailing list.

Solution: They installed Google Analytics on their website and started using a social media management tool that provided detailed analytics on their posts.

1. Mistake: They weren’t engaging with their audience after the media exposure. They didn’t respond to comments on their social media posts or send out regular newsletters to their email subscribers.

Solution: They started actively engaging with their fans on social media and sending out weekly newsletters with updates on their music, upcoming shows, and behind-the-scenes content.

Within three months, The Neon Dandelions saw a 50% increase in their website traffic, a 30% increase in their social media followers, and a 20% increase in ticket sales. By focusing on their target audience, including clear calls to action, tracking their results, and engaging with their audience, they were able to turn a small media exposure opportunity into a significant boost for their career.

The Long Game: Building a Brand

Ultimately, successful marketing for emerging artists isn’t about overnight fame; it’s about building a brand. What do you want people to think of when they hear your name or see your work? What makes you different from all the other artists out there? To truly stand out, consider how to build your tribe in a noisy world.

Defining your brand is a long-term process that requires careful thought and planning. It’s not just about your logo or your color scheme. It’s about your values, your mission, and your unique perspective. Once you have a clear understanding of your brand, you can start to communicate it consistently across all of your marketing channels.

Building a brand takes time, effort, and consistency. There are no shortcuts. But if you’re willing to put in the work, you can create a loyal following that will support you for years to come.

Don’t spread yourself too thin. Instead, focus on mastering the fundamental marketing practices that will build a sustainable base. Define your audience, build a targeted message, and then track everything. If you spend your time focusing on those three things, then you’ll be able to turn media exposure into a successful long-term brand.