Creating Your Promotional Strategy as an Artist

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Do you have a Promotional Strategy?

Promotion plays a major role in the success of your freelance business. In fact, you may find yourself spending more time on this task than any other, even creating art. After all, if you don’t continually find new clients, you won’t have anything to Illustrate aside from your own personal projects, which means you won’t be able to pay your bills.

In order to get the most out of your marketing efforts, it’s important to create a strategy that you’ll follow in the days ahead. That way you can simply execute your plan rather than reinvent your approach again and again.

Here are some common steps involved in a basic promotional strategy that you can consider applying to your own business:

Build a mailing list.

If you’re aiming for a specific market, make sure you’re promoting yourself to the people who work in that field and only show the type of work that fits their needs. To do this, you’ll need to build a targeted mailing list of relevant contacts.

Create and send your marketing materials.

Design promotional items such as business cards, postcards, e-mail newsletter templates, etc. It’s a good idea to try a combination of direct mailings and email marketing to see which methods work best for you.

Announce your arrival.

Immediately send out your promotional materials to establish contact and introduce yourself to your target audience.

Promote on a schedule.

Don’t make the common mistake of sending out one promotional mailer or email and then sit back and wait until somebody contacts you. Keep your marketing efforts on a regular schedule while being careful to not send updates too frequently. Somewhere between every 60 to 90 days is a commonly accepted frequency.

Manage your mailing list.

Add to your list of contacts as you find new potential clients and check the information regularly to be sure that it’s up to date.

Use social networking.

Seek out and introduce yourself to the artists and Art Directors in your target market. Build real relationships with people and become a part of the larger Illustration community.

Making it Work for You

How you apply these concepts to your own business will depend on your budget, your personality, and your available time. If you follow these guidelines when promoting your business, you will have a much better chance of being noticed and remembered amongst a growing sea of Illustrators who are trying to make their mark in the industry.

What’s your promotional strategy?

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Thomas James

Thomas James

Thomas James is an Illustrator who has worked with The New York Times, WIRED, Pentagram, Wall Street Journal, The Los Angeles Times, and many others. You can see his portfolio at thomasjamesillustration.com.
Thomas James

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Posted by Thomas James on 10/19/15 under business
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