The New Digital Age of Art Marketing: Surtex 2016 – Recap on Social Branding

Read Below for a Full Recap of my Social Branding and Social Selling workshop at Surtex

I had the pleasure of speaking at the Surtex Conference in NYC on May 17th at Javits Center. Surtex is the premiere event for sourcing original art and design. My audience was about 50 artists and art agents. My overall title, as you can see here, was about digital marketing and the new age we’re in — and that applies to artists as much as anyone. I covered a number of different topics with this audience, but here were some of the bigger buckets that people wanted to discuss:

Social Branding For Target Visibility

In the case of these attendees, that typically meant manufacturers and retailers — but of course, social branding can work for anyone in virtually any business. One of the most powerful aspects of social is that it can expose you to leads and prospects you had no idea existed. If you work as a small business owner selling B2B widgets, the chances are you know the big players in your industry — such as the enterprise companies, etc. You might even know the core decision-makers at those companies. You’ll probably spend a good deal of time trying to get with those companies and those decision-makers. But sites like Twitter and LinkedIn make it so that you can connect with someone in Australia or Japan or even across the U.S. that you had no idea existed. This happens to entrepreneurs all the time on social media — if they’re doing it right. Those new connections can be very fruitful business partnerships.

To maximize how you’re being found and seen on social media, though, you need effective Social Branding. That speaks to voice, tone, images you use, the things you share, how you interact with others. It’s the entire package of how you present on social — it’s your social brand. If it’s managed effectively and not disjointed or scattered, you will get to a place (although it does take some time to establish, because social is about relationships) where you’re being found and are visible to the targets you need. It starts with defining your Social Brand Style

Jasmine Sandler Social Branding

Social Selling

This concept has gotten a lot of traction in the past few weeks. For this audience, a lot of the discussion was about Pinterest and Etsy. Those are logical places to sell art. Pinterest is a powerful force, especially: women make 85 percent of purchase decisions in a given family, and Pinterest tends to have some of the highest retention and engagement rates among women. Plus, Pinterest is psychologically associated with big life moments (decorating a new home, a wedding, etc.) and that’s extremely powerful in a marketing sense. It’s important to understand how you approach social selling.

One final thing on Pinterest: there are now 60 million+ posts that come with “Buy” buttons (so people can shop directly). The interesting thing on that network is that the “Buy” buttons are on organic posts and not just paid promotions. It creates a more natural, seamless experience for the buyer. They are interested in a painting or dress or coffee table naturally — instead of coming in through an ad — and can just click to buy it.

Here are a couple of high-level points about the important elements to remember when doing social selling:

Jasmine Sandler Social Selling

Selecting Your Social Channels

I’ve written dozens of posts on this over the past few years, so here I’ll keep it pretty short. A lot of people get overwhelmed with social because of how many channels there are. Because we’re often taught to think about business as doing more, we try to embrace all the channels — and end up not doing a good job on any of them because our attention and ability to be real and organic is spread too thin.

You need to think about the channels that make sense for your brand and value proposition. For this specific audience, some of the more logical ones were Instagram, Pinterest, Snapchat, YouTube, and having a branded Facebook page. Twitter and LinkedIn can be important to artists and art agents, but those channels are probably more powerful for someone who wants to brand themselves as a speaker/thought leader on a specific set of topics.

It’s all about navigating to what will have the greatest impact for you — otherwise you become that person blast-sharing the same content to 10 different social networks and losing followers and engagement on half of them because people are asking themselves, “Why am I seeing this content on this network?”

The Questions

Most of the questions at this event tended to be about:

  • The best times to share on social
  • How to best use Instagram
  • The most effective use of hashtags

How You Can Build a Social Brand on your Own

For a limited time, I am making my comprehensive Social Branding Course on Sale. What students are saying about this DIY Social Branding Course:

“A wealth of information, I picked up lots of valuable tips which I know will help me build my brand and increase sales.”

“Her course was filled with golden nuggets about optimizing yourself online, extremely powerful information!”

“I found Jasmine to be very easy to listen to and enjoyed the concise way she sets out her course.”

Grab the course deal now and Get Your Social Brand Driving Business for You!


What’s Next on Social Branding?

The next post I’m doing on this blog will be a little bit about No. 1 above, but for now … here’s CoSchedule (a WordPress plug-in that allows you to schedule social shares and more) analyzing 16 different studies to determine the best times to post on social media. It’s interesting, and you should definitely give it a look.

I have a webinar tomorrow (5/19/16) with Salesforce, as an aside. You can read this blog to learn more and register for it. It will be on similar topics as the above — small business entrepreneurs using social branding to drive sales. I’d love to see you show up for it!