(the following is an excerpt from my e-book: Guide to Getting Started with Social Media for Artists and Arts Organizations)
Marketing is creating relationships built on trust.
The days of heavy‐handed, high‐pressure sales tactics are gone. The advent of Television, mass print,
and the internet made it easy for advertisers to get their products under our noses. But after many years
of being bombarded with literally thousands of ads per day, we have developed the ability to tune it out.
I see us returning to the day of the door‐to‐door salesman. In the ‘50’s, housewives often bought wares
from a familiar salesman that came around at regular intervals. There was a trust between the buyer
and the seller that was built on personality, and getting to know each other (for the seller, getting to
truly know his housewives’ needs).
While I’m not advocating you start trying to sell your artwork door‐to‐door, I am encouraging you to
jump into social media because it is a very powerful form of relationship marketing. Relationship
marketing works because if you get someone on your side, they will bring others to you. Think about
products that you use in your own life. If you really love something, and are finding that it makes your
life easier, won’t you tell others about it? You become, in essence, an ambassador for that product. And
if you tell a friend and convert them, and then they tell someone… well, you get the idea. Social media
makes this process painless, easy, and, immediate.
Any marketer worth their salt will tell you that word‐of‐mouth is always your number one form of
advertising. And the joy of social networking is that you have the ability to reach new, and perhaps
untapped, markets, all from the comfort of your own computer.
I recently came across this great YouTube video, created by the fine folks over at 22 Squared, which illustrates this point perfectly.