Analyze Your Online Art Marketing Results

Take stock of what is working in your business, and what is not, through using tools that analyze your effectiveness. Here’s how.


Social media marketing


It’s not uncommon for artists (or anyone else who runs a small business) to hold the belief that they must undertake certain tasks to market their work. However, it may be the case that certain marketing activities are not effective, and should be taken off your “To Do” list immediately. Others may work well for you, and knowing this, you might want to continue or ramp up those marketing strategies. Using online tools to measure results will help you make these decisions.

Evaluate your marketing goals first. What do you want to accomplish? Brand awareness, additional social media followers, sales on your website? Many platforms that offer online marketing services provide analytics that will assist in measuring the impact of the advertising, social media and email marketing that you undertake.

Google. A good tool for measuring the source of your art website traffic is Google Analytics. Although many different statistics are available through Analytics, some of the most vital information includes the number of visits your website is getting, where those visitors are coming from, and their onsite behavior. You can analyze channels that deliver traffic, including organic search, paid search, social media, referrals from other sites, email marketing, or direct visits. Drill down further into the “referrals” stats to gain insight into specific URLs that send your site traffic. You can even click the incoming link to get a look at the page that offers a backlink to yours.

Third party ecommerce sites. If you run an online store through Shopify or other provider, they will usually provide statistics about the visitors that come to your site. However, they may use different methods than Google does to measure. If you have access to both, it could become confusing when numbers don’t match up. Choose one site to analyze traffic and stick with it to get a more accurate look at trends over time.

Email service providers.  Services such as Mail Chimp, Constant Contact, AWeber, and others offer analytics to help you gauge the effectiveness of your email campaigns. They offer insight into subscribes and unsubscribes, opens, clicks and other engagement, such as shares and forwards. You can use A/B testing (also known as split testing) to compare subject lines, or email content to see which is more effective. Through measuring results over time, you will be able to revise your efforts towards what works for you, and become more adept at marketing.

Social media sites. Advertising on social media sites gives you an opportunity to reach out to a wider audience, and analytics on those sites reveal how effective your campaigns are. Facebook advertising, for example, offers a number of options as well as insights. Goals for advertising on the site may include branding, event sign-ups, sales leads, etc. Choosing your goal will help you measure success after the ad campaign is launched, and throughout its run. Pinterest, Instagram, and LinkedIn all offer advertising options, and produce “performance metrics” to help you understand and measure results, and tailor future advertising and planning.

Although online analytical tools may take some time to get used to, they offer a clear look at the impact of your marketing, and the behavior of your prospective customers. Make a point to check your analytics regularly to stay on track and adjust your marketing strategy.



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