Your first impression is a lasting impression. In order to impress the influencers in your industry, you need to create a strong impression with an effective Purpose Statement. You need to get to the point as quickly as you can. Key artists and agencies need to get a clear understanding of who you are and what kind of work you do at a glance. Just get to the point! That is what marketing and branding is about. Let us discuss this in detail…
What I Mean By Marketing –
When you think about marketing, do advertisements, emails, ad campaigns run through your mind? Thought so. However, marketing is not really as complicated as it is made out to be. Think of it only the platform(s) used to tell your story in your own words. Don’t think that marketing is a complicated process and you cannot possibly make it work effectively. In today’s age of social media, it has actually become much easier to tell one’s story. Today, when you share a story socially, people are eager to listen to it and will even share with others if they value it. All you need to do is make your story worthwhile. Here are a few tips that can help you create such a story.
Effective Ideas for Marketing –
Social Media plays an important role in marketing the true skills of a makeup artist, making it super-easy to share your story, skills and talents through videos and images. As the old adage goes, “a picture is worth a thousand words”. Here are a few ideas that can help you with an effective social media marketing strategy:
Video biography – If you haven’t heard about this yet, then its time you did! Video biography is like an autobiography in the form of a video. The benefit of this video is that you can connect with your viewers, allowing them to get a feel for your personality- the way you speak and carry yourself, what you value, etc. If they can relate to you, they would certainly like you and like to work with you. You can put this video on your website, LinkedIn page, YouTube, etc. and you can share it socially to reach more people. People may not remember what you say, but they will always remember the way you made them feel.
Periscope – Periscope is also an effective tool for marketing because it can give your viewers the inside scoop of the happenings in your daily life, and the best part is you can control what you share. You might share from your thoughts on a product or your thoughts on a certain trend. But mainly, what you need to share is who are you as an artist, who are you as a person, what you bring to the job, how do you fit in to an agency’s needs and what can you do to make yourself invaluable.
Be Yourself – In order to brand yourself, you need to be uniquely you. You can be serious, you can be formal, you can be playful– just be you because the most boring thing you can do is be like everybody else. It doesn’t matter how much experience you have. It doesn’t matter how new you are; it only matters how good you are.
Be Your Own Journalist – Who else can know you better than you! With yourself doing the marketing, you don’t need to worry about the wrong image of yourself or your work being shared.
Get a Website – Don’t let Facebook and Instagram be your only way of getting discovered. You have to invest in getting a professional website for your brand. People will visit your website and they need to understand that they have found a professional makeup artist. It will be highly beneficial to include an FAQ section in the website to cut down your conversation time. As a busy freelance artist, you cannot always be available to answer the phone and you will end up losing a potential client. Provide as much (accurate) information as possible on your website!
Freemiums – Freemiums are a great way to attract clients to your website. You might either offer discounts or special offers on a client’s first photo shoot or bridal makeup package. You can also get them to subscribe to your newsletter and in turn you will end up building a strong email list. The clients can benefit from the offers and insight you give, and you can count on them to think of you first when they need a makeup artist!
Guideline For Social Media Marketing –
- Share photos and work that are relevant to current events. For instance, if it’s Halloween season, then post images that denote Halloween. Create a calendar in which you can note what you are going to post daily, weekly and monthly. Use scheduling system like in Hootsuite to share posts across almost all of your social media platforms. With Hootsuite, you can allocate 1 day per week to schedule posts for the entire week!
- It’s best to share posts during peak time, which can differ for different locations. In apps like Hootsuite, there’s an option that you can simply click and the post that you want to share will get shared at the best possible time when the most people are online! This is going to boost your rankings in the searches because you are being active. You should post and share appropriate amount of times. Don’t do too many or too few.
- Always post or share your blogs on all social media platforms. It’s always a good idea to post or share blogs about things or people that inspire you like this one here. Remember, every time you re-post or re-share something, you should add a comment to it; always include something! It could just be a key phrase that you picked from the blog.
- Don’t put up long links. Tweak them to make them short. You can use either use a URL shortner online tool, or you can simply use Hootsuite’s URL shortener button. This is especially important for Tweets where characters are very limited. Refer to our AMUA Twitter account to get a better idea!
- A few things you need to keep in mind when sharing on social media are tone of the post, grammatical accuracy and syntax. Facebook has a personal tone to it, while LinkedIn has a more professional tone. Twitter on the other hand has both; here you can be informal but still need to sound like you know what you are talking about. Next, you need to make sure you are not making mistakes in creating the posts. Always proof-read!!
- While sharing on these platforms, it is very important to avoid direct marketing. This means you should not say “Hire me” or “Discount Offer”, instead you should share your work and show that you know how it’s done. Direct marketing is when you are asking for something, while indirect is where you are only sharing. There should be 4 indirect messages for every 1 direct message.
- Interacting with the reposters, followers and likes and comments is very important because people are more likely to build a relationship with you if you are receiving their comments, likes and acts of re-sharing socially. Acknowledge their gestures and engage in social conversations when appropriate. Never ever post just a link; always add your thoughts or opinion with it.
- You need to like, favorite, share and re-tweet blogs and quotes from industry thought leaders and include a social message or a personal thought with it. Never just share their links. Also engage with people who inspire you or push you to excel in your work and what you do- it doesn’t necessarily have to be makeup artists. It could even be the people who you learn your business skills from. These are people who keep you on top of your game and always keep you motivated. In the end it’s not just about makeup; it’s about staying motivated.
- Finally, you will analyze and assess the performance of the posts and blogs that you have shared to get a better idea about what worked and what didn’t. Some great tools for this purpose are SproutSocial and HubSpot. Based on this information, you can then restructure your content calendar and figure out what you want share.
With such great tips and ideas at hand, you will surely be able to market your brand the right way!
Know Yourself, Know Your Branding –
You need to first design a logo for yourself. You need to make sure that the logo shows what you are all about. The logo needs to represent you and project the brand image that you want to show. Once you’ve created a great logo, you will need to use Canva to convert that logo for your social media headers. Twitter, Facebook, Google+, Instagram, YouTube, Pinterest– they all have different dimensions. You will need to tweak your logo to fit each specifically.
Transferable Skills – If you have worked in the service industry, or if you have any other work or life experience, chances are skills from that experience can help you in creating and growing your career as a makeup artist. Every past experience teaches you something that can be applied to your current situation. Some skills that can be considered as transferable are: patience, catering to people’s needs, staying calm when treated disrespectfully. These skills will certainly help you work more effectively under the pressures of the makeup industry. You might also be someone who knows how to dress up or how to pose in front of a camera or even speak Spanish. You need to know what your skills are and how you can use them in your branding. So, be sure to incorporate your previous experience in your representation of yourself and your skills.
Also, knowing is not enough. You need to show and prove you know your work and that you can work under any given situation. You need to keep growing. You need to know more than one style of makeup. You need to set yourself apart with trends. Know what is new and trending. Establish your experience. Do you have experience with young skin from working on the pageant circuit or child actors? Have you worked at a makeup counter where you gained tons of experience with different ethnicities and age groups? Let people see what makes you unique and why you should be hired.
Learn To Network – Another part of branding yourself is to learn to network correctly. Like marketing, networking has been popularized as a complicated concept, but it is not so. Just be yourself and try to make friends with people in your industry, and related industries. Don’t make comments that could kill the entire conversation. If you are not funny don’t try to be funny. People think that at a networking event, you are supposed to just to get up to the people and ask them if you can get a chance to work with them. That is not what you should do. Your intention should be to build a relationship. You should want to be friends with them at these events. You can’t do that if you only ask for work and talk about yourself. If they like you they will like to know you. Don’t go around sharing your business cards; wait for people to ask for them. They will if they like you and want to keep in touch. Also, maintain the relationship through Twitter or Instagram. Tell them how you feel inspired by their work and how it has helped you to improve your work. That is what networking is all about. It is building professional friendships and relationships that last.
Create An Impressive Storefront – You should create a website that is complete. Your website is your portfolio, and you can’t afford to have bad photos on it. You should always represent your brand honestly. Be true to yourself and your style. You should walk and talk like the artist that you are. You have to know how you can best portray yourself.
Some easy to use site builders you can use are WordPress, Wix and Squarespace. These are really friendly to use with simple drag-and-drop tools that you can use to create an impressive website. Also, these tools can also help you with SEO with the plugins they use and the best part is that all these tools are either free or cheap. These tools also make it easy for a non-technical person to manage the site with the least amount of effort.
Provide Impeccable Customer Service – Good customer service is a must. When you are busy on photo shoots, weddings, commercials, film sets, etc. you cannot always be available to take new client calls. Even if you could take the calls during work, you might not be able to discuss everything as effectively as you might have otherwise. This is when you should hire a virtual receptionist who can answer calls for you. When you hire a virtual service like this, you have to make sure that they represent your brand image in a positive light. Things that your virtual receptionist needs to know basically are your availability, your rates, your FAQ’s and the services you offer. With this information, it will be easier for them to close a deal on your behalf. Also, getting an assistant will not harm your branding and professional image because having an assistant shows you are both busy and in demand. This creates an image in the mind of the caller that you offer great services and that is why you are being hired by others, and this is why they should hire you, too. My favorite virtual receptionist service is Gabbyville. Remember, when you decide to hire someone as your assistant talk to them through Skype or in any other way where you can see them face to face and hear them speak. By doing this you can make sure that you are hiring the right person to represent your brand to a potential client.
Use Social Media For Branding – Branding is incomplete without social media. Social media offers you a chance to meet with people have them like you without you actually being there physically. You can share insights about your life and they will get to know what kind of a person you are and what kind of work you do. You can build in the value of your services with social media. You need to learn how to dominate in social media.
Identify Your Audience – Next, you need to identify your client’s personas. You need to understand what kind of clients you will cater to and where can you find these clients. For instance, if your clients primarily include brides then you need to research the habits of brides in your city. Find out where these brides do their shopping or throw their parties and so on. To learn this info, you simply need to follow and connect with people who own bridal shops for shopping or clubs for throwing bridal parties. Segment your audience across specific platforms like Twitter, Facebook and Linkedin. This is where networking, marketing and branding skills will come in handy. Basically you need to know to how sell yourself. If you truly know your game, then you are going to stand out from the crowd.
Create SMART Media Goals – Use your buyer’s persona to create goals specific to social media. So your goals should be Specific, Measurable, Attainable, Realistic and Timely. Once you understand how and where you can reach your audiences, you need to create a plan. Create a social media style guide for consistent company branding across platforms. If you want to create and establish your brand, then you need to have the business version of things. You will need to create a brand kit for social media that has everything included from the logo to the font color and style that you can give to your virtual assistant for branding purposes. Be consistent!!
Optimize Your Social Profiles – You will need to optimize each social media profiles. This means you want to make sure that you have your company name, business email address and phone number on all of those platforms so that people can get in touch with you. You need to make sure that your information is correct. It is best to not change your business contact information, EVER! If you worry that your information is available online all the time and that you might end up getting calls at odd times then you can either mention the hours to be contacted on the profiles or you can set up some system on your phone so that nobody can call you up during a particular period of time, say, between 7:00 PM to 7:00 AM.
Further, you need to have images in the profile and in the background on those profiles. You can use Canva for this purpose where you can create and convert a single image to fit appropriately for different social platforms. Display information about the best ways to reach you. Make social media the dominant tool for creating your brand. It’s free, it’s easy, and help is readily available.
When branding, you have to invest your time and effort in it, but it doesn’t necessarily have to be in the form of blogging. You have to find out the smart way to share your vision to establish your brand in the market. There are many options available for you to make everything easier, some are free, some cheap but none expensive. Learn everything you can and, and use everything you learn.
Choose to be better than average, and at the end of this journey you will have established a brand for yourself.