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To Join the Latest “It Craze or Platform” or Not on Social Media

Success and Failure Road Sign with dramatic clouds and sky.

It seems like every time we turn around there is some new way or platform (like Instagram or Facebook) that is suppose to transform how we meet new clients as artists.  While admittedly some of these things, when the proper marketing techniques are learned, do lead to sales, all have the potential to be huge time sucks.

When I first got onto Facebook I joined a group called Link Love. You may have heard of them.  The premise was that setting up back links to each other’s pages will increase rankings inside of Google.  It’s other theory is that the more people who fan your page, the better off you are.

I was a member of Link Love for a while.  And for me that ROI – Return on Investment –  in terms of my time, was not worth it.  I met some GREAT people there, and yes my fan pages and blogs were read a bit by people who were back linking to everything. And I even used the services of one or two marketing type people who are a part of Link Love.  But my own Link Love activities did not generate one sale.

Here’s my thinking as to why Link Love works for some people and why it didn’t work for me.  My art is in two very targeted niche markets.  So for me, I prefer to get people who are actually invested in my type of art, who are the correct target market for my art – and communicate with them. For some people, like those with marketing and graphic design services to sell, Link Love put them on the map.  Why?  Because who was “liking” their pages?  Business owners who are online, probably just starting out, and who needed those types of services.

So what’s the lesson learned here?  Well for me it was 1) will this new action or new platform really get me touch with my specific target market? 2) Will it get me sales that are worthy of my time spent?  3) How will I measure if it is getting me sales? and 4) Can it help add to my physical email list.

If I don’t know the answers to these questions, I don’t begin. So I’m not saying don’t do something like Link Love, or Instagram or fill in the blank.  I am saying if you do – ask yourself if you are bringing in the type of clients you need from participating in that activity. Not “exposure” – PAYING CLIENTS.  Or if your time could be better spent elsewhere. For some, a certain platform or activity within a platform will be a perfect fit. For others, it won’t.  Like all marketing activities, the key is to evaluate consistently and see what is working and change course accordingly.

I would love to hear about your thoughts and experiences with new must do/ must have activities and platforms. What has worked for you, and what hasn’t? And why do you think that is.