It’s important to get a sense of how customers move through your business online so you can help them go through the process and so that you realize how important it is to have people at each stage of the timeline so you always have customers.
Now your timeline might not be exactly like the one above, but it’s a good indication of a typical art business’ customer flow.
First they’ve never heard of you. They’re happy and hanging out, but suddenly they see one of your images on Pinterest!
So they click on it and the link takes them to your website. They look around and decide they love your work enough to go follow you on Instagram. This could also be the moment they sign up for your email list, which is even better.
So they’re on Instagram, liking some of your images. A few days later they see another one of your pieces in their feed and they comment on it. They get to know you a little on this social media platform. Eventually they click on a link you have from your Instagram account (either in your profile or in the caption of an image) to head to your site and sign up for your email list.
You send emails every so often and they fall deeper and deeper in love with your art. And find a need for a small product of some sort – a greeting card, a pillow case, or a really small print that’s under $50.
If they love what they bought, they’re going to buy a normal-sized print or maybe a small original. And if they love that, then they might buy a large original or a commission, becoming a collector of your art.
Not everyone will follow this process exactly.
Some people will skip steps, buying something big right away. Others will stop partway through the process, never getting to the buy stage or just never finishing the whole timeline.
But a lot of your customers will go through this, stage by stage, so it’s necessary to know what a typical process is like for your target market and your business.
Your homework today is to write out your timeline. Feel free to include a few options at each stage or to write down multiple timelines. You want it to be a good reflection of where people commonly go in the buying process for your art so you can then use that information to encourage this process and move people further along in the timeline, creating more sales.