Digital Art Marketing 101: General Terms
Marketing your artwork in a crowded world is getting even harder.
But you can turn your talent into a profitable lifestyle with the right digital marketing.
These days, digital marketing is necessary if you want to grow your creative business.
This guide, Digital Art Marketing 101: General Terms, gives you the definitions to terms you need to know to understand the basics and start to improve your digital marketing skills.
Turn your confusion about digital marketing into a solid understanding of techniques with the explanations in this guide.
It’s true for most creative types like us that tech just isn’t our thing — we’re simply much more right-brained!
Truth be told, if you’re like me, you’d rather throw your computer out the window than try and learn just one more thing about technology.
So, we’ve provided you with this list.
Get clear on marketing your art and avoid the common frustrations of digital marketing that most of us struggle with.
In other words, don’t worry. It isn’t all rocket science.
The goal of this guide is to make running your small, creative business a more simple, step-by-step process when it comes to digital.
All you need is some self-paced learning of how to market and sell your work. These general terms and strategies will get you started.
Later, you’ll build on the knowledge you gain with this guide.
Bookmark and use this Digital Art Marketing 101 guide as a reference any time you need a straightforward definition of basic digital marketing terms.
Keep this knowledge vault handy while you grow your business.
Need to Learn Digital Art Marketing Terms?
General Marketing Terms for Artists
Here is the ultimate list of general digital marketing terms for artists: .
Content Marketing is a business growth strategy.
It is the process of creating content that’s related to your business, skill, talent or brand aside from your art form.
It includes content such as social posts, emails, blog posts, imagery, etc… that you push out to your audience or targeted traffic.
The best kind of content marketing is consistent and high-quality. It’s content that people find valuable.
This type of content is also specifically made to attract, engage, and turn a group of interested people into buyers.
Most importantly, it should inspire profitable action.
So, be sure you have a call to action (CTA). In other words, you want to direct or lead them to buy from you once they’ve consumed the content.
SEO is that practice of adjusting your artwork, posts and website’s ability to be found easily.
It’s doing certain things that allow your site or work to be found in search engine’s organic, unpaid search results.
You do this with backlinks, relevant keywords, creating and posting content, and other methods.
A landing page is a page on the web that contains a form of some kind.
This form is used to capture your visitor’s information and turn them into leads.
Landing pages usually provide something of value in exchange for contact information.
Content is the ideas that are contained in a piece of writing, a film or a speech you create to show others.
It includes blog posts, infographics, images of your artwork and creations, music and so on.
In marketing, content is what you add to your social channels, emails, website and such.
A contributor is someone who writes or creates and publishes some kind of content for another publication or platform.
Gated content is not accessible to anyone without allowed access given by you.
Gated content is usually high-quality content that you keep behind a form of some kind.
You can allow access to gated content by requiring visitors to submit contact information on the form.
Or you can require payment of some kind in exchange for the content.
Many times, people use gated content as an offer in exchange for signing up for their email list.
Gated content can fuel your lead generation which simply means, you build your email list and then sell to them over time.
A guest post is an original piece of high-quality content that’s produced by another outlet or by you and is posted somewhere other than your own platform.
It can be an infographic or video.
It is often used to help a business engage with their audience or build trust with new visitors/members.
Infographics for Creators
An infographic is a visual image of content in the form of a flowchart, timeline, diagram or list.
For creatives, it can include an artistic process, an art project life cycle, and so on.
Infographics are more appealing visually than text and even more so than some images.
They’re used to explain information or data in an easier format. It’s a much more comprehensible way of showing something.
Content syndication is when you republish a portion or all of another person’s or company’s content.
One common form of syndication is RSS feeds from other sites.
This content may be blog posts, infographics, or videos.
People choose to syndicate content to maximize their reach.
Paid distribution is the act of paying for content or getting paid for your own content.
Paid distribution allows art content to be distributed to a specific audience.
This is typically done as a promotion on social media, a tactic to draw in more site visitors, a paid ad on search and so on.
Content Metrics (for your art)
Content Metrics refers to your own system of measurement that you’ll use to understand how successful your art content is.
You can use anything from a spreadsheet (not the most time-saving method) to software that tracks your efforts (highly recommended).
Here are the top 5 Content Metrics you want to track:
- conversions to email list and sales
There are many more, but these are a must.
A content audit is the act of doing a deep examination of how your existing content is performing.
This could be what’s on your website, your guest posts on other sites or your social media posts.
Audits allow you to make adjustments that will increase results.
Buzz monitoring is when you track your creative brand mentions on social media and around the internet.
Buzz monitoring can help you manage the reputation of your brand.
Learn more by setting up your creative business with The Lean (Art) Startup Canvas here on Arts Row.
The Lean (Art) Startup Canvas here on Arts Row.
Inbound vs. Outbound Marketing
Inbound Marketing is a form of marketing where you create content that’s meant to draw people in to your website.
You bring them in by offering something of value in exchange for nothing in return (except their interest in your brand).
With Inbound Marketing, you are building trust, loyalty and awareness.
You can even conduct Inbound Marketing on specific segments of your audience with targeted marketing materials and offers.
Outbound Marketing is more intrusive.
It’s when you send or “push” out a message to your targeted group of people with the intent to interrupt them wherever they are.
This message can have many forms.
Cold calling, mailers, email, social media ads, banner or display ads, attending events or trade shows, etc…
A Marketing-Qualified Lead is someone who’s more likely to become your customer based on their activity or interaction with your marketing efforts.
A Marketing-Qualified Lead can be determined through how they’ve interacted with your marketing efforts or automation.
A/B testing is simply the act of trying to get a result two different ways and comparing them.
More specifically, it’s the process of testing two variations of a specific ad or web page or email.
You do this while keeping everything else constant.
The goal is to determine which version has the best results.
Call to Action (CTA)
A Call to Action is a visual element or content that prompts visitors to take an action.
The CTA is placed on your web page or at the end of your blog post, social post, portfolio, etc…
The strategy is to position it in such a way that a user will surely see it and take a specific action as directed.
CTA’s are designed to get you a result. That result is an action that meets your intended goal.
Click-Through Rate (CTR)
The percentage of people who view a particular link and ultimately click on it.
The percentage of users who complete an action on a company’s website, such as downloading a piece of content or submitting a contact form.
Bounce rate is the percentage of people who come to your website and then leave after only viewing one page.
In other words, those visitors who decide initially upon reaching your landing page that they do not want to know more and they navigate away.
When you do Lead Nurturing, you are educating your tribe or audience with valuable information that will eventually lead to a sale.
Your Lead Nurturing information is relatable to your brand, your artwork and your art marketing material.
Lead Nurturing is done through several touch points over time before a sale is made.
Do your nurturing by educating, informing, engaging and a call-to-action.
A sales funnel is a process that you set up that leads your potential customers to a sale.
How it works is like this:
- You present content to your targeted audience in the form of an ad, post or email
- That content sparks interest and they engage
- As they continue engagement, they enter into a step-y-step process
- That process leads to an option of purchasing your artwork or creation.
Those who engage in the offer and eventually make a final purchase decision have gone through your sales funnel.
Top of the Funnel
The top of the funnel is the beginning.
This is often called the beginning of the marketing funnel.
It’s where leads are starting to consider you and/or your offer or brand.
At this stage, they are researching, considering and learning.
Bottom of the Funnel
The bottom of the funnel is the last stage of your buyer’s journey.
This is where your leads have identified their problem with your prompting, selected you as the solution they want, and are getting close to buying.
Customer Relationship Management (CRM)
CRM is a system that helps you manage your interactions with current and potential customers.
It utilizes technology to organize, automate, and integrate your art marketing practices.
Return on Investment (ROI)
Return on Investment is almost always referred to as ROI.
It’s the ratio or percentage of how well your art marketing action has been doing in terms of the money you’ve made over the money you’ve put in.
ROI helps you understand your profits in comparison to how much you’re investing.
Pay Per Click Terms
The term Pay Per Click itself is almost always referred to by its acronym, PPC.
PPC is a type of internet marketing where you, as an advertiser, pay a fee every time your ad is clicked.
If you want to know more about PPC, these are the terms you need to understand.
AdCenter = Bing Network
AdCenter was a PPC advertising platform. It was just like Google Ads. You may read articles or hear it still being used.
However, Microsoft has now combined advertising networks with Yahoo! to create the Bing Network.
AdWords (Google Ads) vs. AdSense
AdWords vs. AdSense: What’s the difference?
Basically, you pay for AdWords (now Google Ads) and you make money with AdSense.
- Use AdWords to place your ad in Google Search.
- Use AdSense to allow other ads to be shown on your blog site.
Want a more in depth explanation? Find out more on this page.
Automatic matching is an optional feature offered by Google Ads.
This feature allows you to have your ad reach the targeted traffic that was missed from your keyword lists.
A bid is the maximum amount you’re willing to pay per click for a chosen keyword.
The more competitive the keyword, the more likely it will have higher bids.
Bid Management Tools
Bid management tools allow you to adjust your keyword bids in order to have the best success in AdWords.
These management tools are an important part of setting up and running Google Ads.
You’ll want to create a list of relevant keywords in your campaign that you can bid on and continue to monitor and adjust.
Cost Per Sale
Cost per sale refers to how much you pay for every sale you get as a result of your ad.
Contextual advertising is when you advertise on a site that has related content to your ad.
You can even set up your ads to be automatically displayed among related content based on specific targeted keywords.
Dayparting is the act of running pay-per-click ads at certain times of the day or on chosen days of the week.
This allows you to better target your specific art audience if you know their online behavior, for example.
Dynamic Landing Pages
A dynamic landing page is a web page that displays different messages to different people based on their behavior.
Embedded Match Keywords
Embedded match is a Google Ads “match type” which allows you to target different variations of a keyword.
You can do this without advertising against the keyword itself.
Gclid is a Google Click Identifier.
It’s a globally unique tracking parameter.
Google uses gclid to transfer information between Google Analytics and Google Ads.
Geo-targeting is the ability to show varied content or ads on your website according to your visitor’s geographic location.
Geo-targeting helps you serve up the most appropriate content. Sometimes you may want to show certain content to visitors from a particular area.
The goal for selecting keywords is to find those that get the most clicks that convert into sales.
High-converting keywords are your keywords in your PPC campaign that end up converting into profits.
Being able to identify your high-converting keywords helps you get the best return on your investment.
A keyword price is what you pay a search engine every time someone clicks your text ad in the sponsored search results for your particular keyword.
You have most likely heard of having a keyword strategy, but what exactly is it?
Having a keyword strategy is an important part of a good search engine marketing campaign.
Your keyword strategy is done by choosing high-performing keywords that bring the right people to your creative business.
You’ll be using keyword strategy to make a campaign that is directed at customers who are looking for your type of creation.
By doing PPC tracking, you are able to evaluate and improve your pay-per-click marketing campaign and see how it’s doing.
It is an important activity in your search engine advertising practices.
View-through conversions is a type of conversion tracking in Google Ads.
It measures how many people saw your Google Display Network ad but didn’t click on it.
SEO is an acronym for search engine optimization which refers to the process of optimizing your art content.
It’s how you rearrange, rewrite or represent data or information so that it’s improved as much as possible for delivery.
SEO refers to optimizing your website pages and your content in such a way that it makes it easier for people to discover.
There are Google guidelines that will help you conduct SEO properly.
SEO for creatives is done in such a way that the right people discover your work through using search terms that are relevant to your art form or creations.
Here are a list of SEO terms to know:
A search term (also known as a search query) is a word or phrase that someone enters into the search bar as pictured here search engine like Google.
An internet search is the act of looking on the internet for information by using a search engine such as Google.
A navigational query is a search term entered into a search engine with the idea of finding a certain website or webpage.
Search Query Refinement
Search query refinement means refining or narrowing your search.
Search suggestions are offered by search engines in order to reduce the amount of query refinement a user must do to find what they’re searching for.
A search directory is an online directory of websites.
Search directories are organized alphabetically and by category.
Think of these as the yellow pages.
Meta Search Engine
A meta search engine is a tool that sends queries to other search engines and aggregates the results into a list.
Search Engine Spider
A search engine spider is what is referred to as a crawler.
Crawlers are used by search engines to look through and index content everywhere on the web.
Crawl depth refers to how deeply a search engine indexes a website.
If your pages are buried in your site directory they’re less likely to be crawled by search engines.
The goal is to design pages that are crawled easily.
Crawl frequency is how often a website is crawled by search engine spiders.
A word or phrase that you or your audience will use to enter into Google or another search engine to retrieve information about a topic, idea, product, concept, etc…
Keyword frequency is how many times a keyword is used on one of your website pages or in your content.
A head term (also known as a head keyword) is a very common keyword that has high search volume.
Head terms are usually competitive and much harder to rank for in search results.
White Hat SEO
White hat SEO is the practice of conducting SEO methods that are in compliance with search engine guidelines.
Using white hat SEO practices is the best way to ensure your site will not be banned from search engines.
Gray Hat SEO
Gray hat SEO is made up of riskier tactics. We recommend sticking to White Hat SEO to avoid any accidental penalties.
SEO – Google has specific guidelines.
Here are some of the techniques they say to AVOID:
- Automatically generated content
- Creating pages with little or no original content
- Hidden text or links
- Doorway pages
- Scraped content
- Loading pages with irrelevant keywords
- Sending automated queries to Google
For the entire list, check out Google’s Webmaster Guidelines.
Avoid borderline practices that may or may not get your site banned from search engines.
We suggest avoiding gateway pages. As mentioned above in the list of grey hat SEO practices, a gateway page is another term for a doorway page.
These are pages that are designed to show up first in a search for ranking purposes only.
Gateway pages redirect users to another website and that’s not a trustworthy SEO or marketing tactic.
A naked link is a link known as a hyperlink.
A naked link uses the exact URL for its anchor text. In other words, the link is visible as the actual URL to the front end user.
A referring URL is the URL of any website page that links to your website page sending traffic to your site.
A site map is a list of your website’s pages.
Your site map tells Google and other search engines how the content on your website is organized.
Above the Fold
Above the fold is a phrase that refers to the area of a web page that’s immediately visible once the page is completely opened.
In other words, it’s the portion of the page that can be seen before someone scrolls downward.
Below the Fold
Below the fold is the area of the web page that can only be seen once you start scrolling downward.
Below the fold content is not visible when the page first loads.