Linda Germain lives and works in Haverhill, MA, creating gelatin prints. In Part 2 of her interview Linda shares her strategic marketing plan and helpful legal resources for artists (Click here for part 1 where Linda talks about her practice and participating in the Assets for Artists program).
You used to be a lawyer. Do you have any legal resources for other artists you’d like to share with us?
Well, the Volunteer Lawyers for the Arts is a great resource, the workshops and webinars with the Art and Business Council of Greater Boston are reasonably priced and cover many different subjects, and local bar associations often are able to help. Oh, one great resource is the law libraries associated with the Trial Courts, and books by Nolo Press are often a great place to start.
You have a very impressive website and web presence in general. Do you feel maintaining an online presence has helped the success of your creative business?
The Internet opens up access to the whole world and so much of it is free. I have connected with people from all over the world. More than 1/2 of the people who follow my work are from the UK, Canada, the Netherlands, Australia, Germany and France.
My youtube videos have created some great opportunities for me, including being published in several magazines and teaching at Haystack Mountain School of Crafts, in Deer Isle Maine, and most recently a 3 day Gelatin Printmaking Monothon Workshop in Austin TX for the Women Printmakers of Austin
What is your marketing process? How do you sell your work? Is there a step by step process you wouldn’t mind sharing with us?
I use several tools to increase my visibility in the marketplace. The 3 key tools are my blog Printmaking without a Press, my gelatin printmaking videos and a newsletter that I send through the Mail Chimp service. I am on twitter, facebook, google + and linkedin as well.
I am always changing how I try to reach my customers. I use sites like copyblogger and Jeff Goins Writer to find new ways to effectively reach people who are interested in playing with printmaking, gelatin printmaking or other mixed media techniques.
These are some of my marketing practices:
- Write content-based blog posts twice a week with a call to action or question.
- Monthly newsletter with class info and sharing a how to project as well, with a call to action to forward and share or sign up for a class.
- Quarterly video: a gelatin printmaking video technique with a call to action to sign up for the newsletter.
- Regularly share inspiring activities or work to several social media sites.
- Plan and offer workshops in my studio each quarter.
Some new activities that I am considering:
- Writing ebook project for gelatin printmaking.
- Writing a new book for paper print on gelatin printmaking.
- Speaking at art associations and fiber groups and teachers associations.
- Offering an ecourse in gelatin printmaking.
- Annual exhibit in an academic or gallery setting.