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Setting Yourself Up for Success

Lindsay Partridge

Aug 20, 2020
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Here at Agency Access, our number one priority has always been to serve our industry as a leading resource. We are here to provide our community with the tools, advice, and guidance to help artists promote themselves effectively while creating connections with their target market. As a leader in the creative community for 23 years, we have realized how important it is for artists like yourself to have a clear understanding of their target market: what the creative’s needs are and how to reach them.

Here are the five steps to focus your marketing

1. Figure out your target market

While casting a wide net certainly has its value, so does figuring out your target market. We get it. You want to get your work out there and start promoting to everyone, but this strategy could end up hurting your brand in the long run. Take the time to research the brands, companies, agencies, or publications you can envision yourself working with. Try asking yourself these questions to help create your target market:

  • What do I like to create?
  • What are my technical skills?
  • Will my work resonate with this brand?
  • Do I want to sell a product or tell a story?
  • If I were to get hired for a job located somewhere other than my local market, will I be able to make my production costs work within the client’s budget?

Taking the time to figure out your niche market will allow you to better position yourself and your marketing message. Once you can answer these questions, you’ll have a better idea of the market you should be targeting, as well as what your strengths are.

2. Research what your target market is hiring for

Now that you’ve got a better understanding of your target market remember to keep your content relevant by researching the companies you are reaching out to, ensuring you would be a good fit. You don’t want to send food photography to an agency that handles automotive, do you? There are plenty of ways to research the current work produced within a market; here are a few of our favorites:

  • Thumb through a magazine you’ve always wanted to work with
  • Check out the websites of your dream clients
  • Browse companies’ social media platforms
  • Be aware of the advertising around you

Why is research like this so important? Because it gives you an idea of how the companies within your chosen market create their visuals, allowing you to approach key hiring creatives with the confidence you didn’t have prior.

3. Prioritize job titles when creating your marketing lists

Your target market has been defined. Awesome! Now what? Start reaching out smartly and strategically. Sure, Art Directors/Producers and Creative Directors are going to be top of your list. However, don’t let the creatives who may not be in such high demand fall by the wayside. There is still significant value in promoting to these titles as well. Reach out, let them know you’re here, and show them how you’d be an excellent fit for their client or brand.

4. Your dream clients and how to connect with them

First things first, what is a dream client? A dream client is a company, brand, or publication you’ve always wanted to work with, someone who fits perfectly with your style and approach. When it comes to getting and keeping in touch with your dream clients, there’s no better strategy than using a directory such as the one we offer at Agency Access. With our search and list building tools, you can search for contacts by first name, last name, and/or company name. Want to dig a little deeper? You can also search by brand and see which agencies manage what accounts. Create a list and use this to start the first of many marketing campaigns.

5. Establish your campaign type

If you want to be successful, it’s essential to have a well-rounded, multi-prong marketing strategy. The first step in creating this is to figure out what kind of campaign you want to create. With our brand-new, interactive, user-friendly email builder, you can create polished and professional-looking emails in no time. Then, follow that up with something tactile, like a printed postcard. You can send these to the people who clicked or opened your email promotion or go a step further and pick up the phone and have a chat. There are many options for marketing, but it’s all about finding the strategy that works best for you and your budget. When fine-tuning your plan, make sure to keep these four channels at the top of your mind:

1. Email

2. Direct Mail

3. Social Media

4. Networking/Follow-up

If you take anything from this post, let it be that RESEARCH IS KING! All clients and brands have needs. It’s your responsibility to study them and be ready to be there at the right time. Go on, get out there. Define your market and reach out to creatives who have been waiting for a talent like you!