012: Why Most Creative Hustlers Fail Online: Mastering Lead Generation, SEO, and Effective Content
For creatives, Perfecting the craft and marketing yourself online doesn't have to be a headache. Implement this process today to win the battle with yourself and level up.
In today’s digital age of constant change and evolution, creative professionals from graphic designers to photographers to videographers to music artists to contemporary artists to web developers and more — face the annoying challenge of not only perfecting their craft but also excelling in marketing themselves online. Despite their visual and innovative expertise, many creatives struggle to generate leads/attention, optimize their websites for search engines (SEO), and create content that engages and converts their audience.
This week’s deep dive, we'll explore some of the practical strategies to overcome these common pitfalls.
Understanding the Core Problems
Misunderstanding the Audience
The root of many creatives' struggles online is a fundamental disconnect between what they offer and what their potential clients understand or seek. One of the biggest critical mistakes I notice in most of my consultations is creatives calling themselves "brand strategists" without explaining what the term means to the average person.
This lack of clarity leads to ineffective communication, with potential leads bypassing creatives' offerings due to a misunderstanding of the services provided or the problem they solve.
To bridge this gap, it is crucial for creatives to step into their desired audience's shoes. They need to clarify their services and craft messages that directly address the audience's problems or desires.
The Importance of Effective Communication
Many creatives express their offerings in ways that may be artistically satisfying but lack clarity and impact from a marketing perspective. For example, a creative might use a vague title on their website or craft messages that are too complex for easy understanding. It is crucial to use clear, straightforward language that aligns with the terms and phrases potential clients are searching for online.
Strategies for Success
SEO Basics for Creatives
SEO, or Search Engine Optimization, is the art of making your website more attractive to search engines like Google. It involves structuring your website and its content in a way that makes it easy for search engines to understand and rank it higher in search results.
For creatives, understanding the basics of SEO starts with knowing how Google reads and interprets the information on their websites. This includes using accurate titles, meta descriptions, and keywords that reflect the services they offer.
Identifying and Using Effective Keywords
Keywords are the terms and phrases that potential clients use in search engines when looking for services offered by creatives. Finding the right keywords involves:
Using tools like Google Autocomplete and Related Searches to discover what potential clients are searching for.
Creating a list of keywords that reflect the services offered, known as keyword clusters, to capture various search intentions.
Day-to-day, I often work with graphic designers. So below is an easy to follow example of a “Keyword Cluster” table for a graphic designer:
Keyword Type || Examples
Primary → graphic designer, logo design
Secondary → best graphic designers near me
Long-tail → affordable logo design services
Creating Engaging and Relevant Content
Content is king in digital marketing. For creatives, producing content that answers common questions or solves problems related to their field can dramatically increase their visibility and attractiveness to potential clients.
Content Ideas Based on Common Client Questions:
What is brand strategy? - An article explaining the basics of brand strategy and its importance.
How much does logo design cost? - A blog post outlining different pricing tiers and what factors influence the cost of logo design.
Advanced SEO Strategies
Leveraging Google’s Features
Creating a Google My Business profile can enhance a creative’s visibility in local search results, making it easier for local potential clients to find and contact them. And, using structured data can help Google better understand the content on their pages, potentially leading to richer search results with better visibility. Basically, increased leads that are solid.
The Role of Backlinks
Backlinks are links from other websites to your website. It’s a crucial SEO factor. They are endorsements of your content's quality and relevance. Creatives can acquire quality backlinks by:
Creating high-quality, shareable content.
Participating in industry collaborations and interviews.
Listing their business in reputable online directories.
Utilizing Social Media for SEO
The Search Engine Capabilities of Social Platforms
Platforms like Pinterest and YouTube are not just social media sites. They function like search engines, too. Creatives should consider optimizing their content on these platforms to extend their reach and attract more traffic to their websites.
The Integration of Social Media and Website Content
Driving traffic from social media to a website can amplify SEO efforts. By ensuring consistent messaging and branding across platforms and linking back to detailed blog posts or galleries on their website, creatives can enhance their online presence and searchability.
Conversion Optimization
Turning Visitors into Leads
To convert website visitors into leads, creatives need to ensure that every page has a clear call-to-action (CTA). This could be a prompt to contact the creative for a quote, download a portfolio, or schedule a consultation.
Measuring Success and Making Adjustments
Incorporate the tools available to you like Google Analytics to track website performance and understand how visitors interact with the site. Regularly reviewing this data can reveal what's working and what needs adjustment, allowing creatives to continually refine their strategies and improve conversion rates.
Final Thoughts
While the online landscape can be challenging for creatives unfamiliar with digital marketing nuances outside of the creative side of things, understanding and implementing foundational SEO and content strategies can significantly enhance their visibility and business success. By starting with clear, audience-focused communication and leveraging SEO, social media, and content creation effectively, creatives can overcome common pitfalls and grow their business online without feeling stagnant. Overall, this is a no-ceilings approach.
Let me know if you’d like some additional tools and resources.