Ask my parents and they’ll tell you I’ve always been a DIY type of person. Fiercely so. I can respect the advice of experts, but often haven’t always had the resources to hire them as my husband and I have both ventured out into the world as creative freelancers.
So, I read. I listen. I experiment. I learn.
After over a decade marketing creative ventures, such as my own businesses, as well as helping countless creatives find new ways of reaching their audiences, I’ve compiled a toolkit that I’ve come to lean on. It isn’t perfect, but the best thing about it is that it is all things I’ve learned to do myself.
The road to this refined toolkit, which I provide in Marketing Tools for Creatives, hasn’t been smooth. I’ve fallen flat on my face many times. I’ve also fallen into the trap of doing something the wrong way, only to realize it years later. That means I need to do the additional work of undoing some things and implementing others.
Here are the top 5 mistakes I’ve made over the years, laid out here for you so that you can hopefully avoid them!
1. Not using my header tags. These are the h1, h2, h3, etc. tags you’ll see offered on your website formatting. I should have taken the time to customize them to look the way I wanted and then actually used them. Instead I would bold and enlarge the font to indicate a header or subheader. Instead, when I changed website themes or templates, often my headers got messed up. Had I used the tags, it would have formatted them accordingly. And I was missing out on the most important thing of all: SEO. By using those header tags you are telling search engines, “this content is important!” It’s all part of the SEO game.
2. Pitching too long. Editors are busy. I know because I am an editor, and have emails that land in my inbox that I often can’t attend to for weeks. Your best chances of getting published are to keep your queries well-written and thorough, but concise. Aim for a page and if they want more information, I think they’ll come knocking. (I cover query letter and press release writing in the course.)
3. Blogging aimlessly. Our interests will shift as we grow in our lives and in our work. But be careful if you blog to make sure your blog continues to be representative of who you are today. Go through your content every half year or so and make sure it wouldn’t be embarrassing if people accessed content from 10 years ago. Update blogs that need a facelift. You don’t want a bunch of dead links flying around the Internet, so if you choose to retire blogs, make sure you have a proper 301 redirect in place or a good 404 (page not found).
4. Abandoning my email list. In general I’m the kind of person who will follow through once I’ve started something. I started up an email list for my freelance writing and then life got busy (two kids…) and I didn’t send emails for the longest time. Like two years. I should have kept focusing on growing my list and sending out low-maintenance emails, even every two to four months. It would have been better than nothing. (When I finally did send an email, I actually got a response back from someone saying, “Who the heck are you!? Stop emailing me.”)
5. Going a little too DIY. This one applies to Facebook Ads, something I’ve found more success with recently. But it wasn’t until I got set up with a Business Manager Account on Facebook and started to play with Custom Audiences and Saved Audiences. I finally did a short Facebook Marketing course to learn more about targeting and copy writing. Before that, I think I wasted my money on ads, which weren’t being targeted effectively towards people who would even click in the first place.
So, what did I do instead of all these silly things? This is the meat of the course I created called Marketing Tools for Creatives, which presents creatives with the “what” and “why” of my personal marketing toolkit. I don’t think my husband and I would be pursuing creative careers today if it weren’t for the solid marketing skills we’ve finally landed on. So, if you’re curious, take a look at the course! It’s great for writers, photographers and visual artists, too.
If you’d like a little sneak peek download these 5 Small Changes That Make a Big Difference, and I promise you’ll already be ahead of where you are today.