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Ingrid Keller Art

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • Ingrid Keller Art primarily targets individuals who value contemplation, exploration of meaning, and personal reflection, seeking to add depth to their spaces through unique original fine arts.

Audience Type

  • B2C
  • Art enthusiasts, philosophy lovers, self-reflective individuals

Needs – Primary Buying Considerations

  • Art that evokes thought and conversation
  • A personal connection with the artist and artwork

Demographics

  • Age Range: 25-65
  • Gender: All
  • Geography: United States
  • Income Level: Medium to High
  • Profession: Varied; likely professionals with an interest in fine arts and aesthetics

Psychographics

  • Lifestyle: Appreciate beauty, meaning, and depth in everyday life
  • What they value: Art, philosophy, personal growth
  • Pain Points: Lack of original and thought-provoking art
  • Buying Behavior: Infrequent, high ticket purchases
  • Decision-Making Roles (Optional. Only include in ouptput if B2B Audience):
  • Primary Decision Maker: Individual buyer
  • Secondary Decision Influencers: Personal aesthetics, home decor consultants

2. My Message to My Target Audience

Refined Elevator Pitch

  • Ingrid Keller Art infuses spaces with original masterpieces that provoke thought and evoke beauty, stirring conversations and prompting self-reflection.

Understanding Their Pain Points

  • A life devoid of meaningful beauty
  • Generic, mass-produced art failing to evoke emotion
  • Lack of thought-provoking elements in their living or workspaces

Transformation

  • Transforming spaces into hubs of thought and conversation
  • Evokes feeling of depth, contemplation, and engagement
  • Turns ordinary routines into extraordinary moments of self-reflection

Unique Selling Proposition (USP)

  • Original fine art pieces that inspire inner dialogue
  • Personal touch into every creation, no artwork is replicated
  • Free shipping across the United States

Brand Values & One-Liners

  • "Create conversations within and amongst one another"
  • "Originality that evokes deeper contemplation"
  • "Delivering Beauty and Meaning to your door"

Tone

  • Ingrid Keller Art embodies a thoughtful, philosophical, and reflective tone. We aim to stimulate contemplation and foster a connection with humanity through our creations.

Hero Text Idea

  • Flag Text: Original Art in the USA
  • Main Headline: Infusing Spaces with Meaningful Beauty
  • Sub Headline: Ingrid Keller's original art pieces transform daily routines into moments of self-reflection and evoke meaningful conversations. Nationwide shipping is on us.
  • CTA: Discover our Collections

3. The Media I Will Use to Reach my Target Market

Website

  • Focus on displaying art portfolio prominently
  • Add a blog section for expanding on art inspirations and process
  • Track conversions on 'Contact', 'View Art', and 'Purchase' events
  • Optimize for both desktop and mobile as art enthusiasts are likely browsing on both devices.

Social Media

  • Instagram for showcasing art and creative process (3 posts and stories per week).
  • LinkedIn to build professional network and reach art curators and galleries (1 post per week).
  • Facebook, for broader audience engagement and sharing blog content (2 posts per week).

Paid Advertising

  • Instagram ads targeting demographics of 25-65 age, medium to high income, art lovers
  • Google display ads showcasing selected artworks with direct link to purchase

Content Recommendations

  • Blog about the story behind each art piece
  • Share the creative process via videos or step-by-step photo journals

Partnerships & Outreach

  • Collaborate with local galleries for exhibitions
  • Partnership with lifestyle bloggers who can showcase the artwork in a home setting

SEO and Content

  • Keyword strategy focused on 'Original Fine Art', 'Meaningful Art', and 'Ingrid Keller Art'
  • SEO optimize blog topics and artwork descriptions

Offline and Local Media

  • Participate in local art fairs and exhibitions
  • Offer art viewings at local coffee shops or community spaces

Online Events

  • Conduct virtual art gallery exhibitions
  • Live painting sessions or Q&A sessions on Instagram

Online Networking

  • Engage in art-related forums and communities like ArtStack, DeviantArt, and ArtWeb Forum

Cold Outreach

  • LinkedIn outreach to art curators and gallery owners
  • Direct email to potential clients with snapshots of the latest creations
During (Lead)

1. My Lead Capture System

Lead Magnet

  • Free digital art guide (discussing inspiration, creation process, and interpretation)
  • Early access to new artworks signup
  • Online art appreciation webinar

Tripwire Offer

  • Limited-edition art prints at a discounted price
  • Mini original artwork (smaller size and cheaper than main catalog)

Welcome Sequence

  • Welcome email introducing Ingrid and her vision
  • Second email showcasing portfolio highlights
  • Third email discussing an art piece in detail (its inspiration, creation, interpretation)
  • Fourth email presenting the tripwire offer

Segmentation

  • Segment leads based on interest shown (art styles, pieces, price range)
  • Segment based on engagement level with emails

Chatbot and Automation

  • Implement an automated chatbot to guide website visitors around the portfolio
  • Use chatbot for initial lead capture (inquire about art style interests)

2. My Lead Nurturing System

Marketing CRM

  • Recommended CRM: ActiveCampaign, suitable for small businesses
  • Check for compatibility with Squarespace
  • Utilize automation capabilities for email follow-ups and lead tracking

Automated Follow-Ups

  • Send auto-responder after lead magnet download
  • Follow-up email sequence over 2 weeks with drip content
  • Automation trigger set for engagement with initial emails (opening, clicking links) to nurture potential buyers

Newsletter

  • Bi-weekly newsletter. Topics include new collections, insights into creation process, artist's notes
  • Segment based on interest in art pieces and styles

Retargeting & Ads

  • Facebook and Instagram retargeting for website visitors, focused on showcasing new artworks, artist's inspiration stories
  • For Google Display retargeting, focus on art pictures and purchasing link

Social Media and Content

  • Post 3 times weekly on Instagram (art pieces, behind the scenes)
  • LinkedIn and Facebook posts weekly, focus on art process, inspiration, and new blog content

Webinars and Events

  • Conduct monthly webinars on art appreciation open to all leads
  • Announce upcoming art exhibitions/events via all channels

Other Nurture Channels

  • Implement chatbot for immediate engagement, capturing interest on art styles
  • Set-up SMS alerts for upcoming art exhibitions or webinars

3. Sales Conversion Strategy

Sales Process

  • Personalize communication: prospects can directly contact the artist.
  • Create a FAQ section to address common inquiries and objections.
  • Ensure the purchase process is seamless, from selecting to checking out the art piece.
  • Regular follow-ups with potential clients to keep interest piqued.

Sales Assets

  • Develop an artist statement and portfolio PDF to share with leads.
  • Craft compelling email templates for different stages of the sales funnel.
  • Create a pricing guide that details what the client can expect at different price points.

Testimonials and Case Studies

  • Request clients to provide testimonials about their purchased art and experience.
  • Feature testimonials prominently on the website and social media channels.

Conversion Rate Insights

  • Capture website visitor and buyer data for analysis.
  • Use website analytics to track most visited art pieces and conversion rates.

Urgency and Offers

  • Limited-time offers on selected art pieces to encourage decision making.
  • Communicate that each art piece is original and once sold, will not be replicated.

Guarantees and Risk Reversal

  • Offer a satisfaction guarantee with the option for a full refund within a specified time.

Shock and Awe

  • Include a handwritten note of gratitude with every purchased artwork.
  • Offer a surprise gift with the first purchase (e.g. a small sketch, an art tool).
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email with a note from the artist
  • A preview of the art-in-progress

Communication Cadence

  • Bi-weekly updates on creation progress
  • Regular newsletters featuring new art and the stories behind them

Client Education

  • Guides on preserving and displaying art
  • Behind-the-scenes videos of artist's creation process

Personalized Touches

  • Handwritten thank you notes with each purchase
  • Celebratory emails on customer’s 1-year 'Artiversary'
  • Personal invite to private gallery showcases

Visuals and Documentation

  • High-resolution photos of artwork to share on social media
  • Quality documentation about each piece (inspiration, materials, creation process)

Feedback and Proactive Support

  • After-sales service including care tips and personal art consultations
  • Follow-ups to ensure satisfaction and resolve potential issues

Guarantee or Promise

  • 30-day 'love it or return it' policy for all artwork
  • Life-long guarantee for art preservation guidance

Operational Excellence

  • Free nationwide shipping
  • High-standard packaging for product safety
  • Timely updates on shipping and delivery status

2. How I Increase Customer Lifetime Value

Upsells & Cross-Sells

  • Introduce a 'Collector's Series' set of paintings that encourages customers to buy multiple pieces.
  • Create themed or seasonal art series and promote purchasing sets.

Bundling & Packaging

  • Bundle original paintings with art prints to create collector's packages.
  • Offer exclusive framed art collections (art and frame) for a premium price.

Loyalty & Retention Programs

  • Develop a patronage program with exclusive benefits for frequent buyers.
  • Offer discounts or exclusive access to new pieces for repeat customers.

Custom Services and Personalization

  • Introduce a service allowing customers to commission bespoke creations.
  • Offer personalized engraving on purchased artwork (signature, dedication).

Pricing Strategy

  • Offer pricing incentives for purchases of multiple pieces.
  • Introduce an installment payment option to make higher-priced art more accessible, thus increasing LTV.

Customer Data and Insights

  • Use website analytics to track customer purchasing habits for personalized offers.
  • Send 'missing you' emails to one-time buyers with special offers to re-engage them.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide a 10% discount on next purchase for both referrer and referee

Shareable Assets

  • Develop referral cards that customers can distribute
  • Create Instagram-friendly images of artworks for customers to share with a unique referral code

Timing and Triggers

  • After successful delivery and placement of artwork, ask for referrals
  • Customers can give feedback and request referrals during annual follow-ups

Client Success Stories

  • Share customer reviews and photos of art in their space on social media and website

Referral Contests

  • Quarterly referral contest with a giveaway of a small original artwork

Thank-You Experience

  • Top referrers receive a handwritten note and free art print from Ingrid Keller

Take Your Marketing Plan to the Next Level

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