Lifecycle of a Customer: Stage 2 (Jenn Totten)

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Hi There,

To develop a well-thought-out and comprehensive marketing strategy, it's important to understand every stage that your customer goes through before purchasing a piece of artwork.

In the article below, Jenn Totten, Editor & Email Marketing Manager for FineArtViews will discuss the stages of a customer journey. Last week she kicked off the series by discussing Stage 1: Awareness. This week, she'll focus on Stage 2: Acquisition.

Don't forget to reply to this email and send us any questions you may have!

Enjoy,

Clint Watson

The customer lifecycle is comprised of each step a customer takes before, during, and after they buy from you. When it comes to your art business, it's crucial to develop and evaluate each stage to ensure your marketing is working effectively.

The 4 stages of the customer lifecycle include:

1. Awareness

2. Acquisition

3. Conversion

4. Retention

Last week, I discussed the Awareness Stage (click here to catch up now) which is ultimately where a customer will make the decision to search for a product or solution to a want or need they've identified.

This week, I'll cover the Acquisition Stage.

The acquisition stage is all about providing potential buyers with the information that they're seeking. While the marketing tactics may differ between traditional product marketing and marketing unique artwork, the stages of the customer journey remain the same.

The information, or in this case, artist and artwork that a potential customer comes across will determine their willingness to move on to the next stage in the customer lifecycle.

At the acquisition stage, the customer is usually aware of what need or desire they are looking to fill and have begun their search for potential solutions. When it comes to purchasing artwork though, the parameters of this stage can differ slightly from the traditional customer journey because searching for artwork is not as easy as typing "best running shoes" into the search bar.

Nevertheless, there is an increasing presence of artists selling their artwork online. In fact, most people will exhaust all online options before looking for other avenues to fill their needs. This makes it imperative to have a high-functioning artist website that will allow you to market and sell your artwork effectively.

Here are a few questions that you can focus on to ensure that your customers are getting the most out of your website:

The overall goal during the acquisition stage is to convince the customer that their product is the solution that they've been looking for. As an artist, your focus should be to inspire your customer with your artist story and using your website and artwork descriptions to convey emotions through the art that you're selling.

Stay tuned for next week where I'll dive into the Conversion Stage.

Sincerely,

Jenn Totten

Editor & Email Marketing Manager

www.FineArtViews.com

PS - This is Clint again. I hope you enjoyed Jenn's article about the lifecycle of a customer. If you're looking for new ways that you can market and sell your art, click here to sign up for your free FASO trial today. Try us free for 30 days and find out for yourself why 15,000 artists have entrusted FASO with their website.

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