If you're a tattoo artist, you'll be pleased to know there are ways of generating enquiries outside of instagram. In this week's Q&A blog, we go through the most effective, alternative digital marketing strategies that we use for our clients outside of instagram as well as highlighting the importance of diversifying your marketing efforts as a means of long-term consistency and stability when it comes to generating new clients.

Q: "What does "diversification" mean when it comes to digital marketing?"

A: "Diversification in digital marketing refers to the practice of using a variety of channels, platforms, and strategies to reach and engage with a target audience. Instead of relying solely on one method or platform (cough, Instagram, cough), businesses diversify their digital marketing efforts to minimise risk and maximise their reach and longevity."

Q: "Why should tattoo artists and studios consider diversifying their digital marketing beyond Instagram?"
A: "Tattoo artists and studios should consider diversifying their digital marketing beyond Instagram for several crucial reasons. While Instagram is a popular platform for visual content and has been a cornerstone for tattoo-related promotion, over-reliance on ANY single platform poses risks. Diversification opens doors to new client demographics and provides a safety net against algorithm changes or platform saturation. Both of which, in the context of Instagram specifically, have had a merciless effect on the tattoo industry, particularly with artists and studios that almost exclusively rely on it as a means of generating enquiries. Diversification is the safest way to protect yourself from platform versatility (like reach restrictions), while ensuring stability and consistency over a long-term time horizon."

Q: "What are the benefits of using alternative platforms for organic growth?"

A: "Alternative platforms offer fresh audiences, reduced competition, and varied content formats. This diversity enhances visibility, boosts organic reach, and fosters engagement, creating a more robust foundation for sustainable growth. Another benefit can be a lower CPA (cost per acquisition). When you advertise on less saturated platforms, the cost per acquisition tends to be lower as you're competing against fewer people. It's important to note that the CPA of any campaign on any platform (over time if left unchanged) will always steadily increase. This further reinforces the benefits of diversification."

Q: "Which platforms are recommended for consistent growth and new client enquiries?

A: "For consistent growth and new client enquiries, a comprehensive digital marketing strategy as a tattooer is crucial. I recommend leveraging Google AdWords for targeted paid advertising, optimising your tattoo studio website with keyword-rich content based on your style of tattooing to boost your organic website rankings, utilising Google My Business for local reach and reviews, incorporating Google Display Ads for visual engagement, and exploring TikTok Ads to tap into a diverse and active user base. This multi-platform approach ensures a broad online presence, effectively reaching potential clients at different stages of their online journey. We will be deep-diving into each of the above tattoo shop marketing strategies in our upcoming blogs, so keep an eye out to learn about the features, benefits and key insights you're going to want to know."

Q: "Are there other platforms outside of those you just mentioned that tattoo artists and studio owners could consider to diversify their marketing efforts?

A: "Yes, there are other but admittedly less effective platforms to consider. Pinterest can be a great way to put your portfolio in front of tattoo enthusiasts near you. Though it can be quite complex, it's certainly a platform to trial an ad campaign for, and like any campaign, judge it on the results it brings you. Other alternatives include Snapchat for temporary promotions, though it's worth noting, the audience quality on Snapchat (like TikTok) might not be the best if you want to target high-spending clients. A left-field one that you'll be really surprised to hear is actually Reddit! We've managed to generate enquiries for several clients of ours by searching for their style of tattoo on Google, finding a high-ranking Reddit thread relating to their style that was seeking recommendations, and commenting with a link to our client's website! One other option that can sometimes work but is unbelievably tedious, so I would only recommend it if your marketing budget was literally £0, is posting on local community forums or Facebook groups. Carefully consider again, though, the quality of enquiry you're going to be attracting from there.

All things considered, these are all things that can contribute to a diverse and effective marketing strategy."

Closing comments:

Though the number of enquiries you will currently be averaging from your organic reach and engagements on Instagram will likely have taken a pretty significant hit, particularly over the past 18 months, your diversification strategy should not be to abandon it completely. But rather to accommodate other lead generation strategies along side it. Meta (Facebook and Instagram) ad campaigns are still up there with the most powerful and effective digital marketing strategies that we currently use to generate bookings for our tattoo artist and tattoo studio clients. Meta's powerful, advanced targeting options allow us to put our client's portfolios in front of high-quality, high-converting clients, quickly and efficiently. Relying on getting there outside of paid ads, is where you're going to feel the crunch the hardest. None of us like to hear that, but that is how it is. Diversifying your digital marketing campaigns across multiple platforms will create longevity and stability for you as a tattoo artist or studio owner by having multiple lead generation portals. Embrace the diversity, engage authentically, and watch you and/or your studio's digital presence flourish. 

With all of that being said, if you want to spend more of your time tattooing, and less of your time becoming a digital marketing guru, that is what we're here for. We'll leave the tattooing to you, you leave your digital marketing to us. Sound good?

Get in touch and book your free 1-to-1 digital marketing strategy with us today.

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