An Interview With Candice Georgiadis
Showcase YOURSELF not just your PRODUCT. I like to showcase the things I’m doing “outside of work” — what I’m feeding my family for dinner, the tablecloth I just scored on sale and how I’m using it for a beautiful tablescape, or where I’m going on vacation. I also like to pop on frequently and talk on camera on my Instagram stories. People want to see you and know who you are before they invest in your product. This tool can work for so many founders and entrepreneurs launching businesses.
As a part of our series about How To Leverage Instagram To Grow Your Business, I had the pleasure of interviewing Erin Donahue Tice.
Erin Donahue Tice is a self-taught abstract artist based in Austin, Texas creating original paintings for inspired collectors across the country. Erin’s medium of choice is acrylics but she also experiments with mixed mediums. She is drawn to the object nature of abstract art and loves the free-flowing experience of creating something unexpected. If you are interested in learning more about Erin or her art please follow her @erindonahueticeart on Instagram.
Thank you so much for doing this with us! Can you share the most interesting story that happened to you since you started this career?
I can think of so many, but one that sticks out is how I became really good friends with a client I met on Instagram. During the pandemic, my business really took off and I started reaching clients in all corners of the United States. One client lived in Northern California and purchased a few smaller pieces from me after discovering my work on Instagram. Flash forward about six months later, her family somewhat randomly decided to move to Austin in Summer 2020. Now she was decorating her brand new house in Austin and needed BIGGER artwork. She reached out to me and asked to come see my work in person, now that she could. Right away I could tell that I liked her — she had great style, was super sweet and friendly and had kids around the same age as mine. Since this was still 2020, and people weren’t gathering that much, I thought how hard it must be for her to move to a brand new city and not be able to truly socialize. So, I asked her to go on a walk with me. We clicked immediately and continued walking throughout the pandemic. We have since become very close friends and have even traveled together. Now, my art proudly hangs in her gorgeous home in Austin.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
So many mistakes! And none of them were that funny, but boy did I learn from them. Still do. But one error in particular that I had to learn the hard way from was sending pieces framed in glass via UPS. I even had professionals pack the box and ensure that it was completely protected. Well, low and behold the piece arrived completely shattered and did not go over well. I immediately owned my mistake and issued a refund, but I was SO embarrassed. Now, I almost exclusively use private drivers to ship my paintings. I find this process is MUCH safer and causes fewer issues. Shipping large artwork is no joke!
Ok. Let’s now move to the main focus of our discussion. For the benefit of our readers, can you explain why you are an authority about Social Media Marketing?
Prior to launching my professional art career in 2018, I spent over a decade working in PR for firms in Chicago and New York. While my main focus was on corporate communications, executive positioning and media relations, I did do a fair share of social media along the way, too. When I decided to officially launch my art business in 2018, I knew that Instagram would be the obvious choice for a platform. I brushed up on my Instagram skills by a lot of trial and error, research and also eventually hiring a social media coach to help me learn the tricks of the trade. I also follow a lot of Instagram experts and learn so much (FOR FREE!) as the algorithm continues to evolve.
Which social media platform have you found to be most effective to use to increase business revenues? Can you share a story from your experience?
Instagram has been key for my business. It’s visual in nature and allows artists to connect one-on-one with clients. I use the platform to not only showcase my artwork in beautiful settings, but I also use it to showcase MYSELF. What I was wearing, where I was traveling, how I was setting my table for a party, what I was cooking for dinner. It allows me to connect with my community, and has helped develop a highly engaged following of people who not only connect to my art, but connect to the person behind the paintbrush.
Let’s talk about Instagram specifically, now. Can you share five ways to leverage Instagram to dramatically improve your business? Please share a story or example for each.
- Showcase YOURSELF not just your PRODUCT. I like to showcase the things I’m doing “outside of work” — what I’m feeding my family for dinner, the tablecloth I just scored on sale and how I’m using it for a beautiful tablescape, or where I’m going on vacation. I also like to pop on frequently and talk on camera on my Instagram stories. People want to see you and know who you are before they invest in your product. This tool can work for so many founders and entrepreneurs launching businesses.
- Don’t just sell, sell, sell — offer tips and tricks to your followers. Instead of shoving your products down your followers’ throats, why not find a way to add value? For example, I often give people tips on how to frame their art, or unique ways to hang their artwork. People appreciate when you offer them something helpful or useful, and are more likely to invest in your product.
- Engage with your community. When I first started my page, I didn’t realize that there’s a whole underground community on Instagram if you look for it. I started catching on and actively made a point to comment on like-minded businesses’ pages, and actively respond to comments left on my page. This fostered a sense of community and has spilled over into in-person events and collaborations I’ve done with other Instagram “friends,” not to mention it’s helped me sell more pieces!
- Don’t be afraid to DM someone. I used direct messages on Instagram a lot in the beginning. I reached out to Interior Designers and Galleries and Influencers to tell them about my work and ask if they’d like to hear more about it. The personal touch of a DM goes a long way — but make sure to compliment the person you’re trying to “pitch.”
- Post frequently. In order to make a dent and try to drive sales, you have to show up often. I try to post one my feed at least 1–2 times a day, and on my stories at least 5 times per day. The more effort you put in, the more return you’ll see.
Because of the position that you are in, you are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
I would like for people to use creativity to overcome their anxiety or depression. Finding painting helped me get through some tough postpartum moments, and eventually helped me become myself again. Whether it’s painting, making jewelry, gardening, cooking, or another creative outlet — using your hands and mind to create something unique is such a powerful tool to overcome tough periods in life.
Some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them 🙂
I just got done reading jewelry designer Kendra Scott’s memoir “Born to Shine,” and was so inspired. She is a fellow Austinite and mom of three boys, and I feel like we’d have so much to talk about. The way she built her business from essentially nothing to a billion dollar company is incredible. I would love to pick her brain and learn from her as I’m currently working on a couple other business ideas outside of art!
Thank you so much for these great insights. This was very enlightening!
Erin Donahue Tice: Five Ways To Leverage Instagram To Dramatically Improve Your Business was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.