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"Don’t push people to where you want to be, meet them where they are."
- Meghan Keaney Anderson, VP Marketing
Yes, that’s the heart & brain behind good marketing. Don’t compel people to buy art pieces, just inspire them and that will keep the ball rolling. Are you the one trapped inside the art marketing bubbles, but still not getting the hang of it? For the artists aiming at original artwork for sale, this blog can be a breather! Figuring out the head or tail of art promotion is now easy, so that you have a fair idea of what art marketing can really do for you. It is the process to get on with prospective buyers and the art marketplace at large. Sounds too heavy?
As artists, we know our creations like the back of our hands, we are deeply immersed and engrossed in them, but when it comes to marketing art, we feel out-of-place and often sidetracked as if it is something that falls out of our universe. We get stuck. So, to better handle the tricks & tools of art promotion, know the best way you can to promote your art to the world. Art promotion is quite a versatile act to connect with the soul of art outside your own art scene.
Go through these promotional titbits to make smart moves with physical art sales and to sell art online without much ado. Here you go -
1. Know the Viewer Base: Who are the Ideal Buyers
‘Art is not what you see, but what you make others see.’ – Edgar Degas
The artist’s role is to make the invisible visible through their constant struggle to stay afloat, in the changing world of art and expressions. Knowing who’s your ideal buyer or the viewer base is the prerequisite of a deft promotion call. You need to be curious and cautious at the same time. There are well thought-out strategies and promotional techniques that will help you place your artworks before the world art market, and work for your financial sustainability. Read some artists’ views and suggestions so that you will get an idea of how art sense and sales blend in proportion.
2. Pay Heed to What Sell and What Doesn’t: Know the Online Marketplace Stints
It is crucial to know what is up for sales and what does not! In the digital age, having a robust online presence is non-negotiable for artists. First, you need to know who you are selling your art to. Ask yourself, ‘who is going to buy this?’ ‘how much does my art matter to them?’ Try to have a view from their perspective, and work to meet their needs and requirements. There can be numerous reasons for buying art, like showcasing on private walls, installing at office spaces, to have in private collections, etc. Nowadays, there are these online marketplace spaces like Etsy, Artfinder, TERAVARNA, etc. that will help you generate leads as to how to sell art online –
- Create compelling art descriptions to grab more buyers.
- Think wisely when you price your work compared to the market scenario.
- Keep your artwork and listings updated.
- Respond to buyers’ inquiries and keep reviews sweeping in.
It doesn’t mean that you have to create something that has no connection with your intentions or vision, but it must be aligned to the larger perspective of generating leads.
‘I think that the art of marketing, the art of promotion and the art of storytelling is definitely elevated and we have to get better every year.’
- Tinker Hatfield
3. ‘Hashtags’ will Keep the Followers in Place: Make Social Media Gimmicks Work
Getting social on (social media) platforms like Instagram, Facebook, Pinterest, or TikTok can be a great help for your art to reach out to a global audience. You have ample scope to boost your art marketing potentials by regularly posting the high-resolution images of your artwork with captivating write-ups and punches.
Using hashtags to the social media posts helps indexing the contents and make more art-savvy people get to find you on the media platforms. It is a strategic move to enhance your accessibility and visibility.
There are numerous live chat options, Q & A sessions for the artists, where you can add comments, and share behind-the-scenes stories of your artwork. Connecting through social media helps the artists collaborate with fellow artists and influencers to expand their art sales base. Just listen to your pounding heart to see your followers on Instagram or Twitter pouring in numbers!
Build Your Personal Brand: Share Your Life and World of Motivation
Sharing your world of inspiration and fantastic journey with your fans can help you make a strong buyer base. This way people will get to know your personality and a lot about your artistic life. Build your personal brand and make the world realize what is going on there in your art studio. Personal anecdotes and testimonials make things authentic and credible for the viewers and they start feeling the connection with the artist and the art scene.
‘Art is not about what you see, it’s about what you feel’
- Say about your style: What makes your work unique?
- Say about your values and intentions: What is the message or what values do you want your art to communicate?
- Stay artistically authentic: Share your story and creative journey to connect with your viewers on a wider scale.
4. Speak Your Art in Words: Create Engrossing Artist Statements
If you tend to create a lasting effect on the minds of the viewers and the influencers, make your art do a little bit of talking! Your art must make sense to a greater share of the art lovers and enthusiasts. Share your art sense through awe-inspiring words and draw a world of your art making process, from the point you begin your journey, sharing your impulse behind the creations, etc. People want to know what works on an artist’s mind as they feel special about it. Also share some fabulous travel shots of the art residency you have finished recently.
5. Create Email Newsletters: Make Real Art Scenes Come Alive
Make newsletters an exclusive window to your art life, skills, and impulses, so that your fans and followers will get to know you well.
- Create buzz around your brand and upcoming artistic endeavors.
- Share news about your upcoming exhibitions or art shows and art collaborations.
- Besides spending words, make use of snapshots like engaging viewers with snaps of your classy apron (dappled with color blotches) while working, splattered colors and the over-worked palette, etc. They can evoke fun & appeal.
- Platforms like Mailchimp can help you design newsletters; you can publish newsletters on a schedule of monthly, fortnightly, or weekly basis.
Even blogs can be a great help to get a sales boost. Backlining blogs help you reach out to more art critics and art enthusiasts.
6. Networking with Curators and Gallery Owners can Open Doors to Art Sales
‘A true artist is not who is inspired but one who inspires others.’
– Salvador Dali
Mixing with the art world and getting to know the gallery owners, collaborators and art influencers can help you notch up your art marketing skills. Enroll for exhibitions, make scope for commissioned artworks, and create collaborations with a robust network.
- As an artist, visit art exhibitions and fairs to learn about other artists’ works; join gallery openings and art workshops held by groups and galleries.
- Stay connected with contemporary international art platforms like TERAVARNA.
- Make connections with curators, gallery owners, and fellow artists on professional networking sites like LinkedIn.
- Make room for viable communications and respond to queries.
7. Taking Part in Juried Art Exhibitions and Art Fairs Lifts Visibility
Taking part in juried art competitions and art shows can add more miles to your artist’s portfolio and creative suit. Get your paintings, sculptures, photographs, and digital arts exposed on a higher platform boosting credibility. To make the most of these opportunities:
- Take part in juried art competitions to get a hallmark of prestige.
- Get ready with personal branding materials like portfolios and business cards.
- For personal shows, interact with the attendees of the exhibitions and follow up sessions.
8. Make Use of Video (Visual) Contents to Trigger Curiosity
Engage viewers and prospective buyers with engaging video contents to showcase your art and personality:
- Make videos of your creative process like speeding up time (time-lapse) to add a finer touch.
- Have workshops and tutorial videos of your art skills and creations.
- Behind-the-scene tours of your art space or studio will tap more art lovers to get a hang of your artwork.
- Frame question & answer sessions for sharing insights and milestones to inspire art enthusiasts and generate more leads.
You can share your video contents through YouTube, Instagram reels, etc. to have a viewership boost.
9. Show Up with Limited Edition Artworks: Go Exclusive
You are just a few steps behind getting famous! The limited-edition artworks are sure to turn gazes! Collectors are always crazy for having exclusive arts and prints in their private collections. Also add your signature and some intriguing mark you wish to leave on your artwork as a promise of exclusivity.
Switch Up Ideas and See Your Sales Surge like a Tsunami: Wait & Watch
The main motto behind art for sale is to grow your viewer base without pushing them too hard to where you want them to be, rather, pulling them in the sales scene with your nifty ways. Art marketing is more about creativity than strategy. Blend modern marketing smarts with conventions to make a niche customer base. Keep up with the changing times and vibes to stay in vogue.
Get wiser. As the art industry is in a constant flux you have to be persistent and patient. Do not ask for an overnight boom, rather keep up with the promotional efforts constantly, embracing the changes that are happening in the art scene. Every little step of yours will count till you see your art sales figures surge like a creeping tsunami.
‘Learn the rules like a pro, so you can break them like an artist.’
- Pablo Picasso
Good luck in advance!
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