Art Marketing Basics
I am frequently asked
“where should I start with my art business”
and “how can I find my audience”
7 Steps to Get You Started
Step 1: Clarity
Everything starts with clarity. Without this you are wasting your valuable time and energy.
Your very first question to yourself should always be:
“What is my burning reason why?”
What am I seeking to achieve and why does it matter to me…
Then ask yourself: What are you selling and to whom?
You need to niche down tight – variety is not the route to success when you initially set out.
Once you know your niche offering and segment you can start to make a plan.
Some examples to help you:
I sell feminine style artwork to females for their bedrooms and bathrooms. They are avid readers and romantic film lovers.
I sell abstract landscape to corporates for their corridors and boardrooms to stimulate creativity in their staff.
I sell horse portraits/sculptures to horse lovers/horse owners to celebrate their love and passion.
I sell delicate drawings of flowers and bees to garden and animal lovers to bring the outdoors in.
I sell bright abstract limited-edition prints to young first-time home buyers to decorate their homes.
Now profile your target audience and understand:
Where do they hang out?
What does their buying behaviour look like?
Some examples to help you:
What is their favoured supermarket?
What IRL and digital events do they attend?
Which coffee/coffee shops do they favour?
Do they prefer to buy in real life or scroll online to seek out purchases?
If online, do they buy via Amazon or individual businesses?
How do they talk about art - what words do they?
What is their budget?
How often do they buy art?
Step 2: It’s Showtime!
Now you understand what you are selling, why, to whom and how to reach and speak to your desired buyer audience, you can select the places you need to show up to sell your art.
Some examples to help you:
Create content for social media.
Create a website
Take up some online listing opportunities
Register with print on demand outlets e.g., Gelato, Printify, tee mill…
Register with stock photo suppliers e.g., Getty images; Shutterstock…
Apply for local shows and group shows such as open studios
Apply for society shows e.g., SGFA, RBA, SWA…
Apply for online competitions and residencies
Approach an appropriate gallery
To expand your network and gather more insights, you could also teach an art class or organise a group activity for other artists to participate in.
Step 3: Make Friends with the Algorithms
Speak the language of your buyer and ensure you include all the key search terms in everything you do online.
Be consistent – you must show up regularly, hang out and interact with your followers. Otherwise, the algorithm will think you are a robot or worse – dead!
Make sure you sell the benefits not the features of your artwork. Focus on the inspiration and motivation behind the work and the impact it will have on the buyer – how it will make them feel and make their life better.
Step 4: Call to Action
Always Include a call to action in any marketing you do – tell people what you want them to do next
Some examples to help you:
Join my mailing list
Link in bio
Visit my exhibition/event
Buy here – add a hyper link
If you are selling online, make it super easy for people. Register for a Stripe or PayPal account and create a one step buying option. The longer it takes to buy the more likely the sale will fail.
If you are selling in person, register for a remote card reader with PayPal, Stripe or other service provider and add the App to your phone.
Step 5: Keep It Real - Be Your Authentic Self
It is so exhausting trying to be something/someone you are not, and it will eventually take its toll on your mental health.
We are here for a good time – not a long time – enjoy yourself.
When you work in your passion it does not feel like work.
Step 6: Never give up
Resilience is key to everything.
Overnight success is a myth.
Everything worth having take’s time to achieve. Baby steps.
Step 7: Make knowledge and data your friend
Every day is a school day
Watch YouTube videos
Scroll on socials
Ask lots of questions
Stay curious
