Marketing Your Art: How to Sell Online with Art
Millennials are now buying art.
Specifically, they are purchasing more artworks than any previous generation, and those pieces aren’t cheap. According to Art Market Trends 2021,
- The average price of a work of art is $29,400,
- Increasingly, millennials are setting the price for a new work of art,
- The number of people deciding how much to spend on a piece of artwork has increased by 66%,
- Since 2010, there has been a 250% increase in people choosing to sell online rather than through a gallery.
If you’re an artist looking to sell your work or open up an art gallery, you might wonder, How do I market my art?
While galleries have a fundamental role to play in the art world, they are not the only means of selling artwork online. Thanks to the power of the internet, it is now possible to sell art and other types of products online. And, as we’ve established, millennials are driving the art market, so it’s crucial to establish a solid presence on the web if you want to connect with this audience and gain their support. But how do I market my art on the internet?
1. Create compelling content.
The best way to attract potential buyers to your art is to provide them with content that will keep their attention. While galleries have traditionally provided the public with the opportunity to see art in the flesh, online galleries offer a different ballgame. Thanks to the internet, the public now have access to content at the click of a button.
If you’ve ever shopped online, you’ll recall being distracted by shiny objects and vibrant colors; these are all elements used by businesses to grab your attention and make you click. With your art on the other hand, you want to create a relaxing environment where they feel comfortable and inspired to buy your product. So to maximize your online sales, create content that will make them feel emotionally and intellectually connected to what you have to offer.
2. Start a blog.
Blogs are a great way to create compelling content and get the word out about your art work online. When a potential buyer goes to your blog, they’ll usually land on a page with several articles, some of which they might find interesting and others they might find dull. However, irrespective of whatever they might think of your work, they will know that you had put in the effort to create a blog page and that you are probably more knowledgeable about art than they are.
If you really want to market your art successfully online, run a blog that is both informative and attractive. This way, you’ll achieve the best of both worlds—engaged readers who want to know more about you and your work as well as interested customers who are ready to buy. Remember, you’re competing for attention with other blogs and websites, so make sure that your blog posts are interesting and contain valuable information. This will help you stand out among the crowd and potentially land you more clients or sales.
3. Establish a social media account.
The internet allows for the creation of online communities that function independently of physical locations. One such community is Twitter. Introduced in 2006, Twitter is a micro-blogging platform that allows for the quick and easy posting of short messages, called tweets.
While Twitter is a great tool for marketing your art on the internet, it is by no means the only one. Other social media platforms, such as Instagram, have exploded in popularity and allow for artists to establish communities of like-minded individuals who are interested in their work.
To truly make the most of social media, establish multiple accounts on different platforms. This will help you maximize your reach to the public and increase the likelihood of someone finding and connecting with you on social media. It also means that, depending on your target audience, you can choose the platform that they are most likely to be active on.
4. Build a website.
Although we’ve already talked about establishing a blog, a website is another great way to promote your art online. As the name suggests, a website is a professional-looking web page that contains information about you, your art and the services you offer. In today’s internet world, the term “web presence” is often used interchangeably with “website,” but a website is more than just a web page; it could be an online store where people can purchase your art or products, a blog where you discuss all things art-related, a social media platform where you broadcast your latest creative works or achievements, or a combination of the above. The possibilities are endless.
When someone lands on your website, they expect to find useful information. If you want to sell your art on the internet, make sure that your website is both informative and attractive. In addition to this, it should be easy to navigate and contain the pieces of content that will interest potential customers.
5. Use email marketing.
In today’s world, email marketing is a necessary evil. Many businesses, including small firms like yours, still rely on emailing customers to get their attention. While you might not always want to do this, sometimes it’s the only way to reach certain audiences. That being said, not all forms of email marketing are made equal. Essentially, you want to pick a form of email marketing that suits your product and targets the right audience. If you, for example, sell photographs online, you might want to try creating a series of simple, elegant emails that introduce you and your business while also sharing with them some exciting news about photography—this is what got them interested in your product in the first place.
To really get the most out of email marketing, you need to make sure that your emails are relevant and interesting. One simple test to see if your emails are effective is to ask yourself, Would I still be interested in this product if I hadn’t seen this email? If you’re wondering, most people open emails that are sent from brands they’re already familiar with or like, so ensure that your emails are engaging and contain value.
6. Find your perfect audience.
As we’ve established, millennials are a desirable audience for your art and one that you might want to target. However, not all millennials will want to buy your work. Therefore, to maximize your online sales, you first need to determine which demographic will value your product the most. If you want to learn more, ask yourself, Who am I trying to reach with this product?
Once you’ve got that figured out, you can start to look into the platforms they use to get information and engage with others. Do some research into the habits of your potential customers and establish communications where they are. This will mean that you are more likely to get buyers versus mere viewers.
7. Measure the success of your efforts.
To learn more about a specific business, one must either venture into it or leave a trail of breadcrumbs indicating their path. In the same way, you must measure the success of your marketing efforts to learn more about what’s working and what needs to be changed. In 2020, you might want to consider implementing Google Analytics into your site—if you don’t already have it set up—to learn more about your customers and the value of your blog posts. Doing this will also allow you to track the results of your various marketing strategies and adjust as necessary. This way, you’ll continue to improve and be relevant to your target audience as technology and the world around you continue to evolve.
Overall, marketing your art on the internet is a lot like selling any other product online—you’re competing for attention with other businesses, so make sure that your content is interesting and well-written. In addition to this, make sure to establish a social media presence on platforms that your target audience is likely to be active on. Last but not least, make sure to track the results of your efforts using Google Analytics (or a similar service) to learn more about your customers and establish future marketing strategies.