MARKETING TIPS FOR ARTISTS

It's one thing to create art, but it's another to get the word out and actually sell your art! There are several ways an artist can go about promoting their art, and building their base. Whether you're looking to capitalize on several art pieces or build a business on your creative and artistic efforts, having a marketing strategy to promote your art is a step in the right direction. Without a strategy, you'll likely find yourself wasting money, time, and having no direction. There are several aspects to think about before formulating your ideal marketing strategy to ultimately reach your goals -- whether you've just started and are looking to get your art on the market or if you are a vertan in the art game and are looking to expand beyond your current customer base. Art by MOZA

SUMMARY UNDERSTANDING YOUR ART DEFINING YOUR TARGET AUDIENCE TRADITIONAL VS. ONLINE MARKETING Understanding what your art is about will allow you to determine the messaging, the aesthetic, and direction of your vision. The term target audience is widely used in marketing and advertising. It is also one of the most important steps in developing a marketing strategy. Marketing method that best suits your timeline, goals, and budget. We will explore various types of Traditional Methods (Word of Mouth, Trade shows/Art Shows, and Retail/Art Shop) vs. Online Methods (Networking, Utilize Social Media, and Build a website)

UNDERSTANDING YOUR ART

This might seem like an odd question to ask yourself as you the artist may already know what your art is about, but ask yourself a few questions: What is my art all about? What does it convey? What type of subjects do I tend to focus on in my art? What kind of art would I consider my specialty or niche? Whether your focus is on landscape art or realistic portraits, understanding what your art is about will allow you to determine the messaging, the aesthetic, and direction of your vision. Which will help shape your branding of what you want your art to portray to others. Additionally, understanding your branding will make the next step a little bit easier to figure out.

DEFINING YOUR TARGET AUDIENCE

Before you can even think of whether you should open a pop-up art store or sell your art online, you have to determine your target audience or target market. The term target audience is widely used in marketing and advertising. It is also one of the most important steps in developing a marketing strategy. Your art will likely not be everyone's cup of tea. So figuring out your niche, and who's art you will appeal to will minimize your time, and narrow down your audience, and potential customer base. One method of finding your target audience is creating a target persona. Creating a target persona will allow you to think about your ideal customer. It is important to think about demographics (ie. age, location, gender/sex, occupation, interests). You may also find yourself having a primary target market (your main audience and consumers with whom your art would most likely appeal to) and a secondary target audience (the next segment of customers who would likely be inclined to purchase your art).

TRADITIONAL VS. ONLINE MARKETING

Now that you've determined your brand and target audience, these factors will catapult you into the right direction in finding the best marketing method that best suits your timeline, goals, and budget: Traditional Methods: Word of Mouth: There's nothing like spreading the word about your art like spreading the word...literally. Word of mouth marketing (WOMM) is another term widely used in marketing and advertising. Also considered one of the most effective and cost-effective marketing tactics as people tend to trust personal testimonies. Take the time to reach out to your friends, family, colleagues, and neighbours who have a piece or two from you or who would likely purchase your art and allow them to spread the word! Customers are likely to be influenced by personal reviews and experiences and are likely to create a loyal relationship with your business -- especially if they are raving about your art! Trade shows/Art Shows: If you're wanting to increase exposure, try attending or even joining an art exhibition! Not only will this be a great opportunity to get your brand and art on the map, but it will allow you to network and build connections with fellow artists, industry professionals, and art fanatics and even learn about new opportunities such as collaborations, art features, and organizations/clubs around in your city. It will also allow you to get in on what's happening in your local art community and how you utilize your art to be involved. Retail/Art Shop: This option is great if you have built up your network and have some money to invest in a partnership. Reach out to your local businesses that specialize in novelty or bookstores that are willing to put up your art for display and see if they're interested in becoming a reseller. This is great exposure not only for drawing out your local supporters, but you may find unlikely customers that pass by the shop every day! Online Methods: Networking (Online): There's importance in building connections and networking face to face, but think about how you can expand and grow your network online! Search up art businesses, artist organizations, fellow artists' websites and social media channels, art galleries that are currently accepting submissions and looking for new features and send them a quick email. This will allow you to build your connections beyond your local community -- you may find yourself creating connections and friendships with artists in different cities across the country and even internationally! Utilize Social Media In the technological age, Social media has become one of the most effective tools for digital marketing. Businesses and individuals have used social media as a means of promotion and social listening (figuring what your customers or potential customers are interested in). Creating your profile is essential and only the first step in building an online presence. There are several ways to use social media as a powerful tool to build brand awareness for your art. Start by following local or internationally known artists on social media. This will allow you to get a feel for how they brand themselves or their business online and learn what type of content you'd like to post. You can also build connections and gain new followers, either through other artists themselves or even fans of other artists. Social media is also a great way for your followers to know more about you as the artist. Posting personalized content is a great way to engage with your followers and allow them to see the person behind the art. Some artists may choose to utilize social media as just an online platform for people to see their artwork and may want to just leave it at that, but other artists may go beyond that and also choose to make their introduction and mark themselves as a personality or influencer in the online art world. This can include making a post about your bio, posting short videos such as tutorials or even actions. Use hashtags when posting content. Hashtags are a great way to "bookmark" your work and for other users to find your profile and discover your content. Search up the most common or popular hashtags (which are usually the most simple and basic) such as #art #canadianartist #painting. Users are able to search by hashtag and may land on your profile. Another great tip is to use branded or customized hashtags such as #yourbusinessname #businessnameart. Organic advertising is great, but another option is to do social media advertising. This is particularly good if you have some money to invest in doing a paid strategy. Paid advertising will allow the app or platform to customize your goals, such as increasing impressions and allowing you to reach out to other demographics. Paid advertising is also based on your budget and the app will optimize content placement based on your goals (ie. Do you want more people to see your work? Do you want more clicks to your website?). *Tip: determining your target audience will also help you figure out which is the best social media channel to reach out to potential customers. Build a website: If you haven't already, building a website is a great option to not only showcase your artwork but also facilitating and transitioning to selling your artwork online. Like social media, your website will act as an online portfolio for your customers and businesses alike to view your amazing work as well as also purchase them from your online store. This is a great opportunity for you to create a biography and convey the message of your artwork online. Websites are also the optimal landing page for people who've just heard about you, and are wanting to get more of your art. It is only a great way for people to find out more information about your social media, upcoming art shows/exhibitions, and updates on new artwork. Additionally, selling directly to the customer will allow for minimizing the "middle man" and ensure you're building a direct relationship with customers. For more tips for marketing yourself and your art, check out the article on Marketing Yourself as an Artist.

Increase exposure by Word of Mouth. Increase exposure by attending and joining art exhibition. Reach out to local businesses to have you art displayed and resold. Online Method: Social Media as a powerful tool to build your brand and network. Online Method: Build a website to showcase and sell your art online.

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