MARKETING YOURSELF AS AN ARTIST

You've done the artwork, now you need to sell it. But how to do offer your artwork for sale without being pushy or feeling uncomfortable? Here are some of our introductory tips for marketing yourself and your art.

TIP #1 - Be You!

All artists, no matter their technique or subject matter, are inherently unique and highly personalized. The best way to market yourself, first and foremost, is to be authentically you. One of the strongest reason for attraction to art is due to its handcrafted uniqueness. The art has been made by someone personally, and its essence cannot be replicated by another. This means the artwork intrinsically has a piece of the artist in it - and thus, instantly establishes a bond between artist and appreciator. One way to help boost sales is to let appreciators get to know the artist - they want to know what inspires you, what drives you, how it's done.

TIP #2 - Get Online!

The only way to get yourself out there, dear artist, is to be out there - Digitally and physically! Constant digital activity stimulates both your views and your readers. Post to your Instagram, comment on those blog posts, join an online community. Only when you begin to create a murmur of constant activity, others will begin to notice you, and seeing your flurry of creating and being will attract more and more followers in kind. Consider the following tips to connect meaningfully in all ways of social media and online marketing: Content Marketing This is pretty much a fancy word for ‘advertising that doesn't look like advertising' - basically, you're marketing your products without actually using a direct call to action. Think works-in-progress snapshots and sneak-peaks; these are little posts that show people what you're working on and what's coming down the pipeline, without actually flashing ‘buy my art, look at my art'. The more genuine about the type of content you share with your followers (think not just sneak peeks but also tutorials, answering questions, product reviews of materials, etc), the more valuable your input - and your work - become. Get to Writing - Especially Blogging! A similar idea to Content Marketing, this suggestion means to literally write more. We get it, you're an artist, and writing is not necessarily your main gig - but having a steady stream of your dialogue helps connect with your appreciators. Hearing your thoughts allows them to capture a glimpse of your thought process and know you more personally. Gone is the mystique of the misunderstood artist of the past - these days, appreciators want to know you. Post a Lot Some social media platforms allow for short-and-sweet posts, and utilizing these are a great way to constantly alert your followers that you are still active and producing. Instagram is one of the best social media platforms for this purpose, as it is visually driven, and has an incredibly vibrant artistic community. Post frequently and consistently. A recommendation would be to schedule all your posts across all your platforms in advance, so you have an idea of how frequent your feeds are and when you may have to pop in and give an extra little boost. Try to refrain from notes like "buy" - as it comes across as advertising - but include if pieces are available, and maintain a warm and open tone of voice.

Utilize social media platforms to get your artwork seen. Blogging consistently will help raise awareness of your art page, as well as initate a dialogue between you and your customers.

Tip #3 - Get Out There with Traditional Marketing!

In additional to online marketing, traditional marketing is still necessary. Start by joining art communities or MeetUp groups, where you can meet like-minded artists and appreciators. From there, consider joining little craft fairs or events when opportunities arrive - give out your business cards with your online presence, to hopefully transform those you meet into followers, or to keep in touch. Traditional and digital marketing go hand-in-hand; they are both necessary and complement one another. If you're looking to get your pieces out there to sell, start inquiring in local shops with your portfolio. Make sure to pick shops that resonate with your pieces, and see if they are willing to host your work, whether it's for free or with a little cut. Have a little information plate next to it if possible, showing your name, title of the piece, and your main website. If nothing else, this can help advertise your skills, and hopefully channel more interest to your sites. Speak to galleries, to see what their process is like for exhibitions. Some galleries also help promote artists as well, for a charge or a portion of any sold work. When approaching galleries, keep an open mind and a thick skin - galleries often get many applications and have a specific criteria they are looking for in the arts they curate. It may take years before a gallery accepts your work, but it is good to start early and get a sense of what they are looking for if you would like to exhibit with them one day. When tradtionally marketing, keep some of the following in mind: Business Cards - This is the most simple, cost effective method of self-promotion. Have your business ready for when people ask you what you do, and let them know that you're available should they need what you have! Always have them handy. Teach a Class - Spead your experience and your knowledge. This will allow you to share your art with a wider breadth of audience, while developing a relationship with other fledgling artists, or customers who also indulge in art-making and may want to purchase and support your process. Volunteer at a Networking Event - Volunteering allows you to meet more like-minded people. Help clean up after the event - usually the people who are the most dedicated to the event are the same people who also initiate other events, collaborations, or projects. Gallery owners, bloggers, etc.

Attend events like craft and art fairs for more exposure. An artist's business card should also indicate all your online handles, so customers can easily follow you. Share your inspiration and process with your visitors, and make sure to hand out business cards.

TIP #4 - Streamline Your Marketing Approach

Finding Your Demographic Now that you have the broad basics out of the way, it is time to consider how you can more effectively market your art to the people who are most interested in buying them. The first thing to consider is who your target audience is going to be. Which groups of people resonate most with your art so far? Which demographic does your art speak to? No matter your talent, audiences and consumers ultimately buy from artists who they have a genuine connection with...so make sure you make your art first and decide your demographic second. Branding With self-establishing artists, branding is one of the most important aspects of marketing art. Because art is so personal and visual, your audience will make a judgement the moment they see a photo of your work, or an update on your blog. Across all your platforms and how you carry yourself, you need to remind your audiences of your unique mark, how your art differs from other artists. For example, if you are environmentally passionate and your artwork is painted with eco-friendly paints, this should come across in all your media. It shouldn't just be written in text, but in all your visual communications - such as the types of photos you post, the earthy aesthetic of your website, the down-to-earth voice in your blog. Whenever you engage with your audience, you need to remind them of what makes your art yours, as visually clear as possible. It also doesn't hurt to keep up the branding off-line as well. For example, when sending your artwork after a sale, consider how you would package the item. Your choice of wrapping can also add to the aesthetic of your brand, and make a memorable, lasting impression with the client. A handwritten note would also be an excellent touch, as it shows dedication to your craft and appreciation to your customer. When figuring out how to brand yourself, don't confuse your audience with clashing ideologies - if your art style is contemporary and sleek, don't pair your frames or clutter your website with Baroque aestheticism. In essence, branding serves to remind your audience of exactly who you are, what your art represents, and why they should choose you. Ensure that all your marketing activity is consistent and paired with a strong brand approach as well.

Tip #5 - Keep Up the Engagement!

Once you have established consistent communication with your target audience, make sure to keep it up. Give them a reason to come back and check-in on your website and products. Some ideas to encourage engagement are: Ask questions for feedback Try to keep a narrative between posts, as if each post is part of a larger story Hold contests and giveaways (ie, have your followers reblog your post for a chance to win a free print) If you're in an art community, try to do collaborations with other artists to keep your work fresh, while also exposing your artwork to another demographic that may not have encountered your work yet And there we have it, our introductory marketing tips!

Whether you've just started your art career or are well on your way, marketing is an integral part of selling your artwork. At KeenART Media, we offer many services that could be of use to artists getting started: We can print and frame your gallery wrapped canvas art and have it to you in as little as a week. Want some professionally matted prints to offer along with your original paintings? We have a wide selection of fine art papers and many different, high quality matboards. Planning to sell your work but don't want to part with that special image? We offer artwork scanning so you can keep digital copies of all your originals. Need to frame some pieces and still make a profit? We have beautiful, high quality picture frame mouldings for a range of prices, to suit your budget and your art. If you have any questions about our products or services, please don't hesitate to contact us. Our knowledgeable staff are always happy to offer answers and helpful suggestions or advice.

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