Great Minds Think Creatively: Marketing Strategies for Artists

You’re an artist, but if you want to make art your career, then you’re also a business owner. You can read everything ever written about how to sell your product, but the truth is traditional marketing strategies don’t always make sense in the art world. Whether you open a studio, start a blog or both, you’ll need the following tips for marketing your art in today’s physical and digital marketplaces.

Build Your Brand

Branding is the backbone of a business. Consumers don’t just buy products anymore; they buy the bigger picture. They want their money to go to a business that shares their values, whether they be environmental or ethical. Use your marketing platforms and materials to showcase your personality, your lifestyle and the values that shape your art to let your ideal like-minded patrons find you. Use a digital marketing platform to observe how consumers are engaging with your content and find out whether your branding is reaching the right clientele for your artwork.

Know Your Audience

Determining your ideal customer is essential to nailing down your marketing strategy. Are you selling to tourists looking for a holiday souvenir or college kids needing posters for their first apartments? When pinpointing your perfect client, consider qualifiers like age, gender, and particular interests. If you’re a metal artist, retired avid gardeners will probably love your sculptures for their landscapes. Once you find your niche market, you can start connecting with them specifically.

Meet Them Where They Are

Having great marketing tools are no good if your ideal customers don’t know you exist. Once you find your target audience, you should find out where they gather. This includes online and offline spaces. See if the cozy artisan bistro on Main Street accepts art for exhibition. Join social media groups where like-minded people seek art and design tips. Be careful not to just drop your links and marketing materials and bail, though. Causing people to feel spammed will alienate potential buyers and tarnish your brand. Be social, engage in chats and answer questions.

Tell Your Story 

Everyone loves a good story. Your artist statement is not a resume, but a declaration of why you make the art you do. Buyers want to form emotional connections to art. They need to know the story behind the piece they buy and that includes the motivations of the artist. The ability to express your creativity through writing will make you more engaging, endear you to buyers and help you grow your business. Write passionately about specific pieces or mediums, the subject matter, or your journey as an artist. The more engaging you are, the more likely buyers will be to remember you and share your story with their friends.

Gently Remind Them You’re Still Here

You’ve made some sales and buyers love your work, but don’t assume you have their repeat business just yet. Life happens and people get busy. They often overlook self-care and they forget to check in with the things that make them feel good. As an artist, you can implement strategies that don’t rely on your customers remembering to visit your website. Send out a newsletter periodically that highlights what you’ve been up to lately and invites fans back to your art space.

Don’t Be a Pushy Salesman

The idea of selling your art can be daunting. After all, you’re an artist, not a salesperson. Anyone who’s ever visited a car dealership knows what it feels like to be prey. Don’t be so desperate to make a sale that clients run away. Rather, use a sales approach that isn’t pushy and off-putting. Recommend your artwork the same way you would suggest a bottle of wine to a friend at dinner. Connect with your customers, find out what they like and ask yourself if you can provide it. If they like your art, they’ll buy it. However, more importantly, if they like you, they’ll share your posts and pages and recommend your art to everyone they know.

In today’s ever-changing marketplace, the rules of marketing are evolving from an art form to a science. Learn everything you can about how to make sure your art business thrives.