Tuesday, September 20, 2011

Marketing your Art Online

It’s no secret that Social Media and online tools are very cost effective for marketing your work. The problem is that everyone’s using it, and there’s way too much clutter online. How do you know the right people are even seeing your message?

Consider the following points when creating your marketing plan online:
1.  Be Aware of your Goals: Online Marketing can be particularly effective if you wish to promote your art to all your online followers. You may even be able to attract a good amount of your friends and supporters to attend your openings and events with just a simple Facebook event invitation. But if your goal is to sell your $5,000 pieces, you may need a more aggressive, creative and tailored approach.  

2.  Be Aware of your Audience: Who are you trying to reach online? If you want all your followers to know about the latest series you created, or about the newest partnership you formed with a local curator, then go ahead and share online. However, if your intent is to reach buyers to buy your expensive art pieces or attend your next opening, they may not be hanging out on Social Media or reading all your perfectly manicured e-newsletters. I always suggest doing research to determine where your clients are.

3.   Be Aware of your Medium: There are so many social media platforms and online tools out there, which one do you choose? Once you know your Goal and Audience, again, research can help you figure out the best strategy. Facebook and Twitter are well-known for engaging with your followers, but have you ever considered LinkedIn to find a certain type of buyer or agent in your area? Perhaps you have a great client email list but you haven’t sent out an e-newsletter in 6 months. Look at what approaches have and haven’t worked in the past. And don’t be afraid to try something new!

Nowadays we move so fast that we often do things too quickly or spontaneously. Whenever possible, try to brainstorm and come up with a plan in advance before implementing it. It will also serve you to do a bit of research to see what is the best strategy given your Goals and Target Audience. You may be surprised or amazed what you find. A week or two of preparation and research could save you a lot of time, energy and money in the long-run!

For additional resources on promoting yourself, check out Ch. 10 of my success e-program Sculpt Your Life From Sketch to Masterpiece(TM). This e-program takes you through the 12 essential strategies for success! Here's to your future!

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