10 Secret Do’s and Don’ts of Marketing Art Online in 2024
In 2022, the total value of transactions in the global art market amounted to around $67.8 billion, the second highest in the past 15 years.
Despite this, many artists are yet to showcase their work confidently and authentically online.
Even in today’s digital age, I frequently encounter artists who are either unfamiliar with marketing art online or uncertain about how to thrive as an artist online.
That’s where I come in. As an artist, I know the courage it takes to create an online presence that truly represents you.
That’s why I’ve curated The Liberated Artist Blueprint as an all-inclusive marketing and branding blueprint for artists.
Reach out to me today to find out more.
Having said that, here are my two cents about marketing art online successfully, along with 10 do’s and don’ts you should know! Let’s get into it.
Why Market Art Online?
First things first, let's understand what is actually meant by marketing art online. The question that bothered me the most when I started my handmade tile business in 2004 was: Why market art online?
Why on earth should I even bother with this online stuff?
Here's the deal: considering that an average internet user spends around 6.4 hours online daily, your potential customers are spending their time online. If you want to connect with them, you need to be where the action is happening.
But that’s not the only reason. Here are some other reasons why marketing art online makes sense for an artist:
Reach a wider audience: If you want your art to reach not just your neighbors but folks around the globe, the internet's your stage. The bigger the audience, the higher the chances of getting your art seen by potential collectors . It's like casting a wider net; and trust me, with the right strategy, you can zero in on your target audience.
Streamline selling: You're an artist, and probably not a marketing guru. Should this stop you from maximizing your sales potential? Absolutely not. Online platforms can streamline the selling process, making it smooth and efficient, even if marketing isn't your forte.
Unlock greater earning potential: As more people express interest in your artwork, demand surges, and with it, your art's value increases. It's like demand and supply doing a happy dance in your favor.
Build a strong brand authority: Your strong online presence can significantly help you become a recognized artist. Collectors and collaborators will very likely scope out your website before purchasing your art, making your website your 24/7 avatar ready to connect.
In a nutshell, venturing into marketing art online offers a treasure trove of benefits.
Marketing Art Online for Beginners: 3 Strategies and Ideas for Art Marketing
As I share these valuable insights on effective art marketing, it reminds me of my own journey. Looking back, I wish someone had shared all these practical marketing strategies with me earlier. Back in the day, there was no social media — blogs were the influencing force of the time. There were no online courses to help artists sell their art online, and Etsy was an exciting and uncluttered playground for artists like me. Luckily, there are currently several resources to help you get started marketing art online.
Do Your Market Research
Before you dive into the art market, it's crucial to equip yourself with some basic knowledge. Without sufficient market insights, achieving your marketing goals can be challenging and take much longer than needed.
When I say market research, here's what I mean:
Get to know your target collectors inside and out. Understand how your art can make their lives better, how much they may spend on art (Are they looking for high-end originals? Or lower cost prints?), demographics, shopping habits, aspirations, etc. — anything relevant to your sales goals. I talk about this in depth in the Marketing Messaging for Artists guide.
Learn from the strategies and success stories of other artists who are already thriving in your industry.
Stay connected with your artistic community, attend relevant events, and collaborate with fellow artists to stay updated about industry trends.
This information is important for building your art business value ladder and giving you a head start in promoting your artwork online.
2. Create your Portfolio and Online Presence
A pivotal component of art marketing success is establishing a strong digital presence with your portfolio. For this, you will need a strategically designed website to showcase your artwork.
Use this checklist to ensure that your website is top-notch for marketing your artwork online.
Mobile responsiveness
Easy navigation
Well-organized
Clear CTAs (Call-To-Actions) and contact information
Engaging content and images
Free of typos
Updated regularly
3. Leverage Social Media
With 4.8 billion social media users globally, your ideal clients are likely exploring various social platforms searching for art like yours. Are they on Instagram, or do they prefer hanging out on Substack? Do they use Pinterest to find ideas for their dream home? Or do they hang out on Facebook?
As an artist, you already have lots of value-added content to captivate your target audience. All you need to do is showcase it, and the rest will naturally follow. One of my favorite social media marketing techniques is sharing behind-the-scenes content.
From work-in-progress videos to photos of completed work and inspiring visuals, you can offer something unique to your audience. This is what sets you apart from your competitors. Again, check out my in-depth guide on Marketing Messaging for Artists for more info.
With these marketing ideas in hand, you are all set to explore the do’s and don'ts that define your success in marketing art online.
Marketing Art Online: The Top 10 Do’s and Dont’s Every Artist Should Know
When you’re first beginning to get your marketing legs, it’s natural to seek out podcasts, videos, books, and online courses that talk about marketing in general. While these can be helpful, the blanket advice can really box artists in… I see it all the time.
So, I want to shed some light on some of the marketing advice for creatives I’ve run across that has made my inner Artist Mama Bear ROAR.
Here are my top 10 do’s and don’ts of marketing art online:
Don’t try to squeeze your art into a niche.
Do be your own niche. Your niche is your story, approach, emotions, experiences, and how you translate them into art. No need to narrow down your exploration to a uniform medium, theme, or look for the rest of your life.
Don’t sell yourself (or your art) short by depriving people of your journey, process, story, and unique point of view. “Educating”, “Being of service”, and “Providing resources” are mere tools in your toolbox to offer value, but they’re not more important than sharing what makes you unique.
Do know that connection fosters pleasure. Storytelling nurtures connection. Inspiration and connection are legitimate, valuable things to offer your audience. Following your journey is a gift that enhances the value of your work.
Don’t commit to any paint-by-number marketing solution before running it through your filter.
Do carry out thought experiments to see if they make sense for this season. Test them out to see if they work for you. Don’t be afraid to build your bespoke processes.
Don’t believe you need to do all the things to market your art.
Do make a smart investment of your time and energy. Here’s what I think yields the best buck for your bang.
Don’t make blanket assumptions about your audience based on someone else’s.
Do build meaningful relationships and survey your audience and patrons so you can continue learning about them and meeting them where they are.
These strategies help you define a winning marketing strategy that showcases your art the way it deserves to be presented. The next section introduces you to the tools and platforms to help you launch your marketing campaign effectively.
The Best Tools and Platforms for Online Art Sales in 2024
Now you know how to market your art online, let’s cover the best tools and platforms for selling your art. Fortunately, I've done the legwork for you, so you don't have to spend hours searching for the right tools and platforms to streamline your online art sales and marketing.
Here's a handy list of tools and online platforms to make marketing and selling your artwork online a breeze:
1. Website Builders
Design a professional website that reflects your brand personality and showcases your amazing artwork using any of the following website builders.
Squarespace (highly recommended and my platform of choice)
Shopify
Showit
2. SEO and Analytics
To increase your online visibility, you must rank high on search engines. Consider using the following SEO and analytics tools.
SEOSpace — The Yoast for Squarespace (This is an affiliate link. If you click on this link and make a purchase, I may earn a commission with no extra cost to you. My art supply fund thanks you!)
3. E-commerce Platforms
You can list your artwork on e-commerce platforms and sell it online.
The popular platforms include:
Squarespace (This platform is great right out of the box!)
Shopify
WooCommerce
4. Online Marketplaces
You can leverage online marketplaces to sell your artwork. Here are a few platforms to explore:
Etsy
ArtStation
Saatchi Art
Note from Mariana
These are just some of the useful tools and platforms available to you. It's important to do your research, explore new avenues, and get ready for exceptional growth in your online art sales and marketing efforts. Overall, I highly recommend Squarespace as it boasts several built-in features right out of the box that appeal to artists looking to establish themselves online. Some essential Squarespace features artists love include its dedicated Member Areas (for artists looking to offer a class or course), its built-in SEO functionality, impressive customer support, among others.
Overcoming Challenges in Online Art Marketing
Promoting art online is a journey that is both challenging and rewarding. As an artist myself, I can relate to the ups and downs of this path. However, with patience, the right knowledge and tools, you can navigate through these challenges and find success.
The following are some common challenges artists may face in online art marketing, along with their solutions.
Challenges
Imposter syndrome
Not having the right business and marketing advice
Pricing and valuation
Fear of putting off gallery partnerships
Time management
Solutions
Embrace failures as a learning opportunity and keep trying until you achieve your goals.
Invest time in learning and hire a marketing specialist.
Research similar work, consider all the costs, and seek expert guidance for efficient pricing.
Engage with your audience, create value for them, and adopt consistent branding.
Use time management tools, create a schedule, and stick to it.
With these solutions in mind, you have a quick guide to overcoming common challenges in online art marketing. In 2022, Statista reported that around 78% of the respondents purchased art online. With such a significant shift towards buying art online, now is the perfect time to level up your marketing game and capture a share of this growing online market.
Start Marketing Your Art Online Today!
I hope you've gained a fresh and powerful perspective on marketing art online. When it comes to marketing and selling art online, there are no paint-by-number solutions. All you need to do as an artist is to delve deep into your emotions, translate those feelings, and bring your creative gems to the surface. Don't hold back your art's potential—invite your audience to join you on your exciting journey through result-oriented marketing.
To get started, consider taking the Prolific & Profitable Artist™ Quiz, a quick quiz to assess your marketing prowess and gain valuable insights into your art marketing strategy. Otherwise, feel free to reach out to me, and we can chat through all things art marketing for your online journey.
Frequently Asked Questions
Can I make money selling art online?
Yes, you can make money selling art online. It provides the opportunity to reach a broader audience, establish authority in your niche, and generate income from your artwork. However, keep in mind that competition and other factors can impact your profitability.
How do I start selling art online?
To start selling your art online, you must build a website or an online store. Promote your artwork by reaching out to your target audience through various channels. Define your shipping and payment processes, and manage your art sales from the comfort of your home.
How do I market my art on social media?
To effectively market your art on social media, establish a unique posting style on different platforms. Engage with your audience consistently and keep them informed about your artistic journey. Focus on creating value for your audience and building long-term relationships with them.
What is an art marketing strategy?
An art marketing strategy is a comprehensive, long-term plan to market and sell your artwork. It aims to raise awareness of your art among your target audience and ignite their interest in purchasing your creations.
