Selling Art Online: Art as a Form of Business

Selling art online has grown into a viable, even lucrative, avenue for artists of all genres, providing both exposure and direct access to a global audience. This essay outlines strategic methods for selling art online, encompassing aspects of choosing platforms, developing a brand, utilizing effective marketing techniques, and sustaining customer engagement.

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1. Choosing the Right Platform

Selecting a platform is a foundational step in selling art online, as it significantly influences an artist’s reach, pricing, and exposure. Different platforms cater to different needs, and an artist may use one or several based on their goals.

Dedicated Art Marketplaces

Platforms like Etsy, Saatchi Art, and Redbubble cater specifically to art and creative products. These marketplaces attract art enthusiasts actively seeking unique pieces, offering a built-in audience and user-friendly listing processes. Each platform has its unique offerings:

• Etsy: Ideal for smaller, handmade pieces and customizable artwork. Its broad reach and brand recognition can help new artists gain exposure.
• Saatchi Art: Offers a professional environment for high-quality, often original artwork and reaches collectors worldwide. The platform takes a commission but provides high visibility.
• Redbubble and Society6: Perfect for artists focusing on prints and wearable art. These sites provide a print-on-demand service, allowing artists to reach consumers without worrying about inventory or shipping logistics.

Social Media Sales Channels

Social media has transformed into a virtual marketplace, with platforms like Instagram and Facebook enabling artists to showcase and sell their work directly. Instagram, in particular, has become a major hub for visual artists thanks to its image-centric format.

• Instagram: With features like “Shop” and “Stories,” Instagram allows artists to showcase their work and directly link to their shop pages. By maintaining a visually consistent and engaging feed, artists can build a strong following and increase sales.
• Facebook Marketplace and Groups: These platforms allow artists to join communities or set up pages where they can display and sell their work.
• Pinterest: Although not a direct selling platform, Pinterest can be highly effective in driving traffic to an artist’s online shop through visually appealing pins.

Personal Websites

For artists seeking greater autonomy and control over their brand, setting up a personal website is an ideal solution. Websites created through platforms like Shopify, Squarespace, or Wix can be tailored to showcase a unique artistic style. Having a personal website allows for direct sales, portfolio creation, and blog integration, which are all effective in establishing a distinct brand identity.

2. Building a Brand Identity

Branding involves creating a cohesive image that reflects an artist’s unique style and message, setting them apart in a crowded market. Artists need to decide on their brand’s core values and aesthetics, encompassing the artwork itself and the language used to describe it.

A strong brand identity includes:

• Consistent Visual Presentation: Maintaining consistency across images, color schemes, and font styles across online channels.
• Artist Statements and Stories: Explaining the inspiration and message behind the artwork can forge a connection with potential buyers. This can be achieved through engaging captions on social media, an “About” section on a website, or blog posts.
• Clear Pricing and Art Descriptions: Transparency in pricing and accurate descriptions of artwork (e.g., size, materials, and techniques) foster trust and avoid customer confusion.

Brand identity also extends to customer service and communication style. Answering inquiries promptly and professionally, even on social media platforms, is essential in establishing reliability and building rapport with potential buyers.

3. Utilizing Effective Marketing Techniques

With digital marketing options in abundance, artists can reach a broad audience and promote their work in innovative ways. Effective marketing strategies should align with the artist’s unique goals and target demographic.

Search Engine Optimization (SEO)

SEO is crucial, particularly for artists using personal websites. Proper use of keywords and meta descriptions makes it easier for search engines to rank an artist’s page, increasing visibility. For example, specific keywords like “abstract watercolor prints” or “modern oil paintings” can attract a more targeted audience searching for these styles.

Social Media Marketing

Social media marketing can be the most immediate and interactive method of promoting art online. Effective social media practices include:

• Regular Posting: Consistency in posting keeps followers engaged. Posting behind-the-scenes content, process videos, and studio shots can help humanize the artist and foster a loyal following.
• Hashtags and Trends: Using relevant hashtags can expand reach, and participating in art-related trends or challenges can introduce an artist to new audiences.
• Influencer Collaborations: Partnering with influencers or other artists within a similar niche can open doors to broader audiences.

Email Marketing

Email newsletters remain an effective way to communicate directly with followers. Platforms like Mailchimp allow artists to send regular updates, announce new collections, or offer exclusive promotions. Building an email list from social media followers or website visitors ensures a direct line of communication with interested customers.

Paid Advertising

Platforms like Facebook and Google Ads offer targeted advertising options. Artists can use these tools to reach potential buyers based on demographics, interests, and browsing behavior, allowing for precision in reaching art collectors or enthusiasts.

4. Maintaining Customer Engagement and Sustaining Growth

Customer engagement goes beyond the initial sale; it involves creating relationships that foster loyalty and repeat purchases. Consistent communication and content production can help sustain interest and build a community around the artist’s work.

Customer Feedback and Reviews

Encouraging satisfied customers to leave reviews or share photos of the artwork in their space builds credibility. These testimonials can be shared on social media and websites, offering social proof to potential buyers.

Hosting Online Events

Live art sessions, online exhibitions, or Q&A events offer an engaging way for artists to interact with their audience. Social platforms like Instagram Live or YouTube make it easy to host live streams where artists can showcase their process or discuss the stories behind their pieces.

Launching Limited-Time Promotions

Sales, limited-edition releases, or exclusive discounts create a sense of urgency, encouraging potential buyers to make a purchase decision.

Networking with Other Artists and Communities

Joining online artist communities or networking with peers can be both educational and beneficial for exposure. Platforms like DeviantArt, Behance, and specific Facebook groups allow artists to connect, collaborate, and learn from one another’s strategies.

Conclusion

Selling art online requires a blend of creativity and strategic planning. Choosing the right platform, establishing a clear brand identity, leveraging effective marketing techniques, and actively engaging customers all play a critical role in an artist’s online success. With the right approach, online platforms can be a powerful medium for artists to not only reach but also engage, inspire, and grow a dedicated audience around their work.