According to market research firm First Research, there are about 5,000 art dealers and galleries in the U.S. with combined annual revenue of about $6 billion, and Art Market Monitor estimates the size of the overall global art market to be around $15 billion annually. There are also more than 200,000 fine artists working in the U.S., according to recent research by the National Endowment for the Arts.
But while fine art is big business, there is often a wide chasm between the creative process that makes a great artist or a sophisticated gallery owner, and the marketing process that drives branding and sales.
“For the majority of artists, success will ultimately come down to their effectiveness in marketing,” says Darius Himes, Assistant Director of fine art photography gallery Fraenkel Gallery in San Francisco. “Artists need to embrace the fact that both their work, and they themselves as artists, are brands that must be marketed.”
So whether you’re an aspiring artist who wants to build an initial following, or a veteran art dealer looking to expand awareness of your brand, it pays to get savvy to new social marketing techniques to help you achieve your objectives. The following are seven strategies for more effective social marketing.
1. Optimize Your Website
Himes notes that Fraenkel Gallery recently undertook a full overhaul of its website to incorporate more social, search and web marketing best practices.
“In addition to making a number of aesthetic and navigational enhancements, we also eliminated all of the Flash-based elements that weren’t searchable and that reduced the mobile functionality,” says Himes. “We also made sure that the new website was scalable to any mobile device, and that all pages had unique web addresses which would be easy to feed into social media.”
2. Get Busy Blogging
“Blogging is close to necessary at this point when it comes to both SEO and the building of a fan base,” says Greg Heller-LaBelle of web marketing firm DAY Vision Marketing. “The main thing we try to instill in clients is to start thinking of themselves as creators and syndicators of content.”
In addition to posting new work or promoting new shows or openings, your blog can also be a place to offer a behind-the-scenes look at your creative process, share pictures from relevant art events or chronicle your time at a prestigious art auction.
“As an artist myself and owner of a creative company, I'd say my number one tip is to pull back the curtain and show the behind-the-scenes work that takes place,” says Mark Ley, Managing Director at Copper Blue Creative. “Showing how a piece is made, or the location you are shooting photography, all help the fan to feel as if they are a part of the creation.”
3. Maximize Your Facebook Presence
To use Facebook as a vehicle for promotion and awareness-building, first set up your Facebook business page and invite your friends and colleagues to “like” the page and share with their network … then start posting! Many of the same content strategies for your blog also apply to your Facebook page, but make sure to also spend a little bit of time each day engaging with your fans.
“The main reason why artists fail with social media is that they are not providing a value to their connections with any helpful, interesting and relevant content in their comments and posts,” writes John R. Math of Light Space & Time Online Art Gallery. “As artist participants we need to be active, engaged and consistently provide some kind of value.”
4. Be Active on Twitter
You can also follow keywords and hashtags to easily find relevant content to share and people to follow. Set up a running search or column in your social media tool (TweetDeck and HootSuite are great options) on particular terms and hashtags so you can quickly scan for interesting content to retweet and people to engage with.
5. Take Advantage of Pinterest
To get started on Pinterest, first set up a profile that includes keywords and your website address, then start pinning. When you pin your art, don’t forget to add a watermark to protect the image, as well as keywords: Pinterest is searchable, so make sure you describe your pin clearly. You should also customize the link to point back to your website or whatever other page you’re promoting.
You can also get more exposure for your images by including a price for the item into your description. This simple trick will add your pin to the “Gifts” section on Pinterest and will display the price across the front of the image throughout the site.
6. Experiment With Facebook Ads
Artlog, a social platform allowing people to connect with the international art scene, uses Facebook Ads to promote events and sell tickets to art events like exhibitions, tours and discussions. For example, 10 days before its Chelsea Art Crawl & Party last summer, Artlog began running Facebook Ads to promote the event and direct people to Artlog’s website in order to purchase tickets. For every $75 Artlog spent on Facebook, it saw $200 in ticket sales.
Facebook also allows you to target different campaigns or events to different people.
“There are specific galleries and museums that we will use in our Likes and Interests targeting because we know that if people are engaging with those galleries, they are more likely to be the right audience,” says Manish Vora, co-founder of Artlog.
7. Use Press Releases for Search
To optimize your press release for search, start by making a list of the keywords and phrases that are most relevant to your company, and then cross-check these terms using Google’s keyword tool to assess monthly search volume. Once you have your list of keywords, use them in the headline and subhead of your release as well as throughout the body of the announcement. Avoid repetition by using secondary and tertiary keywords.
For example, if you’re a San Francisco fine art gallery looking to boost your search results on the phrases “fine art photography” and “San Francisco art galleries” — as well as around a particular photographer’s work — you might include the phrase “fine art photography” in the headline, subhead and first paragraph of the release, along with the artist’s name, while including the term “San Francisco art gallery” elsewhere in the release.
Make sure that you attach any hyperlinks back to your website or blog to these keyword phrases rather than your name or generic terms like “art opening.”
You should also consider adding images or video to your press releases: Releases that include an image or a video get shared three times more than text-only releases — and viewers spend up to thirty seconds more with this content.
How are you promoting your art or gallery using social media? Tell us in the comments.