all enjoy using Facebook to stay connected to our friends and family,
and Pinterest is a lot of fun for collecting and sharing ideas, but have
about how you can utilize these social media tools as part of your
overall art business marketing efforts for your art career and to sell art online? A recent study shows that
81% of business owners using social media have seen an increase in
business. By understanding these tools better, you
can develop a streamlined, efficient social media strategy that will up
your art business sales.
||Made In Poland by Jane Freeman, 29 x 21, watercolor painting.
Let people get to know you.
As you probably know by now, collectors
usually make buying decisions based on more than just the work of
art—they want to know and like the artist, too. Having your own website
that includes your bio is a great start, but you
can use social media tools to give potential buyers more and frequent
glimpses into your personality and lifestyle. For instance, nature
painter Jane Freeman's daily meditative Facebook posts on her
environment reveal her love of nature and her poetic outlook,
which supports her artwork. Similarly, your professional pages on
Facebook and LinkedIn with frequent posts about your artistic activities
will let people get to know you. And don't forget Pinterest, another
way to show your followers more of your style. With
about 900 million people using Facebook, 161 million members using
LinkedIn, and nearly 19 million people using Pinterest, plenty of
would-be art collectors will have a better chance of getting to know you
through social media.
Celebrate your successes. Another great thing about social media
venues like Facebook and LinkedIn is its immediacy, making it the
perfect means of building your credibility by announcing big
accomplishments like awards, commissions, and media coverage
right when they happen. You might be uncomfortable with the idea of
"bragging," so find creative ways to work around that. When Silvano
Raiti wanted to announce a recent award, for instance, he used a
Facebook post to thank the judge for the honor. It was
subtle, but you can believe potential buyers were excited to know that
the painting is also a gold medalist, which makes the work more
Market your artwork. Of course, new works should be added to your
website as you complete them, but don't miss any opportunity to "push"
your latest works out to potential buyers with Facebook or LinkedIn
posts or by adding them to your Pinterest board.
You never know who may be looking at your pages for fine art since the
vast majority of social media users are silent observers, or spectators,
as they've been dubbed by Groundswell authors Charlene Li and Josh
Bernoff. Countless artists are reporting that
these spectators often turn into buyers. Even better, the more you can
demonstrate a consistent record of selling artwork on your own, the more likely
you'll be to land gallery representation.
|Chuck Marshall teaches a painting workshop.
4. Market your other services.
Hardly any professional artist has the
luxury of making a living solely from the sale of their creations.
Almost everyone supplements their income by providing other services to
fellow artists, such as teaching, workshop teaching,
critiquing, and coaching. Although you'll be marketing these other
services to a different audience than your artwork, you can still use
social media tools to do the job—at no cost to you. Facebook, LinkedIn,
Pinterest, and more are filled with artists communicating
with one another, individually and in group forums. Once you get
involved in these venues, you can start promoting your services, just
like artist Chuck Marshall. Chuck is an active Facebook user with more
than 4,200 friends, and he says his workshop teaching
business has exploded since he joined Facebook four years ago.
Find inspiration in others. Swapping stories, sharing trade secrets,
enjoying others' works, and rediscovering your motivation when it flags
are all benefits you'll enjoy from engaging in social media tools like
Facebook, Pinterest, or DeviantArt. But these
go beyond mere personal enrichment. With inspiration and knowledge, you
can continuously create the best works you can, which will inevitably
lead to more sales at higher prices. So social media is not just for
fun—it's smart art business, too.
course, these are just some of the many social media tools and uses
that are out there. What have you been using, and why? I'd love to hear
your success stories!