In the previous post I wrote, Sell Artwork Online By Knowing Who Your Audience Is Part 1 I talked about the importance of knowing your audience and I highlighted some tools that are available to gather all of the information you need to develop a strategic art marketing plan that will produce more original fine art sales.
In this post, I am going to cover some basic marketing strategies you can start implementing today.
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Sell Artwork Online By Knowing Who Your Audience Is Part 2
Many artists quickly become frustrated when nobody purchases their artwork online.
They might post an image on Facebook, Instagram, Pinterest, and create a landing page on their artist website, but nobody is visiting their online art gallery.
Discouraged, they start to question why nobody is purchasing their original art, art prints, or visiting their online stores and begin to think that it might be because of the style of art they are creating.
Related Post: Art That Sells – What Artists Need to Know
I want you to know that, in most cases, it is not the style of art that sells. It is about showing your artwork to the right audience.
For example, if you paint followers you will not have success if you are showing your artwork to hunters.
However, if you can discover who likes your artwork, who can afford your prices, and know where they live and where they hang out on the internet, you can develop productive art marketing strategies that will get your paintings and drawings in front of them.
Your art sales will only increase when you can promote your art to people with the same passion.
The bottom line is that you will only start selling your paintings after you know who is interested in your artistic style.
The online art world is oversaturated with home decor, wall art, and products that are similar to yours.
How can you have people notice your artwork and drive them to your online gallery, where they can make a purchase?
Selling Art Online
It is said that it takes a person to see something seven times before they will make a purchase. That is of course, if the product that is being advertised is something they are interested in.
How can you ensure that the people interested in your artistic style see your images and social media posts?
It all begins with knowing who your target audience is.
Identifying a target market helps your company develop effective marketing communication strategies. A target market is a set of individuals sharing similar needs or characteristics that your company hopes to serve. These individuals are usually the end users most likely to purchase your product. (Source: Small Business Cron)
Visit Sell Artwork Online By Knowing Who Your Audience Is Part 1 to find out how you can learn who your target audience is.
Once you know who your audience is you can start creating content that will attract them to your site.
How can you drive traffic to your art listings?
Online marketing strategies:
- Blogging
- Email marketing
- Social Media
- Purchasing ads
What is the best way to drive organic traffic to your own website?
Blogging is the fuel that will drive a tremendous amount of traffic to your site and will help you to sell art online free.
Organic traffic is traffic generated by people clicking on your links in search.
Your blog posts will also be the content you can post on all your social media accounts and send out to your newsletters.
Your blog allows you to create relevant content for your customers. Use this as a marketing tactic to drive traffic back to your website. Make the blog on your website the foundation for all your social media platforms. (Source: wishpond)
Many artists fail on social media because they think that all they have to do is upload an image of their art and people will stop what they are doing, visit the post, and make a purchase.
Unfortunately, it does not work this way.
You have to connect with your audience before you can ask them to make a purchase from you.
This brings us back to why blogging is so important for the growth of your art business.
Related post:
6 Blogging Benefits You Can’t Ignore
Are you new to blogging?
Get started with this online video course, Blogging To Sell Your Products.
Why Is It Important To Know Your Audience When Writing Art Blog Posts
Writing blog posts is a form of communication.
The content that you write and the words that you use will attract a certain group of people.
How can you write content that will attract your target audience?
Understanding who your audience is and how they communicate will be the only way you can successfully write content that will attract people who will purchase your artwork.
For example, there are many ways to say coffee.
1. Joe
2. Dirt
3. Mud
4. Java
5. Brew
6. Cuppa
7. Go Juice
8. Jitter Juice
9. Bean Juice
10. Brain Juice
11. High Octane
12. Wakey Juice
13. Morning Jolt
14. Liquid Energy
15. Caffeine Infusion
16. Cupped Lighting
17. Leaded and Unleaded
18. Rocket Fuel (Strong Coffee)
19. Worm Dirt (REALLY Strong Coffee)
20. C8H10N4O2 (Caffeine Molecule)
(Resource: Coffee.org)
What word would you use to say “coffee” if you were writing a post that describes a new still-life painting you created?
Knowing what slang your audience uses will help you to make a better decision.
For example, would your audience understand if you said: “This new painting of dirt will be a great accent to your modern kitchen.“
The content you write would only make sense to those who use the slang “dirt” for coffee.
Understanding your audience will help you pick the keywords that your unique art collectors use in Google’s search.
Related post:
How to Use Keywords Effectively in Art Blog Posts
The other reason you need to know who your audience is when you write your content is that you want to ensure that what you write is valuable to them.
If they are not interested in what you have to say, they will not stay on your site for any length of time.
You have connected with them on a personal level.
When your readers feel connected to you, they will start to feel connected with your artwork. At that point, you have turned a potential buyer into a lifetime art collector.
Advertisement Campaigns
There might be times when you will want to consider using advertisement campaigns on Google and social media platforms like Facebook, Instagram, and Pinterest.
Not having a clear vision of who your target audience is will increase the odds of you losing a large amount of money on ads that will not produce sales.
Social media platforms like Facebook let you narrow down who your ads will be shown to. Use this to your advantage. The money you invest in ads should benefit your business, not harm it.
Watch the video below to learn how to target your audience for Facebook ads.
The video below talks about targeting for Google AdWords.
How To Do Target Audience Research
Are you trying to discover who your target audience is and where they hang out online?
The easiest way to discover who is visiting your site is with Google Analytics.
Log in to your Google Analytics.
Click Audience > Demographics > Overview.
A graph will show you the average age and gender of the people who visit your site.
Next, you will want to research what your audience’s interests are.
Click Interests > Overview.
A list of your audience’s interests will appear.
This is valuable information because you will want to tailor your content to their likes to keep them coming back to your site.
To discover where your audience lives, click Goe > Location.
A list will appear showing you where your audience resides, along with the acquisition, behavior, and conversions.
Your audience will change over time. Gathering information about your target audiences is essential information for your art marketing strategy.
Conclusion:
You have discovered in that last post I wrote, Sell Artwork Online By Knowing Who Your Audience Is Part 1 how to learn more about your audience. In this post, you discovered how to create content and purchase ads that will reach your target audience.
Following this art marketing strategy will help you build a larger audience than ever imagined.
Sell Artwork Online By Knowing Who Your Audience Is Part 2 Overview:
- Selling Art Online
- Why Is It Important To Know Your Audience When Writing
- Advertisement Campaigns
