How do you market yourself as an artist?

Marketing yourself as an artist is vital for those who want to transform their creative passion into a sustainable and fulfilling career. By being able to effectively market yourself you can enhance your visibility as an artist and build your brand and identity. This helps attract opportunities with art galleries and art museums and build better relationships with buyers, leading to an increase in your sales. 

In the past, many artists have relied on more traditional methods of marketing: showing their work at galleries and relying on word of mouth or connections with collectors to increase sales. These methods are still incredibly valuable but the landscape has changed dramatically over recent years with the rise of social media and digital platforms, leaving many of us completely lost on where to start!

We’ve decided to tell you guys everything we know about artist marketing in a monthly 8 part blog series. Starting with what we mean by marketing, how to identify your target market and why marketing and self-promotion is so important. 

What do we mean by marketing?

Marketing is simply the process of making your art visible to the right people and getting them interested. One of the first steps here is identifying your target market.

Identifying your target market is figuring out who is most likely to connect and appreciate your work, meaning they are more likely to buy it. Understanding this allows you to focus your marketing efforts on the right audience. 

How to identify your target market: 

1. Look at your existing customers or followers 

If you already have people buying your art or following you on social media you can take a closer look at who they are, giving you clues to who your target market is. You should ask yourself questions like 

• What do they have in common?

• What age are they?

• Where do they live?

• What other types of art or interests do they have?

2. Analyse your art style 

Think about who would appreciate your specific style or medium. For example, graphic and bold designs are more likely to appeal to a younger audience, whereas landscapes may appeal to an older audience 

3. Consider demographics 

Demographics are characteristics like:

• Age: Are your customers mostly younger or older?

• Gender: Does your work resonate more with a particular gender?

• Location: Is your art being purchased mostly by people in certain cities or regions? For example, Glastonbury’s residents and visitors seem to like art inspired by myth and folklore

• Income level: are you pricing your art so it’s affordable for everyone? Or are you pricing to target collectors with higher budgets? Pricing will influence the type of buyers you want to attract.

4. Research competitors 

Look at other artists or art galleries that offer similar styles. Who is buying from them? Who is engaging with them online? This can help you to identify gaps in the market or find new groups of potential buyers you hadn’t considered. 

Platforms like Instagram, Facebook and Google Analytics can provide important insights into your audience. These tools can show you:

• Age, gender, location, and interests of your followers 

• Which posts or pieces of art are getting the most engagement

• The times when your audience is most active

Once you have identified your target market, you are now able to focus on how to best connect to that market, making your art and your brand more visible.

Why is marketing so important for artists? 

Many artists feel uncomfortable with self-promotion, with many others believing they need extensive knowledge around marketing to do it successfully. We assure you it is more simple than it may seem, and taking the time to plan an effective strategy will pay off! 

Without effective marketing, even the most exceptional artwork can remain unseen, which limits your opportunities for exhibitions, sales and recognition. Through self-promotion you can actively build visibility, reach potential buyers and connect with the broader art community. This visibility can lead to commissions, collaborations and other professional opportunities that would further grow your artistic career. 

Further to this, many art galleries and art museums use digital platforms to scout new talent. Here at Heart of The Tribe we have scouted several artists who have now become our bestsellers. We notice how artists who have healthy social media followings, professional websites and a good understanding of their target market are far more successful in terms of sales and customer engagement.

Even the most talented artists need to be visible and connect with their audience for success! Next month, we will be focusing on how best to build your brand and define your artistic identity.