At the beginning of every New Year, we post an article with ideas and suggestions for how artists can to kick start the new year. Now that the year 2020 has begun, it is time to review the past 12 months and make plans for how best to tackle your art career goals in 2020.
Have you set up your art marketing goals for the New Year? If not, the following are 5 things you can do to kick start 2020 and improve your chances of success.
Many of these ideas are elementary, but consistently implementing them is not. They are critical for artists if they are to market themselves and their art successfully.
1. Evaluate & Update Your Website
In today’s art world, in order to be taken seriously, it is essential for artists to have a modern, professional, up-to-date website to display their art. The annual cost of a domain is typically less than $20. The cost of basic website hosting can be as low as $3 per month. A website is an investment artists should make a priority in order to be taken seriously.
For those of you who already have websites, when was the last time that you went page by page and link by link through it? If you are like most people it has probably been a very long time! I think that if you were to do this with your website you would find broken links, pages that do not load quickly, graphics, images and other items that have moved, along with pages with misspelled words and similar issues.
Is this how you want your website visitors to see your art? Take some time to make these corrections. Also, if you have pages that do not load quickly due to large image files or due to flash and music features, these items should be corrected or removed as people do not have the time to wait on your pages to load. Otherwise, if not corrected you will be losing these valuable visitors to your site.
Make sure all of the images on your website are sized properly and have a low resolution (a resolution of 72 helps your site load more quickly and protects your art from being copied by unscrupulous people). The images should also be color corrected. (There are many free programs on the internet for this.)
Do you have better images or graphics to replace what now exists on your website? Do you have new artwork that you just have not had time to photograph and add to your website? Do it.
Also, while checking your images, make sure that they are labeled and tagged properly with good image descriptions. Search engines will only index your images if they have descriptions. By doing this, your images will show up in the image search results. When the images are viewed, viewers will be directed to your art website.
2. Rewrite/ Update your Artists Bio and Statement
Review and update your Artist Statement and Artist Biography. An artist does not have to be an accomplished writer to create a well-written Biography and Artist’s Statement, but it is essential for an artist to have at least one. It is important to know the difference between a biography and artist statement. Please read our article “Comparing an Artist’s Biography to an Artist’s Statement” for clarification.
Also, update your CV by adding any exhibitions, new publications or other pertinent information that has taken place since the last time they were updated.
3. Use Social Media
Social media is the perfect platform for artists to employ in order to help market themselves and their art. Why is this? In our opinion, it is easy to identify and connect with the art community when using social media.
We also think it is an effective medium because it is a visual and simple way in which to present your art. Facebook, Pinterest, Linkedin, Instagram and even Twitter provide an artist with opportunities (if targeted properly) to reach viewers who were previously unreachable.
Read our article “Top 10 Reasons Why Artists Fail with Social Media” along with various other social media articles on the LST website.
4. Press Release Marketing
Press release marketing is a low-cost way artists can market their artwork to a wide range of potential viewers. There are many “Free” press release websites, which take, publish and market an artist’s press release copy. One such site is PRLog.org. PRLog’s free press release submission includes a PDF version to send to your mailing list, a search engine optimized page, hyperlinks in the content, and the option to select location/industry and tag listings. In addition, companies like Star One Public Relations offers press release distribution services for as low as $10.00 for distribution to 70+ press outlets. Read our article “Successful Press Release Marketing for Artists” and 6 Benefits for Press Releases for Artists to help guide you in these efforts.
5. Have Your Art Portfolio Reviewed Professionally
A professional Portfolio Review provides an artist with an evaluation of their art and a critique of how the art is being presented to others. Usually, during a portfolio review, the reviewers provide artists with additional ideas on how they can effectively market their art.
Much like art competitions, a Portfolio Review is an additional way in which artists can have their artwork evaluated and measured against other artists.
6. Start a Blog
Artists should consider starting an art blog as a way to attract and direct additional interested viewers to their art websites. An art blog is a great way to expand an artist’s target audience. It is also an effective platform to help artists market their art.
In 2020 we hope you will make these suggestions part of your art marketing efforts. By implementing these recommendations, we believe artists will increase traffic to their websites, find more people interested in their art and ultimately, sell more of their work.
However, as with any marketing program, it is important to focus your efforts and they need to be well executed and performed consistently in order to be successful.
Good luck and have a creative and successful 2020!