Wednesday, April 4, 2012

Sell Fine Art Online - Part 8: Online Marketing

Online marketing is an important part of selling fine art online. Simply having a well-designed artist website or gallery website doesn't guarantee success. Fine art websites provide artists with an online venue for selling fine art, but the trick is how to drive traffic to those websites.

There are several ways of marketing art online or driving traffic to your fine art website:
  • Search Engine Optimization - SEO
  • Google Adwords?
  • Pay Per Click Advertising
  • Yelp, Google Places
  • Blogging
  • Social Networking 
  • Email Marketing
All of the items listed above are all about trying to drive "interested" traffic to your website to buy artwork. I say "interested", because there is no reason to drive "uninterested" traffic to your website. This may seem like an obvious statement, but this is something way too many artists people don't understand or just simply miss.

People will often throw tons of money into pay per click campaigns and they think the more money they spend the better their results will be. This is not the case. Successful campaigns are not just about spending money. They require a lot of thought and planning. Heavy traffic from uninterested visitors will get you nowhere.

You have to put yourself in the mind of your ideal collector. How does a collector go about finding your type of artwork online? Google, Art Related Websites, Blogs, Yelp? If they're going to Google, what keywords are they looking for?

"Snow Creek" by Quang Ho
Don't market for every type of art. Market by media, subject, and style. If you're a oil painter who paints landscapes, why would you market to collectors interested in abstract charcoal drawings of kittens? Don't waste money on collectors who don't collect your type of artwork.

As a landscape oil painter, look for online venues that are about landscapes, oil paintings or both. If you're an abstract artist, look for those venues. There are so free online venues, blogs, and social networks out there. Take advantage of them.

I'm not suggesting that you neglect online venues that cater to all artwork types. Some collectors may not know what kind of artwork they're looking for. In those cases, they may seek out fine art websites with more variety.

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