Having a clear marketing plan is essential for any small business owner. While it may feel difficult to remain authentic to yourself and your work, marketing is essential for turning your passion into profits. Regardless of what kind of art you make, here are five marketing tips for artist entrepreneurs to promote growth, connect with customers, and thrive without sacrificing artistic vision. 

1. Make a Website

Creating a basic website can be simple, cheap, and effective. When building your website, you can either use a platform to build it yourself or get a website developer to do it. 

DIY platforms like WordPress, Wix, and Squarespace are affordable, user-friendly, and introduce the website creation process in a more accessible way. Alternatively, website developers are more expensive but have the expertise to create and optimize your ideal site. 

Everyone uses the Internet to discover new brands so promoting your business online is essential, no matter how you decide to do it. Here are some advantages of creating a website for your creative business:

• Showcase your artwork – Create an online portfolio highlighting your range of styles and products to attract customers and even potential collaborators.
• Reach a bigger audience – Unlike physical stores, websites never close. This means that users can reach your site from anywhere, at any time. Plus, websites offer the advantage of Search Engine Optimization (SEO), which is a great way to rank higher in search results without having to spend any money.
• Reinforce brand identity – Designing your website in a way that aligns with your style and artistic vision will make you stand out. Also, making a point to have consistent branding will build brand recognition, loyalty, and credibility.
• Make connections – Including a blog, newsletter, or social media integrations on your website allows you to easily engage with your audience, or other artists, and create a network. This can also make your business seem more personal and authentic.

In your website creation process, ensuring your website is functional, well-designed, has quality content, and aligns with SEO best practices are great places to start.

2. Use Social Media

Find Your Target Audience

Before delving into social media marketing, you should get a better understanding of who you’re marketing to. As an artist, it may seem more complicated trying to find your audience, since your products may not target a specific demographic. To help you get started, here are some helpful questions to ask yourself, as mentioned in a Medium article:

• Who usually expresses interest in your work?
• What do these people have in common?
• What are the major subjects in your body of work?
• Where do people with those common interests gather?

Once you have an idea of who your audience is, you’ll be able to tailor your marketing strategies to them and see your business thrive. 

Create Content

Being creative gives you a leg up in social media marketing. You have the imagination and freedom to experiment with content and find what works for you. Plus, social media marketing is low-cost, effective, and gives you a chance to reach and engage with more customers than ever.

Choose the social media platforms that are most popular among your target audience. When creating content, you could give your followers a glimpse into your creative process, discuss where you find inspiration, list your favourite art products, connect with other artists, and more. Use your imagination to come up with original content, show off your personality, and make your business stand out. 

3. Take Advantage of E-Commerce

Here are a few of the advantages of using online platforms or e-commerce sites to sell your products:

• Integrate with social media – Apps like Instagram, Facebook, and TikTok have options to directly integrate a shop into your profile. This makes purchasing more convenient for users and enhances your visibility.
• Reach a worldwide audience – Customers are able to access and purchase your products from anywhere in the world, any time they like.
• Reduce costs – You’ll save money since you won’t need to consistently pay for space in warehouses, exhibitions, or markets.
• Get customer feedback – Customers can communicate with you directly and leave reviews on their experience. Their feedback could help you improve aspects of your business, or even persuade other customers to make a purchase.
• Track your performance – You’ll be able to track your success and get a better look at customer behaviour and purchasing patterns.

4. Collaborate

Work With Other Artists

There are many ways that working with other artists can be mutually beneficial, such as:

• Producing collaborative pieces – You could work with them to combine your unique styles and benefit from increased visibility by attracting both of your audiences. You never know what you could gain by working with someone new, whether it be a new skill, more inspiration, or even a mentor.
• Coordinating workshops – Collaborating with other artists to host workshops or classes allows you to directly interact with your audiences and learn new techniques.
• Creating a public art installation – Working together on a public art project is a fun way to demonstrate both of your talents and make an impact on the community. The Vancouver Mural Festival is an example of something you could take part in.

Work With Local Businesses

Local businesses like cafes, restaurants, boutiques, and hotels can be a great way to gain exposure, reach new audiences, and establish yourself in the community. Here are a few ways you could get involved:

• Create custom artwork – Reach out to businesses and offer to collaborate with them on custom artwork, like murals, signs, logos, packaging, and more.
• Display your work – Sometimes businesses have space in-store for artists to display and sell their work.
• Book an event – Coordinating a limited workshop at a local business would attract customers interested in your work and the establishment. It could be something like a painting class, pottery workshop, drawing lesson, or anything else you can think of. 

Find a business that aligns with your values and style and you may find both of your businesses thriving as a result.

5. Participate in Local Events

Participating in art shows, craft fairs, festivals, and other events offers many benefits, including:

• Connecting with your audience – You have the chance to engage directly with your customers and get more eyes on your work. This builds your business’ reputation and can cement your brand as being authentic and reputable.
• Gaining media attention – Local events sometimes get attention from local media outlets, which could mean greater visibility for your business.
• Making sales – Events like craft fairs, markets, and festivals offer opportunities for you to sell your products directly to customers.
• Building a network – These events are also opportunities for you to meet more like-minded artists and build your network. You never know what opportunities could come your way.

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