How to Sell Art | 12 Strategies to Build a Successful Art Business
If you want to sell more art then you need to incorporate a marketing strategy into your business plan to reach your goals.
Did your eyes just glaze over?
Selling is an art
Making art might come naturally but selling art might not - and that's OK.
The truth is, many of your fellow artists (including yours truly) struggle with some aspect of their business but they are determined enough to find another tool, software program, or someone else that can help them manage it. That's what makes you a professional artist, not just a creative person.
Creating art in your studio space is probably your number one passion and outsourcing some aspects of selling may make perfect sense depending on who you are and what kind of budget you’re working with.
So, as you read through these 12 art marketing strategies, think about or better yet jot down whether or not this is something you will do directly or something that you will delegate.
You might also want to bookmark this page to revisit certain ideas that make more sense to pursue as your career shifts and evolves.
1. Meet people interested in the arts
Initially, exposure will most likely be the biggest challenge, especially as an emerging artist. No one knows you exist and no one can buy your art if they don’t know you exist.
So, the first step is for people to know you exist.
The work doesn’t stop there, however. Once you’ve got a bit of a following, you then need to turn these viewers into collectors of your artwork.
Connecting with others matters
Many times, people want to buy art that they connect with, and knowing the person who made a piece can strengthen that connection, so it is worthwhile to immerse yourself in the art scene.
Visit art galleries, go to their shows and events, sign up for their newsletters, and show up to their “First Fridays” to connect with other gallery goers. You never know who you’re going to meet.
If it feels intimidating, go with family members or friends.
Connect with other local artists in person and on social media. Other artists understand the highs and lows you will inevitably experience and it can be wonderful to have a mutual support system.
They will also offer you honest feedback so you can improve your work and perhaps even introduce you to a gallery owner or collector who might be looking for original artwork that is similar to yours.
Many artists are happy to refer a buyer to another artist if that artist is a better fit for a project so the more people you know, the better.
Networking is necessary to some degree. There’s no way around it. And if you are introverted, antisocial, or live in the middle of nowhere then seek gallery representation and market heavily online and in magazines.
2. Sell original artwork through interior designers
Reach out to interior designers that have an aesthetic that is similar to yours (i.e. you can easily see your artwork in the spaces they design). Interior designers often purchase art for client’s homes, essentially acting as curators.
Look through the luxury magazines in your area and “Top Interior Designers” lists online and contact firms with a link to your website. Make it clear what art pieces are for sale and what kind of commissions you are available for.
This could be a way to make good money on the path to gallery representation or these could be great ongoing relationships.
3. Post on social media
While Instagram and other social media platforms may not result in direct sales of original art, it’s a great place to offer items at a lower price point such as digital art, digital prints, t-shirts, and coffee mugs.
Social media is also a way to generate excitement around your work, offer insight into your process, demonstrate to art galleries that you are serious, and give collectors the chance to place dibs on works in progress.
If this isn’t your cup of tea, you can at least post your finished pieces. Some call this "posting and ghosting" - but it's better than nothing.
Having Instagram is a great way to show people your work at a glance. Think of it as a portfolio in your pocket.
You can also organize photos of your finished pieces into an album on your phone for the same purpose. This is especially handy when you go to a location where the Internet connection is lousy.
4. Have your own website and sell art online
There is a physical art world with art industry gatekeepers and a virtual art world with none. The online marketplace is growing as more collectors feel comfortable buying art off the Internet.
Your website is your virtual gallery
Websites are digital real estate and your website serves as your virtual gallery space where you can showcase your artistic talent however you like.
You are a brand
Many artists don't realize that we are all brands.
Define your brand and make all of your online and printed material cohesive. Don’t use multiple fonts and colors. Keep it simple so that your artwork is what stands out.
Make your website easy to navigate. Look at the websites of artists that you like and get inspiration for how to organize yours. Establish a consistent visual brand across your website, social media profiles, and marketing materials.
Set up your own online store. Having an online store makes you more professional and you will waste less time sorting through scam emails because it’ll be instantly obvious if someone is making a genuine inquiry.
Ensure your website is mobile-friendly and has a secure payment system. Offer trusted payment services like PayPal, Apple Pay, and secure credit card processing. This will encourage people you have never met to feel comfortable buying your work.
Having photos of yourself on your website also makes your site seem more trustworthy and shows that you aren’t afraid to stand behind your work.
Wix and Shopify are both great website-building platforms.
You can also leverage online marketplaces such as Etsy or Saatchi Art to sell art online and reach a broader audience through their existing networks and mailing lists.
5. Improve the SEO of your website
Register your site on search engines using webmaster tools. Here is where to do that on Bing and Google.
Index your site’s pages so they show up in search results. Here is information on how to do that on Bing and Google.
Use Google’s free SEO guidelines to further optimize your site so it ranks highly. If it’s in your budget, you can hire an SEO expert to make more advanced changes to your site.
Another way to improve your ranking is to increase the accessibility of your website by adding alt text to images and using large enough text and contrasting text, so it's visible against the background of your website.
You can learn more about accessibility via the Website Accessibility Initiative's Web Content Accessibility Guidelines (WCAG).
If you don't know how to create a visually compelling and accessible site, consult a graphic designer.
6. Send out email newsletters
Have a form or place where people can easily sign up for your newsletter on your website.
As of writing this, Mailchimp lets you have up to 500 contacts at no cost.
I’ve heard many marketing experts suggest sending an email every week or two to keep an audience engaged and this seems not only excessive but impractical.
First, most artists are not producing enough artwork to send out emails that often.
Second, we all get too many emails as it is. An email every quarter or even twice a year is just fine.
Art newsletter ideas
When it comes to email content, keep it short and sweet and make sure images of your art are the main focus. Add supplementary anecdotes about your artistic journey, information about shows you're participating in, and offer early access to new artwork. Use email marketing to drive traffic to your site and online store.
7. Send out postcards
I see you sitting there mindlessly scrolling through your phone…!
We all do it. Take 15 minutes a day to add recently sold home listings over $2 million from Zillow to a spreadsheet.
Once you have at least 200 addresses (this is the minimum amount you need to qualify for a USPS campaign and get a reduced postage rate), you can use VistaPrint’s postcard mailing service, which prints and mails your postcards directly to recipients.
Be sure to choose a delivery day that is furthest from the day that junk mail is sent! Most cities deliver junk mail on the same day every week; avoid that day.
8. Buy magazine ads
This can get expensive and you may get more bang for your buck via postcards, however, a well-timed ad in a magazine with a very targeted audience can result in sales and direct relationships with collectors.
For example, if you are a wildlife artist like me, most magazines that feature nature subjects or Western art have a wildlife-focused issue, typically in the fall.
Print rates can run anywhere from $800 to over $2,000 for a half-page ad and $1,500 to over $4,000 for a full-page ad. Ad account executives might cut you a break if you're an independent artist so don't hesitate to ask.
You might also inquire about digital ad rates, which are typically lower. Online ads expose your art to that magazine's site visitors and, if there's a link to your website, will have the added benefit of increasing your website's SEO.
"Rule of 7"
“Rule of 7” — keep in mind that it can take up to 7 instances of exposure (or more) for someone to take action such as signing up for your newsletter or making a purchase.
9. Selling digital art and art prints
So many artists think one painting = one sale and that's it. This is what my dad would call the "slow boat to China."
You can earn money and increase exposure by selling images of your art printed on paper, canvas, metal, mugs, bags, puzzles - just about anything - without any extra expense.
Passive income and art licensing
Selling art online has never been easier with print-on-demand services such as Fine Art America, which allow you to outsource selling prints and merchandise and make passive income through art licensing.
This is my Fine Art America page.
People looking for wall art can choose their preferred size and get custom framing. The best part is, you don't have to handle any of it.
Sell high-quality prints
If you only want to offer extremely high-quality prints, such as giclees or lithographs, then find a high-quality local printer. For example, here in Dallas, we have Coupralux. In Los Angeles, many well-known artists use Static Medium.
Whatever you do or don’t do print-wise, be sure to get high-resolution photographs taken of your work.
10. Exhibit at art fairs
Selling original artwork at an art fair can be a great strategy for some artists but a waste of time and money for others.
Are you friendly? Is your art cheerful?
If you are personable and have relatively inexpensive and small artwork that has mass appeal (i.e. a lighter palette and neutral subject matter like flowers) then you may do very well.
On the other hand, if you are not extroverted, your work is large or expensive and has a darker palette or more niche subject matter, then it may be less successful.
Choose festivals and fairs that attract people who are there to buy things versus are just there for an experience.
11. Enter art competitions and apply to residencies
Juried art contests and group exhibitions are another great way to gain both exposure and credibility.
Call for Art Entries (CaFÉ)
Call for Art Entries aka CaFÉ is the central hub for finding and entering art contests and applying to artist residencies both locally and internationally. You can sort content to find relevant listings.
If you're so inclined, you can do further research on local and regional art grants to support your career.
Use these opportunities to build relationships with galleries, curators, designers, collectors, and other artists.
12. Teach art classes
Skillshare is a curated platform that allows accepted creators to share their knowledge and get paid for it. Kajabi, Thinkific, and Teachable are also independent platforms that can incorporate online courses directly into your website.
YouTube is an open platform that anyone can join and share videos of any kind. Creating YouTube art tutorials is probably the best way to get your feet wet at no cost before making a larger investment in professional filming equipment and hiring outsiders to put together an online course.
Teaching gets easier with practice
Mr. Beast, who has one of the most popular YouTube channels with over 250 million subscribers, always says that "your first 100 videos are going to suck." If you're not used to teaching or talking about your creative process, starting a YouTube channel will give you practice, help you find your rhythm, and grow an audience organically.
Teaching art is the long game
Some artists have gained sponsorships, gotten free art supplies, and even made steady incomes by consistently putting out quality content and amassing large followings.
Teaching classes either in-person or online is another way to attract new fans, make extra income, and help you articulate your process.
If you’ve ever taught a class you know that you always end up learning from your students, too.
Success takes time
You don’t have to have a passion for or expertise in marketing to sell art but understanding the value of it will make all the difference in the success of your art business.
Whatever strategy or strategies you pursue, just remember that success usually doesn’t happen overnight.
Professional artists are also entrepreneurs and at the heart of every successful art business is a person who is willing to put in the work day in and day out.
Many artists who have “made it” say it takes at least 3 years of doing art full-time to start getting momentum, and then steady effort and output for another decade or more before there is a feeling of financial stability.
Recommended resources to grow your art business
Below is a list of additional resources that will prove invaluable to growing your art business. If only they had taught these things in art school (sigh):
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I Love Marketing podcast. The hosts of this podcast offer more general branding and marketing ideas, which artists can easily use to refine their identity and messaging.
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Red Dot Blog by gallery owner Jason Horejs. Jason Horejs has been running Xanadu art gallery in Scottsdale for over 20 years. He wrote the very helpful book, Starving to Successful, and started the Art Business Academy to help artists succeed. His art blog gives many helpful tips to young artists and those just getting started trying to sell artwork.
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Art Business Blog by consultant Alan Bamberger. Learn everything from how to apply for grants and residencies to how to price your artwork from art consultant and appraiser Alan Bamberger. Speaking of how to price your art, Saatchi Art has written a solid guide, which you can read here.
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How to Start and Run a Commercial Art Gallery by Edward Winkleman. You may not have your own store, but as an independent artist, you can employ the ideas in this book to your social media accounts and website, which are your virtual gallery spaces. His insights also provide a look into how art galleries work, which should be of interest if you are or plan to work with them in the future.
Create an art business plan
If you don't have a business plan already, take a moment to think about what your goals, both the short-term and long-term ones, and organize them in a way that keeps you motivated and on track. Below are some free guides that will help you create a business plan, choose your business structure, and register your business.
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Business plan guide available for free from the U.S. Small Business Administration (SBA).
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Choosing a business structure (i.e. sole proprietorship, LLC, etc) also for free from the SBA. The SBA has many excellent outlines and guides, including a sample marketing plan, to help you consider different factors and assess priorities based on your situation and goals.
Final note: if you are feeling resistance to the idea of selling art
Some artists think that spending time selling art or treating their passion as a business means selling out and that being a starving artist is more authentic. Other artists think that if you have enough artistic skills the art should sell itself.
Emerging artists, talented artists, established artists, it doesn't matter. Everyone has to put in the work and keep putting in the work to sell paintings and find their place in today's creative market.
If you feel resistance around being a salesperson and an artist, read The War of Art by Steven Pressfield. It’s a short and entertaining book and may just be the kick-in-the-pants you need.
Another relatively easy-to-read and short book that challenges us to get clarity on our values is Mark Manson's The Subtle Art of Not Giving a F*ck.
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