The art of online Promotion

Whether you are an artist, gallery owner or publisher, selling fine art can be a tough business. Any artist or gallery can tout himself as the hottest thing on the market, and any gallery can claim they represent the next greatest artist on the market; but there is nothing that can separate the self proclaimed from the real players like recognition and sales. Fortunately the easiest way to score both is just a mouse click away.

Today, on line promotion is an essential part of any art professional’s job. It use to be only those with technical knowledge could create an on line presence. But today there are many affordable and easy formats that are simple and affordable.

1. Create a website. A website is essential.  From registering your name to building a website there are countless resources. Godaddy and Bluehost both let you register a domain name and design your site from a number of professional templates.  Word press is a free site that once you have your domain name registered offers many free templates and designs to choose from.
   1. You can use your website to announce your shows
   2. Give information on how to buy a painting.
   3. Utilize Social Media Tools like Facebook, twitter and LinkedIn.
      1. On Facebook you can create a fan page where you can show your work in progress, update others on gallery events and keep in touch with fellow artists. You can also get valuable feedback with the like and not like icons. Encourage everyone you meet to follow your work on line and if they like use the like icons. The more likes the more traffic is driven to your site.
      2. You can tie twitter to your blog and website and it notifies those that follow you whenever you put in new information.
      3. LinkedIn is a great way to keep in touch with the larger art community.
      4. Making vides of yourself painting or working and posting them on your website or YouTube is another way to get your name out there. Many artists have noticed that when they are present in the galleries their work tends to sell faster. This is another way for a potential art collector to see your work in progress. People are more likely to buy your art when they feel engaged.
         1. Videotaping yourself is easy with most phones and ipads equipped with built in videos, or invest in a small video camera.
         2. You can include a video in your Holiday cards.
         3. You can make a video that tours your studio or a video of you painting on location.
         4. Whatever you decide, create a script and stick with it.  Then use free programs and applications like iMovie or YouTube video editor that makes the process simple.
         5. Once the video is complete upload it on your website or Facebook.
         6. Send email blasts, just be careful not to overdo it and send too many. Constant Contact is still one of the easiest and most popular platforms for email blasts.
         7. The above are just a few of the trends in online marketing and it keeps evolving. The downside is there a large time commitment to keeping your website current. This is not always easy for an artist who would like to be behind their easels, but it  is an important part to being relevant as an artist or a gallery.

(Excerpts taken form Fred Rodgers, jr.-promoting art on line)