Each week, Eric Rhoads answers two art marketing questions from listeners like you during the Marketing Minute Podcast. Browse the marketing minutes here to learn tips on how to sell more art.
Join Art Publisher Eric Rhoads on Art School Live as he gives you free art marketing instruction:
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Today we will talk about questions you’ve submitted:
– Do I need a big audience to sell my art
– People asking for free art or exposure
– How to keep collectors engaged
– Websites
– Giveaways on Instagram
– Social Media
– SEO/Blogs
– Newsletters
And much more. Watch the video above for the full episode.
WE BELIEVE ANYONE CAN LEARN TO PAINT and our goal is to show you how. Watching 5 LESSONS in a row will give you the confidence to start painting. If you’re a beginner, Eric has a series of three free lessons to teach you the very basics of painting, for free. Visit: https://PaintByNote.com/
WE BELIEVE ANYONE CAN LEARN TO PAINT and our goal is to show you how. Watching 5 LESSONS in a row will give you the confidence to start painting. If you’re a beginner, Eric has a series of three free lessons to teach you the very basics of painting, for free. Visit: https://PaintByNote.com/
Social Media for Artists > Eric Rhoads shares insights and practical advice for artists looking to grow their art business and increase social media engagement. Drawing from decades of experience helping artists, galleries, and the art world, in this Art Marketing Minute, Eric addresses key questions on art marketing, social media strategies, pricing, niches, and more.
In this episode, he covers:
Understanding Your Why and Starting Local
The Power of a Cohesive Style
Boosting Social Media Engagement: The Instagram Reels Strategy
Facebook Ads and Email Marketing: What Works Best?
Niching Down vs. Broad Appeal: Finding Your Market
Pricing Your Art: The Gradual Nudge Approach
Building Your Teaching Business and Patreon Content
Collecting Emails Without Being Annoying
Talking About Your Art: Crafting Your Story
. Upcoming Events and Resources
Free Gift: Eric offers a free video called “97 Incredible Art Secrets,” featuring two hours of content from top artists. Visit 97tips.com/youtube to access it.
Gouache Live: A one-day event on August 23rd focused on teaching gouache painting techniques. Learn more at gouachelive.com.
Fall Color Week: A week-long painting retreat in Door County, Wisconsin, from September 28 to October 1. Details at fallcolorweek.com.
Art Business Mastery Day: An annual event on November 15th designed to help artists plan their business strategy for the upcoming year. Sign up at artbizmastery.com.
Discover expert tips from Eric Rhoads on maintaining and growing your art sales after your first sale. Learn art marketing tactics, pricing strategies, and audience building to keep the momentum going.
Whether you’re a painter, sculptor, or any kind of artist, understanding how to maintain momentum is crucial to growing your art business. This article, inspired by the video above from Eric Rhoads, founder of multiple art magazines and an expert in the business of art, offers practical strategies, tips, and mindset shifts to help you keep selling and thriving.
Starting Strong: Presenting Your First Body of Work
One of the first questions artists face after completing a new body of work is how to present it online. Should it be gallery-style, or should you opt for casual social media posts? The answer depends on the scale and your resources, but the key is to take massive action—a concept borrowed from military strategy.
“Massive action means doing many things at once to increase your chances of success. Don’t limit yourself to just one method of promotion.”
This means simultaneously posting on your website, sharing on social media, sending newsletters, organizing shows, and inviting people to view your work. Time is your most valuable asset early on, so use it to flood your audience with visibility. The goal is to sell out your current work quickly so you can fund your next creation.
Art Marketing: Raising Prices Without Losing Collectors
Many artists hesitate to raise their prices out of fear of losing their existing collectors. However, serious collectors often want to see price increases because it validates the value of their investment.
Eric advises communicating price increases clearly and with advance notice:
Explain the reasons for the increase (inflation, demand, limited availability).
Give collectors a window to purchase at current prices.
Regularly review and raise prices annually to keep pace with costs and perceived value.
Remember, new buyers will only know your current prices and won’t compare to past rates. Price increases signal confidence and growing demand, which can enhance desirability.
Building a Newsletter Audience Beyond Social Media Followers
Having followers on platforms like Instagram is great, but owning your media through an email newsletter offers far more control and direct access to your audience. Eric emphasizes the importance of converting social followers into newsletter subscribers because social platforms can change algorithms or policies without notice.
To encourage sign-ups:
Offer giveaways such as art pieces in exchange for email addresses.
Use contests or hidden clues in your art to engage visitors at shows and online.
Collect emails from interested visitors at galleries or events with business card drops or sign-up sheets.
Segment your audience and tailor communication depending on whether they are artists, collectors, or casual admirers. This focused approach ensures your message resonates and converts better.
Does Social Media Convert to Sales?
Social media can be a powerful tool for art marketing, but it requires strategic use. Simply accumulating followers does not guarantee sales. Eric shares some eye-opening statistics from direct mail marketing that apply to social media:
Only about 0.5% (half of one percent) of your followers might ever buy your work.
Marketing requires repetition—people need to see your message around seven times before taking action.
Multiple channels (social media, email, shows, ads) increase your chances of conversion through repeated exposure.
To boost engagement and sales on social media:
Stay in your lane: focus your content on your target audience, like art buyers, rather than personal posts unrelated to art.
Tell compelling stories about your art, inspirations, and historical art references to educate and entertain your audience.
Use social proof by sharing sold pieces, customer photos, and testimonials to build trust and desirability.
Interact with your audience through Q&A sessions, polls, and decisions on which pieces to sell or keep.
Keeping the Momentum After Your First Sale
Congratulations on your first sale! Now comes the challenge of maintaining that momentum. Eric suggests a systematic approach:
Analyze why and how the first sale happened. What worked? What channels brought the buyer?
Replicate the entire process to create repeatable results.
Use upselling or cross-selling techniques. For example, offer buyers a limited-time discount on one or two additional pieces that complement the original purchase.
Follow up with buyers personally, inviting them to view new work or offering exclusive deals.
This approach not only doubles your sales potential but also nurtures relationships that can lead to loyal collectors.
Closing Sales at In-Person Events Without Being Pushy
Many artists worry about coming across as pushy when selling at shows or festivals. Eric reframes this concern by distinguishing between being pushy and engaging:
Start conversations by asking open-ended questions about the visitor’s art preferences.
Listen carefully and build rapport based on shared interests or memories triggered by your art.
Use assumptive questions like, “Where would you hang this piece in your home?” to encourage visualization.
Take their picture with the artwork to create a non-threatening engagement and follow up with a message.
Offer information and space; avoid standing guard or blocking entry to your booth, which can deter visitors.
This natural, respectful approach helps close sales while making customers feel comfortable and valued.
Prints vs. Originals: Should You Lean Into Prints?
Offering prints of your original work can be a smart art marketing strategy. Prints provide an entry point for buyers who might not afford originals but want to own your art.
Eric notes:
Many buyers buy prints as a memory or decoration without the commitment of an original.
Print sales can lead to original sales if buyers fall in love with your work.
Price points matter—prints at various price levels widen your market.
Encourage buyers to consider prints for home and originals for office spaces or special rooms.
Don’t shy away from prints; instead, use them strategically to build your collector base.
Transitioning from Commissions to Personal Work
If you’ve built a commission business and want to showcase personal work, start slowly. Eric advises:
Keep your commissions going while you develop and market your personal work.
Introduce your commission clients to your personal art by showing examples and inviting them to purchase.
Increase your marketing and visibility for personal work gradually, building interest and sales.
Once personal work income matches commissions consistently, consider shifting focus fully.
This gradual approach mitigates risk and leverages your existing customer base.
Making Your Art Booth Stand Out at Festivals
Standing out in a crowded festival can be challenging but there are creative, budget-friendly ways to attract visitors:
Great lighting: If electricity isn’t provided, bring a generator. Proper lighting showcases your work effectively.
Free treats: Offering individually wrapped candies can trigger the law of reciprocity, encouraging visitors to linger and browse.
Clear signage: Use signs that quickly explain what you offer and differentiate your work.
Interactive promotions: Hide clues in your art and offer prizes to engage visitors and collect contact info.
Unique booth themes: Consider bold ideas that attract attention, but ensure they fit your brand and audience.
Friendly presence: Avoid standing like a security guard; sit nearby and engage only when approached.
Pricing Art to Appear Expensive Without Alienating Buyers
Pricing is an art in itself. Eric emphasizes:
Match your pricing to the environment where you sell. You wouldn’t sell a luxury car at a discount outlet, and vice versa.
Invest in quality framing to signal value. A beautiful frame can justify a higher price and attract buyers.
Don’t undervalue your work based on what you think you can afford. Wealthy buyers are willing to pay for quality and prestige.
Price is a signal of importance and desirability.
Shifting Your Audience Toward Collectors Without Losing Community
Many artists face the challenge of attracting collectors while maintaining their existing community. Eric’s advice includes:
Question assumptions: Just because you get likes and comments from artists doesn’t mean you’re not reaching buyers.
Analyze your content and posting strategy. Posts focused on technique and workshops appeal more to artists than collectors.
Create separate channels if needed—one for artists and one for collectors—to tailor messages effectively.
Focus on storytelling and showcasing availability to buyers.
Using AI for Art Captions: Efficient or Fraudulent?
The rise of AI tools has sparked debate about authenticity in art marketing. Eric encourages artists to see AI as a helpful tool rather than a shortcut:
Use AI to generate ideas, improve engagement, or create calls to action.
Always review and edit AI-generated content to ensure it matches your voice and values.
Think of AI like photography or other tools—it’s a means to an end, not a replacement for creativity.
Stay vigilant about originality and authenticity, especially in competitions or professional contexts.
Turning Viral TikTok Paintings Into Sales
Going viral on TikTok can bring massive visibility but not always immediate sales. To convert views into revenue:
Repeat and replicate viral content to build consistent awareness.
Experiment with TikTok Shop to sell prints or merchandise directly through the platform.
Tell engaging stories behind your paintings to deepen connection.
Be patient—sales often follow sustained exposure rather than a single viral hit.
Final Thoughts: The Power of Consistency and Massive Action
To summarize, keeping momentum after your first sale requires a blend of strategic marketing, genuine engagement, and relentless action. Here are key takeaways:
Take massive action by promoting your work across multiple platforms and channels.
Communicate price changes clearly and regularly to maintain collector confidence.
Build and nurture your own media list to control your audience.
Use social media strategically with storytelling and social proof.
Engage visitors with authentic conversations and non-pushy sales techniques.
Offer prints to broaden your market and introduce buyers to your originals.
Experiment with new tools like AI and TikTok shops to increase efficiency and reach.
Stay visible, consistent, and patient—success builds over time.
Remember, selling art is both an art and a science. By applying these principles and learning from experienced marketers like Eric Rhoads, you can build a sustainable and rewarding art business.
For more free resources and guidance on marketing your art, consider exploring Art Biz Mastery and signing up for newsletters that offer ongoing tips and inspiration.
How Often Should You Post on Social Media? Does Having a Niche Matter? Eric Rhoads answers these questions and gives pro art marketing tips in this week’s special episode of Art School Live.
Essential Marketing Pointers for Artists
As an artist, photographer, or craftsperson looking to boost your income and grow your presence, understanding effective marketing strategies is crucial. I’m Eric Rhoads, founder of several art magazines, newsletters, and events, and I’ve spent decades helping artists and galleries thrive in the art world. Today, I’m sharing insights that will help you market your art smartly and effectively without feeling overwhelmed or desperate.
How Often Should You Post on Social Media?
One of the most common questions I get is about social media posting frequency and how to avoid annoying your audience. Here’s the truth: most people don’t see all your posts. In fact, only about 3% of your followers see each post, due to social media algorithms. So if you have 100 followers, typically only three will see your post.
This means you need to post frequently to get noticed. Think of your posts like billboards viewed while driving—people need multiple exposures to remember your name and work. Don’t worry about seeming desperate or annoying; if you’re not ruffling a few feathers, you might not be putting yourself out there enough. The goal is to build brand awareness and get people to stop and engage with your art.
Does Having a Niche Matter?
Oliver from the UK asked if having a niche is necessary when he loves painting everything from florals to cityscapes. The answer is nuanced: paint what you love, but market what you want to be known for. I personally paint a variety of subjects and mediums, but for gallery representation, I focus on oil landscapes. This helps avoid confusing collectors and galleries.
Getting known for something specific helps you build a recognizable brand and attract the right audience. You can choose a broad niche like landscapes or portraits, which still gives you room to explore within that category. Ultimately, your niche should align with what you enjoy and what sells best.
Do You Need a Logo or Professional Branding?
Many artists wonder if a logo or formal branding is necessary to appear legit. The short answer: no, you don’t need one. While logos can help create a consistent look and reinforce your brand, they’re not mandatory. What truly matters is building trust and showing who you are as an artist.
Some famous artists don’t even have websites or logos, yet they’re well-known and successful. Consistency in your messaging and quality of work goes much further than a fancy logo. That said, if you do have a logo, use it consistently across all platforms to help people recognize your brand.
Should You Do Giveaways to Grow Your Audience?
Giveaways can be a double-edged sword. Kayla asked if giveaways attract the right crowd or just “cheap” followers. The key is what you give away. If it’s a low-value item, you risk attracting people who aren’t genuinely interested in your art. However, giving away high-quality or valuable items can create excitement and attract serious collectors and fans.
Giveaways are also a great way to collect email addresses and build your mailing list, especially at events. Just make sure your giveaways align with your brand and the audience you want to attract.
Do Blogs or Artist Websites Still Matter in 2025?
Claire from Ireland asked if blogs or artist websites are still relevant. The honest answer: everything matters and nothing matters—it depends on how you use them. Blogs and websites are valuable because they give you control over your content and help with search engine visibility. Posting fresh content regularly, like weekly blogs, can improve your organic reach on Google.
Social media is great for quick engagement, but your website is your home base. It’s where you can share your story, showcase your portfolio, and collect email subscribers. The challenge is driving traffic to your site, which requires a strategy, whether through social media, newsletters, or ads.
Do People Really Read Artist Statements?
This is a question I get a lot. I have never personally read an artist statement, nor have I found them to be very impactful in selling art. Instead of writing a formal statement, tell your story authentically. Share who you are, your journey, your inspirations, and what art means to you.
Your story creates connection and trust, which is much more powerful than a generic artist statement. Be genuine and high integrity in your storytelling.
How to Keep Art Collectors Engaged When Moving Abroad
If you’re planning to move abroad, like Aliyia Hassan, staying connected with your collectors is essential. The good news is that the internet has eliminated most borders when it comes to staying in touch. Use emails, newsletters, texts, and social media to keep your collectors updated on your work and exhibitions.
Your collectors are interested in your art, not your physical location. Just make sure to manage shipping logistics smoothly if you’re selling internationally. Keeping communication consistent will maintain strong relationships regardless of where you live.
Quick Art Marketing Tips to Sell a Painting This Month
Natalie Green asked for the one thing she can do this month to actually sell a painting. The best approach is to reach out to previous buyers who already know and love your work. They’re your warmest leads and don’t need convincing about your style or quality.
Pick up the phone or send a personalized email or text letting them know about your new work. You can also promote commissions, especially around upcoming holidays or special occasions. Suggest custom paintings as meaningful gifts, which can stimulate sales and build deeper connections with your collectors.
Upcoming Events and Opportunities
For those interested in art retreats and workshops, I’m hosting several exciting events this year, including the Adirondacks retreat in June and Fall Color Week in Door County, Wisconsin. Additionally, there’s an incredible Digital Painting Live event featuring Hollywood artists who have worked on films like Avatar and Shrek. It’s a fantastic opportunity to learn digital painting techniques for just $47.
To learn more about art business and marketing, check out Art Biz Mastery, where I offer courses and mastermind groups designed to help artists grow their careers.
Conclusion
Marketing your art doesn’t have to be overwhelming or feel desperate. By posting consistently on social media, focusing your niche, telling your authentic story, and engaging your collectors thoughtfully, you can grow your art business effectively.
Remember, it’s not about doing everything perfectly but about doing what you can consistently. Stay true to your art, maintain integrity, and leverage every opportunity to showcase your work and connect with your audience.
Here’s to your success and creativity—keep painting, keep sharing, and keep growing!
If you’re an artist looking for advice on how to grow your audience, sell more artwork, and build a sustainable creative business, you’re in the right place. Growing an audience and marketing your art can feel overwhelming, but with the right strategies and mindset, you can make significant progress. In this episode of Art School Live, we’ll explore practical advice and insights from Eric Rhoads, an art publisher and marketing expert with over two decades of experience helping artists succeed.
Whether you’re a painter, sculptor, photographer, or creator of any kind, this comprehensive guide will cover everything from social media choices to art fairs, selling unfinished pieces, overcoming shyness in public speaking, and much more. Watch now!
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Your future in art is bright, and with dedication to both your craft and marketing, you can build a thriving career. Remember that marketing is an ongoing learning process that involves understanding your audience, consistently sharing your work, and engaging authentically.
Don’t be afraid to experiment, ask questions, and seek advice on things like how to grow your audience. Whether it’s deciding between Instagram and TikTok, investing in a booth setup, or learning how to talk to buyers, every step counts.
Above all, keep creating and sharing your passion. Success in the art world is a blend of talent, business savvy, persistence, and genuine connection.
Happy marketing, and keep painting your dreams into reality!
Are you an artist trying to gain traction, grow your art career and audience, and make more sales? You’re not alone. Many artists face the challenge of getting their work noticed and valued in a crowded market. Fortunately, with the right strategies and mindset, you can break through the noise and build a sustainable art career.
Drawing on decades of experience helping artists and galleries succeed, Eric Rhoads shares practical advice on how to navigate common challenges, from pricing your work for friends and family to balancing your artistic vision with marketing demands. Whether you paint in watercolor, acrylic, or oils, and whether you’re just starting out or looking to scale your business, these insights will help you finally gain the traction you deserve.
One of the trickiest questions artists face is how to price artwork for friends and family. Often, loved ones express interest in your paintings, but it’s hard to know if they’re serious buyers or expecting a discount. It’s a delicate balance between valuing your work and maintaining relationships.
Here’s a straightforward approach:
Be transparent about costs: Let friends and family know you’d be happy to give them a painting but ask them to cover the cost of materials. This ensures you’re not losing money on supplies.
Set clear boundaries: If they want a piece intended for gallery sale—something that has a set price and potential market value—explain that you need to charge your normal price. You can offer alternatives, such as choosing another work or commissioning something special.
Consider giving away some work: Sometimes gifting a painting can create goodwill and inspire others. These moments can build lasting connections and stories around your art.
Remember, it’s okay to say no or negotiate. Your time and materials have value, and friends and family should respect that.
Balancing Artistic Vision with Marketing Needs
Artists often wrestle with how to market their work without compromising their creative integrity. How do you pursue technical skill and artistic expression while also promoting your art to a wider audience?
The key is to never compromise your artistic soul. Paint what speaks to your heart. If a gallery or market favors a certain style—like “little red barns” that sell well—you can choose to create variations or explore related themes without repeating yourself endlessly. If you’re not excited about a subject, it will show in your work.
Sometimes, pragmatic choices are necessary. For example, if painting popular subjects helps pay the rent and keeps you in the studio, that’s a valid strategy. Compare it to working a part-time job—you’d rather paint than stand behind a convenience store counter. Every painting, even those driven by commercial needs, is an opportunity to practice and grow.
Ultimately, your art business is a balancing act. You want to do what you love but also be open to some market demands—just don’t lose yourself in the process.
Grow Your Art Career and Master the Many Hats of a Professional Artist
Being a professional artist means wearing many hats: creator, marketer, salesperson, business owner, and more. It can feel overwhelming, especially when you’re starting out.
Here are some tips to manage these roles effectively:
Learn everything you can: Understanding all aspects of your art business—from creation to marketing—empowers you and protects you from being misled or overwhelmed.
Focus on one marketing channel: You can’t do everything well at once. Pick one platform or strategy—like building an email newsletter—and do it consistently and excellently.
Use “massive action” wisely: In military terms, “massive action” involves overwhelming force from all directions. While this is ideal for large marketing teams, as a solo artist, focus your energy on one or two key actions to avoid burnout.
Build your own media: Your own mailing list or newsletter is invaluable. It’s a direct line to potential buyers who have opted in to hear from you, creating a loyal audience over time.
Spend about 20% of your time on marketing and business tasks and 80% on creating. That balance will help you grow sustainably.
Setting Up Your Art Business: LLC or Not?
When starting to sell your art, many artists wonder about the best business structure. Should you form an LLC right away?
Before rushing to set up a formal business entity, consider this:
Gain selling experience first: Start by selling a few pieces, perhaps at local cafes or small shows. Learn the ropes of pricing, customer interaction, and record-keeping.
Consult a professional: Talk to an accountant or tax advisor about your specific situation. For many artists, small occasional sales can simply be reported as personal income initially.
Understand the purpose of an LLC: An LLC primarily protects your personal assets from business liabilities. If your art business isn’t high-risk, this may not be urgent.
Focus on building your sales and confidence first. Then, when your business grows, consider formalizing your structure to protect yourself and optimize taxes.
Handling Curator Requests and Art Exhibitions
When invited to exhibit your work, curators may ask you to exclude certain pieces, especially if they differ in style or don’t fit the exhibition theme. This can be disappointing but is a normal part of the process.
Here’s how to navigate it:
Trust the curator’s expertise: They usually know what works best for their audience and the show’s cohesion.
Negotiate politely: If you believe the excluded works could add value, suggest placing them in a different area or wall to gauge audience reaction.
Be flexible: Not every show will perfectly align with your full artistic range. Embrace the opportunity and plan to showcase your other styles elsewhere.
Remember, having a curator interested in your work is a positive step forward.
Curating Your Online Art Portfolio
If you work in multiple mediums or styles—such as oil, watercolor, acrylic, plein air, and studio work—it’s important to present your portfolio clearly to potential buyers.
Best practices include:
Organize by category: Create sections on your website that separate studio work from plein air work, or group by medium (oil, acrylic, watercolor).
Consider your brand: Think about what you want to be known for. Highlight the style or medium that best represents your artistic identity and market focus.
Label works clearly: Use tags or captions to indicate medium and style, so visitors can understand your range without confusion.
The goal is to make your portfolio easy to navigate while showcasing your strengths.
Building and Engaging Your Community
The idea of building an “art community” is often touted as essential for success. But is it really necessary?
Communities can be valuable, especially for artists who want to connect with peers, share tips, and find support. For example, joining local life drawing groups or online artist forums can inspire creativity and networking.
However, when it comes to selling art, a community built around you as an artist is just one piece of the puzzle. It’s important to also develop a local and national marketing strategy:
Local strategy: Become known in your community by participating in fundraisers, auctions, and local shows. People are more likely to buy from an artist they recognize.
National strategy: Grow your audience beyond your town through digital marketing, social media, and email newsletters.
Both approaches complement each other and increase your chances of success and grow your art career.
Creating Effective Art Newsletters
Many artists struggle with their newsletters, feeling like no one reads them. The problem is often the content and approach.
To make your newsletter engaging and valuable:
Craft compelling subject lines: Avoid generic titles like “November Newsletter.” Instead, use headlines that promise value, such as “3 Tips to Hang Your Art Like a Pro.”
Make it about the reader: Share tips, stories, or behind-the-scenes insights that help your audience connect with art and see the benefit of following you.
Include personal updates strategically: Tell your story, but always frame it in a way that relates to your readers’ interests. For example, “I’m painting in Switzerland this fall, and my collectors get first access to new works.”
A well-crafted newsletter builds relationships and drives sales over time.
Maximizing Your Specialty Art
For artists specializing in niche subjects like horse paintings, building and selling a collection can be a powerful strategy.
Consider these points:
Define your goal: Are you building a collection to showcase your skills, to sell, or to attract commissions? Clarifying this helps shape your approach.
Engage your target community: Participate in horse shows, events, or online groups where potential clients gather. These are places where your art is most relevant.
Offer accessible products: Create a series of prints or matted reproductions to attract wider interest and provide entry points for buyers.
Package commissions professionally: Develop a clear process with upfront deposits, progress updates, and pricing tiers. Offer premium services like unveiling events for high-end clients.
Price consistently: Maintain consistent pricing to build trust and reputation. Start smaller and gradually increase as your experience and recognition grow.
By positioning yourself as the go-to artist for a niche and connecting where the money flows, you can build a thriving specialty business and grow your art career.
Opportunities for Growth: Workshops, Conventions, and Painting Trips
Continuing education and community experiences can accelerate your growth as an artist. For example, attending conventions like the Plein Air Convention & Expo (PACE) exposes you to dozens of expert instructors and a network of peers.
Workshops and retreats, such as specialized painting trips to Switzerland or Venice, offer immersive learning and inspiration. These trips combine touring with daily painting sessions in spectacular locations, providing a rich environment to hone your skills and create unique work.
Participating in such events can energize your practice, expand your network, and open doors to new opportunities.
Final Thoughts: Taking Action to Gain Traction and Grow Your Art Career
Gaining traction as an artist requires a combination of passion, strategy, and consistent effort. Here are some key takeaways to keep in mind:
Value your work appropriately, including when dealing with friends and family.
Maintain your artistic integrity while being open to market realities.
Focus your marketing efforts on one or two key strategies, such as building an email list.
Gain selling experience before formalizing your business structure.
Be flexible and professional when working with curators and exhibitions.
Organize your portfolio clearly to highlight your strengths.
Engage meaningfully with your community, both local and online.
Create newsletters that offer value and connect with your audience.
Specialize and market strategically if you work in niche areas.
Invest in your growth through conventions, workshops, and painting trips.
Remember, every artist’s journey is unique. By applying these principles with patience and persistence, you’ll build momentum and finally gain the traction you’re seeking.
Reaching new audiences who have never heard of you before—often called “cold audiences”—can be one of the biggest challenges for artists trying to grow their business. Whether you’re a painter, photographer, sculptor, or any kind of artist looking to expand your reach, understanding how to engage cold audiences effectively is essential. In this week’s Art Marketing Minute with Eric Rhoads, we’ll dive deep into the best strategies to connect with cold audiences, avoid common pitfalls, and build a loyal following that converts to sales.
Drawing on insights from Eric Rhoads, founder of several respected art magazines and a seasoned expert in the business of art, this guide covers practical tips and answers some of the most pressing questions artists have about marketing, pricing, and growing their art career in today’s world.
Before we get into strategies, it’s important to understand what we mean by cold and warm audiences.
Cold Audience: People who have never heard of you or your work. They have no prior connection or trust with you.
Warm Audience: People who know you, your art, or have interacted with your brand in some way. They trust you more and are more likely to buy.
Warm audiences naturally convert better because they already have some level of trust and familiarity. Cold audiences require more effort and strategy to engage and warm up before they’re ready to buy.
Cold audiences are “cold” because they don’t know you or your art. They have no reason to trust you or feel connected to your story. This makes marketing to them expensive and challenging because you first have to grab their attention, build interest, and then convert that interest into a sale.
Think of it like a funnel: you pour a lot of people in at the top (cold audience), but only a small percentage will come out the bottom as buyers. Your job is to create a path that warms them up along the way.
Strategies for Reaching Cold Audiences
1. Build Awareness Through Consistent Branding and Storytelling
Cold audiences need to know who you are and why your art matters. Building a strong, consistent brand presence helps with this. Share your artist story, your process, and your passion. People connect with stories more than they do with products.
Eric emphasizes the importance of crafting your story. For example, an artist working a day job and painting after hours can leverage that narrative to create authenticity and relatability. This connection can be the bridge that warms up cold audiences.
2. Use Targeted Advertising to Warm Up Cold Audiences
Running ads to cold audiences can be costly, but it’s often necessary to build awareness. The key is to target the right people and create ads that introduce who you are without pushing for a hard sale immediately.
For instance, ads that showcase your best work, share behind-the-scenes videos, or invite people to free resources or workshops help build interest. Over time, you can then retarget these warmed-up audiences with offers to buy prints, attend classes, or purchase original artwork.
3. Leverage Media and Industry Publications
Getting featured in respected art magazines or newsletters can boost your credibility and expose you to new audiences. Eric mentions publications like PleinAir Magazine and Fine Art Connoisseur as valuable platforms for artists to build brand awareness.
Repeated exposure in these venues builds recognition. When people see your name and work multiple times, they begin to trust you and are more likely to engage with your offers.
4. Focus on Your Existing Audience First
While reaching cold audiences is important, Eric advises focusing on your warm audience first because they are more likely to convert. Engage your current customers, followers, and contacts by sending newsletters, offering workshops, and asking for referrals.
Referrals can be especially powerful. People who already love your work can introduce you to new potential buyers, effectively turning cold leads into warm contacts.
Handling Common Art Marketing Challenges
How to Avoid Scammers When Selling Art Online
Scammers are a real concern when selling art through social media or online platforms. A common scam involves a buyer sending a check that ends up bouncing after you’ve shipped the artwork.
Eric’s advice is straightforward:
Use electronic payment methods like Venmo, PayPal, or Apple Pay for safer transactions.
Never ship artwork before confirming payment has cleared.
If someone insists on sending a check, wait until it fully clears before sending the artwork.
Be wary of buyers who overpay and then ask for refunds of the difference.
Should You Lower Your Art Prices During a Recession?
With economic uncertainty, many artists wonder if they should reduce prices to sell more. Eric points out that there are always people with money willing to buy art.
Instead of lowering prices, consider these approaches:
Increase marketing activity: Double down on outreach and advertising to capture those who are still spending.
Build inventory: Create more work now so you’re ready when the market improves.
Target affluent buyers: Focus on those with disposable income who continue to invest in art regardless of economic conditions.
Eric shares the story of Kellogg’s during the Great Depression, who gained market share by increasing advertising when competitors cut back. Similarly, artists who keep marketing during downturns can come out ahead.
Is It Okay to Turn Down a Lowball Offer?
Yes! Turning down a low offer can increase your confidence and respect from buyers. A respectful negotiation helps maintain control over your work’s value.
Eric recommends laying the groundwork by not immediately stating your price. Instead, engage the buyer by explaining your process, framing, and the value of your work. Then invite them to make an offer. This approach can lead to more reasonable offers and saves you from undervaluing your art.
Art Marketing Tips for Specific Situations
Marketing to Locals in a Tourist Town
If you live in a tourist-heavy area, you might struggle to sell to locals during the off-season. Eric suggests embracing the tourist market fully rather than worrying about locals.
Tourists often want souvenirs or paintings of famous landmarks, so create work that appeals to them and sell heavily during peak season. For locals, consider:
Hosting off-season shows or events that give them a reason to engage with your art.
Researching local tastes and preferences to create pieces that appeal to year-round residents.
Using local newspapers, websites, or community groups to reach locals.
Painting and Selling at Plein Air Events
When painting onsite at events, you might encounter visitors interested in buying unfinished work. Eric’s advice is to establish an upfront agreement:
Ask for a deposit to hold the painting while they tour.
Offer to finish, frame, and ship the painting so they don’t have to carry it.
Communicate clearly about the process and timeline.
This approach protects you from losing sales and helps manage buyer expectations.
How Much Art Should You Post Online?
Quality over quantity is key. Eric recommends only posting your best work. Aim for at least five or six high-quality images, but don’t overwhelm your audience with too much.
Editing your portfolio and social media posts carefully is crucial because you’re building your brand with every image. Avoid posting unfinished or subpar work that can damage your reputation.
Building a Marketing Funnel for Artists
Marketing funnels are common in digital marketing, but selling original art is different from selling mass-produced products. A funnel typically starts with a low-cost offer to get a customer in, then upsells to higher-priced items.
Eric explains that while funnels work well for products like prints or merchandise, they are less effective for unique original artworks because each piece is one-of-a-kind.
However, you can create a simplified funnel by:
Offering affordable prints or merchandise to attract new buyers.
Encouraging those buyers to upgrade to larger works or originals over time.
Using data to understand your customer’s lifetime value and adjusting your marketing spend accordingly.
Tracking metrics like average sale value and customer acquisition cost helps optimize your marketing funnel’s performance.
How to Attract Higher-Paying Clients and Established Businesses
If you find yourself working mostly with low-budget clients, it might be a sign that you’re in the wrong environment or targeting the wrong audience.
Reposition your portfolio: Tailor your work and presentation to appeal to more sophisticated buyers.
Change your environment: Sell in galleries, shows, or online platforms that attract affluent buyers.
Target where the money flows: Identify places where high-paying clients are active and focus your marketing efforts there.
Remember, you don’t sell luxury cars at flea markets. Position yourself where your ideal clients shop and engage.
Practical Tips for Doubling Your Business
For artists like photographers relying on word of mouth, the best way to grow is by nurturing existing customers and encouraging referrals:
Reach out to past clients with personalized messages reminding them of your services.
Ask for introductions and recommendations to their friends and family.
Offer limited-time specials or upsells, like discounts on multiple portraits.
Statistics show that referrals made in person have the highest conversion rates—up to 90%. Make it easy for your clients to spread the word.
Final Thoughts: Turning Cold Audiences Into Loyal Fans
Reaching cold audiences is challenging but essential for growth. By building your brand story, creating targeted marketing campaigns, leveraging your existing network, and positioning your work strategically, you can warm up cold audiences and turn them into loyal customers.
Remember these key takeaways:
Warm audiences convert better—start with those you know.
Use storytelling and consistent branding to build awareness.
Invest in advertising wisely and target the right people.
Don’t undervalue your art; negotiate with confidence.
Adapt your marketing based on your environment and audience.
Marketing is a marathon journey, not a sprint. Be patient, stay authentic, and keep refining your approach. Your next loyal fan is just around the corner.
With these insights, tools, and a strong marketing mindset, you’re well on your way to growing your art business by reaching and engaging cold audiences effectively.
Are you an artist looking to break into the world of selling your art? Whether you want to make a little extra income or build a full-fledged career, understanding where to start is crucial. In this week’s Art Marketing Minute with Eric Rhoads, we’ll explore key strategies, answer common questions, and provide actionable advice that will help you navigate the art market successfully.
Watch here:
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Finding the Right Art Gallery
One of the first questions many emerging artists ask is, “How do I start looking for the right gallery?” This is a significant step in your art career, and it’s essential to approach it thoughtfully. If you’ve recently completed your MFA, for example, you might feel overwhelmed. But here’s the truth: it’s never too late to start.
First, consider that galleries play a crucial role in promoting your work. They can sell your art while you focus on creating. However, relying solely on art galleries can be a mistake. You need to take control of your career. While galleries help, you should also explore other avenues for income, such as teaching or selling smaller works directly.
To find the right gallery, avoid cold calls or dropping by unannounced; galleries tend to dislike this approach. Instead, work on creating a portfolio that tells your story.
The Value of Art Competitions
Art competitions can be a double-edged sword. While some are legitimate, others may not be. Always do your research. Entering competitions can serve as a marketing strategy, allowing you to gain visibility and credibility.
When considering competitions, remember that your entry fee is essentially a marketing expense. If you enter multiple categories, you increase your chances of winning, which can provide valuable accolades for your resume and portfolio. This recognition can open doors for exhibitions and gallery representation.
Learning to Make Sales
Paul Moltz recently picked up his art again after retirement and is eager to learn how to sell. My advice: The first step is to define what you want to achieve. Are you looking for a side income or a full-time career? This clarity will guide your actions.
Study the market. Attend workshops, read books, and engage with other artists. Platforms like Art Business Mastery offer valuable insights. Don’t be afraid to put yourself out there. Look for opportunities to showcase your art, whether at local restaurants or community events.
Creating Prints and Pricing
In this episode, Corey shared a situation where a potential buyer found his gouache painting too expensive. This is a common hurdle for many artists. The solution? Consider offering prints. Many artists print their own copies to sell at a lower price point, which can attract more buyers.
When pricing your work, establish a base price and then communicate the value behind it. If someone is interested in a piece but hesitates due to price, you can create a narrative around your work that emphasizes its worth. For example, if your painting would retail for $5,000 in a gallery, offer it at a competitive price, explaining the savings involved.
Utilizing Social Media and Online Platforms
Marie Lee asked about marketing her art online. The key is to build a robust online presence. A website alone isn’t enough; you need to drive traffic to it. Social media platforms like Instagram are vital for artists today.
However, don’t just post and hope for engagement. Understand that only a small percentage of your followers will see your posts. Engage with your audience by posting frequently, sharing behind-the-scenes content, and interacting with comments. Build a community that feels connected to your art.
Building a Collection
Suzanne Gibson inquired about what defines a collection. An art collection can revolve around a common theme or a specific number of pieces. For example, if you focus on landscapes, a collection could consist of various locations or times of day.
Limited editions, on the other hand, refer to a specific number of prints. When you create a limited edition, you add value by making each piece more exclusive. This can entice collectors who appreciate the rarity of your work.
Engaging with Your Audience
As you grow your online presence, consider the advice of Kathy Khan: study what catches your attention in others’ posts. Analyze what resonates with your audience and apply those insights to your own content. This doesn’t mean copying but rather understanding what engages your viewers.
Engagement is vital. Use comments to foster discussions around your art. Share insights about your creative process, inspirations, and the stories behind your pieces. This connection can lead to increased interest and sales.
Addressing Market Saturation
Rob Traxler raised a concern about declining demand for his art. It’s important to remember that market saturation is often more about visibility than actual oversupply. If you’re not selling, it may be time to reassess your marketing strategies.
Reach out to past buyers. They are often your best advocates and can help spread the word about your latest works. Additionally, diversifying your platforms can help you reach new audiences. Don’t hesitate to explore different avenues to showcase your art.
Networking and Building Community
Networking is a vital part of building your art career. Attend local art events, workshops, and conventions. The Plein Air Convention, for example, offers a chance to connect with other artists and learn from industry leaders. These connections can lead to collaborations and opportunities that may not arise otherwise.
Consider joining online communities where artists share their experiences, tips, and resources. These networks can provide valuable support and encouragement as you navigate the art world.
Final Thoughts: Embracing Your Journey
As you embark on your journey to sell your art, remember that it’s a process. Embrace every step, learn from your experiences, and remain open to feedback. The art world is ever-evolving, and staying adaptable will serve you well.
As the saying goes, “This is the first day of the rest of your life.” Each day presents new opportunities to grow, improve, and connect with others who share your passion for art. So, go out there and start selling your art!
As an artist, navigating the world of marketing can feel daunting. Whether you’re just starting out or have been in the game for years, setting clear, actionable goals is essential for success. In this episode of the Art Marketing Minute with Eric Rhoads (aired March 17, St. Patrick’s Day), we’ll dive into various strategies and tips to help you make the most of your time and efforts in the art world.
Understanding Your Goals
The first step in any marketing endeavor is to clarify your goals. When faced with opportunities, ask yourself: What is my goal? For example, if you’re participating in an art show, is your primary aim to sell paintings, gain new followers, or raise money for your society? Defining your goal will give you clarity and direction.
Ask Yourself: Is the Juice Worth the Squeeze?
Every opportunity requires an investment of time and resources. Before diving in, evaluate whether the potential returns justify the effort. For instance, if attending a gallery show requires significant travel and expense, weigh those costs against what you hope to achieve.
Maximizing Your Gallery Time
If you have the chance to showcase your work in an art gallery, it’s crucial to make the most of that time. Here are some tips:
Invite Engagement: Encourage visitors to interact with your art. Consider having live painting sessions to draw in crowds.
Use Technology: Implement QR codes next to your art for easy access to your contact information or social media.
Publicity: Collaborate with the gallery to ensure your event gets the attention it deserves. Use social media and email lists to generate buzz.
Starting a New Gallery
Thinking about opening your own art gallery? Here are some considerations:
Do Your Research
Understanding the market is crucial. Research the demographics of your area. Is there sufficient foot traffic? Are there other galleries nearby? Knowing your competition will help you identify your unique selling points.
Financial Planning
Consider your expenses: rent, utilities, and marketing costs. Create a budget that allows for these expenses while ensuring you have enough to sustain your gallery in its early months.
Pricing Your Art Effectively
Pricing can be one of the most challenging aspects for artists, especially when starting out. Here are some strategies:
Establish a Pricing Formula
Many successful artists use a square inch pricing model. Determine your base price per square inch and apply that consistently across your work. This approach not only simplifies pricing but also ensures fairness.
Consider Your Market
Research similar artists in your area to gauge what prices are acceptable. If you find that your work is consistently selling, it might be time to raise your prices. Remember, if you’re selling everything you create, it might indicate that your prices are too low.
Social Media Strategies
In today’s digital age, social media is a powerful tool for artists. Here’s how to leverage it effectively:
Engagement Over Perfection
Don’t stress about creating perfect posts. Instead, focus on showcasing your process and engaging with your audience. Regular updates can help build a loyal following.
Build Your Email List
An email list is invaluable for artists. Use it to share news, upcoming shows, and exclusive offers. Consider offering a freebie, like an art print or behind-the-scenes content, in exchange for sign-ups.
Turning Casual Buyers into Repeat Collectors
Once you’ve made a sale, the goal is to turn that casual buyer into a repeat collector. Here are some strategies:
Follow Up: Send a thank-you email after a purchase. This simple gesture can leave a lasting impression.
Keep Them Engaged: Regular newsletters can keep your collectors informed about new works and upcoming events.
Offer Incentives: Consider exclusive discounts for past buyers or early access to new collections.
Setting clear goals and understanding your market are vital for any artist looking to thrive. Whether it’s maximizing gallery time, pricing your work, or leveraging social media, these strategies can help pave the way for your success. Remember, the art world is vast and filled with opportunities; it’s all about how you navigate it.
For more insights and tips, make sure to subscribe to our newsletter and join us every week for more marketing advice tailored for artists! Download our FREE gift: 97 Incredible Art Secrets, which offers even more insights into marketing your art effectively. And remember, the art world is vast and full of opportunities—so keep pushing forward.
