MAKE WORK AND TELL PEOPLE ABOUT IT

What is Marketing for Artists?

At its core, marketing is simple - you do something, and you tell people about it.

It's the bridge between the studio and the world, ensuring that your work is not just seen but valued.

Effective marketing is more than a one-time announcement; it’s creating and nurturing relationships over time. By consistently letting people know about your work, you build trust, familiarity, and cultural relevance.

TIP: Balance effort and outcome - Spend time understanding what activities work for you and minimize efforts on what doesn’t. It’s great to try new things, but that can also sap a lot of energy away from making your art!

Your Marketing Channels

Marketing channels are the tools and platforms you use to reach your audience.

Website:

This is a must for professional artists who want to be seen. It’s your online portfolio, your digital home base. At its most basic a good website should include high-quality images of your work, an artist statement, a CV, and clear contact information.
A well-designed website signals professionalism and ensures your audience has a place to explore your art in depth.
CHECK OUT: Our talk on what makes a great artist website. WATCH IT HERE

Social Media:

Platforms like Instagram are a mixed bag. They can allow for ongoing interaction and helps you build an audience, but can also lead to anxiety for many artists.
CHECK OUT: A whole talk on Instagram for art. WATCH IT HERE

Physical Mailings:

Postcards, catalogs, and personalized thank-you notes can leave a lasting impression. A tangible piece of marketing is often more memorable than an email.
CHECK OUT: This talk on building a collector base to see how one artist leverages mailings to build long term relationships. WATCH IT HERE
TIP: Larger images are more engaging than a traditional business card. Create mini-catalogs or tri-fold brochures to showcase multiple bodies of work. Make sure they can fit in your pants pocket otherwise the person you give it to might just throw it away.

Newsletters:

Email newsletters are a direct and personal way to stay in touch with your audience. Keep them concise and focused—share upcoming exhibitions, new projects, or significant milestones.
Be consistent but not overwhelming; quarterly updates are a good starting point.
CHECK OUT: Our talk on newsletter best practices. WATCH IT HERE
TIP: Keep email updates concise and focus on significant announcements. Aim for a few meaningful updates per year rather than frequent emails.

Direct Outreach:

This includes emailing, mailing, or meeting people directly. Personalized communication—such as reaching out to a gallery director with a tailored email or speaking to a curator at an event—can create meaningful opportunities.
Remember its not just about you. Mention relevant shows or projects the other person is working on to make your approach more engaging and tailored.

Marketing Touches: Whats That?

A "touch" refers to any interaction someone has with your work or brand. Studies in marketing suggest that people need multiple touches—some say 7 to 20—before taking action, such as buying your work or inviting you to exhibit.

Examples of Touches:

Seeing your work in an exhibition.
Receiving an email newsletter.
Interacting with your posts on social media.
Meeting you at an art opening.
Receiving a postcard or catalog in the mail.

Every touch builds familiarity and reinforces your presence in someone’s mind. Over time, these touches contribute to building long-term relationships.

TIP: Personalized outreach increases the likelihood of meaningful engagement.

Outreach

Outreach is when you try to contact someone. This could be a new contact or someone you alread have a realtionship with.

Cold Calls vs. Warm Calls:

Cold calls (unsolicited outreach) can be effective if targeted and professional.
Warm calls (following up after a prior interaction) often yield better results.
TIP: If you write a cold call email and the person writes back. They are now a warm contact! Add them to your list for a follow up the next time your have something to share. This counts as another “touch”

Personalization: Reference specific shows, interests, or projects in your outreach.
CHECK OUT: Our talk on contacting galleries for some great tips on cold call emails. WATCH IT HERE

Visibility

Marketing is not just about selling—it’s also about cultural relevance and visibility. Visibility creates opportunities for your work to be part of conversations in the art world.

How to Build Visibility:

Exhibitions:

Being part of solo or group shows helps establish credibility and exposes your work to a wider audience.

Events and Talks:

Participating in panel discussions, artist talks, or community events can showcase your expertise and connect you with potential collaborators.

In-Person Networking:

Attending gallery openings, art fairs, and other industry events is essential for connecting with curators, collectors, and fellow artists. These face-to-face interactions often lead to meaningful relationships.

Your Audience

An audience includes the people and institutions that engage with your art. Think of your audience in two categories:

Partners:

These include gallery directors, museum curators, and other arts professionals who can help showcase your work.
Research their interests and tailor your outreach to align with their goals.

Collectors:

Collectors are individuals or organizations who purchase your work. They often become long-term supporters if they feel connected to your story and practice.
REMEMBER: Personal interactions, like studio visits or direct sales, can lead to long-term support but always respect your gallery relationships; never undercut a gallery you want to continue relationships with.

Finding Your Niche

One of the most critical aspects of marketing is knowing your niche. A niche is a specific area or audience that aligns with your work. It could be based on style, subject matter, or thematic focus.

Why It Matters:

A niche helps you stand out in a crowded art world. It allows you to position yourself as an expert or innovator in a particular area. To some artists this can feel like your undercutting a whole audience, but developing a niche is key to sustaining long term support.
For example, an artist who paints abstract landscapes might connect with eco-conscious collectors or galleries specializing in environmental art.

What If You’re A Generalist?

If your work spans multiple styles or themes, find a unifying element—like a color palette, conceptual focus, or medium—that ties everything together. This helps build a cohesive brand even with diverse projects.
TIP: Get other peoples eyes on your work. Ask friends and artists what they see and what unifies your artwork. Often we artists are too close to the trees to see the whole forest.

Marketing in Action: A Roadmap

Here’s how to put it all together:

Define Your Goals:

Are you trying to get more exhibitions? Sell more work? Build a collector base? Knowing your goals will guide your marketing efforts.
REMEMBER TO KEEP THEM SMART GOALS. Specific, Measurable, Achievable, Relevant, Time Bound.
CHECK OUT: Our talk on goal setting. WATCH IT HERE

Choose Your Channels:

Start with the basics: a website, a simple social media presence (even if it’s just the portfolio method), and a newsletter. Add physical mailings and direct outreach as needed.

Engage Your Audience:

Focus on creating multiple touches over time. Keep a list of your supporters, be consistent and authentic in how you share your work.

Build Relationships:

Follow up after exhibitions, thank people for their support, and stay in touch with newsletters or postcards.
TIP: Writing gratuity emails, thanking people for their support over the years is a great way to “touch” a collector or curator when you don’t have an exhibition or reason to reach out.

Track What Works:

Pay attention to what gets results. If Instagram brings in collectors, prioritize it. If direct outreach leads to exhibitions, invest more time there.

Final Thoughts

Marketing for artists isn’t about flashy gimmicks or overwhelming effort. It’s about consistently letting people know about your work and building long-term relationships with those who value it. By using the right channels, creating meaningful touches, and understanding your audience, you can develop a marketing strategy that works for you.

Take it step by step, experiment, and remember that every effort contributes to your artistic legacy. Keep showing up, sharing your story, and letting your art speak for itself.

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