April 02,2011
DIY Art Marketing - your top two considerations
Filed under: Commentary Marketing Recommendations Tags: Basics Goals Time Website
DIY (Do-It-Yourself) art marketing has never been so full of potential to help artists become successful. However artists need to realize results will be proportional to the amount of effort they put in.

DIY artist websites offer artists the advantage of low start up costs; total control over content and display options; and powerful art marketing tools.

With this in mind, artists need to consider how to make the best use of their time and money. We believe the key considerations are to determine: 1) your internet marketing goals and 2) your time commitment to execute your DIY effort.

Goals:
The first question to ask when considering your DIY web presence is:

What are your expectations from having a website?

Your answer might be some combination of:

  • To show your art to others

  • To connect with and build your audience

  • To market and sell your art

Time Commitment:
The second question you need to ask yourself is:

How much time are you willing to invest in achieving your DIY web presence objectives?

You might reply with one of these typical answers:

  • 1-2 hours / quarter Time to build and maintain a web presence is time out of the studio! Save me from the computer!

  • 1-2 hours / month- I just want to update occasionally when necessary.

  • 1-2 hours / week I am fairly committed I see online presence as an important part of my marketing efforts.

  • 1 hours / day I am on the computer a lot and I really want to promote my art and art career for part of my day!

An organized approach:
With your answers to these 2 top considerations you will know where to focus your efforts.

In upcoming blog entries, we will go into detail the web activities available to you to achieve your goals, reviewing the purpose of these activities along with their pros and cons.

A summary of many typical artist website features or activities can be found here or a short commentary can be found here.

Think of the three goals as if climbing a ladder. First build your site to show, then up a rung to connect, and further up to sell your art.

Your time commitment should focus on the minimum required portion, the Basics of each rung, before advancing to the next rung on the ladder. Select anything from Optional section to enhance your artist website efforts.

To Show
Basics: Prepare suitable "jpeg" images of your art. Upload art images. Upload a picture of yourself. Choose your domain name.

Optional: Upload a logo / signature header. Set site template colours and fonts. Group art by type in sub-pages (we call these "Studios"). Add your YouTube videos. Add a flash slideshow. Add music.

To Connect
Basics: Upload your Artist Statement, Resume and Contact info. Announce your website launch and subsequent updates. Link to sites you love. Add your domain name to your email signature. Add commentary, stories about each artwork.

Optional: Set prices for gallery sales. Upload calendar events. Upload your email list. Email news of shows etc to your list. Blog about your target customers needs. Segment your contact list and email targeted messages. Use Facebook, Twitter to connect from and to your website. Create videos on YouTube and post to your blog or website. Add lots more links. Post comments on the blogs of others. Showcase your unique expertise or passion.

To Sell (direct from the artist)
Basics: Set up a payment provider account (e.g. PayPal, Visa etc). Set your pricing for direct sales. Add Order Forms, Price List and an Art Catalogue. Ask clients to buy from your site.

Optional: Advertise on the internet. Offer specials do some merchandizing. Prepare prints or lower price versions of your artwork. Give your customers specials / freebies. Use eBay and other online markets to meet new clients. Target your customer segment and converse via their community's blogs.

How do you feel about our assessment? Your comments would help us understand your artist issues with managing an artist website. What have we got right or what have we missed?


Posted by Art Marketer at 07:53

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