60 artistMarch 2021 http://www.painters-online.co.ukTAI
t has never been easier to reach an
audience of art lovers and buyers from all
over the world. Through channels such as
your website, you can show and sell your
work directly to your followers or connect
with art world professionals, whether they
be fellow artists, curators, gallerists, or
consultants.
Yet building a professional website to
showcase your work is only the beginning.
You are the creator and curator all at once
and, just like an exhibition, it is not enough
to put it up, you have to bring people to
see it. There are four channels you can
use right now to promote your work as an
artist. Using each of these will give you a
well-rounded online marketing strategy but
don’t feel you have to jump on every social
media platform. Take time to learn about
each channel; don’t be afraid to experiment
a little and find the tools that work best for
you, without taking too much time or energy
away from creating new and exciting work
to share with the world.A website
Your website should include:
l A page about you, with a quick biography
and a CV. Your biography is where you
should put the most important information
you want your reader to know about: where
you are from, what your work is about,
which exhibitions, achievements or projects
you are most proud of. You should be more
comprehensive in your CV, detailing your
education, solo and group exhibitions,
publications, awards and more, year by year.Digital assets
for artists
What are the best channels to use to promote
yourself as an artist? Marine Costello offers her
advice on the available options
l A portfolio. This is where you carefully
select and curate images of your art. Choose
a body of work that is up to date and that
best represents what you are currently
producing in order to introduce visitors to
your practice.
l A contact form. Make sure your website
gives people the option to email you,
subscribe to your newsletter and follow you
on social media. The whole point is for your
readers to be able to reach you!
l If you like writing and you feel confident
enough to update it regularly, you can also
include a blog or a news section to post
about new work, exhibitions or ongoing
projects.Social media
Social media is a fantastic tool to connect
directly with art lovers far and wide – but
don’t worry, you do not need to have an
online presence everywhere. Let’s look at
which platforms you should consider and
whether they are the right place for you.
Instagram is the most obvious choice for
artists as it is a primarily visual platform.
Through many different features such
as hashtags, geotags, stories and even a
shopping feature, you can make your work
accessible to collectors who regularly use
the platform to discover new artworks.
Facebook is the largest social network
available today and is all about building
communities of people around common
interests. This platform’s main advantage is
that most people are already on it – however,
this also means that there is a lot of noise to
compete with and that it isn’t branded as a
professional or curated channel.
Twitter is a short messaging platform on
which users share news and follow their
favourite celebrities. You will be more likely
to see political debates and to interact
with fellow artists than to meet potential
buyers, but it remains a great place to post
announcements, exclusive promotions, or
information about your latest exhibition.
LinkedIn is a valuable yet underrated
platform for professional growth and
networking. Used well, it will allow you tofollow curators, gallerists and writers, read
and publish content that contributes to
the cultural industry, and make valuable
connections.
What about video platforms like YouTube
and TikTok? They are channels that younger
audiences flock to in order to discover
trends, research information or learn skills. If
you are comfortable speaking to the camera,
are ready to invest the time in filming and
editing content, and you are selling courses,
workshops or classes for aspiring artists,
then these platforms might be good places
for you.
Don’t forget to link from your website to
your social media accounts and vice versa!
This means adding social media icons and
links to the header or the footer of every
page on your website and putting your
website’s URL on your social media profiles –
it will only take you a few minutes to do, and
it will be incredibly useful for those who wish
to learn more about you or contact you.E-mailing lists
You might also want to convert your website
visitors and social media followers into email
subscribers. This is a sure-fire way to reach
your audience, as it isn’t controlled by a
social media platform’s or a search engine’s
algorithm – you are in control of who gets
your message, directly to their inbox. Email
marketing is a great channel for sharing
exclusive news with dedicated buyers
and fans. For instance, you can give your
email subscribers a preview of your latest
exhibition, an invitation to your open studio,
or a special discount on your website.Listing sites
Sites such as PaintersOnline, the online
home of The Artist (www.painters-online.
co.uk), give you the opportunity to publicise
your upcoming events (many of them
for free!). Some sites will even send out
emails to their members or subscribers with
the latest opportunities, exhibitions and
conferences in their area. This is a great way
to get new people to your openings, talks or
workshops.Marine Costello,
Communications Officer at Parker Harris
Parker Harris was created by Emma Parker
and Penny Harris in 1990 and it is now one
of the leading visual arts consultancies in
the UK. Parker Harris manage some of the
most important art prizes and exhibitions
in the UK and mentor artists through all
aspects of their careers. To learn more about
their professional development and online
marketing coaching programmes,
email [email protected]. You can
also stay in touch with Parker Harris
on Instagram, Twitter and Facebook at
@ParkerHarrisCo. ARTISTS’ PROFESSIONAL DEVELOPMENT: 2nd OF 6