5 tips for artists to promote yourself on and offline

Promotion can be one of the most difficult tasks for an artist. We like to create things, not necessarily tell others we created it. It can feel like bragging or showing off and really we usually just want to make people smile with what we’ve created, not ask for them to stop and notice. However, without telling people about what you do or what you’ve created, how are they supposed to know?

No one is paying attention to our work as much as we are. So, it’s important we continually reach out and let others know what we have to offer. You can promote yourself in a variety of places very easily, if you know what to set up and how to use it. Here are 5 tips to help you promote yourself on and offline.

The idea isn’t to create more work, but rather to create smarter ways to do what you are already doing.

1. Cross promote – if you already have business cards, make sure your web address is included. If you have a Facebook account, make sure your website links to your Facebook page directly. If you exhibit in galleries or shows, make sure you have a handout with your website information and you have plenty of business cards available.
2. You need to be online – if you don’t have a website yet, at a minimum, you need a page that is well written and provides current contact information.There are a number of services that offer artist portfolios, resumes and other information. Something as simple as setting up a Facebook fan page or LinkedIn profile will at least get you online so your potential online contacts see you are up with the times. Make sure to provide current information. If you think it’s too much work to be online, consider how many thousands of potential contacts are out there… finding your competition instead.
3. Communicate – Blogs aren’t blogs, they’re communication tools for what’s new. Setting up blog software to use does not mean you are agreeing to writing in a diary style every day. Think of this tool as more of a content management system, allowing you to write about current events, latest artwork, inspirations you want to share with your interested buyers, etc. Sharing new and updated information regularly is what your buyers want to see. If there’s nothing new, there’s usually nothing to be interested in and nothing to buy. Keep the information fresh and interesting with photos to share the excitement. Blog software provides a whole host of resources for promoting yourself and your work much easier than a standard website… but that’s a topic for a whole new article in itself.
4. Provide options – once you have a website, invite visitors to connect with you. Share your contact information only if you want to be contacted. Example, I work from a home studio, yet I don’t share my home address nor phone number on my website. Give passers-by an opportunity to reach you. Also, if you are using a blog/news format for your site, sharing new ideas all the time, make sure to set up a mailing list. You can share your most recent articles with your visitors on your site and remind mailing list subscribers to come back to the site and see what’s new. If you have a storefront, booth or other face-to-face sales point, invite visitors to signup for your mailing lists there as well. You can offer a hard copy newsletter you send via stand mail if you’d like, sharing the same content as the digital version. The idea is to stay connected with as many interested people as possible.
5. Make time to reply – the best advertising and promotion is referrals from past buyers and clients. Make sure that if you set up contact information or communication lines, that you reply and comment back as quickly as possible and professionally. If you are utilizing social media, don’t shout out what you have to say with no intent to “listen” for comments from your followers. Instead, make sure to check your social accounts at least once a day so you can reply to concerns, address any issues and thank those who took the time to provide feedback. If your current contacts are happy, they are going to tell others about you… which can lead to more great contracts.

Remember, stay consistent with all your forms of communication and all the places you are listed. This way if a buyer sees your name in one place, and then later in another place, they know its the same person. Keep it as easy and simple as possible to reach you so there is a higher chance of sales success.

Online communication is just as valuable as face-to-face connections and take just as much time and effort to create lasting business relationships. If you think you don’t have time to promote yourself, then you might want to consider either connecting with an agent/art rep. or find yourself a new business idea. Art doesn’t just sell itself, you have to let people know you have the art for them to buy in whatever format it is you are providing. It doesn’t matter if you are a gallery artist or a street vendor, if no one knows you have art available, it isn’t leaving your studio.

I’d love to hear what promotion ideas you have to share!