Some artists thrived in 2020: Here's what they did
Photo by Marina Dempster showing work by Kara McIntosh and Johanna Reynolds
2020 was a year that dramatically changed how our world consumed art, as well as nearly every other retail sector. In my work as an artist consultant, I spoke to hundreds of artists this year who all had different sales experiences during the COVID-19 pandemic. Here, I’ve summarized ways in which artists found success through 2020, which should carry over through 2021 as well.
Successful artists stayed social online
Using social media properly actually means being social. Write engaging posts, and make valuable comments on posts you see online. Growing your audience is best done organically, through liking, commenting and following accounts that you genuinely appreciate. Quick tip: don’t forget to share your process! Potential clients love seeing the artists behind the work, so let people into your studio as much as you’re comfortable with.
And, they stayed positive
Taking a positive outlook in your social media sends a message that you’re professional, kind and outgoing. Social media accounts that focused on the negative or spoke negatively about other artists fared poorly.
Successful artists improved their websites
Most artists have had websites for years, but maybe it took the first lockdown for you to realize that your website needs major improvement! The best artist sites show off the artwork well, include all size and pricing details, and guide the viewer in a way to show how to make a purchase. The cost of creating a new professional website might feel daunting, but if that website helps you sell a painting or two, you’ve paid for it! If you need help with your website, check out my examples here.
Successful artists built their mailing lists
This is a topic large enough for a whole other blog post - but don’t forget to build your mailing list! Social media followers are not enough. Build your own mailing list EVEN IF you don’t send a regular newsletter. The point of a mailing list is to collect your potential clients in one place, so that when you have something important to share, you’ve got a waiting audience.
Successful artists worked in a series
Conceptualizing and creating work as a well-thought-out series shows your clients you are professional and helps share the “story” of your artwork. Sharing the meaning behind your work separates respected fine artists from hobby painters.
And, some added an income stream through creating and selling editioned prints or greeting cards featuring their art. If you’re interested in doing commissions - this is a great way to encourage business too.
Successful artists planned an online show
Planning an online show should not just be seen as a sales effort, but also a way to push studio work and creativity. Contact ARTWRK to plan a show for future and tap in to some extra marketing assistance.
