The term self-publishing was first used in relation to authors of books who used their own resources to publish their work. This means that they did not rely on any publishing company, organization or institution to bank on them and publish their work. The authors put in their own time, money, and efforts of marketing in art to let their books reach a wider audience. Today, the term self-publishing has slightly changed in meaning, and it may also refer to anything we do on our online platforms! With the rise of social media - the photos we share, the opinions we post, the stories we write and upload on our websites - these are all forms of self-publishing and fundamentally, marketing in arts as well. Now, there are a lot of options available on how you can self-publish your own works. In this article, I will discuss the different ways (both online and offline) you can get more exposure through self-publishing and utilising your own marketing in arts. The trick is just having to find which ones work best for you and your art. Read along!
1. Establish your style for maximum artist exposure
Before everything else, find and establish your own art style. Knowing who you are as an artist, what you like working with, and the different ways you want to execute your ideas make up your identity as an artist. Keep in mind that each artist is unique, and only you can tell your stories to the world. So whatever style you feel most comfortable working with, stick to it and focus on refining your technique even more.Having an approach in your art that's identifiable to you is the biggest way to get marketing in arts. Sometimes, our own art does the work for us and markets itself! When people see that you have a certain style that is recurring in your work, they will come to identify it over time.It can also help to have all your marketing in art materials in unison with your personal style. Your business cards, printed portfolio, painting signature, and (sometimes) even your clothing can all be great tools in establishing this image! A great example of an artist who lived out her style unapologetically, both in her art and fashion is the legendary artist Frida Kahlo. I talked about her influence on women's empowerment further in this article!
Frida Kahlo in her signature style, taken by friend Nikolas Muray.
2. Secure an online portfolio
Having an online portfolio is one of the oldest tricks in the book. When artists discovered that they can create a virtual portfolio, it changed the game of marketing in arts forever. Online portfolios are one of the safest ways to publish your work exclusively. You can choose to host with popular websites like DeviantArt, Behance, and Wix; or you may also create your own - which is more personal and exclusive.This online platform will serve as your official home on the internet. Hence, it should reflect who you are as an artist! Here, you can upload all forms of art and subdivide them into categories and tabs. It is also advised that you include sections like About Me, Blog, and Contact page. This is to make sure that this information is accessible to your audience, potential buyers, and collaborators.3. Include your social media accounts
One of the major players in marketing in arts today is the presence of social media. People spend a good part of their days browsing on their smartphones, and even the biggest brands have taken their efforts of marketing in arts and advertising to social media. This is to reach the online audience that is multiplying exponentially each day. When you are an artist, one thing that you must understand (and come into terms with) is the fact that you ultimately become a brand. Your work is a product of your brand, and usually, for artists - this brand is your own name. Like any other company, you must pay attention to your online branding and marketing in arts, and this includes your social media accounts.For more specific instructions for each platform, see the details below!
Our community's response to how Instagram helps them market their work.
For starters, create a username that is easily remembered. This may also include an annotation for art that makes it easier for people to understand and associate it with your marketing in arts. i.e. -- @username.artOnce you have this, switch your personal profile to a business one! As you fill up the bio section, it is good to include a short summary of your work and what they can expect from the Instagram page. i.e. Oil and Watercolor artist based in London. Accepts commissions, exhibition invites, etc.An Instagram page that's well-curated in posts and colour theme for your marketing in arts can largely contribute to your audience identifying and remembering you better.
ZenART enthusiast Sarah Coey's Instagram page @sarahcoeyart
ZenART Supplies Pinterest Page. Have you followed us yet?
Here are some content ideas that will be very vital for your Pinterest page!- About the Artist: Briefly talk about what you do, who you are, and your experience as an artist
- Behind the Scenes: This can include behind-the-scenes shots of your office studio, gallery ingress, works in progress, etc.
- Resources: Artists love learning from other artists. Moreover, your followers are interested in your key tips and information! So share some knowledge and any technique that you put in your type of work.
- Tutorials: You can write about your process, or take videos of it. The audience loves inclusion, so they want to see how you create your work.
4. Join artist communities and online forums
Today, joining online artist communities is key for your marketing in arts, as it is a great way to meet people in the same industry and to maximize artist exposure! By joining in the conversations, you can find out about the latest news in the market, ongoing exhibitions that may interest you, and most especially - ask about the best products you can use for your work! After all, great work starts with great materials. Click here to see why artists all over the world rave about the ZenART paints and brush sets!The best communities online allow a free discussion of interesting topics, as long as they are not offensive in any way. Choose a group that's inspirational, motivational and posts updates on a daily basis! You will know that they are serious with their engagement. With these kinds of communities, you will feel safe exchanging ideas with other artists. Most especially, you can learn a lot from them - from how they do their own marketing in arts, to the different techniques that they use, and who knows - you might even get invited to an exhibit or two! Engaging in discussions in communities is like attending substantial meetings and gatherings, but now it's done online. Easy and convenient!
You can find lots of artist communities on Instagram (engage with the community in the comments and stories), and on Facebook (in the form of Facebook groups) to extend your marketing in arts. There are also popular websites like Reddit, Quora, and of course - Wet Canvas, the biggest online forum dedicated to art.
5. Visit & join local gallery exhibitions
Wherever you are, there's usually a number of local galleries near you. Since art exhibitions are held regularly, visiting and joining local ones are a great way to jumpstart your career and sell your works. Begin by checking which exhibitions are up in your neighbourhood. Pay these shows a visit, and see the works of other artists too. By regularly checking up on activities, you can actually learn a lot of things that you can use for your marketing in arts. You will see how other artists price their work outside the internet; you may learn a trick or two with regards to their technique, framing, concept, write-ups, and anything else that might spark your interest.
Another important thing you will gain by visiting gallery exhibitions on a regular basis is the new people you will meet. When it comes to art, networking is key! Just like in online communities, you will meet people you can work with in the future. Expand your techniques on marketing in arts, learn about making proposals for your own exhibitions, and see which upcoming activities you can further join to really broaden your art engagement. Usually, there are lots of opportunities around; you only need to ask!
6. Sign up with online galleries
One great strategy to start selling art online is to team up with an existing platform. This allows you to take advantage of an existing audience as well as existing sales tools, without the need of developing neither by yourself. Another plus point for this is the wide audience that online galleries target.There are lots of online establishments you can find on the internet. Each one of these platforms is completely unique and some of them might not be suitable for your art practice. If you are focusing on fine art, maybe selling prints is not a good idea or if you are pop artists maybe creating a merchandising line is a good move. Some of them are print on demand websites, others are online art galleries or art commission websites. (source: artplusmarketing.com)One of the biggest platforms for your marketing in arts is Saatchi Art, an online gallery that carries paintings, illustrations, and collage works, to name a few. Thousands of artists worldwide put up their work on the site and sells their work to audiences not limited to their local reach! Collectors can give reviews about the artist and their work, hence the artist's chances of getting testimonials and reviews for their work are higher. If you are interested in knowing more about how online galleries work, we can talk about it further in a separate blog post! Let us know in the comments below.7. Talk about your work
Even with the rise of all modern marketing in art techniques over the years, there is still no tool that comes as strong as the power of word of mouth. People's curiosities regarding a brand always tend to spark up when the information comes from their families or friends. After all, who can be a more trusted source? Yet, we often overlook its importance. Prioritise your personal presence, and talk about your work! When you have finally put up your social media pages, or land an exhibition in your local gallery, let your friends and family know about this. Call them up, send them a message and a personal invite. Ask them to visit your Facebook and Instagram, share your posts, visit your opening night... Anything that can help you get your art out there. Of course, do not overstep boundaries and ask them to do much. This is just one of the ways you can get organic exposure. You will be surprised by the amount of support you will get from these people. Those who truly desire the best for us will support us through any good endeavour that we choose.
Setting your mind on something and making concrete steps on how to achieve it can greatly help us work towards our goal. Given this - Carefully list down the steps you are willing to take for your art, stick to it, and prioritize getting your work out there, expanding your marketing in arts. Create a Vision Board for yourself, where you can outline your work goals with your personal life priorities. Check out how to create your own Vision Board here!
Marketing in arts
After summarising the most effective ways on how you can get more exposure for your marketing in arts, the most important thing that tops all of these points is to just focus on one's artistry. Doing all these things for marketing in arts and exposure without mastering your craft is a surefire way of setting yourself up for failure. Focus on the craft that you do, even after you have gained a constant following. Always strive to be better, and practice your art on a daily basis!--
Did you find this article useful? If so, what do you think about it? Do you have any more tips you would like to share with the community regarding marketing in arts? Do let me know in the comments below! Your words are always appreciated. :) For daily painting inspiration, tips, suggestions, don't forget to follow us on Instagram and like us on Facebook! We are also setting up our Facebook community group, so watch out for that. We have so many surprises in store for you. :)MEET THE AUTHOR
Ardak Kassenova is mother, artist and ZenART Supplies co-founder. "My heart and soul were always with Art, and since my childhood as long as I remember myself, I was dreaming to be an artist. I was painting after work, when I had time, and teaching myself through the books, videos, visiting art galleries and museums. I've been very curious about different techniques and styles, and therefore accumulated knowledge and experience on a variety of mediums". After 20 years of a successful corporate career and with becoming a mother to two wonderful girls, she decided that it's time to make drastic changes and link her life with Art. She started to paint again and decided to create her own art supplies brand that would help artists to fulfil their creative dreams and achieve their best results since the beginning using high-quality art materials without wasting their precious time and money. Say hello to @ardak_zenart on Instagram!
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