Art Marketing in the Digital Age – Stand Out and Attract Your Ideal Audience

by | Apr 8, 2024

Hey there, artists (and non-artistic readers. All are welcome here!)!
I’m Atarah, the main writer here at Fusion Marketing. This week, I’m going to take you on a personal journey



Let Me Kick Things Off with a Little Story

My sister Shay (Shay does our web design here at Fusion) recently whipped up a wicked website for my alter ego, Dollynonomous. (She’s a pretty awesome sister and a badass in the web design world!)
The site went live about two months ago, but between juggling paintbrushes, Apoxiescupt, and an occasional existential crisis (who am I kidding? I have about one of those a week), I haven’t had much time to replace all the filler content with my own.

If you think creating artistic masterpieces is a tough gig, wait till you take a deep dive into the world of marketing those masterpieces. The learning curve? More like a learning 360.
As an independent artist, you’re not just creating art—you’re running an art business (you ARE the art business!). Whether the art you make ranges from one end of the spectrum to the other, making whatever your heart desires, or maybe you cater to a very niche market, finding the right audience can feel a lot like playing hide-and-seek in the dark.
But hey, that’s where the fun begins, right? Because every challenge is just a step toward growth and success. And in this digital age, there are endless opportunities to showcase your art and connect with your ideal audience. You just need to know how to navigate the ever-changing landscape of art marketing.

if you’ve been waiting on someone to give you the how-to, I’m your dude; I’m gonna lead you on an artistic journey through marketing your soul—er… I mean art projects.
I’ll try to break down the complexities of art marketing into bite-sized, digestible chunks so you can forget about the heavy lifting. Hopefully, once I impart my knowledge to you, you’ll have a better sense of how to successfully promote your work to potential clients, connect with your ideal customers (in the right age group, etc.), and land more sales.
From one artist to another, let’s dive into the colorful chaos, shall we?



The Inspiration Behind This Digital Journey

A Facebook discussion I recently stumbled on served as the catalyst for this journey into the maze of art marketing. A fellow doll artist posted in a Facebook group I belong to, highlighting the harsh reality of dealing with e-commerce platforms like Etsy, where art lovers can cancel orders even after they’ve been created and shipped, leaving artists and their art businesses struggling to recuperate funds they’ve lost from purchasing materials and their time.

One comment that caught my eye was from a fellow artist who said, in so many words:
“getting people to check out my online portfolio is almost impossible. It’s really hard to figure out how to define my artwork, so Etsy seems like one of the only options.”
(I’m paraphrasing a bit here!) They also vented their frustrations about Etsy’s high fees and the platform being overrun with drop shippers and scammers.

As a ‘Content Curation Specialist‘ (yeah, it’s a fancy title for someone who spends a lot of time wrangling words), I chimed in with some hard-earned wisdom. Driving traffic to your art online is a Herculean task. It requires a good grasp of keywords, a knack for creating engaging content that resonates with your target audience, and a strong brand identity that gets them to think of you when they see similar art elsewhere.
I confessed that even I, despite literally having a job description that says in big, bold lettering, “DRIVE TRAFFIC,” have a website sitting idle for two months with no new content (I’m sorry, sister! I love you, and I love it! It’s literally everything I’ve ever wanted and more!) because I haven’t found the time to replace the filler that Shay was sweet enough to add so anyone visiting isn’t overwhelmed with Lorem Ipsums.
But hey, we’re all learning, right? And having a website at all is a start!

If you’re an artist feeling lost in the digital wilderness of the online art community, remember you’re not alone. It’s a journey we’re all figuring out together as technology changes before our eyes. If you’re willing to learn, adapt, and take risks, you’ll have a shot at standing out and attracting your ideal audience.



The Reality of Marketing Art: Standing Out in a Saturated Market

Navigating the online art marketplaces in the art world is like trying to find Waldo in a crowd of barber poles. It’s not just about how great your work is; it’s about knowing how to make the entire experience of finding your artist page POP, so they’ll keep coming back.
Platforms like Etsy are teeming with artists showcasing their work, making it crowded AF. So, how do you get your art noticed amidst this sea of creative chaos?

Here’s where some good ol’ SEO (Search Engine Optimization) and keyword magic come into play in your art marketing strategy.

What are Keywords?

Think of keywords as the breadcrumbs Hansel and Gretel used to find their way home. They lead potential art lovers and collectors straight to your online portfolio or gallery. But instead of leaving them in a forest, we’re sprinkling them across your personal website, social media platforms, and even in the hashtags of your Instagram post.

Why Do Your Keywords Matter?

As much as we’d love for our fine arts to speak for themselves, words often carry the conversation in the digital age. Sure, a picture is worth a thousand words, but the actual written words get your art noticed by search engines. So, while creating engaging video content is part of the deal, the real MVP in your art business is quality written content.
Taking the time to carefully curate your content is as crucial as perfecting the final brushstroke on your canvas. Whether it’s an artist statement about your creative process going out to your social media channels, a look at your latest online gallery representation, or a guest post about your upcoming exhibition, every word counts. Remember, your goal is to resonate with your target audience and show up in searches when they look for art that tickles their particular interests.

Which Keywords Will Get You Noticed?

Quality content creation for art marketing isn’t just about churning out words and images like a factory. It’s about crafting a story around your art business that connects with your audience on a personal level so that when they search the internet for their specific interests, you show up because they are your people! Your artist’s work is unique, and your content should reflect that.
So, roll up those sleeves and get ready to dive into the world of art, SEO, and content curation. It’s time to show the global audience what you’ve got through your social channels and generate interest among potential customers.



Breaking Down the Art of Keywords: The Secret to Online Visibility

Let’s talk more about keywords. If the digital world were a high school, keywords would be the most popular kids. They’re the ones search engines like Google can’t get enough of.

But what exactly are these elusive words?

Think of keywords as secret code words that your potential customers type into Google when looking for something specific. For instance, if they’re hunting for a unique hand-painted coffee mug, they might use keywords like “handmade,” “ceramic,” “coffee mug,” or even “gift for coffee lovers.”

Now, here’s where the game gets interesting. How do you figure out which keywords your target audience is typing into the search bar? Well, there are a couple of nifty tricks for that.

Think Like Your Fans

One way is to think like your ideal customer once you’re in that mindframe, ask yourself:

  • What words would you use to find your art online?
  • What words would you use to describe your interests?

Now, think about how you can incorporate these keywords into your website content, social media posts, and hashtags. By understanding who your audience is and what they are looking for, you can strategically include those keywords in your online presence and increase the chances of being found by ideal customers.

Use Keyword Research Tools

Another trick is to use tools like Google Trends or Keyword Planner to see what’s popular in your niche. You can also check out similar artists or competitors’ sites to see which keywords they’re using.

Check Out Competitors’ Keyword Strategies

You can also check out similar artists or competitors’ sites to see which keywords they’re using. (Just remember, don’t copy – get inspired!) Take a look at their websites and social media posts:

  • What words do they use?
  • How are they engaging with their audience through hashtags?
  • What kind of content are they sharing?

Doing your research will give you valuable insights into what works and what doesn’t in your niche. Use this information to inform your own keyword strategy and stand out in the crowded online art marketplace.



Putting It All Together: Crafting Your Perfect Keyword Strategy

Once you’ve got a list of potential keywords, it’s time to weave them into your content, like blending colors on your palette. Blogs, social media posts, website descriptions – these are all perfect canvases for your keywords.

Creating a New Piece of Art?

Write a Blog About It!

Frequently posting updates to your website or social media channels with relevant keywords helps potential customers find you and shows search engines that your content is fresh, valuable, and worth ranking higher in their results.

Writing a Blog Post About Your Latest Art Exhibition?

Sprinkle Those keywords throughout the text!

Tag the venue, the organization putting on the event, and the featured artists – get creative with your keywords! Not only does this help with SEO, but it also helps create a buzz around your event and shows up in more searches.

Updating the Description of Your Artwork Online?

Make Sure It Includes Your Keywords!

Remember to sprinkle those keywords into your image names and descriptions, too! Search engines don’t just look at the text on a blog post or website page; they also scan for keywords in image titles and captions.
Not only does this help with SEO, but it also adds valuable information and context for potential buyers. Using specific keywords can attract the right audience and increase your chances of making a sale.

Sharing a Behind-the-Scenes Look at Your Art Practice on Instagram?

Use Those Keywords In Your Hashtags and Captions!

Hashtags are a powerful way to connect with potential customers and expand your reach on social media. By using relevant keywords in your hashtags, you can show up in searches and reach a wider audience.

Remember, the goal isn’t to stuff your content with keywords like a Thanksgiving turkey. That’s a surefire way to get on Google’s naughty list. Instead, aim for a natural flow, integrating keywords subtly and meaningfully.
Literally, anything you do as an artist is valuable content for your online presence! Whether it’s a new piece, a collaboration with another artist, or even an upcoming art fair you’re participating in that you want people to check out, use keywords to your advantage and watch your online visibility and engagement grow.



Variety is the Spice of Life: Other Marketing Strategies

We’re about to detour from Keywordville and explore the scenic routes of other marketing strategies. Because as awesome as keywords are, they’re like the guacamole in a burrito – super important, but not the whole enchilada (if avocados aren’t you’re thing, I don’t know what to tell you!)

Social Media Marketing

One of the biggest game-changers I’ve seen in my years as a Content Curator (fancy title, remember?) is social media marketing. Instagram, TikTok, Twitter, Facebook – these are all platforms where you can share your art, engage with your audience, and, yes, sprinkle those precious keywords around.
I am notoriously bad at using social media for anything; for personal things or to share artwork, but I still know how important it is to make your content visible. Maybe I just want to stay invisible… but we’re not psychoanalyzing me at the moment. Moving on.

Collab With An Influencer

Influencer collaborations can also pack a punch. It’s like getting the cool kid in school to wear your band’s t-shirt. Instant visibility! Just make sure the influencer aligns with your brand and audience.

Email Marketing

Then there’s email marketing, the unsung hero of the digital world. Email marketing is the equivilent of sending personalized letters to your fans, keeping them in the loop about your latest creations, exhibitions, or that time when your cat decided to add her own paw-print signature to your painting.



Tips on Using Keywords

Navigating the world of SEO and keyword optimization can feel like wandering through a maze for many artists. Yet, mastering this skill is akin to discovering a treasure map that leads directly to your audience.

How to Use Keywords on Your Website

Think of your website as your online art gallery. Your keywords are like the signs guiding visitors to your masterpieces. Include them in your:

  • Page Titles
  • Descriptions
  • Image Alt Text
  • Body Content

But remember, don’t overstuff. Let’s not seem desperate for attention!

How to Use Keywords on Social Media

Social media is a portal that can take you anywhere as long as you know the secret password. Hashtags are your hawker’s call. Use keywords in your:

  • Captions
  • Hashtags
  • Profile Bio
  • Comments

Keep it relevant and natural – no one likes a spammy salesman!

How to Use Keywords on Your Google My Business Page

A Google My Business page is like your shop’s listing in the phonebook (remember those?). It’s how people find you on Google Maps and Search. Make sure to add keywords to your:

  • Description
  • Posts
  • Review Replies
  • Image Captions

And don’t forget to add photos of your art – Google loves a good visual!

How to Use Keywords in Blogs and Other Content Platforms

Blogs, newsletters, press releases—they’re all canvases for your keywords. Whether you’re sharing your creative process or announcing your latest exhibition, weave those keywords into your narrative. But remember, your story comes first. Keywords are just the cherry on top.



Put the Spotlight on Your Art

In the art world, where creativity is king and originality is queen, effective marketing is the jester who knows how to draw the crowd. The secret to transforming your art from a hidden gem into a shining star in the digital sky is efficient marketing.

Bringing Down the Curtain on the Art Marketing Show

Let’s take a moment to talk about what we do at Fusion Marketing. Don’t roll your eyes just yet! This isn’t a yawn-inducing sales spiel.
At Fusion, we get it. You’re not just trying to make a quick buck. You want people to see, appreciate, and connect with your art. But primarily, you want them to connect with you as an artist. And sure, you wouldn’t mind if they decided to buy a piece or two (or ten). But as artists ourselves, we know that not everyone has a Scrooge McDuck-style money vault to dive into when it comes to marketing expenses.
There’s a reason why “starving artist” is a well-known trope, right? Supplies are expensive enough already.

But who says effective marketing has to cost you an arm and a leg (or, in our case, a paintbrush and canvas)?
Enter Fusion Marketing – the Robin Hood of the digital marketing world. We’re here to help indie artists like you increase your visibility and sales without breaking the bank.

The Fusion Marketing Approach

Our approach is simple. We don’t believe in one-size-fits-all strategies. Instead, we work with you to create a customized marketing plan that fits within your budget and aligns with your goals. Whether you’re looking to boost your sales, gather a larger audience, or get more eyes on your work, we’ve got you covered.

And the best part? We offer a few handy tools on our website to help you figure out what you might be missing in your current marketing strategy – and guess what? They’re free! That’s right, folks – no hidden fees, sneaky upsells, just pure, unadulterated marketing support. Just click on the following links!

Are you ready to step into the spotlight? Let us be your guide, contact Fusion today!. And remember, whether you’re aiming to become the next Banksy or just want more people to appreciate your art, we’re here to make your journey a little easier, one keyword at a time!

About the Author

Atarah Pipe-Rougeau
Hi, I'm Atarah! As Fusion Marketing's Content Curation Specialist, I focus on creating engaging and educational content for our clients' websites and social media platforms. My commitment to crafting informative content not only captivates audiences but also drives organic SEO results for lasting success.

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