How To Market Your Art

Marketing is not a word most artists like to hear.  To be honest, it’s not a term many artists fully grasp.  Believe me, I understand; it’s tough to spend your time conceptualizing and creating your art, only to realize that you now have to go market your work.   But if you approach marketing as an art and as a bridge that connects your art with your audience, it can become a very different, rewarding, career-building experience. You can resist marketing all together, which generally only works against you in the long run, or you can view it as an interesting challenge.

How can you market your work in a way that resonates with who you are?  It’s possible.  Marketing does not have to equate with selling one’s soul. Not marketing your work should not be an option.  Regardless of your marketing approach, there are some fundamental questions that you need to ask yourself.

1. What is your budget?
2. Who is your audience?
3. How can you reach your audience?
4. What type of media does your target audience watch, read or listen to?
5. What are your stories?
6. Do you have a website?  If so, is it serving your needs?
7. Are there any events or timely stories that you can focus on?

These are some of the basic questions you want to answer before you start to outline your marketing mix.  Once you’ve answered those you have a good starting place.  Generally, when it comes to marketing art, advertising is an expensive way to go.  Unless you have a truly good sized marketing budget, limited, very focused, targeted advertising is the only approach that can help meet your objectives.

Generally I’ve found that the best approach is a combination of traditional PR, social media and SEO.  Public relations is the marketing approach that is most effective when it comes to promoting art.  Why?  PR, or media relations, is the art of effective storytelling.  The more compelling the story, the better the odds are of landing media coverage for you and your art.  And when you think of your stories, think in broad terms.  The story could be about your work, your process as an artist, your journey, your influences, your upcoming shows, etc.   You want to master the art of PR by learning the ins and outs of PR for Artists.

Don’t look at marketing as an option, but as a necessity.  Then find a marketing approach that resonates with who you are.  It can be dark, witty, edgy, or humorous.  Your approach will depend on you, your art and your audience.  Look at it as the bridge your building between your art and your audience.

Copyright © Anthony Mora 2012