25 Ways Artists Can Market Their Work

by Carolyn Edlund

Ready to market and sell your work? Here’s how to get started.

You’ve put in tons of studio time, developed a signature style, created a body of work and are serious about selling your art and building your business. Even if you’re an experienced pro, are you doing everything you can to market yourself and create opportunities for sales every day?

Here are 25 ways to spread the word, spur interest in yourself and your work, and grow a base of dedicated customers:

1. Diversify your efforts. If you are currently working in one medium, imagine how many other ways can your images be sold – as t-shirts, mugs, mouse pads, notecards, etc. Use online resources such as print-on-demand providers to sell your creations in multiple formats. This is a way of leveraging your art to attract new customers and increase your offering.
2. Sell Retail, and Wholesale. Are you currently selling only to the public? You may be giving up a huge market – wholesale buyers. Crunch the numbers and see if you can sell your products to the wholesale market. This involves making items in mass-production (such as prints, pottery, etc.) not strictly originals.
3. Sell your Work through Online. Online art sales are exploding, and places to sell online are increasing every day. Check out Artsy Shark’s Directory of 250+ Places to Sell Art Online. It’s the biggest on the internet – and completely free.
4. Show Your Work in Alternative Spaces. Temporary spaces in the form of empty storefronts and other non-traditional places are gaining traction. Pop up galleries have become a trend you might want to take advantage of.
5. License Your Work. Many artists license their designs to manufacturers and get paid well for their work, giving them a steady stream of income. Use this as a primary or secondary way of creating income.
6. Apply to Exhibitions. Send in applications to gallery shows which suit your work. Personally attend openings where your work is displayed to speak with visitors. This will help lead to sales and commissions.
7. Write About Yourself.  Write an article about yourself and your work, or have an article written about you. Does your work involve anything unusual or complex? Explain your techniques, using lots of photos. Share extensively on social media, and include this information on your art website.
8. Regularly Send out Press Releases. Any time you have news, whether it is a show you are participating, a new body of work you have created, or if you just want to publicize your work, you can send out press releases by email and on paper, or post a media kit on your art website. The press is always looking for interesting stories for their readers. And let’s face it, as an artist, you’re interesting!
9. Cultivate Referrals. Word-of-mouth referrals are like gold; you will want to encourage them whenever possible. How do you get referrals? Ask for them! When you send out an email newsletter to your existing customer list, ask them to refer any friends who may be interested in your work, or to forward your newsletter to others. You may want to offer a discount or a gift card for these referrals. And be sure to thank anyone who gives you one!
10. Respond to Requests from the Press. The flip side of press releases is to respond to reporters looking for interviews, and you can do this at “Help a Reporter” or HARO.
11. Make Your Website into an E-commerce Site. You spent a lot of time and money on your website. So, where’s the shopping cart? Getting online visitors is challenging enough, but when they do visit and can’t make a purchase, you lose the sale. Many template websites today have an e-commerce component, which makes it easy to get started.
12. Exhibit at Trade Shows. It can be expensive to do a trade show, so make sure you have done your homework first and target the right ones. Participating in a trade show gets your work in front of many buyers, and can be extremely profitable.
13. Sell at Home Shows. Do you have clients or patrons who would be willing to open their home and invite their friends to come and see your work? Partner up with other artists if you wish, and create a fun shopping experience by setting up your display and selling to a private audience. Give the hostess some free artwork, or a commission on sales.
14. Do a Trunk show for a Retail Store. Boutiques, galleries and department stores have a “meet the designer” event and you show up, bringing new work with you that isn’t available in the store’s inventory, which is also known as a trunk show. You split the sales with the store, and it’s a win/win. The store owner should provide their customer list for a promotional postcard mailing, and you can advertise in the local paper and online.
15. Hire Sales Reps. This is a powerful way to multiply your presence and exposure to wholesale buyers. Working with reps can add a huge dimension to your marketing and your sales if your studio creates work in production.
16. Cultivate Buyers in Your Niche. Get involved with people who enjoy and support your chosen niche. Is your work animal-related? Attend SPCA and charity events for animal rescue. Do you create nautical art? Participate in waterfront, sailing events and clean water causes. Get to know the people who run events, and participate in groups for your cause. Subscribe to publications and websites which support your niche, and send them press releases.
17. Advertise. This may be in a newspaper, magazine, or through social media on Facebook, Instagram, Pinterest or another platform. Use compelling images of your work. If necessary, get professional help from freelance writers or marketing consultants.
18. Volunteer. Help out at a local art event or sale. Get to know the people who support the arts and enjoy participating. They can often introduce you to many others in that community who can help spread the word. Plus, you get the satisfaction of being a volunteer and helping others.
19. Participate at a Decorator Show House Event. Many areas around the country have seasonal decorator shows where a large house is transformed by many interior designers and they are well-attended. Vendors at these homes usually get exposed to a crowd of affluent buyers and can make lots of money in sales.
20. List your Business on Houzz. Houzz is largest online database for people who are decorating or remodeling homes can be a wonderful place for artists who are looking for customers. Create a free profile and webpage there, listing yourself under “professionals” on their site in the category of Artists and Artisans.
21. Print Postcards of Your Work. Choose several professionally-taken photos of your work, and have a selection of postcards printed. Use these in mailings to your customer list, to hand out at shows, or as leave-behinds for business contacts.
22. Seek out Corporate Markets. Is your artwork appropriate for hanging in hotels, offices and other business environments? Submit your portfolio to corporate art advisers, or get in touch with buyers for hotel chains and make a presentation of your work for consideration. Sometimes framers work with these clients and you may be able to make a strategic partnership with a framer to help promote your work.
23. Open Your Studio.  Does your city or community offer any open studio events where artists invite the public to see their work space and purchase their art? Participate in these, or have your own open studio by choosing dates, sending postcards, advertising and sending out press releases well in advance.
24. Start a Crowdfunding Project. Got a fascinating project, and need to promote it as well as raising funds to move forward? Crowdfunding sites like Kickstarter and HatchFund can help you do this. Learn more about a successful project here.
25. Constantly Seek Opportunities. There are many publications out there listing opportunities for artists and craftspeople to sell work. From trade magazines to website directories to craigslist, you can find shows, exhibitions, projects and venues to publicize yourself and your work. Subscribe – whether in paper or online, and plan to read them regularly. Don’t miss out on ways to build your business and grow your customer base!

Want 250+ more Ways to Market and Sell Your Art? Check out Artsy Shark’s Free Directory.

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