It appears that my last post on marketing art online, the “Seven Common Mistakes” that I often see on artists’ websites have touched a nerve, actually several nerves. I received a flurry of inquiries, permission to re-post the articles, and requests for consultations and website reviews. Because it’s a new year, today it was time to examine my business 2009 sales. Even I was a little surprised to see that on average, from 2004-2008, marketing my art online at annrea.com produced 8% of my business’ total sales. But in 2009, that number rose to 27%! I have to say, that my most satisfying on-line sale happened just a few weeks ago when I was in Hawaii for Christmas vacation. I sold an original oil painting on-line, literally while I was at Waikiki Beach. Mele Kalikimaka! Marketing art on-line is much more than just having a good website. Ahhh, if only it were that simple. Wouldn’t life be grand?!
- First of all you need an eCommerce site, not just a website. Just having a website is like having a store without a cash register. An eCommerce site has the functionality to process secure credit card transactions online.
- The second step is to design it correctly, see “Seven Common Mistakes.” Your online merchandising must be flawless. Think art museum or luxury boutique design presentation.
- Finally, unless you actually are an accomplished Graphic Designer with lots of experience in eCommerce , don’t do this yourself. It’s like cutting your own hair.
Marketing art online and selling art on-line requires certain resources, on-going maintenance, sound business and marketing strategy, and top-notch design. And it appears to be a maze that many artists have a tough time navigating. Online sales feed offline sales and vice versa. If you connect with a prospect offline they can buy from you later online. If you connect with a prospect online, they may request a studio appointment. Offline and online marketing works hand in hand in generating art sales. The increase in my business’ total on-line sales was due in part to a number of factors contained in my overall marketing strategy. All of which took time to build. Just like in the “real world”, you have to market and network in the “virtual world”. Notice I did not say advertise. I’ve never had good results with on-line advertising. And it’s expensive. The most important thing to do is to get started. You need to create a presence offline and online.
