Selling artworks and collections online has become increasingly important in recent years, particularly with the rise of e-commerce platforms and the shift toward digital channels for retail sales. This gives artists a chance to reach a wider audience, show their work to potential buyers, and sell collections of contemporary art without having to rent a showroom or physical gallery space.
But selling art online can be hard. To be successful, you need to plan, market, and run your business well. In this article, for example, we'll talk about the most important things that make online art sales successful. These include setting up an online store, using images, promoting contemporary art collections online, establishing an online audience and interacting with them, and managing online sales and shipping.
Setting Up an Online Store
Choosing a Platform for Selling Art Online
Choosing the right platform or virtual gallery for selling art and photographs online is essential to ensuring the artist's work is showcased in the best possible light and reaches the right audience. There are various options for artists when choosing, including dedicated art and photography marketplaces like Saatchi Art, standalone artist websites using Shopify or RevArt, and social media accounts or different communities. The art marketplaces usually have their own curators and provide numerous benefits to art buyers, such as free shipping, packaging, framing, and so on.
Setting Up an Artist's Website
Building a standalone artist website can be an excellent option for artists looking to sell exclusively online and curate their own content. This approach allows artists complete control over their online presence. It ensures that their work is presented in a way that aligns with their brand and vision. They can classify collections based on art styles, subjects, and aspirations. For example, some artists have a section for paintings of animals, as those are popular in the U.S. these days. Websites can be built using various platforms, including WordPress, Squarespace, or Wix. Platforms such as Artwork Archive and RevArt specialize in establishing websites for artists. They usually provide features for studio management as well. Choosing a platform that is easy to use and has the necessary features to showcase and sell art collections is essential.
Promoting Art Collections Online
Social Media Marketing Strategies
Social media marketing is an effective way to promote art collections and exhibitions online. Platforms like Instagram, Facebook, and Pinterest are well-suited for visual content. They can showcase an artist's work, explain the style and context of creation, build a following, and drive traffic to their website. Artists should create a consistent brand identity across all social media platforms and engage with their followers regularly to build relationships and increase engagement.
Using Search Engine Optimization
Search engine optimization can also increase an artist's or studio’s online visibility. By incorporating relevant keywords into website copy and metadata, artists can improve their website's ranking in search engine results pages. This can increase website traffic and attract more customers to buy artwork from the online store. Once an artist has chosen a platform for their online store, the next step is to discover how to optimize the website for search engines. SEO lets you optimize the website's structure and content to increase its ranking in SERPs. This can be achieved by incorporating relevant keywords into website copy, using descriptive image titles and alt tags, and optimizing the website's structure for easy navigation.
Paid Online Advertising
Paid online advertising can also be used to increase sales. Pay-per-click (PPC) advertising allows artists to target specific audiences with ads relevant to their interests. This same medium can be particularly effective for reaching new customers and driving traffic to the online shop or store.
Building and Engaging with an Online Audience
Creating Compelling Content
Building a loyal online audience is essential for successful online art sales. Artists with the help of an art consultant can build relationships with online marketplace and increase customer loyalty by creating compelling content and engaging with customers regularly. One effective way to engage with customers is to create content that showcases the artist's work and provides insights into their creative process and inspiration to buy art. This can include blog posts, videos, and social media updates that offer a behind-the-scenes look at the artist's work.
Building Relationships Online with Customers
Engaging with customers on social media is also essential for building relationships and increasing engagement. Artists and photographers should respond promptly to customer queries and feedback and use social media platforms to communicate with their followers regularly. They can respond to comments, answer questions, and provide personalized recommendations to their customers. By building a relationship with members of their audience through mixed media, artists can create a loyal fan base more likely to purchase their art collections.
Encouraging Customer Reviews and Feedback
Encouraging customer reviews and feedback is crucial to increasing credibility and trust with potential customers. By providing a platform for customers to share their opinions and experiences, artists and designers can demonstrate their commitment to quality and build a positive reputation online. Positive reviews and testimonials can help build the artist's reputation and increase the likelihood of a sale.
Photo by Firmbee.com on Unsplash
Managing Online Sales and Fulfillment
Setting Up Payment and Shipping Options
When selling art collections online, payment and shipping options are essential. Artists should choose payment and shipping options that are easy to use and efficient. PayPal, Square, and Stripe are three examples of popular payment options that allow artists to accept payments from anywhere in the world. Additionally, artists should consider using a shipping service that provides tracking information for their artwork. Artists should communicate the process to their buyers when setting up payment and shipping options. This includes outlining shipping costs, estimated delivery times, and any other essential details related to the transaction. Providing transparent and upfront information can help build trust and ensure a positive buying experience for the customer.
Handling Customer Service Queries
Customer service is an essential part of any online sales process. Artists should be prepared to answer customer queries and provide prompt support. Emails, social media messages, video, and live chat are all compelling communication channels artists can use to connect with their buyers. Artists must maintain a professional and friendly tone in all customer communication. Additionally, artists should be prepared to handle any issues, such as lost or damaged shipments, and have a clear policy for handling returns and refunds.
Managing Inventory and Order Fulfillment
Managing inventory and order fulfillment is essential to selling art collections online. Artists should keep accurate inventory records and know which pieces in curated collections are selling well and which are not. This can help them make informed decisions about their pricing strategy and marketing efforts. Additionally, artists should have a reliable system in place for fulfilling orders. This may involve outsourcing packaging and shipping to a third-party service or handling it in-house. Either way, it's essential to have an efficient, cost-effective system that ensures orders are fulfilled promptly.
In today's digital age, selling art collections online has become essential for artists who want to expand their reach and increase sales. By setting up an online store or art agency, promoting art collections on social media, building an engaged online audience, and managing online sales and fulfillment, artists can successfully sell their fine art collections to a global audience. Remember to take advantage of the art consultant from RevArt's artist program for additional help. Start selling your art collection online today and achieve the success you deserve