Tips to increase your online art sales
Art by All SHE Makes directory artist Katherine Duclos
It’s crazy to think that this is already my last column of 2021! After working through the community questions one by one, covering everything from Clubhouse to Plein Air tips, this felt like a great topic to end the year with. @o.m.art.world asks what to do when you sell at higher price points in person but haven’t sold at that same price point online. With news of another variant casting doubts on our ability to return to a full schedule of live events in 2022, this question seems relevant right now. I urge artists to always look for ways to optimize your online sales channels to ensure you can still sell your work without having to rely on showing it in a physical space. There are tons of collectors worldwide who would be interested in your work, so where might the disconnect be if you’re reaching them in person but not online?
Here are a few thoughts:
1. Are you promoting your art with high-quality photography & videography?
For the collectors who buy because of the feeling they get from viewing a work of art, it can be hard to recreate that experience for them online. My first tip would be to take the highest quality photos that you can and to incorporate videos as well when possible. For example, when someone inquires about a specific piece, you can send them a short video to show details, the surface, how it’s framed/displayed, or anything else that can allow them to more accurately visualize the artwork. You can also use mockup images to mimic how a work would look in a space. Ultimately, the most important thing is that all of this content is well-lit, clear, and focused on your art with nothing distracting in the background.
2. How do you sell?
If at in-person events you’re known to have long or deep conversations with potential clients about your art and that’s what helps them fall in love with your work, then it could very well make sense that you’re not making as many sales through online channels. You simply don’t often have that same level of engagement with your audience online. In this case, try to think of ways that you can share your story through captions on social media, email newsletters, podcasts, interviews, blogs, and more. Help people get to know you as they would if you were chatting at your gallery exhibition opening!
3. Are your prices listed online?
When buying at a live event, I’m guessing that people are easily able to find the pricing of your work whether via a label or price sheet. If this is the case, are you also making your prices as accessible online via your website and social media posts? If not, some collectors may see your work, just assume it’s out of their budget, and never inquire. Especially for new collectors, it can be intimidating to reach out to an artist for the first time to ask about prices so this makes it easier for them to know if your work is in the range of their budget. If you aren’t comfortable with listing directly, perhaps consider at least sharing that you can work with clients to set up a payment plan (assuming you do this!).
4. How active are you on social media?
Speaking of social media, do you consistently post to one or two platforms where your ideal client would be active? If so, do you remember to use calls to action and remind people that your work is for sale? Is your website or contact information easily accessible? Make it as simple a process as possible to go from liking a piece they saw to collecting it.
5. Do you have an email list?
Email marketing is invaluable for artists selling on their own. It has a high conversion rate and return on investment compared to other forms of digital marketing so you should actively be working to build your list and sending messages at a frequency that works for you (most artists choose monthly or quarterly).
6. Remember that higher prices = bigger decision.
Online art sales have increased dramatically over the years and we saw a boom during the pandemic that benefited numerous artists and galleries alike. With this, the price of what people are willing to spend on a work that they have not yet physically seen has gone up with it. However, keep in mind that higher priced items are an investment so clients will naturally be more cautious about them. Again, this goes back to not being able to see exactly what they’re going to get. Provide excellent customer service, anticipate and answer questions they may have to erase any doubts, and be patient about the fact that it may take your clients longer to make a final decision.
7. Are you following up?
I think this one’s pretty self explanatory ;)
Just a friendly reminder that once a few days after your initial contact is good, and a second message a week or two later is still appropriate, but getting to three or more can feel pushy. Play it by ear.
Even though I love this question and think there are a number of potential ways to increase how much collectors spend in online sales from you, I want to end by saying that growing your collector base takes time. It’s not just months, it can be years. You never know who is out there right now saving up to buy an original from you down the road or which collectors who made small purchases will come back for something bigger (hint - as a collector, I’ve been the former so I know it is true). Keep at it!
Before signing off, I want to sincerely thank you for reading. Wishing the happiest holiday season to you and yours.
Cheers,
Alicia
For those interested, you can find more of my writing, professional services for artists, and templates at www.aliciapuig.com.
