Art Marketing Tips and Tricks
Ask 100 people “What is art?” and you’re likely to get 100 different answers. Some will tell you that it’s all about emotional expression. Some will suddenly perform a tearful rendition of Fleetwood Mac’s “Landslide.” Jon Gruden will tell you it’s a perfectly run post route that puts a quick 6 points on the board at the end of the second quarter. Yeehaw, cowboy.
The important thing is that you’re basing your online advertising efforts on these here keywords, and you need to know what you’re dealing with.
Based on the diversity of answers for that question we posed, it should come as no surprise that the “art industry” is a tough one to pin down. What we do know: it is not small.
American consumers spend more than $150 billion per year on arts-related goods: books, films, live theater, museums, and the like. Annually, museums in the U.S. attract more than 30 million people to their exhibitions. Plus, across the country, hundreds of thousands of bachelor’s degrees are awarded each year to students of music, film, visual and performing arts, and other arts concentrations.
Add up all those dollars, museum visitors, and students, and you get one big market.
First things first: narrow your focus and determine who you’re targeting. Are you going after bookworms? People who haven’t stopped talking about Hamilton for two years? Fiscally reckless students who continue to shop as if tens of thousands of dollars of debt aren’t looming over their heads? With such a wide variety of prospective consumers, you’ll need to pinpoint specific groups to have any kind of marketing success.
Next, do your research. Geography is a big one. Where do your target audiences tend to live? Are they suburbanites or city dwellers? Broadly speaking, art marketers can feel pretty good about focusing on urban areas.
Researching online behavior is also important. If you’re going after photographers, visually-based social media platforms like Instagram and Pinterest are great places to start. Sharing impressive content in their feeds will get their attention, encourage engagement, and increase your brand presence over time.
If, instead, you want to market to film buffs, it’s probably a good idea to advertise on YouTube. Music fans? Spotify, Apple Music, SoundCloud, Tidal, Bandcamp, and any other streaming platform the hipster folk are frequenting. You go where they go.
When it comes to paid search, you need to think about the presentation of your ads. Remember, you’re marketing to artists and art fans – they will be especially appreciative of good design. Think about the key characteristics of whatever niche you’re targeting and go from there.
Similarly, though marketers in every industry must make superb landing pages, this is particularly important in the art industry. If a visual arts major clicks on your ad and ends up on a crude, poorly designed landing page, they’re going to be insulted – forget about that conversion.
And, finally, make sure your bids on those top keywords remain competitive. If you have the budget and you remain persistent with your paid search campaigns, you’ll see some serious ROI.
Amble on over to the WordStream blog for more online advertising expertise.