From One Artist To Another: Online Marketing Advice For Artists
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About this ebook
Follwing his earlier sucessful edition The Ultimate Guide To Selling Art Online, author Marques Vickers’ newest release is an updated reference source for artists enabling creative entrepreneurs to maximize the expanding sales capabilities of the Internet. This edition details important exposure strategies, existing and emerging sales opportunities and valuable promotional outlets. Over 500 useful reference websites are provided referencing art marketing, website design, sales and promotion outlets.
From One Artist to Another stresses the importance and urgency of cultivating a vibrant social media presence via active postings and participation with content, social networking and weblog websites. These activities supplement an artist website with videos, feedback capabilities and resources to cultivate new and return buyers. The book stresses the importance of personalization and an artist’s articulation of their creative vision.
Practical firsthand advice and supplementary consulting sources are offered on every aspect of website design, effective promoting through media exposure, direct mail and the cultivation of a potential and existing client base to establish long-term sustainability.
Concrete and instructive sales advice is provided on the most direct online sources available today for artists including online art galleries, eBay, Amazon and Etsy marketplace stores, auction houses, design industry outlets and barter exchanges. A chapter stresses alternative income sources including giclée reproductions and licensed art images.
CONTENTS:
What Art Selling Outlets Are Profiting By Online Sales
The New Gallery Business Model For Selling Online
Breaking Into The Art World’s Closed Circle
Global Selling Opportunities
Chapter #1 A Fresh Dependency and Integration of Social Media
How to Personalize Social Media Follow-Up
The Three Categories of Social Media Best Suited For Artists
Chapter #2 An Artist’s Website
Attractive Packaging
Your Role in Creating The Design Concept
Designing and Personalizing Your Own Website
Evaluating Your Website Host
Memorable Domain Name
Clarity of Vision
Make Your Site Simple to Navigate
How The Cellular Phone and Tablets Affects Website Layouts
Chapter #3 Drawing Traffic To Your Social Media Pages and Website
Qualifying Your Website Viewers
Search Engines and Indexes
Where and How Often Should You Submit Your Website Pages
Buying Traffic and Ad Words Programs
Chapter #4 Who Buys Art? Online Art Gallery Sales Outlets
Identifying Primary Buyer Groups
Repeat Art Buyers
Chapter #5 Cultivating Media Exposure and Email Marketing
Strategies For Sending Out Press Releases
Bulk Email Press Release
Specific Media Submission Guidelines
Direct Mail and Permission Based Email Selling Lists
Chapter #6 Alternative Income Sources
Giclée Print Technology
Self-Publishing
Licensing Opportunities
Chapter #7 Selling Via eBay, Etsy and Amazon Marketplaces
Chapter #8 Consigning and Selling Through Auction Houses
The Process of Consigning
Growing Role of Auction Houses
Chapter #9 Barter Exchanges and Cashless Transactions
Trading Fine Art
Internet-based Barter
Joining A Barter Exchange
Reference Category Listings
Art Industry Mailing Lists. Art Weblogs, Artist Website and Portfolio Services, Social Media Marketing, Barter Trade Exchanges, Bulk Email Services, Content Community, Currency Converters, Digital Encryption Technology, Domain Name Brokers, Domain Registration Services, E-Commerce Shopping Carts, Social Networking Websites, Fine Art Marketplace Websites (Painting, Drawings, Sculpture, Photography, Handcrafts, Fashion and Jewelry), Press Release Services, Search Engines, Weblog, Website Design Software, Host Comparisons, Website Hosting, Translators and Troubleshooting.
Marques Vickers
Visual Artist, Writer and Photographer Marques Vickers is a California native presently living in the San Francisco Bay Area and Seattle, Washington regions.He was born in 1957 and raised in Vallejo, California. He is a 1979 Business Administration graduate from Azusa Pacific University in the Los Angeles area. Following graduation, he became the Public Relations and ultimately Executive Director of the Burbank Chamber of Commerce between 1979-84. He subsequently became the Vice President of Sales for AsTRA Tours and Travel in Westwood between 1984-86.Following a one-year residence in Dijon, France where he studied at the University of Bourgogne, he began Marquis Enterprises in 1987. His company operations have included sports apparel exporting, travel and tour operations, wine brokering, publishing, rare book and collectibles reselling. He has established numerous e-commerce, barter exchange and art websites including MarquesV.com, ArtsInAmerica.com, InsiderSeriesBooks.com, DiscountVintages.com and WineScalper.com.Between 2005-2009, he relocated to the Languedoc region of southern France. He concentrated on his painting and sculptural work while restoring two 19th century stone village residences. His figurative painting, photography and sculptural works have been sold and exhibited internationally since 1986. He re-established his Pacific Coast residence in 2009 and has focused his creative productivity on writing and photography.His published works span a diverse variety of subjects including true crime, international travel, California wines, architecture, history, Southern France, Pacific Coast attractions, fiction, auctions, fine art marketing, poetry, fiction and photojournalism.He has two daughters, Charline and Caroline who presently reside in Europe.
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Book preview
From One Artist To Another - Marques Vickers
From One Artist To Another:
Online Marketing Advice For Artists
Published By Marques Vickers at Smashwords
Copyright 2023
TABLE OF CONTENTS
Preface: The Online Revolution Continues
Advancing Forward
The History of Internet Sales
What Art Selling Outlets Are Profiting By Online Sales
The New Gallery Business Model For Selling Online
Specific Online Changes Over the Past Decade
The Shifting Balance of Power Between Artist and Seller
The New Role Changes Between Artist and Art Gallery
Breaking Into The Art World’s Closed Circle
Global Selling Opportunities
ARTIST SALES TOOLS
Chapter #1 A Fresh Dependency and Integration of Social Media
What is Social Media?
Three Primary Factors That Maximize Social Media Reach
#Hashtags
How to Personalize Social Media Follow-Up
The Three Categories of Social Media Best Suited For Artists
Content Community Websites
Social Networking Websites
Non-English Language Social Network Websites
Weblog Websites
The Frailties and Fallacies Behind Being Liked
Abusing the Numbers
The Laws of Online Survival
Automating All of Your Social Media Outlets Together
Be Mindful of Your Time Commitment
Chapter #2 An Artist’s Website
Attractive Packaging
Your Role in Creating The Design Concept
Website Building Programs
Third Party Designers
Designing Your Own Website
Personalize Your Website
Exhibit Your Artwork Images
Limitations of Display Monitors
Image Terminology
Index Page Loading
Evaluating Your Website Host
Technical Support
Set Up Fee/Monthly Fee
Hard Drive/Space
Uploading File and FTP Access
Common Gateway Interface Additions
E-mail Boxes and Pop 3 Aliases
Statistics
Bandwidth
Other Considerations
Memorable Domain Name
Why Control Your Domain Name
Clarity of Vision
Layout Harmony
Make Your Site Simple to Navigate
Attaching Visual and Audio Clips
Global Considerations
Protecting Your Online Images
Encryption Software
How The Cellular Phone and Tablet Revolution Affects Website Layouts
The Most Important Layout Design Distinctions
Present and Future Advantages of Mobile Designed Websites
Chapter #3 Drawing Traffic To Your Social Media Pages and Website
Qualifying Your Website Viewers
Search Engines and Indexes
Where and How Often Should You Submit Your Website Pages
Paying For Search Engine Submissions
Reciprocal Links and Website Rankings
Web Beacons
Backlinks
Buying Traffic and Ad Words Programs
Overpaying For Non-Buying Traffic
Electronic Magazines
Chapter #4 Who Buys Art? Online Art Gallery Sales Outlets
Identifying Primary Buyer Groups
Repeat Art Buyers
Art Galleries (For Artists)
Hotels and Restaurants
Interior Decorators/Designers
Corporations and Local Businesses
Advertising Agencies
Publishers
Architects/Real Estate/Property Managers/Builders/Developers
Public Agency Commissions
Chapter #5 Cultivating Media Exposure and Email Marketing
Strategies For Sending Out Press Releases
Bulk Email Press Release
Third Party SMTP Bulk Email Services
Pitching Your Story
Specific Media Submission Guidelines
When Should You Publicize Yourself?
Press Release Services
Purchasing Mailing and/or Media Lists
Direct Mail and Permission Based Email Selling Lists
Long Term Objectives For Direct Mail
Integrating Direct Mail With Email
Chapter #6 Alternative Income Sources
Giclée Print Technology
Giclée Production Process
Large Format Inkjet Printers
Self-Publishing
Licensing Opportunities
Legal Considerations With Licensing
Greeting Cards
Artificial Intelligence Product Lines
Chapter #7 Selling Via eBay, Etsy and Amazon Marketplaces
EBay Auctions and Merchant Stores
Etsy Merchant Stores
Amazon Marketplace Stores
Establishing A Prominent Placement Presence Through Ads
Chapter #8 Consigning and Selling Through Auction Houses
Who They Represent
The Process of Consigning
Seller’s Reserve
Appraisal Days
Itemized Reporting
Payment to Consigners and the Rate of Seller’s Premium
Growing Role of Auction Houses
Chapter #9 Barter Exchanges and Cashless Transactions
Trading Fine Art
Internet-based Barter
Trade Dollars
Bitcoin and Cryptocurrencies
Taxation of Barter Transactions
Joining A Barter Exchange
Reference Category Listings
Art Industry Mailing List Services. Art Industry Weblogs, Artist Website and Portfolio Services, Automated Social Media Marketing Websites, Barter Trade Exchanges, Bulk Email Services, Content Community Websites, Currency Converters, Digital Encryption and Watermark Technology, Domain Name Reselling Brokers, Domain Registration Services, E-Commerce Shopping Carts, English Speaking Social Networking Websites, Fine Art Marketplace Websites (Handcrafts, Fashion and Jewelry Specialization), Fine Art Marketplace Websites (Painting, Drawings and Sculpture), Fine Art Marketplace Websites (Photography Specialization), Large Format Printing Research, News Media Search Engine Submission Sources, Pay Per Click Traffic Services, Press Release Distribution Services, Search Engines, Weblog Websites, Website Design Software, Website Host Comparison Services, Website Hosting Services, Website Translator Services and Website Troubleshooting Services.
The Online Revolution Continues
The Internet continues to narrow the gap between the creative artist and art buyer. The traditional sales channels of galleries, art fairs and auction houses remain the principal selling outlets for fine art. Through their own online presence, each has expanded its global markets and reach. As artists become more proficient in their online selling expertise, so too will their exposure and selling options.
This edition is my third interpretation on the same subject following my initial publication in 2005 through Allworth Press entitled Marketing and Buying Fine Art Online. My second edition in 2015 was titled The Ultimate Guide to Selling Art Online leading up to the current incarnation. Art industry websites, venture capital and innovative communication outlets have been introduced with varying success. There have been numerous casualties along the road to profitability…but survivors as well. Many aspects and strategies have evolved over the last two decades. More sophisticated selling and marketing techniques have become employed by artists to assist their professional growth. Continued innovation and expansion remains a certainty.
Advancing Forward
There remains no singular certainty to success. Trial and error remains the only manner to arrive at your intended objective. The Internet continues an evolution that will continue to open up fresh opportunities to committed professional artists.
Visual art is not necessarily a competition. There is no finishing tape. Creation has no established retirement age. You may paint, sculpt, video, photograph or even tap a keystroke until you physically cannot any longer.
You may not become an acknowledged success within your lifetime. The elemental act of completing finished work however is achievement. Many individuals claim that they are artists without following up by actively creating. Within our often-sedentary universe of spectators, there still exist niches for fresh voices, images and visions.
The marketing advice offered is sourced straight from personal experience. The articulation and explanation process is still being shaped and refined, just as the influence of the Internet upon the publishing industry remains fluid. My observations are neither self-serving nor ego driven. I want you to succeed as an artist on your terms. I hope that I may contribute towards your continued productivity.
Whatever pathway you embark upon, keep your creative output continuous. Marketing is an important element in the process, but ultimately, your output is the measurement.
The History of Internet Sales
Direct online access is a transformation that has evolved significantly with the expansion of Social Media.
Since the beginning of the new Millennium, the Internet has shifted the terrain of the art world significantly. Starting in 1999 when I first began writing on the subject of selling art online, venture capital funded art retailers, short on credibility and staying power, generated most of the prominent activity.
Their default rate exceeded over 70% following this period and mirrored the steep decline of the NASDAQ stock exchange and other well-publicized dot-com busts. A three-year period of excessive hemorrhaging became a reality check. Following the identical pattern of economic cycles in other business sectors, the thinning out process was foreseeable.
What Art Selling Outlets Are Profiting By Online Sales
Once the frenzy surrounding these resellers subsided, the true influence of the Internet began on art sales.
How is that influence manifested today? For starters, legions of long standing brick and mortar galleries have shuttered their storefronts and chosen to consolidate their marketing efforts online and by exhibiting exclusively in international art fairs. Walk-in buyers remain serviced by surviving retail art galleries. But many art transactions today are often conducted without the purchaser physically viewing the work before purchase.
Auction houses have thrived