How are you meant to sell your art if you only have a tiny audience? It’s all very well to day that “the money is in the list” but how do you grow an email list in the first place?
The problem with social media is that you are building relationships one post at a time. I’m sure that you have heard the advice of making relationships, posting on other posts, and reciprocating likes and shares. Have you considered that by doing this you are only getting your art work in front of this other person’s audience. If this is the main way that they have grown their audience, their audience is primarily full of other artists, not collectors.
You are unintentionally growing a list of supporters. People who are not going to purchase.
So how do you go about growing that list with people who will be prepared to purchase. I have a suggestion for you. Its about leveraging other peoples audiences. When artists have sudden growth in their email audience it is because they have received publicity in front of a large audience. They are building relationships with more than one person at a time.
You can do this in a number of ways
- guest posting
- local news
- working with influencers
This is about contacting a few blogs that are related to your art. So if its wildlife, wildlife blogs. If you paint portraits of children, parenting blogs.
You write something short for them and then pitch it. All you are looking for is a short 1-2 sentence pitch of the article so they can decide if it is right for them. (unless they have details of exactly what they want. If they do, follow those guidelines).
Start with smaller blogs and then use the fact you have had posts published as a confidence boost and social proof to write for larger publications.
You may want to create a list of 50 places you want to write articles for then systematically approach people. Maybe starting with the middle of the wish list, rather than your dream publications.
Have you considered that you are news worthy. The fact that you are a local artist makes you newsworthy. Honestly it does.
Reach out to local radio and newspapers and let them know about the story behind your art, upcoming shows, completed commissions and what you are doing is giving them good information for their next news story. You are helping them do their job. I love that.
So how do you find folks to reach out to? Look at the bylines of the articles to see who wrote them. You can then go looking for their email. It could be on the newspaper website or you could simple do an email search on google. Its surprising how often you find the right address. Or you could reach out to them on Twitter or Facebook.
Influencers and connectors
In the book Tipping Point it talks about influencers, connectors and early adopters as being people you are looking for to suddenly gain that momentum for your product.
So who are influencers. It could be a celebrity, someone who has built a name for themselves, a local business person or just simply someone that the people who collect your art respect. It can take time identifying who these people are, but it can also be as simple as asking you audience it you were to interview someone who would they like to hear interviewed.
By developing a relationship with influencers and connectors, they will have a greater impact if they promote your work as they have a greater reach.
By considering these options, you are developing your reach, and getting your name known by more people than by building one on one social media relationships.
What you will need to do is have a way for these people to make connection with you. Some way that they can opt in to your email list so that you can develop your relationship with them further.
If you would like to find out more ways to grow your email audience, why not book a Business Breakthrough session and we can work out the best way for you to build your audience.