Susan Washington

One of the biggest questions we face as artists in today’s evolving art market is, “How do we effectively market our art, especially online?” Most of us know it's necessary, but let’s be honest—it’s not something many feel comfortable doing. Some artists even worry it feels like “selling out.”

I’d like to encourage you to think about it differently. When you create art in your studio, it’s deeply personal. Marketing is simply about connecting with people who resonate with your work. You’re not hard-selling to someone who isn’t interested; instead, you’re authentically sharing what you create and are passionate about. Some people will naturally connect with that—that’s your audience, your tribe.

To dive deeper into this, I had the opportunity to chat with Kate Tallent, Chief Marketer and Creative Director at [KTD Creative](https://www.ktdcreative.com/), a marketing firm in Baltimore. I asked Kate something on many artists’ minds: “How do we reach more collectors and turn those connections into sales?” Here’s what she had to say:

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“My number one trend for this year is to be your authentic self. As a marketing agency, there are other great agencies out there, and we all do really good work. Generally speaking, there is a vibe, and I am real, and people pick up on my authenticity, allowing them to build trust. On the surface, they may be doing something similar. Or maybe there are 20 artists painting in oil, all from the mid-Atlantic region. But we know they are different. So, it would be our job to determine what differentiates them from all the others. We can't do that unless they are authentic. It’s okay to be that way because you don't want to be all things to everyone. There are enough customers for everyone. But, you have got to put yourself out there.”

Kate and I spoke for over an hour, and afterward, she encouraged me to send her a list of questions. She provided thoughtful, detailed answers with actionable steps. These were so helpful that I want to share it all with you. Because finding ways for artists to market their work, particularly online, is an important topic, I’ll break all the information she shared into three blogs. This information is invaluable—but only if we act on it.

Consider printing out this list, grabbing a highlighter, and marking the parts that resonate with you. Then, get to work!

##### How can you convert followers on social media to sales?

**1. Engage Consistently and Build Trust**: Share valuable content regularly to build a connection with your audience. Respond to comments and messages to create a loyal community.

**2. Offer Exclusive Deals for Followers**: Run promotions, discounts, or giveaways exclusive to your social media audience. This creates a sense of exclusivity and urgency. _(Note: On Cohart, you can also create a sense of exclusivity by using our [Exclusive Access feature](https://www.cohart.com/news/2024-october-recap). You can also use [this form](https://forms.gle/LBnTbnNT685C5oTB7) to request a Cohart promo code that you can share with potential buyers.)_

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**3. Use Clear Calls-to-Action (CTAs)**: Guide followers to take action. Use CTAs like “Shop Now,” “Learn More,” or “Limited Time Offer” in captions and bios. _(Remember to add your storefront to your Instagram Link-in-Bio. You can encourage users to click on that link as a call to action.)_

**4. Leverage Influencers and Collaborations**: Partner with influencers or complementary brands to reach new potential customers who trust their recommendations.

**5. Use Stories, Reels, or Live Streams**: These formats increase engagement and allow you to demonstrate products, show behind-the-scenes content, or answer questions in real-time.

**6. Run Ads and Retargeting Campaigns**: Use targeted ads to reach followers who have shown interest in your posts but haven’t made a purchase yet.

**7. Create a Simple Purchase Path**: Ensure you connect your Cohart storefront to your social media for minimal steps to complete a purchase. 

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##### What are some easy-to-implement tips for creating engaging social media posts?

**1. Use High-Quality Visuals**: Eye-catching images or short videos grab attention faster than text alone. Try using bright colors, clear images, and aesthetically pleasing layouts. _(Note: Read our Blog on [How to Photograph your Artwork with Michael Daks](https://www.cohart.com/news/how-to-photograph-your-artwork))_

**2. Add Captivating Headlines**: Use bold, intriguing headlines that hook readers in, like “5 Secrets to…” or “Here’s Why…” to spark curiosity.

**3. Keep Captions Short and Clear**: People scroll quickly, so get to the point in a few sentences. If a longer caption is needed, make it skimmable by using line breaks, emojis, or bullet points.

**4. Use Emojis Thoughtfully**: Emojis can add personality and break up text, but use them sparingly so they don’t distract. For example, add a smiley face, a thumbs-up, or icons related to your content (e.g., 🎉 for announcements).

**5. Tell a Story**: Share a personal or brand story, such as the journey behind a product, a behind-the-scenes moment, or a customer success story. _(Note: You can also copy and share this into your Cohart Moments for even more visibility)_.

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**6. Include a Clear Call to Action (CTA)**: Whether it’s “Tap the link in bio,” “Tell us your thoughts below,” or “Tag a friend who needs this,” a strong CTA encourages followers to engage.

**7. Experiment with Short-Form Video**: Platforms like Instagram Reels, TikTok, or YouTube Shorts are popular for bite-sized content. Show a quick product demo, share a fun fact, or answer FAQs.


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**8. Celebrate Your Community**: Acknowledge follower milestones, such as hitting a certain number of followers, and thank your audience with a celebratory post.

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Marketing your art doesn’t have to feel overwhelming or impersonal—it’s an extension of your creative process. By showing up authentically, engaging thoughtfully, and crafting content that tells your story, you’re inviting others into your world. Remember, it’s not about reaching everyone; it’s about connecting with the right people who resonate with your work. With actionable steps like using high-quality visuals, offering exclusive deals, and experimenting with video content, you can build meaningful relationships and grow your collector base.

Set aside a half hour a day to start implementing the ideas here that resonate most with you and begin to see results. And, stay tuned for Part 2 in this series of marketing tips for artists. 

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Interview with Kate Tallent, owner of Baltimore Marketing Firm, on marketing basics and strategies to help artists promote their work.

Marketing 101 for Artists

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