Category: MICA

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The nuts and bolts of social media: what platform is best for you?

The internet is a powerful tool for artists, offering free or inexpensive direct and indirect marketing. Learn to use it.
Ocean Park Beach, by Carol L. Douglas, available through Ocean Park Association. Put your strongest visual image first.
I’m no marketing guru; I just developed this blog by the seat of my pants. I learned along the way, and you can, too.
Indirect marketinggrows awareness of you as an artist. It comes in the form of news stories, the paintings you donate to non-profit auctions, word of mouth, referrals, reviews and First Friday walkabouts.
Direct marketing is when you ask clients to buy a painting from you directly. That can take the form of an online store, a booth at an art fair, newsletters showing off your paintings, or paid advertisements.
Brand awareness is how much your name and work are recognized by potential collectors. The whole goal of indirect marketing is to increase brand awareness. The better-known you are, the more paintings you’ll sell.
 

Sunrise, by Carol L. Douglas, available through the Kelpie Gallery. Use your blog to steer your readers toward your galleries or stores.

All artists need both indirect and direct marketing channels, and it helps to be clear about what yours are. For example, my direct marketing happens through plein air painting events, my targeted mailing list, and the Plein Air Store. My indirect marketing is through this blog, public appearances, and Instagram.
Rocks, by Carol L. Douglas. Available through Camden Falls Gallery. Using your own artwork also avoids copyright issues.
Developing brand awareness is most important when you first enter the marketplace. Of course, that’s when you can least afford it. Luckily, at this juncture, there are powerful online tools you can use for free. Here are the ones 2D artists use most:
  • Blog: best for indirect marketing.
  • Instagram: for indirect and direct marketing.
  • Targeted mailing list: useful for direct marketing.
  • Facebook business page: good for indirect marketing to an older audience.
  • Google business posting: useful if you have a physical studio or gallery you want to direct traffic to.
  • Website: can be commerce enabled (direct marketing), but, as Alex Serra remarked at MICA, websites are fast becoming the online equivalent of business cards.
  • Other free listings. Maine State Tourism offers studio and gallery listings, for example; your arts council or state tourism board may as well.

What direct and indirect marketing channels are you using now? What other ones would you like to explore?

Above is an image of my blog. It is very simple in design, and hasn’t been changed since I moved it back to Blogger in 2016. To me, the art, not the design, is the most important thing. Here are the important features:

  • There is a text ad for my workshops directly below the masthead. This runs 365 days a year and links to my website.
  • Below the headline is a tag line, which is simple search engine optimization (SEO). I just treat the first 25 words as if they were an ad for the whole post. I’m not into mindless click bait, but I do try to ensure that words my readers care about are there.
  • My most compelling picture goes first. Reposters like Facebook automatically run that photo.
  • There’s almost always a link to another of my blog posts in the copy. This increases readership and is important for SEO.
  • There’s an ad at the right and at the bottom. This is the only revenue-generation I do on my blog. I do not sell endorsements or links.
  • Five days a week, I write 400-600 words of fresh copy.

Several people at Maine International Conference on the Arts (MICA) asked me for more detailed information on marketing on social media. That’s my subject for the next few days. 

Part three: Getting readers

Feel free to comment or ask me questions, below.


And, for those who wonder, my medical tests yesterday went great. I’m cancer-free for another year.
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How to make money as an artist… and another thing!

Great ideas don’t pay the rent. You need a practical plan.
Autumn farm, pastel, Carol L. Douglas
First this: my pal Jennifer tells me, quite reasonably, that if I don’t tell anyone I’m teaching a class in October, they’re unlikely to come. Apparently the same principle applies to parties. Who knew?
If you are interested in improving your painting, or taking up painting for the first time, and you’ll be in mid-coast Maine for its most beautiful season—Autumn—then by all means put me on your schedule.
This is a six-week plein air class, starting October 2 and ending November 6. We’ll meet from 10 AM to 1 PM every Tuesday. If the weather permits, we’ll go out to a location. If not, we’ll be in my studio at 394 Commercial Street in Rockport. Oils, watercolor, pastel and acrylic painters are all welcome. And I don’t care if you’re a beginner or have an MFA. I spend my time one-on-one, not pontificating in front of an easel. The fee is $200.
Have I ever mentioned that I love teaching plein air painting?
Now, to the meat of this post. I’m presenting at Maine International Conference on the Arts (MICA) this Friday, September 28. This is a two-day conference for Maine artists, arts educators, and arts organizations. It addresses the questions of art making, arts education, capacity-building strategies and skills, and more.
I don’t know a single artist who doesn’t want to make money doing his or her art. In fact, money is part of the communication between the artist and his clients. Your clients are saying “I like your work enough to want to share my space with it,” each time they make a purchase. A purchase is an important form of validation.
Public market, by Carol L. Douglas. 
Many artists are singularly inept at business. Some cover that up with lofty sentiments about being above mere money. But great ideas don’t pay the rent. If you’re confused about how to monetize your art, this conference is a good place to start.
“I’m just not good at business” is as dumb an excuse as, “I can’t draw a straight line” is for drawing. I’m pretty fuzzy on practical matters myself. But I’ve learned to present myself and my work, make strategic plans, and use the internet to promote my work. If I can do it, you can too.
The Dugs, by Carol L. Douglas
I’m talking about a narrow topic—how to write a successful art blog—but I’m one tiny cog in this vast conference. There are twenty break-out sessions altogether. I’ve put together a short presentation that’s practical and narrow. I assume my fellow presenters have been similarly economical and to the point.
That means you’ll have good information to take home and mull over through the off season. If a better business model is your goal, MICA is a great place to start.
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So you want to be an internet star

A good online presence is focused, consistent and interesting—just like you.

Rising tide at Wadsworth Cove, by Carol L. Douglas. I selected my top Google search images for today’s blog. Seemed appropriate.

This week I’m packing for a residency at the Joseph A. Fiore Art Center. I’ll be a hermit until October 1. There will be two exceptions. The first, of course, is this blog. It runs daily except weekends and holidays, except when I’m out on the ocean. There’s no phone signal out there.

I’ll also be a panel participant in the Maine Arts Commission’s Maine International Conference on the Arts. I’ll be discussing Using Technology to Document & Promote Your Work on Friday, September 28 at 2 PM.
My success on the internet has been seat-of-the-pants. I’ve never taken a class, and whenever I start looking at online marketing courses, I get lost in the jargon. Still, this blog is a success, so I’m using this panel discussion as an opportunity to think through why it works.
A FitzHugh Lane Day at Camden, by Carol L. Douglas
Be consistent
People often ask me how to get started with a blog. My answer is that, whatever they choose to do, they should commit to doing every day. For me, that’s a strict discipline. I get up at 6 AM, write for 90 minutes, publish, and then go on to live my day.
I blogged for years, randomly, as most artists do, posting whenever I had a new piece of work or a brilliant idea. I had absolutely no traction. Then I noticed something about the internet: stirring the pot attracts people, and it has an exponential effect. The more that’s going on, the more people tend to read it.
Offer real content
If you’re looking only for a way to promote your paintings, Instagram is probably a better platform. A blog requires 400-600 words of carefully crafted content every day. It needs meat on its bones.
That isn’t as tough as it sounds. Everybody has interesting experiences, and we tell each other these stories all the time. All that really happened in this postwas that my pal got a flat tire, but the circumstances made me smile. Judging by the hits, it made a lot of you smile, too.
Parker Dinghy, by Carol L. Douglas
Find your own niche
I didn’t set out to write an award-winning blog; I set out to get rid of all the thoughts rolling around my head.
Nobody has the time to do everything, and a pallid, overstretched presence will do you more harm than good. Concentrate on what you like to do, and you’re probably doing what you do best.
Let your technology do the metrics for you
I don’t chart my progress, but I regularly check where my readers come from, both geographically and by platformsand traffic sources. I use this information to get the biggest bang out of my effort. I used to post on Tumblr; it was pointless and too much work. I’ve recently added Google Business to my daily posting, even though its numbers are small. It’s easy to do, and it promotes my physical studio.
Bathtime, by Carol L. Douglas. I don’t set out to sell paintings on my blog, but this one was purchased from a post. The buyer has become a friend.
Be patient
When I started Monday Morning Art School, I thought it was a bang-up idea. It went nowhere. I was just trying to figure out how to pull the plug when I noticed readership rising. Today, Monday is my top readership day.
The dreaded “you should”
If someone else isn’t telling me I should do something more, I’m telling myself that. They’re usually great ideas, but I also want time to paint. I keep a document on my laptop of all these “you should” ideas. I refer to this more than any other document except my packing list.