Digital Marketing for Galleries: Best Practices saskia@artsy.net
Agenda Building a Digital Strategy • Who are online collectors? • SEO • Email Marketing • Social Media • Online Art Platforms
Agenda Building a Digital Strategy • Who are online collectors? • SEO • Email Marketing • Social Media • Online Art Platforms
Who are online collectors? Stage 1: Initial motivation - Do they identify as a collector? - Building confidence Stage 2: Discovery - Multiple channels inc. social media - Accessibility and investment in SEO Stage 3: Decision Making - How can you support a collector’s decision to purchase a work? Be engaged, transparent Stage 4: Payment - Simplify, reduce steps, no surprises Stage 5: Post-payment - How do you maintain the relationship?
Agenda Building a Digital Strategy • Who are online collectors? • SEO • Email Marketing • Social Media • Online Art Platforms
Search Engine Optimisation (SEO) How do you make your programme and artists discoverable? On-site SEO - Keywords: use trends, be relevant - Written content: keyword density, avoid duplicate content (penalised) - Image optimisation: image names e.g. andy-warhol-bananas Off-site SEO - Linkable assets: across your website i.e. interviews and press - Social and SEO: encourage sharing of content, comments, likes - Online Art Platforms: established high-ranking scores, higher engagement Technical SEO - Mobile SEO and responsive design
Agenda Building a Digital Strategy • Who are online collectors? • SEO • Email Marketing • Social Media • Online Art Platforms
Email Marketing Grow your subscriber list - - Cross-channel promotion. E.g. Instagram - In-person - Advertising with CTAs - Data collection and GDPR Segmentation + Email Service Provider (ESP) - Segmented campaigns: +15% more opens, +60% more clicks - Segment by geo and relationship type - Reliable delivery, quality templates, segmentation and analytics Content - Key moments vs year-round - Images, animations and CTAs (what do you want them to do?) Measure your success - Define your KPIs - Understand industry benchmarks
Email Marketing Continued Common KPIs — Open Rate — Click- Through Rate (CTR) — Unsubscribe Rate — Deliverability — A/B Testing Results Benchmarks — Open Rate: 26% — Click- Through Rate (CTR): 2.66% — Unsubscribe Rate: 0.29%
Agenda Building a Digital Strategy • Who are online collectors? • SEO • Email Marketing • Social Media • Online Art Platforms
Social Media Content top tips - Add people, create scale - Include context. E.g. show your fair booth - Research relevant hashtags, piggyback on trends - Geotag to be more discoverable Advertising - Measure your ROI with digital ads - Target on interests and affinities, not demographics Use video - Artist interviews and ‘behind the scenes’ footage - Go live! Be ‘always on’ and multichannel - Display artworks available for sale - Your collectors are across screens and channels, you need to be - Constant drumbeat vs. tentpole moments
The benefits of being ‘Always On’ Ongoing: SEO Online Art Platform Email Marketing Social Media Collector engagement --> miart Artissima Show Online Show Show Exclusive Jan June Dec
Agenda Building a Digital Strategy • Who are online collectors? • SEO • Email Marketing • Social Media • Online Art Platforms
Online Art Platforms - Global art market reached an est. $67.4BN in 2019 (+6% YoY) - Online art market reached $6BN in 2019 ( +11% YoY ) - Dealers reported that 52% of online sales were to new buyers - 55% of inquiries on Artsy come via the iOS application (Source: Art Basel and UBS 2019 Art Market Report)
Reaching new collectors , new markets Collector Gallery Average distance of sold artwork on Artsy: 3,000 miles
Want to learn more?
Thank you. saskia@artsy.net
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