
Marketing for Artists

Commercial Photography for Artists and SME’s
Marketing for Artists & Craft workers.
Like many small businesses, a website and a business plan are essential for those starting up. Many people dream of following their passion and becoming an artist or craftsman. That’s great – but unless you have a private income, trust fund, or a great pension, you need to treat your passion as a business.
Your passion and the support of a few friends can be a great start, but your art has value, and it’s very important to get advice and guidance. It might seem obvious, but creative types often just want to focus on producing great art.
A gallery may take you on, but that is often the most difficult thing to achieve. Sadly, you are not only the artist – you also need to market yourself and your work. Marketing photography effectively, particularly for artists, is essential for making your art visible to the right audience. Buyers love to know the story behind the art, so marketing photography as part of your personal and professional brand can make all the difference.
Platforms like Facebook, Instagram, and TikTok allow you to create a following, and sites like Etsy can help you monetise your work. But remember – these platforms are ultimately businesses making money for themselves. Before your art can generate income, you need to invest in your photography marketing strategy to show your work at its best.
Making money from art has always been difficult – just think of Van Gogh, with only one sale in his lifetime. Today, artists face similar challenges, but the tools are there to help. Whether it’s hiring great marketing experts or managing a marketing photography business yourself, success requires effort and strategy.
One crucial element is having great photography to showcase your work. Whatever you produce, it’s never going to make money unless it can be seen. Marketing your work and yourself is a fundamental part of artistic practice. Look at the artists doing well and ask, “What have they done differently?”
Producing great art is only part of the process. You have to be visible.
A good website is a great starting point – platforms like Wix or SquareSpace are excellent for beginners. But if you’re not tech-savvy, a web designer can help. It doesn’t need whistles and bells, but it must be functional and work on all devices, especially smartphones.
The images of your art should ideally be produced by a professional. Websites are so technically advanced now that image quality is crucial. A decent camera, professional lighting, and a lens that doesn’t distort can make a world of difference. Product photography marketing is vital if you’re selling original works or limited editions, ensuring consistent quality and a cost-effective process.
Don’t forget the importance of portrait photography marketing. A strong portrait – ideally an environmental one taken in your studio – can make a brilliant homepage image. It’s your brand image, after all. A portrait of you surrounded by your work helps connect your audience to the art and tells your story.
Videos and still images of you creating your art also play a key role. These show potential clients the time, effort, and skill behind your work. Communicating this process through photography marketing not only builds trust but also justifies the value of your art.
If you expect to sell your work for hundreds or even thousands of pounds, you need to show why it’s worth that amount. A well-executed marketing photography strategy can highlight the hours, skill, and creativity that go into each unique piece of art.
Featured artist : Andy Gill – Potter and educator, – Instagram