Art is Subjective - Business Branding is Intentional
Hello everyone, today's Behind the Lens post focuses on the business side of the Tanya Owens Photography. I am currently taking a phenomenal course at the University of Houston's Bauer School of Business. The SURE program is designed to help entrepreneurs and small business owners craft a business plan, refine their elevator pitch, and prepare to present their business to potential investors or lenders. As part of this journey, I am working toward forming my LLC, trademarking, branding, and establishing the foundational elements of my business.
Recently, I reached out to fellow artists on the Fine Art America (FAA) forum, hoping to gain insights into effective marketing, branding, and customer acquisition strategies. I asked the following questions:
Beyond social media (which isn't always a quick solution for building an audience), what practical, actionable advertising strategies have you found effective in driving sales on FAA? I'm particularly interested in strategies that work for those who cannot utilize Google Merchant.
What platforms or methods have you found most effective for running ads that convert viewers into buyers? Are there specific ad formats, targeting options, or platforms that have yielded the best results for art sales?
Have you implemented any ad campaigns or marketing tactics that helped build a base of repeat buyers?
Are there platforms besides Google and Bing that you have found effective in driving traffic to an artist's store?
Artist's Response
I was eager to learn from the experiences of other artists and hoped for strategic insights. However, one of the responses I received focused more on critiquing my shop rather than addressing my specific questions. The response suggested that I needed to post more work, avoid common subjects, and create eye-catching, unique pieces. While I appreciate the perspective, it didn’t provide the marketing insights I was looking for.
But the basics are simple: post things you would take notice of or buy yourself. Try not to post things anyone can take and has. Like clouds? Random flowers, images with odd filters. Flowers do sell, but everyone has flowers so you are against all of them. Only having 43 images does not help you at all. You've been here since 2021 and only have 43 images, that's not even 2 rolls of film. You have to put up a lot of things, eye catching work, stuff commoners can't easily do themselves, then promote it where ever it fits. There is no one catch all solution, because what works for them doesn't work for you.
Building a Successful Brand
There’s a misconception that simply increasing the number of images in a shop will lead to sales. However, success in art sales is not purely about volume—it’s about reaching the right audience and converting admirers into buyers. I’ve seen artists with only a handful of designs achieve great success, proving that a strategic approach matters more than sheer quantity.
From my research, I’ve observed that many successful fine art photographers generate income through teaching workshops or leading photography tours. While this may be a great business model for some, it’s not the path I want to take. If my goal were solely financial, I could return to corporate consulting or project management, where I have extensive experience. But my passion lies in creating and selling art, whether through prints or licensing agreements.
I am also aware that lucrative opportunities exist in wedding, event, sports, and commercial photography, but those fields don’t align with my vision. My art is centered around nature, wildlife, and the beauty of the great outdoors—work that is meant to inspire and transport viewers.
My ideal business model involves working with corporate art buyers, interior designers, and art consultants. Instead of selling directly to individuals, I aim to collaborate with professionals who curate artwork for office spaces, wellness & hospitality settings, and commercial properties. They understand their clients’ aesthetic and space requirements, making them the perfect bridge between my art and potential buyers. This allows me to focus on what I love: creating art while ensuring that my work reaches appreciative audiences in meaningful ways.
The challenge remains: How do artists successfully convert interest into sales? That is the key question I continue to explore. While I may not have found all the answers yet, I remain committed to refining my marketing strategy and building a business that aligns with my artistic vision.
Fellow Fine Art Photographers
For any artists reading this: If you've discovered effective strategies for marketing and customer acquisition, I’d love to hear from you. Let’s work together to support and uplift each other in this journey.
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