Digital Marketing for Galleries: Best Practices saskia@artsy.net - - PowerPoint PPT Presentation

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

How do you make your programme and artists discoverable? 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

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

Search Engine Optimisation (SEO)

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

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

Social Media

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’

Collector engagement -->

Jan Dec June

Online Exclusive Artissima Ongoing: SEO Online Art Platform Email Marketing Social Media Show Show Show miart

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

Gallery Collector

Average distance of sold artwork on Artsy: 3,000 miles

Want to learn more?

Thank you.

saskia@artsy.net