Last week, we reviewed a four-step process for discovering your audience, and today, we’re diving into the first step: assessment.
As the name suggests, the assessment step involves a comprehensive assessment of your current body of work. This step is essential, as it lays the groundwork for understanding your unique position in the art world and how to leverage it effectively.
Video Recap
So, how exactly do we assess our situation?  We ask questions to understand what you are offering at the current moment. Even if you believe you have a firm grasp on your artistic identity and offerings, this exercise can unearth hidden opportunities and unexplored themes that could expand your audience’s reach. Â
Let’s break down the questions into four categories:Â Â
What:Â Â
Consider aspects such as your chosen medium, the breadth of your portfolio, the diversity of your creations, your unique style, subject matter, and even the palette you use. Â
Who:Â Â
Reflect on your past buyers, social media followers, and admirers. Where did you encounter them, and what sentiments do they express about your art?Â
Where:Â Â
Explore your sales history, whether online, in physical galleries, or at art festivals. Recognizing the venues where your art thrives can inform your future marketing strategies related to your audience. Â
Why:Â
Why Does Your Work Resonate with People? What aspects of your art do people connect with, and what motivates them to invest in it? Insights learned from social media comments and buyer testimonials can provide valuable guidance in finding an audience.
Find Patterns, Themes, and IdeasÂ
Taking the time to assess your artistic journey carefully can give you important insights and help you discover new possibilities. Even though it might feel like familiar ground, this process can reveal patterns and ideas you hadn’t considered before.
To help you with this self-reflection, I’ve created a guide with many questions to get you thinking. The link provided in the video description allows you to download this helpful resource for free.
Help with Research
Next week, we will discuss the research step. If you’d like assistance figuring out your audience, consider a Strategy Session to discuss how we might work together. I offer complimentary calls to explore a session.
Four Steps to Finding an Audience or Niche for Your ArtworkÂ
Now that we’ve covered the different ways people may connect with your work and how you can think about those connections to start finding an audience or niche for your artwork, it’s time to get more specific.Â
This week, we overview four steps to help you focus on your target audience with clarity and purpose.
Video Recap
Step One:Â AssessÂ
The process begins with a comprehensive assessment of where you currently stand in your artistic career. Take stock of the type of work you’re creating, the volume of your output, and any past successes or feedback you’ve received. This introspection lays the groundwork for understanding your strengths, weaknesses, and potential avenues for growth. Next week, I’ll share an assessment tool that you can use. Â
Step Two:Â ResearchÂ
With these insights from your assessment, it’s time for some research. Dive deep into potential audiences or markets, explore online strategies, converse with fellow artists, and observe trends and preferences. The goal is to gather as much information as possible to inform your next steps.
Step Three: Experiment with a PurposeÂ
With research in hand, it’s time to put theory into action. Design purposeful experiments to gain traction for your art. Whether it’s showcasing your work in a new setting or engaging with a specific community, each experiment should be guided by clear objectives and an openness to learning.
Step Four: Build Upon What You Learn
After each experiment, take the time to reflect on the outcomes. What worked? What didn’t? Use these insights to iterate and refine your approach. Â
Help With Your Audience
Next week, we will start diving into each step.  If you’d like some assistance in figuring out your audience, consider a Strategy Session,  to discuss how we might be able to work together.  If you’d like to explore a session, I offer complimentary calls where we can discuss how we might be able to work together.
Finding Connections for Your Artwork: Â Emotion and Story
This week is the final video in a series on how people connect with your art. We are considering these connections to identify different audiences and niches that might be places where we could market effectively.
Video Recap:
In this video, we explored two final ways people connect with art: through emotion and the story or message conveyed. Emotion plays a significant role in how we engage with art, allowing us to relate to it on a personal level. Art can also form a connection through stories or narratives that resonate with audiences.
As artists seek to identify their audience, considering these connection points can help them effectively market their work.
Help With Your Audience
If you’d like some assistance in figuring out your audience, consider a Strategy Session,  to discuss how we might be able to work together.  If you’d like to explore a session, I offer complimentary calls where we can discuss how we might be able to work together.
Resources Mentioned in This Video
This blog from UGallery offers insight into how and why people purchase art by interviewing their collectors.
In today’s discussion, we’re exploring two more ways people connect with artwork: subject matter and function.
Video Recap
Subject matter refers to creating art around specific subjects or activities of interest to a particular group. Another way people connect with art is through its function.
Identifying these connections can help to identify your niche or audience. Once someone connects with your art through subject matter or function, the next step is to nurture that relationship, which we’ll discuss in future episodes.
Understand the Connection
By understanding how people connect with your work, you can uncover niche markets and audiences.
If you’d like some personalized guidance, consider a complimentary call to discuss how we might be able to work together.
In this week’s video, we are back to finding an audience and marketing to a niche with the first step: identifying your niche. If you remember in Week One’s Video, I talked about two things to start thinking about when it comes to niche and that is what is you artistic voice and connection. Â
Over the next few weeks, we will dive into how people connect with your work and how to use those connections to find an audience.Â
Video Recap: Â Know, Like & Trust
Relationships are among the most significant and common ways people connect with art. As the age-old adage goes, people do business with people they know, like, and trust. Your existing network forms the foundation of a potential audience.Â
Let’s illustrate this with an example: a client I worked with had an established art business but felt like he was missing out on opportunities for growth. Through assessment, we discovered he had a loyal clientele of repeat customers for high-end commission work. By nurturing these existing relationships, he was able to unlock new opportunities and expand his audience base.
So, how can you start building an audience through relationships?Â
1 – Make a list
Brainstorm a comprehensive list of your family, friends, acquaintances and, of course, current customers. Â Of this list, who already knows about your work? Â Who doesn’t? Â Who should know about it?
2 – Start Using a CRM
Use a Customer Relationship Management (CRM) system to track interactions and responses, ensuring that no one falls through the cracks.
3 – Reach OutÂ
Ask your connections if they would be interested in hearing about your business, seeing new work, learning about what you are up to in the way of a regular email newsletter. If they respond yes, then you can add them to your list.  This approach is not about spamming people but respectfully sharing an asking if they have an interest. Then, you focus on building genuine connections that add value for everyone involved.
Build Genuine Connections
Finally, building connections is the key to growing your art audience. By nurturing relationships and fostering genuine connections, you can unlock new opportunities and reach new heights in your artistic career. Stay tuned for more insights and tips on building connections in the art world in our upcoming episodes. Â
And if you need personalized guidance, consider a one-on-one strategy session to kickstart your journey toward building a thriving art audience.
Resources Mentioned in the Video
Email Template for reaching out to your connections: Â Send me an email at becky@artisan-advantage.com to request a copy of my template.
This first weekly videoexplores the terms niche and audience and how they work together. Then, we discuss first thoughts on identifying your niche audience. Â It starts with discovering your unique artistic voice and understanding what sets your work apart. You’ll uncover valuable insights into your niche audience’s preferences by paying attention to who’s drawn to your art and why.
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