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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
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Email MarketingGrow 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’
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Artissima
Ongoing:SEOOnline Art PlatformEmail MarketingSocial Media
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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
GalleryCollectorAverage distance of sold artwork on Artsy: 3,000 miles
Want to learn more?
Thank [email protected]
