'How to sell artwork online?'… an attempt to answer the question of the year

This letter tries to answer one of the most repeated and most popular questions we have seen this year. ‘How to sell my art work online?'
Now, I am aware that as the founder of the Noenga art community platform I can not be 100% neutral in this discussion but at least I can share my vision and experience with you after 3 years of nonstop online art(ist) promotion.

To be successful with Noenga we are most interested in what works for artists and what not.
After all, if we can make our community of artists achieve its goals, it will be good for Noenga as well. That's just where social media is all about.
Our conclusion is (not the most optimistic):
* Selling art online has low potential and low ROI (return on investment).
* Art through social media is BIG but the art market through social media is still small.
The market is relatively small (even on a global scale) probably because most art buyers want to experience an artwork in reality and most collectors still work through physical networks, galleries and auction houses.

Many art platforms and online galleries don't like to admit this. They promise you sales because selling that illusion helps them grow their databases while in reality, sales are very disappointing. Therefore you never get to see any sales figures.
We know this from the inside because we know other art community founders and many online art gallery owners. I think we should be more open and fair in this and stop exploiting the artists desire to make a living out of their work. At Noenga we want to be open in this topic. In time, everybody will learn about it and the art platforms that sell illusions we be forgotten.
Hiding the truth is not sustainable because the rise of social media will reveal it.

So what to do about it - The question remains, how can I sell my work?
Until now with the technology available on this moment we think the internet should primarily be used for promoting yourself and your work.
The focus should be promotion and not selling your work. If you do that well, it will lead to sales.

• Basically it's about hard work. Create an audience using a network of lets say 10 art platforms like Redbubble, Noenga, Deviantart and other heavy traffic channels. Add social networks like LinkedIn and Facebook to this list but ALWAYS let all these services point to your PERSONAL website . The more active you are on these platforms the more traffic you will generate.
• If a platform does not let you expose your personal website or email address, don't subscribe. Always contact these platforms to ask what they can do extra for you. You are a member so you have the right to ask. If they don't respond they are not involved with their community and should be taken of your list.
• Invest in your website. An online portfolio is not enough. Setup your own sales shop service and add your terms and conditions.
• Selling online is all about confidence! Would you buy from someone you don't trust?
• Find out about international shipping and work with tracking numbers so you can offer your buyer transparency and a steady deal.
• Add your telephone and fax number so people can call you. This creates confidence under your possible buyers. Take in consideration series of low priced reproductions of your works. (As much as we would like to sell originals, on a world wide scale there are few people capable of buying one.)
• Add something like a forum or personal blog to your website. It's important to be in contact and know your audience. Running one on your own website will bring you many benefits in the field of information control.
• Forget about managers and agents that offer to do all this for you paying them a fee. A buyer wants to talk to the artist directly. Creating a wall by using an unknown manager or agent may harm confidence and can make you look very arrogant to for example a rich collector. An audience wants to know about the artists thoughts and feelings. That's what gives personality to your work and online communications.
• Openness and connectivity is the internets most unique selling point over traditional channels like galleries etc. Use it!

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Yes its hard work. It requires some promotional and commercial skills from the 21st century artist but on the other hand, you will receive a lot of independence and freedom in return. You are in control!

I see a lot of talented artists on Noenga and other platforms and sometimes I am frustrated that making a living out of art is so difficult for many.
It just doesn't feel right that art is so hard to generate money with while something so poor in it essence like for example financial products generate so much trade volume.
But we will keep working hard to find new ways, that's a promise.
Stay with us, in 2010 we will launch a non profit initiative running under the www.noenga.org domain that will benefit us all in a new way.

All the best and keep creating!

Kind regards,

Misha Stoutenbeek
Founder Noenga
''You will find me on most social networks. Feel free to connect with me.''