Art galleries are always looking to attract new art collectors and showcase their artists. LinkedIn is a compelling social platform for getting your gallery’s name out there, connect with art collectors and collaborators, and conducting competitive research.
Let’s explore how art galleries can use LinkedIn to spotlight their artists and attract new collectors. We’ll also discuss some top tips for using LinkedIn features and best practices to ensure your gallery stands out.
Leveraging LinkedIn Features
LinkedIn provides an array of tools and features that can be incredibly beneficial for art galleries wanting to expand their reach and engage with potential collectors. To begin developing your strategy for this platform, establish clear objectives for your LinkedIn activities. Setting specific goals will help in creating a focused strategy that aligns with your gallery’s overall mission and business aspirations.
I think you will find that LinkedIn offers a powerful platform for achieving various marketing and networking goals. Whether it’s increasing brand awareness, connecting with art collectors and partners, or driving more traffic to your website, you can tailor your LinkedIn strategies to meet specific objectives, foster growth, and cultivate a thriving community of art enthusiasts and collectors.
LinkedIn offers a variety of features that can help art galleries connect with potential collectors and increase their visibility on the platform.
Here are a few key features to consider:
LinkedIn Groups
LinkedIn groups let people with the same interests meet and share info. Joining groups like “Contemporary Art Collectors” or “Art Investment” can connect you with possible collectors interested in your artists. Also, starting a group about a topic close to your gallery’s focus can show you’re a leader in that area and bring in new followers. Plus, you get to guide the conversation. But remember, some groups are all over the place and aren’t helpful at all.
(If you’re not a member of Gallery Fuel’s group, check it out. It is intended to be a place to ask your peers questions. I try to screen it carefully to keep membership just art dealers and gallerists.)
LinkedIn Pages
Creating a LinkedIn page for your art gallery is key. It’s a space to highlight your artists and exhibitions, share event news, and connect with followers. To grab attention, use striking images and clearly describe what your gallery offers and its mission.
A comprehensive page is always more effective. Be intentional when filling out a business page and consistently post new content. Pick a profile picture that shows off your gallery’s focus and sets you apart from others. A collage can be effective. Take care crafting your About section to convey your brand’s personality and values, along with the basics. Consider using the product page creatively to feature art pieces in an exhibition.
Draw people to your gallery’s LinkedIn page by using hashtags, inviting your contacts, and promoting it on your website and in your newsletter.
LinkedIn Publishing
You are the expert in your gallery’s niche and artists. You should also create and share your own original content on LinkedIn. Share your gallery’s blogs. You can post it as long-form articles through the LinkedIn Publisher feature.
LinkedIn Publishing allows users to create and publish their own content on the platform. Art galleries can take advantage of this feature by sharing insightful articles about the art industry, behind-the-scenes information about their artists and exhibitions, and interviews with your artists and partners. This can help establish your gallery as an authority and attract new prospective clients.
LinkedIn Ads
Advertising on social media can be tricky. You might have to adjust your expectations and begin slowly. Know that LinkedIn Ads may not give quick results, but they’re a strong part of your marketing tools.
Don’t overlook remarketing. Aim for users who’ve already interacted with your content. LinkedIn lets you target those who have shown interest before. This helps you offer an ad that nudges them further in their buying journey with your gallery.
Make sure your call to action is strong and imaginative, too. Tailor your ads to match different parts of your audience. For instance, talk to experienced collectors one way and new or younger ones differently. Try out various form types to get leads. These could be for RSVPs, setting up calls, or downloading catalogs. Also, use different ad styles like carousel ads, sponsored InMail, and dynamic ads to catch users’ attention.
When setting a budget for your gallery’s LinkedIn ads, don’t go for automated bidding right away. Manual bidding gives you more control over your spending and targeting. This is useful as you figure out what’s effective for your gallery and advertising aims.
LinkedIn Analytics
How do you know if you’re making progress with your LinkedIn strategy? Utilize LinkedIn’s built-in analytics tools. Look for the analytics tab on your page to access your gallery page’s insights to view follower demographics, engagement patterns, and post-performance.
Use what you learn to adjust your strategy to better achieve your goals. Let the data guide you to success in connecting with art collectors on LinkedIn.
Best Practices for Gallery Sales and Marketing on LinkedIn
Once you’ve established your gallery’s presence on LinkedIn, it’s important to post regularly and consistently. Here are some best practices to keep in mind:
Define your gallery program and mission
Make sure that all your posts align with your gallery’s brand and mission. This will help establish your gallery’s unique voice and build a loyal following. Just like other social media platforms, you use them to be discovered. LinkedIn is more professional than other platforms, and users don’t want to be guessing what you and your gallery are all about.
Follow your competitors
Following other art galleries can be enormously eye-opening. You will gain insight into what they’re offering, how they are messaging their value to buyers, how they are promoting their artists, and what’s a priority for them in the art business.
You may glean a better understanding of how your gallery can do things better and stand out to qualified buyers.
Follow industry hashtags
Using hashtags is essentially a way to group conversations or content around a certain topic together. This makes it easy for people to find content that interests them. LinkedIn users don’t use as many hashtags in their posts as we see on other platforms like Instagram, but they are still relevant.
Search for and follow hashtags used regularly by other players in the art world on LinkedIn.
You’ll be surprised at the content you see that you may have missed otherwise. Your feed will be filled with topics most relevant to your gallery and the art industry. You will have a better and broader idea of what is on the platform that could impact your gallery.
Optimize Your LinkedIn Company Page
LinkedIn works best for small businesses that set up both a personal profile and a company page. These help gain the trust of potential art buyers when they search for you on LinkedIn or Google.
Make sure your company page has all the details we discussed above and is consistently active. Your personal page should still be professional, but you can let people know who you are and what makes you tick there. It’s also the best place to nurture those important connections you make on the platform.
Leverage Individual Employee Profiles
Encourage your gallery team to have well-crafted personal profiles with professional headshots, descriptive headlines, and detailed job experiences. Encourage them to actively participate on LinkedIn. They can contribute thoughtfully to industry-related groups or post content on their feeds.
To the point
LinkedIn is a great tool for art galleries to meet potential buyers and work with others. To do well on this platform, be consistent with your gallery’s LinkedIn plan. Try spending about 15 minutes each day making new contacts, sharing posts, and talking with people in your network by commenting and sharing.
Advertising is an important part of the strategy, but prioritize focusing on building relationships rather than just collecting leads.
By leveraging key features like LinkedIn Groups, Pages, and Publishing and following best practices for posting on the platform, galleries can establish themselves as thought leaders in the art world and attract new audiences.
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