How I Used My Favorite Platform to Grow My Art Business

My name is Mary Ann and I am a self-taught artist from the Pacific Northwest in California, close to the Oregon border, right on the coast, where the redwoods grow. 

I am a linocut printmaker. Linocut printing is a handmade printing process. The process begins with a drawing and once you have your drawing perfected, you transfer that to a block of linoleum or soft rubber. Then you carve into the block with various size gauges, creating your design. Printing ink is then rolled onto the raised surfaces of the block, paper is laid on top, and then pressure is put on the back of the paper by hand or in a press, and when the paper is lifted, you have your print. Each print comes out slightly differently due to the handmade nature of the artwork.

My journey as an artist began 40 years ago when I was in my early twenties. At that time, I was working part-time in an art-based business which included a retail art supply and framing store, as well as three beautiful gallery spaces. When I wasn’t working at the business, I was working in my home studio, painting watercolors that I sold from my studio, at local and national galleries, in stores, and at craft fairs. After about twenty years of painting, which I loved, I decided I wanted to try making jewelry. I took a couple of classes at a junior college in metalsmithing and then started making wire-wrapped and beaded jewelry as well. 

Etsy was just getting started around then, and my husband, being a computer guy, he helped me set up my first Etsy store for my jewelry. And because I was buying beading supplies wholesale online for my jewelry making, I decided I would open a bead store as well. That store is still going strong, 15 years later, and is called Adornajoy Gems. 

From my first two online businesses, I learned so much. First and foremost: good product photography. Photography is the key to online success. My first photos were not great, but adequate. The lighting wasn’t right and they weren’t the most eye-catching. But I learned by looking at lots of other jewelry photographer’s work and getting lots of practice. Since Etsy was my selling platform, I also learned as much about Etsy SEO as I could and applied their suggestions to all my listings in both stores. 

What else did I learn? It’s difficult to stand out as a jeweler on Etsy. Etsy is flooded with jewelers. I learned that I was going to have to do my own marketing and not rely on Etsy if I wanted my business to grow. 

Today, my current business is close to a full-time commitment. I do some consulting with artists in my local area through our Small Business Development Center (SBDC), helping with starting and growing an Etsy store and social media marketing.  And I still have my online gem store, Adornajoy Gems. But as my art business continues to grow, I am looking at letting go of these other two side jobs. 

Starting the Business

I started my current printmaking business just four years ago. I had started an Instagram account for my gemstone business, and because I am an art appreciator, I was also liking and following other artists whose work I enjoyed. The work that really intrigued me at that time was printmaking: linocut printing specifically. I had tried this form of printing two other times in my past and didn’t like the process at all. But because I saw such beautiful work being done by other artists, I thought I would give it one more try. I bought beginner tools and materials and once I felt I was going to take my time exploring the medium, I bought better carving tools and supplies. 

Because I have had lots of experience selling art, it was natural for me to open an Etsy store for my art prints. I waited till I had a small body of artwork in different images, and then I moved forward and opened it. It’s always a little scary for me, sharing my artwork, but I have had so many positive experiences, that I just took the plunge. What I find more challenging, because I am an introvert, is selling in person. But after I opened my Etsy store and had some good sales results, I approached a local arty gift store, Caravan of Dreams in Arcata CA, and asked if they would be interested in selling my work. They still represent my art today.

Growing on Instagram

By following other printmakers on Instagram, I learned a lot of helpful information about my craft, but I also learned a lot about using IG to promote my artwork. I saw other artists just starting out like me, and I watched as their following grew, as did their reputation and their art sales. I knew I wanted that too. I feel very strongly that Instagram is the best social media platform for artists because of how visual it is, and it is the easiest place to grow a following of interested, potential buyers.

In following other artist’s careers and their growing followers, what I noticed was that once they reached 10,000 followers, their exposure on Instagram really seemed to take off. I assume it has to do with the algorithm, but I think when you reach that number of followers, people also look at you like you are an expert in your field, and so they want to follow you for that reason.

So… I decided I was going to focus on getting 10,000 followers for my art page. I wish I could tell you I had a fast and instant way to reach that goal. I wanted that myself. It really took focus and commitment to make it happen. I would get on Instagram most mornings for about half an hour, post on my timeline, and spend time following others and engaging. I would then get on Instagram in the evening and do the same. I like Instagram, so for me, spending time on the platform was, and is, enjoyable. It took me two years to reach my goal. The next 10,000 followers took me 7 months. You can see how things speed up as your followers grow.

Engage with People Who Like the Same Things As You

My art prints are mostly about cats. My original inspiration for my work was a beloved cat of mine named Motor, who has since passed. I began using images of him from photos I had taken, but changing the cat in the artwork to a black cat. Motor was a ginger cat. I used a black cat image because I wanted the cat to be a universal symbol for all cats, not just black cats. 

In the beginning, I began by following cat organizations and other individual cat owners who had pages created for their cat’s photos. And I would like their photos and try to leave thoughtful comments when I felt inspired by their posts. I also followed other artists whose work I liked, and did the same. I post every day and I also post to Stories, which only get shown to your existing followers, so this is a way of nurturing that relationship. I share more personal photos in stories. It gives my followers a chance to know me better. And I always respond back to each and every comment. I feel that is super important.

My Advice for You

Instagram has grown enormously and changed a lot since I started on it 4 years ago. My belief is; the more followers you have, the more opportunities you have for potential sales. 

These would be my best tips for growing your Instagram account right now:

1. Start following other accounts on Instagram that have a large following, that make and sell similar art or crafts products as you do. The reason for this is to get inspired by what they are doing both creatively from their posts, and to see what techniques they are using to market themselves. I am not suggesting copying their art, product, or photos. You can learn so much from studying what another successful seller in your business or artistic medium is doing. They can be your greatest teacher. 

2. Videos rule on Instagram. You will get a much higher engagement rate when you post a video. Either on your timeline or IG reels. Reels is big right now because Instagram is competing with Tik Tok. Whenever IG starts a new feature, they will highly promote it, and reels is the latest. I get lots of views from posting videos in my timeline. I had one post that got over 40,000 views. The most popular videos you can post are in-progress shots or behind the scenes. People LOVE these videos. Look to see what the large accounts in your art or business are posting, and be inspired.

3. Interesting photos. Your photos need to stop a viewer from scrolling right past your photo. Once again, be inspired by the larger Instagram accounts you are following. People on IG want to be inspired, educated, and entertained. Look at IG as a storytelling platform, not a selling platform, though sales WILL come from what you post. This is how you connect with people interested in your product or service. And if you can, post multiple photos. If one of your followers does not react to the first photo they see, IG will then show them the next photo, and the next, to get them to engage with your post.

4. Always use hashtags. They can be used on your posts, in Stories, and Reels. Hashtags are used to categorize content and make it discoverable. They are clickable and followable. Using hashtags is a way for other IG users to find you, and hopefully, follow you. Check to see what hashtags the larger accounts you are following are using. After all, they are marketing to your audience. Make a note of which ones they use most often, and how many they use. Use those in your posts, if applicable. 

5. Right now what is REALLY big in connecting with an audience is authenticity: sharing about yourself and showing some vulnerability about yourself or your business. People want to connect with what makes you human. When I say this is big, I am telling you from experience that you will get engagement. And if you feel brave enough, share a photo of yourself with your art or product. People want to connect with the artist. There is a marketing expression, “Know me, like me, trust me, buy me.” Many people want to feel like they know, like, and trust you, before they will buy from you. 

 6. Engage, engage, engage, with your followers, and people you want to connect with. Follow, like, and thoughtfully comment. Share other’s work or business in your IG Stories. Engage your followers in your Stories with questions, polls, quizzes, and the chat feature. 

Summing it Up

My goal for the future is to continue to grow and explore linocut printmaking. I still have so much to learn, other techniques to try for doing multicolor printing, and I want to try new materials. I am also being inspired to try some multi-media techniques to add to my printmaking, and collage work. I think there will be some changes to my work this year andI’m excited.

I will be donating to my first online art auction this Spring to a cause I support. The Community Cat Coalition Of Clark County, NV is a non-profit, all-volunteer organization that provides free trap, neuter, return (TNR) services to the community. The funds from the auction will assist in spaying female and male cats and all the kittens born during the kitten season. Next, I am going to be looking into licensing my artwork. 

My general advice for you? Building a business takes time. It’s rare to have overnight success. Pace yourself. Be kind to yourself, and patient. You may have to work another job or business while building yours on the side. I did this for many years. If you are committed to building your own, you will succeed. Mindset is really important. Actually believing you can have the business you want is important. Surround yourself with friends and family members who believe in you and your dream. One of my favorite quotes comes from a song by the reggae singer Jimmy Cliff, “You can get it if you really want.” I believe this to be true.

Like many other artists I have spoken to are, I am an introvert. I used to be so shy, marketing myself was difficult. But every time I tried something new for my business such as talking to a new business owner about carrying my work, doing a craft fair, talking to someone interested in my artwork, I grew. You will too. The only way through the fear of interacting with others or trying something new for your business, is to challenge yourself. Call in your supportive family and friends, and let them help you. My husband has helped me a lot in this way. Every time you try something new to grow your business, you grow personally. And it feels awesome! Celebrate your bravery. You are growing, your business is growing, and you are inspiring others to do the same.

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