How will Brexit impact inbound marketing for art galleries?

April 11, 2017
By John

Like so many things, the triggering of Article 50 may make life harder than ever before for those doing inbound marketing for art galleries. Or, it could be the best thing that ever happened to them.

When the history books come to revise Brexit in a decade or so, there will be more than a paragraph dedicated to the maddening uncertainty that many have already been and will be put through over the next couple of years.

If Art Gallery Marketing interests you then you can find out more by clicking here...

That’s also the feeling within the art industry, with award-winning sculptor Anish Kapoor recently describing Brexit as either a ‘depressing moment’ or ‘golden opportunity’. Any gallery that invests in marketing for art will be praying it’s the latter.

Marketing your gallery in a competitive space can be difficult. If you want some some solid information on how to do it right, read our blog "Marketing your art gallery online: Everything you need to know"

With a fluctuating pound, potential trade barriers across EU nations, questions around VAT and more, galleries need to work extremely hard to build strong, long-lasting relationships with experienced high net-worth investors as soon as possible to counter any negative effects that might hit the British art market.

Inbound marketing for art galleries can not only help you put strong online advertising foundations in place to attract an audience of qualified, sophisticated investors, but can also be a way for galleries to increase footfall and public interest in the brand and the artists you represent.

Inbound marketing for art galleries is a stroke of genius

There’s every chance that Brexit will represent a triumph for the second-largest national art market in the world.

Across 2016, British dealers and auction houses counted for 21 percent of $56.6 billion of global art sales according to the Art Basel-UBS art market report. While much closer to China’s 20% than the 40% of sales seen in the United States, some commentators believe that Brexit will help boost international trade and make the UK market more competitive than it currently is.

That still doesn’t help us put a finger on what will happen during and post-Brexit, though. Whatever happens, curators can invest in inbound marketing for art galleries now to build a targeted audience of investors and art lovers who will help grow the brand.
With creative attractions in London seeing falling footfall over a sustained period, though, and with the trend hitting galleries particularly hard, inbound can help you be much more visible and attractive to potential prospects on an almost instant basis.

How will Brexit impact inbound marketing for art galleries?

Marketing for art that helps investors get the picture

With falling footfall across the UK and the prospect of an uncertain Brexit, can your gallery sales floor really afford to waste time chasing up weak leads, costing you money and stopping your artists getting the exposure they need?

The right inbound strategy can allow galleries to target high net-worth individuals with an express interest in purchasing art close to their location through a variety of visual mediums and social networks.

A strong organic and paid search strategy will capitalise on investors’ intent to purchase specific new artworks when they research new artists on the world’s most popular search engines, while a creative content production strategy will promote your gallery, the artists you represent and their works to a brand new audience.

With approximately more than 1,500 gallery spaces in London alone, a bespoke inbound marketing strategy can also keep you and your artists ahead of the competition. Visual social platforms such as Facebook and Instagram are also constantly evolving to offer solutions specifically designed to attract footfall to physical locations, especially if you invest your marketing budget accordingly.

Personal relationships with prospects are key when marketing for art, and an inbound strategy will help you identify and approach sophisticated investors ready to invest in the artists you represent before they’ve even set foot into your gallery.

Marketing your gallery in a competitive space can be difficult. If you want some some solid information on how to do it right, read our blog "Marketing your art gallery online: Everything you need to know"

GET YOUR GUIDE TO ART GALLERY MARKETING