What is omnichannel marketing and why do I need it for my art business?

Omnichannel marketing is taking your message and, through a coordinated effort across multiple channels working together, trying to get as much of the attention you have to actually see your message. You might have an email list, a personal Facebook page, a business Facebook page, Instagram, Twitter, YouTube, a snail mail list, a text message list—any combination of these. Omnichannel marketing means using all these channels in coordination to maximize the chances that your existing audience sees what you’re promoting, whether it’s a sale, your art, your process, or a gallery show. It’s fundamental to getting the attention of the attention you already have. It has layers, nuance, and requires trade craft, and it’s a muscle you build over time by practicing and getting better at it.

---

Asked by artists learning marketing fundamentals · Answered by Patrick Shanahan · art-marketing-podcast · 2020-10-21