How consistent do I need to be with my marketing?

Think of your online presence like owning a physical gallery. If you owned a gallery on Main Street, you wouldn’t unlock the door, flip the sign to ‘Closed — Artist Burned Out,’ and disappear for months. You’d keep it open 4-6 days a week because you have bills and rent to pay. Some days you wouldn’t want to go in, but you’d show up anyway or get someone to cover. The same applies online. I’m not saying 7 days a week, 9-9, but you cannot go dark for months at a time. The hours your gallery doors are open is a proxy for the consistency of your marketing. Life happens to everyone, but you can’t treat marketing like a New Year’s resolution — going strong in January and abandoned by March. Keep the doors open consistently.

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Asked by artists struggling with consistency · Answered by Patrick · Art Business Webinar · 2026-08-05