Frequently Asked Questions
Questions about working with a digital marketing agency for your gallery? We’ve answered the most common questions about our services, process, pricing, and how we help galleries open new sales channels, even during slow markets.
About Our Services
What makes Art World Marketing different from other marketing agencies?
We’re the only agency that combines advanced multi-channel digital marketing expertise with genuine love for and knowledge of the art world. Traditional art marketing agencies understand galleries and relationships but often lack deep technical marketing capabilities. Digital marketing agencies have the technical skills but don’t understand collector psychology, the nuances of art sales, or tools like Artlogic and Artsy that galleries use daily.
We speak your language, from inventory management systems to marketplace integrations, while bringing the kind of data-driven, multi-channel marketing expertise that drives measurable online revenue. We’re dedicated partners who understand that art sales require both relationship cultivation and technical optimization.
Do you only work with galleries, or can individual artists hire you?
While 80% of our clients are art galleries, we absolutely work with individual artists and other art businesses. We work with emerging to mid-career solo artists who need branding, web development, and digital PR support. We also partner with art publications, magazines, and art businesses looking to better utilize their websites as sales channels.
Our expertise in the art world means we understand the unique needs across different types of art businesses, not just galleries.
What services do you offer, and can I choose just one?
We offer a modular approach rather than one-size-fits-all packages. You can pick and choose the services that make sense for your gallery right now:
- Brand Positioning & Voice (including storytelling)
- Web Development (art-specific websites)
- Website Optimization & SEO
- Paid Traffic/PPC (social and search engine ads)
- Social Media Marketing
- Digital PR & Brand Authority Building
- Newsletter Marketing
- Art Marketplace Integration
Most galleries start with one or two services and expand as they see results. We’ll help you prioritize based on your current situation and goals.
Which platforms and tools do you specialize in?
We have deep expertise in the art-specific tech stack that generalist agencies have never heard of. Our core specializations include gallery management systems like Artlogic, art marketplaces such as Artsy, Chairish, and 1stDibs, and e-commerce platforms including WordPress/WooCommerce, Magento, Shopify, and Squarespace. We can work with your existing setup or help you choose and implement the right platforms for your needs. Our familiarity with these tools means we can hit the ground running without a learning curve.
Digital Marketing Strategy
Why should I invest in online marketing during a slow art market?
This is exactly when you should invest in SEO. While other galleries wait for the market to recover or cut their marketing budgets, smart galleries are opening new sales channels now. The art market has been challenging, and that’s precisely why diversifying your revenue streams and building digital infrastructure is critical.
We always frame SEO as an investment, not a cost. Unlike paid advertising that stops working the moment you turn it off, SEO builds lasting assets that continue generating traffic and sales long after the work is completed. The channel grows exponentially the longer you implement it, creating compound returns over time.
Think of it this way: when the market does recover, do you want to be starting from zero, or do you want to have a robust online presence that’s already bringing in collectors?
How long does SEO take to show results for galleries?
We always recommend piloting SEO for at least 6 months to allow for compound growth and measurable results. Here’s the realistic timeline:
- 3 months: First positive indicators appear (improved rankings, increased organic traffic)
- 6 months: Clear growth path becomes visible (sustained traffic increases, conversion patterns emerging)
- Beyond 6 months: Exponential growth as authority builds and content compounds
SEO is a long-term investment. We focus on high-commercial-intent opportunities, artist names, art movements, collecting terms, that attract ready-to-buy collectors, not just casual browsers. Our performance data-driven approach means we prioritize what will move the needle for your specific gallery.
What’s the difference between SEO and paid advertising (PPC) for galleries?
Both have their place, but they work very differently:
PPC (Paid Advertising) is effective short-term. You can turn ads on at the click of a button and see immediate results. However, that traffic and those collectors will no longer find your website the moment you turn the ads off. You’re essentially renting visibility.
SEO builds lasting assets. It takes longer to show results, but the traffic and authority you build continue working for you indefinitely. You’re building equity in your online presence.
For most galleries, the ideal approach combines both: PPC for immediate visibility and testing, SEO for long-term sustainable growth. We can help you balance both based on your budget and timeline.
How do you measure ROI for gallery marketing?
We take a revenue-driven approach to all our services, especially SEO. We track:
- Direct revenue: Sales attributed to organic search and other digital channels
- Traffic quality: Not just visitors, but collectors showing high-commercial-intent behavior
- Conversion patterns: How browsers become inquirers and buyers
- Long-term value: The compound effect of authority building and ongoing organic visibility
We create reporting dashboards that make these metrics visible and understandable. You’ll always know what’s working and why. Our approach prioritizes high-commercial-intent opportunities over vanity metrics like total traffic or social media followers.
Collaboration & Processes
What does your typical engagement process look like?
Our process is designed to be collaborative and transparent:
- Discovery (1-2 calls): We discuss your gallery, current challenges, and goals
- Proposal & Agreement: Clear scope, timeline, and investment outlined
- Pilot Phase: We start with a pilot period (3 months for SEO, shorter for other services) so you can evaluate our work, processes, and results before any long-term commitment
- Regular Check-ins: Monthly or bi-weekly calls depending on the engagement
- Sign-off Process: We use sign-off emails to ensure you’re on board with everything we do
- Ongoing Access: Reporting dashboards available anytime, and we’re always available for questions, comments, and feedback
What’s your pricing structure?
We make our services fit your budget, especially because marketing scales with investment. That way, you get the best and maximum services for your budget while never going beyond that amount.
Our goal is to work with galleries at different stages, from new startups to established blue-chip operations. We structure engagements based on what makes sense for where you are right now. During our initial conversations, we’ll discuss your budget openly and show you what’s realistic and achievable within those parameters.
Do I need a big budget to work with you?
No. We work with galleries at various stages and budget levels. What’s important is viewing your investment as revenue infrastructure, not a marketing cost.
Marketing scales with budget. A smaller budget means we’ll focus on the highest-impact activities first. Perhaps optimizing your existing website and getting your SEO foundation right before expanding to paid advertising or comprehensive social media management. As you see results and your revenue grows, you can scale up your marketing investment accordingly.
We’re honest about what’s achievable at different investment levels, and we’ll help you prioritize the activities that will deliver the most value for your specific situation.
How involved will I need to be in the process?
We’re partners, not vendors, so some collaboration is essential, but we’re not going to burden you with endless meetings or constant requests.
What we need from you:
- Initial briefing on your gallery, artists, and positioning
- Access to necessary platforms and tools
- Approval on major strategic decisions
- Feedback during check-in calls (monthly or bi-weekly)
- Sign-off on deliverables before they go live
What we handle:
- Day-to-day execution and technical implementation
- Content creation and optimization
- Campaign management and monitoring
- Reporting and analysis
- Problem-solving and adjustments
Most gallery owners spend 2-4 hours per month actively engaged with us, with email communication in between as needed.
Art Market-Specific Questions
Can you help galleries that are mostly successful offline but struggling online?
Absolutely. This describes most of our clients. Many established galleries generate strong revenue from physical locations and existing collector relationships, but their websites only account for 5-10% of total revenue.
We specialize in helping galleries like yours open new sales channels without disrupting what’s already working. We understand that your offline success is built on relationships, expertise, and trust. Our job is to translate those same strengths into digital channels through strategic optimization, targeted content, and multi-channel marketing.
You don’t need to choose between offline and online success. The galleries thriving right now are those that excel at both.
I’m starting a new gallery, is it too early to work with you?
Not at all. About 20% of our gallery clients are new or startup galleries, sometimes online-only. Starting early means you can build your digital presence correctly from the beginning rather than fixing problems later.
For new galleries, we typically focus on:
- Brand positioning and voice development
- Website development with proper e-commerce functionality
- Foundational SEO and content strategy
- Initial marketplace integrations
Building a strong digital foundation early gives you a significant advantage and prevents costly rebuilds down the line.
Do you work with galleries internationally?
Yes, we work with galleries worldwide. Our primary markets are the UK, US, and Europe, but we have clients worldwide.
Digital marketing crosses borders easily, and we understand the nuances of reaching international collectors. We’re experienced with multi-currency functionality, international e-commerce configuration, and targeting collectors in different regions.
Technical & Strategic
My gallery already uses platforms like Artlogic and Artsy, can you work with my existing setup?
Absolutely. One of our key differentiators is our deep familiarity with the art-specific tech stack. We work with Artlogic, Artsy, Chairish, 1stDibs, and other platforms daily.
We can optimize your existing setup rather than forcing you to switch platforms. Most established galleries already have parts of their tech stack in place. Our job is to make everything work better together and ensure you’re maximizing the potential of your current tools.
If you’re not using these platforms yet, we can also advise on which ones make sense for your gallery and handle the integration.
Should I hire an in-house marketing person or work with an agency?
This depends on your gallery’s size and needs, but here’s what we’ve seen work best:
Work with us when:
- You need specialized art market expertise combined with advanced digital marketing know-how that’s difficult to find in a single hire
- You want access to a full team (strategy, design, development, SEO, paid ads) without managing multiple employees
- You need flexibility to scale services up or down based on market conditions
- You want to test digital marketing effectiveness before committing to a full-time salary
Hire in-house when:
- You have consistent, high-volume daily marketing tasks
- You need someone physically present for events and gallery operations
- Your budget supports a full-time salary plus benefits, tools, and training
Many galleries find a hybrid approach works well: an in-house person for daily operations and gallery management, with agency support for specialized technical work like SEO, paid advertising, and web development.
How do you balance artistic integrity with commercial goals?
This is at the heart of everything we do. We understand that galleries aren’t just retail businesses. They’re cultural institutions building artists’ careers and shaping taste.
We never make it purely transactional. Our approach respects the relationship-driven nature of art sales while applying technical marketing expertise to open new revenue channels. We understand that a collector’s journey might take months or years, and that trust and expertise matter more than aggressive sales tactics.
Practically, this means:
- Content that educates and builds authority, not just sells
- Respect for your gallery’s aesthetic and voice in all materials
- Understanding that some decisions are about artistic vision, not just conversion rates
- Patience with the sales cycle while still tracking progress
We’re commercially savvy but culturally respectful. Both matter.
Results & Clients
What kind of results have you achieved for other galleries?
We’ve worked with galleries worldwide, including the UK, US, Netherlands, Germany, and UAE, including Althuis Hofland Fine Arts (Amsterdam), Calder Contemporary (London), Canvas & Bronze (San Francisco), Dubai Fine Arts (UAE), StreetArtNews, and Graystone Gallery (Edinburgh), among others.
Our clients consistently see:
- Increased organic traffic from high-commercial-intent searches
- Improved search rankings for artist names and art movements
- Better conversion rates from browsers to inquiries
- Stronger online presence that complements offline sales
- More effective use of existing tools and platforms
Ornis Althuis from Althuis Hofland Fine Arts noted: “Art World Marketing easily translates our ideas and aesthetics into a user friendly website and marketing approach, making the gallery and artists easy to find through search engines.”
How quickly can I expect to see results?
It depends on the service:
Immediate impact (weeks):
- Paid advertising campaigns
- Website fixes and optimization
- Social media management improvements
Medium-term results (2-3 months):
- Initial SEO improvements and traffic increases
- Brand positioning taking hold
- Newsletter engagement growth
Long-term compound growth (6+ months):
- Substantial SEO authority and organic traffic
- Consistent lead generation from multiple channels
- Measurable ROI on content and optimization investments
We’re honest about timelines. There’s no magic bullet for overnight success, but with consistent effort and the right strategy, the results compound over time. That’s why we recommend pilot periods, especially 3 months for SEO, so you can see the trajectory before making a longer-term commitment.
The key insight: the galleries seeing the best results right now are the ones who started building their digital presence before they urgently needed it.
Inquire Now
We’re always happy to discuss your specific situation and explore whether we’re the right fit for your gallery. Contact us to start a conversation about opening new sales channels for your gallery.