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In this episode of the Art Coaching Club podcast, Hayley Price interviews Erin Donahue Tice, an abstract artist and marketing coach, about her journey from corporate PR to full-time artist, offering valuable insights into building a successful art business and expanding into new product lines.
Erin’s Artistic Journey
Erin’s artistic journey began as a creative outlet after the birth of her second son. She turned to abstract painting as a form of self-expression after a 12-year career in corporate PR. Erin’s early artistic endeavors were therapeutic, but her work quickly evolved into a business as friends encouraged her to sell her art.
“Photos, photos, photos from day one. And then as I continued to sell more work, I invested money back in really quality photography. I found a photographer locally that I loved and continue to work with her today.”
This investment in quality visuals helped Erin establish her professional brand and attract her ideal audience.
Turning Art into a Business
Erin leveraged her marketing background when launching her Shopify site and Instagram, using email marketing tools like MailChimp. She credits her early success to consistent branding and quality photography, which caught the attention of interior designers and collectors alike.
Erin’s professional approach to visuals helped her stand out in a competitive market.
Developing a Personal Brand and Marketing Strategies
Erin shares that finding her unique voice as an artist was key to her business growth. She emphasizes that while photography was once Instagram’s dominant format, the platform’s shift to video content required her to adapt.
"Instagram was really favoring high-quality, show-stopping photography. And that was working for me. Then I noticed everything shifting to video, so I started experimenting with reels."
By studying what worked for others, Erin learned to create engaging reels that boosted her reach. This shift in strategy ultimately led to her viral success.
"In November 2023, I had one reel go completely viral. It was the best reel you could ever hope to go viral because it had everything that I do. It got almost a million views and helped me pick up 15,000 followers."
Expanding into New Product Lines
Recently, Erin has expanded her business to include textiles, wallpaper, home decor, and apparel. She discusses the challenges and opportunities of entering the world of manufacturing and distribution while maintaining her core artistic vision.
:"It’s been a learning curve, but I’m committed to making sure my art remains at the center of everything I create, whether it’s a painting or a piece of home decor."
This expansion has allowed Erin to diversify her revenue streams and reach new markets.
Advice for Other Artists
Erin offers actionable advice for artists in growth mode, encouraging them to embrace the power of reels and trending audios on Instagram while maintaining authenticity.
“If you're in growth mode, you are training the algorithm. That is your only job. You need to post at least five reels a week, more if you can, and use trending audios under 10,000 uses.”
She also stresses the importance of building a personal brand that resonates with your audience and speaks to your artistic journey.
"It doesn't just come down to reels and being consistent. It comes down to personal branding and really drawing on your personal experiences across all Instagram formats, from reels to stories to static posts."
Conclusion
Erin’s story is a powerful example of how combining creativity with smart business strategies can lead to long-term success. Her ability to adapt to the evolving social media landscape and her willingness to explore new product lines have enabled her to build a sustainable, multifaceted business. For more on Erin’s journey and advice, listen to the full episode and explore her coaching services on her Instagram page.
Tune in to this episode to hear more about Erin’s inspiring journey and actionable tips for growing an art business!
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