Extreme Website Makeover

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PhotoShelter VP of Marketing, Andrew Fingerman, presents "Extreme Website Makeover." Learn how to make the most of your photography website to drive business, increase visibility, and generate sales.

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Extreme Website Makeover

  1. 1. EXTREME MAKEOVER: PHOTOGRAPHY WEBSITES TELLURIDE PHOTO FESTIVAL SEPTEMBER 25, 2010 Andrew Fingerman VP Marketing, PhotoShelter
  2. 2. HI, I’M ANDREW… Andrew Fingerman •  PhotoShelter VP, Marketing •  Looooove good BBQ •  I have a serious coffee “problem” Stops along the ride:
  3. 3. ABOUT PHOTOSHELTER Your Photo Website: + Attract Visitors + Engage & Convert + Delight Your Clients + Manage Your Archive + Community
  4. 4. PHOTOSHELTER RESOURCES Free Reports: 5 free e-books http://www.photoshelter.com/mkt/research Blog: A Picture’s Worth http://blog.photoshelter.com/ Webinars: Live Sessions with Q&A http://www.photoshelter.com/about/webinar Videos: Tutorials and Archived Webinars http://www.photoshelter.com/help/ Social: Find us on Facebook & Twitter @photoshelter, @heygrover Live, human support staff
  5. 5. AND YOU ARE? QUICK POLLS  Have a photography website? Blog?  Make $ from photography?  Intend to?  Care about building a following for your work?  Used Google in the last 24 hours to find something?
  6. 6. I’M HERE TO CHANGE THE WAY YOU THINK Which part of your brain got invited to help design your website? The Artist? The Business Person?
  7. 7. I’M HERE TO CHANGE THE WAY YOU THINK “Old Way” – Online Portfolio “New Way” – Business Tool •  Help me attract new clients; help new clients find me •  Let visitors really interact with my content •  Enable visitors to become my customers •  Help me better serve my clients
  8. 8. I’M HERE TO CHANGE THE WAY YOU THINK Your website is a business tool. •  Have a goal •  Know your audience •  Worry about how it works •  Always be testing
  9. 9. NEW WEBSITE REALITY #1 Search engines are changing how people find photography. •  61% of PEs & image buyers use Google search •  Content is your ticket in the SEO lottery •  The “long tail” concept   The optimized photo websites will win Source: PhotoShelter Buyer Survey 2009
  10. 10. NEW WEBSITE REALITY #1 Search engines are changing how people find photography. •  National park pictures 27,000 searches/ mo •  Nature photography 49,500 •  Wildlife photos 9,900 •  Mountain bike photos 2,400 Source: Google Adwords Keyword Tool
  11. 11. NEW WEBSITE REALITY #2 Social media has crushed traditional content gateways. •  Easily create & connect with new communities •  Self publishing & distribution is simple •  Be a part of “the conversation”   The winners will learn to use SM productively
  12. 12. NEW WEBSITE REALITY #3 Website marketing is a science that makes sense. •  How big is your funnel? •  What is your conversion rate? •  Create hypothesis, test & measure, refine   Get smart about content & marketing decisions
  13. 13. NEW WEBSITE REALITY #4 People have become far less generous with their time. •  Be relevant to the target market •  Get organized and edit well •  Be easy to find and work with   Make someone’s life easier; they’ll come back for more.
  14. 14. MARKETING PRINCIPLES YOU NEED TO KNOW Two primary types of marketing:
  15. 15. MEET GAVIN GOUGH
  16. 16. MEET GAVIN GOUGH “New Way” – Business Tool •  Blog, portfolio, and archive fully integrated •  Blogs frequently •  Great balance of text & photos •  Built a following through social media; 2 way conversation via his site FEB 2010 - 16 •  Online licensing to process transactions & deliver images gavingough.com automatically
  17. 17. MEET RANDY SANTOS
  18. 18. MEET RANDY SANTOS “New Way” – Business Tool •  No major stock agency relationship •  Attracts 25 inquiries per month through SEO •  Best clients: hotels, hospitals, restaurants & book publishers •  Well organized FEB 2010 and easy site - 18 tools to help find images •  Online licensing to process transactions & deliver images automatically
  19. 19. MEET JIM GOLDSTEIN
  20. 20. MEET JIM GOLDSTEIN “New Way” – Business Tool •  90% of licensing & workshop inquires come from SEO •  Blog is the “front door” to his web presence •  Builds links into his content throughout his online footprint •  Shares content via social media, RSS •  Multiple ways to interact with his content ; connect with Jim; become his customer jmg-galleries.com/blog/
  21. 21. EXTREME MAKEOVER: KEEP IT S.I.M.P.L.E Some wisdom from Grover Sanschagrin…
  22. 22. EXTREME MAKEOVER: KEEP IT S.I.M.P.L.E
  23. 23. SEARCH ENGINE OPTIMIZED Everyone uses search engines to find stuff. SEO is how you FEB 2010 - 24 put yourself in their path.
  24. 24. BASIC SEO TACTICS •  Build your keyword strategy •  Infuse keywords across your site •  Build content, blog often •  Build links into your site/ key content •  Renew your domain for multiple years •  Avoid Flash-only websites Free guide: Photographer’s SEO Cookbook http://www.photoshelter.com/mkt/research/
  25. 25. WHAT’S THE PAYOFF? Washington DC images: Travel Photographer: •  9,900 searches/month •  4,400 searches/month •  #1 SERP •  Page 1 SERP
  26. 26. BASIC SEO PRINCIPLES – KEYWORD USAGE
  27. 27. BASIC SEO PRINCIPLES – KEYWORD USAGE
  28. 28. BASIC SEO PRINCIPLES – KEYWORD USAGE
  29. 29. HELP PEOPLE BECOME YOUR CUSTOMER Join me in the fight against window shopping. •  Sell prints •  Sell photo products FEB 2010 - 31 •  Sell stock photos •  Sell personal use downloads
  30. 30. HELP VISITORS BECOME CUSTOMERS
  31. 31. HELP VISITORS BECOME CUSTOMERS
  32. 32. HELP VISITORS BECOME CUSTOMERS
  33. 33. HELP VISITORS BECOME CUSTOMERS
  34. 34. MEASURE, ANALYZE & TWEAK Install Google Analytics FEB 2010 - 37
  35. 35. MEASURE, ANALYZE & TWEAK Install Google Analytics •  How much traffic does my site get? •  Where is traffic coming from? •  Are visitors behaving as I would expect/ desire? •  How are my SEO target keywords performing? FEB 2010 - 38 •  Which images/galleries are most popular? •  Am I making smart marketing decisions? Then Optimize!
  36. 36. MEASURE, ANALYZE & TWEAK Free guide: Google Analytics for Photographers http://www.photoshelter.com/mkt/research/
  37. 37. BUILDING LINKS Building links is hard, but rewarding. •  Compelling content drives links •  Join industry associations •  Encourage social sharing •  Exchange links with partners •  Blog frequently FEB 2010 - 41 •  “Top 10” lists •  Challenge popular opinion •  Post reviews •  Publish a resource list •  Include deep links into your own content
  38. 38. BUILDING LINKS: YOUR OWN LINKS Your blog(s) can be a powerful way to build new links to your content.! asiaimages.blogspot.com funkystock.com robertcaplin.com/blog
  39. 39. LIVING & BREATHING: THE FRESHNESS PRINCIPLE FEB 2010 - 44 •  Google loves freshness •  Gives you “news” to share
  40. 40. EFFICIENT: SAVE EVERYONE SOME TIME FEB 2010 - 46 •  Secure client access •  Image downloads = no CDs
  41. 41. THAT’S ALL FOLKS! •  Grab our research reports! photoshelter.com/mkt/research! •  Get friendly on facebook! facebook.com/photoshelter! •  Follow us on twitter! @photoshelter! •  Try PhotoShelter for $1 ! photoshelter.com!

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