Internet Marketing For Artists
Upcoming SlideShare
Loading in...5
×
 

Internet Marketing For Artists

on

  • 119 views

 

Statistics

Views

Total Views
119
Views on SlideShare
119
Embed Views
0

Actions

Likes
0
Downloads
4
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Internet Marketing For Artists Internet Marketing For Artists Presentation Transcript

  • Internet MarketingFor Artists (And Other People Too)
  • We are Breaking Even We have an office in Bar Harbor.Weve designed over 100 websites and havespend more hours on social media than we will ever admit (thousands.)Everyday, we find out more things we dont know... but were ok with that. nicole@breakingeveninc.com alice@breakingeveninc.com
  • The internet is...
  • As you see, they are spending timeon social media websites.
  • Most peoples online goals can beaccomplished with social media1) Drive more traffic to my website.2) Make more money in my (online) store.3) Be known as a leader in the industry.4) Get good word of mouth.5) Do better customer service.Today, well talk about this!
  • Important: You Need More SpecificGoalsS = SpecificM = MeasurableA = AchievableR = RelevantT = Time-boundVague goal: I want more Facebook likes.SMART goal: I want 500 total Facebook likesbetween January and May of 2013.
  • Great, but what can I measure?Clicks on a link- Bitly.com and/or GoogleAnalyticsScans of a QR code-Some paid service (or Google Analytics)Traffic to social media: Facebook Insights, etc.
  • Any Link: Bitly.com● Free (keeps data for a period of time)● Can customize the URL
  • Lets do a sample one...1) Create account on bitly.com (or log in).2) Copy and paste the link to shorten/track:
  • Lets do a sample one...3) Customize and/or group the link asnecessary:
  • What can you do with your BitlyLinks?● Share them on Twitter (because they are short.)● Share them on Facebook (to see who clicks since Facebook stats stink.)● Use them in print ads, press releases, and other places that wont tolerate HTML links. The less someone has to type in, the less they are likely to mess it up.● See trends in what people like/dont like. Because they will never tell you.
  • But what about those fancy QRcodes? Can I make those?Yes!
  • How To Create and Measure QRCodes:Option 1 - the free one:● Make a free QR code (Google free QR code generator - there are tons.)● Send scanners to a specific page on your site and measure that with Google Analytics.Option 2 - the cheap but easier one:● Use a service that will let you create and track one. (These seem to be around $10-$20/month.)
  • Heres what I mean about Option 2:
  • Using Social Media To...1) Help more people find me/my business2) Make more money in my online store.3) Be known as a leader in the industry4) Get good word of mouth5) Do better customer serviceToday, well talk about this!
  • Overly Simplified SEO (SearchEngine Optimization)Search engines like three things. Put them onyour website and Google will be happy:1) Keywords- terms people are searching for2) Links- other websites saying hey, this stuff isgood3) Frequently updated content- the more oftenyou update your site and the more pages areon it, the more Google comes back to visit
  • KeywordsTry Google.com/Trends or, if you can handlemore data, try Google Keyword Research Tool.
  • Google Trends In Action
  • How would you use keywords?● Write on social media using them● Rewrite web pages using themNicole Ouellettes landscape paintings are forsale at several galleries in the northeast UnitedStates and in her online store...● Write blog entries with them● Write on another website using those keywords (guest post, leave a comment, etc.)
  • Overly Simplified SEO (SearchEngine Optimization)Search engines like three things. Put them onyour website and Google will be happy:1) Keywords- terms people are searching for2) Links- other websites saying hey, this stuff isgood3) Frequently updated content- the more oftenyou update your site and the more pages areon it, the more Google comes back to visit
  • LinksLinks coming into your site say to the searchHey other people think this is good.Site A: 2 links coming into itSite B: 200 links coming into itWhich one will Google show you?
  • Links: A NoteNot all links are created equal.Google Page Rank determines how awesomelinks are for you. Pages are ranked 1-10 whichgives you an idea of how important they are(based on traffic and more). Google is a 10,Amazon is a 9, Breaking Even is a 3.A link off NewYorkTimes.com is worth morethan a link off BreakingEvenInc.com... but alllinks help!
  • How Do I Get More Links?1) Ask for them. (Check to make sure theChamber, the galleries you sell in, etc. arelinking to you. If they are not, ask if they wouldmind doing so!)2) Write a blog with cool/useful stuff in it.People will want to link to that.3) Use social media and link back to your sitewith it.
  • There are all kinds of places to putlinks in social media...
  • Overly Simplified SEO (SearchEngine Optimization)Search engines like three things. Put them onyour website and Google will be happy:1) Keywords- terms people are searching for2) Links- other websites saying hey, this stuff isgood3) Frequently updated content- the more oftenyou update your site and the more pages areon it, the more Google comes back to visit
  • Frequently Updated ContentFrequently updated content tells Googlesomeone cares about this site.Website A: Updated 1 week agoWebsite B: Updated 6 months agoWhich one does Google see as more relevant?
  • What do you need to add to yoursite?Blog!Other Stuff Besides A Blog:● FAQ- Make your life easier by answering peoples (possibly ridiculous) questions● Product Galleries- Show textures, your products in the wild ect.● Stuff you are sharing on social media● Customers loving you● Map of where you are selling your stuff in the world (arent you popular?)
  • For All The SEO Stuff.. .A blog is the easiest thing to do it all...Since about 40-90% of website traffic is drivenby search*, do better in search engines andmore people will come to your site.
  • Most peoples online goals1) Drive more traffic to my website.2) Make more money in my online store.3) Be known as a leader in the industry4) Get good word of mouth5) Do better customer serviceToday, well talk about this!
  • Three Ways To Think About SmallBusiness Online● Ecommerce On Your Own Website● Ecommerce Not On Your Website (Social media, third party services, etc.)● Instead of Ecommerce...
  • Option A: Ecommerce On YourWebsite ● Think open source software ○ Free and Frequently updated ● WooCommerce, Virtuemart, Zencart, etc. ● Setup Costs ($1000+ for a web developer) ● Ongoing costs (accepting credit cards)* ○ Secure certificate- $10-$100+/year (The more security you want the customer to feel, the more expensive they are) ○ Payment gateway: $30/month possibly plus percentage/set amount per transaction (Paypal Pro)*Alternative: https://www.braintreepayments.com/ and https://stripe.com/
  • Option A: Ecommerce On YourWebsitePros: Can accept credit cards, can controlentire user experience ○ Integrations so they buy more (Ex: social sharing, featured products) ○ Integrations so they buy again (Ex: subscribe to our email list, wish list)Cons: Ongoing fees (monthly charges to acceptcredit cards*), takes time, and initial setup costs
  • Option B: Third Party WebsiteThird party websites = lots of optionsBig Cartel, Shopify, hundreds of others ○ Eventbrite (events/ticket sales) ○ BigCartel (artists) ○ BookBaby (ebooks) ○ Etsy (homemade)Pros: Low commitment/cost, easy to startCons: Not so customizable, cant control userexperience, can only accept Paypal (unless youpay extra), can be expensive over time
  • Etsyhttp://www.etsy.com/shop/beadjenny
  • BigCartel- http://atlanticartglass.bigcartel.com/
  • Option C: Instead Of Ecommerce● Custom forms (specialized products)● Availability calendar (rooms/appointments)● Book/use online to get something offline ○ Ex. OpenTable (online reservations for restaurants)● And more...Doing something is always better thandoing nothing.
  • Option C: Instead Of Ecommerce
  • Instead of Ecommerce
  • Someone who is nailing the customform...IWantToDrawACatForYou.com
  • In short...● Show you are at least open to the option of selling online● People arent buying on social media... yet.● Services like BrainTree Payments are going to keep driving costs lower to do this for yourself.
  • Selling More In Your Online Store(Besides Getting More People There) ● Optimize your online store.- You know all that keyword research you did in part one? Use it here in your store description and product descriptions! Remember no robots! ● Offer free shipping- People love it. Why? http://bit.ly/freeshippingbuymore ● Cross sell and upsell products.- If your software doesnt allow this, put it as linked text in your description. "These plates also have matching bowls and matching cups to complete the set."
  • Selling More In Your Online Store(Besides Getting More People There)● Make online friends and crosspromote.● Test design with A/B testing.- Test one version along with another and see which one gets you more sales. More sales from same amount of traffic. Win-win. http://bit. ly/abtestingguide
  • Most peoples online goals1) Drive more traffic to my website.2) Make more money in my online store.3) Be known as a leader in the industry4) Get good word of mouth5) Do better customer serviceToday, well talk about this!
  • Get People To Know Your Face● Your face and about info on your site● LinkedIn and Google+● Microdata/rich snippets● Gravatar.com● Guest postYou want people to think, "That So-And-So iseverywhere! They must be awesome!"
  • Your Face On Your SiteWhen I got started blogging, a fellow Maineblogger Meg Wolff somehow saw my picture."You should put your face online! Youre cute!"She said so I stuck it in the sidebar of my site.A month later I was recognized at JohnEdwards as the girl who blogs. True story.Put your face on your website! Human facesmean 50% higher conversion.
  • Make A LinkedIn and Google+ Profile● Put professional (and other) accomplishments.● Link back to your own website.● Both in cahoots with Google so if someone looks up your name, those are the things (besides Facebook) that are likely to come up. Only these profiles are open.
  • Whats the other cool thing withGoogle+?Your face can be in search results! (Microdataand Google Authorship)
  • Gravatar.comWhy is my face not next to the comment I justleft? Ive been leaving comments on blogs toget links back to my site...
  • Gravatar.comGo to Gravatar.com and create a free account.Then people can start seeing your face (andlinking back to your website) when you leave acomment.
  • Guest PostingAn easy way to get famous? Guest post on acomplimentary website or blog.1) Look for blogs you read and want to beassociated with. Read their About or FAQ tomake sure they are open to guest blog posts.2) Leave periodic comments for 2-3 months.3) Email them (use their name) with an idea fora blog post youd like to write.4) Send them the blog (preformatted HTML ifyou really want them to like you) with links builtin, pictures to run with the post, etc.
  • Guest Posting Benefits● New audience to see your work● Free link coming into your site● Makes you seem more legit if someone is letting you post on your website● Present your art in a different way/voice then you are used to● Blog readers tend to be more affluent and likely to buy online than non-blog readers i.e. your target audience● There are blogs for everything so be as nichey as you want.
  • Guest Post
  • Most peoples online goals1) Drive more traffic to my website.2) Make more money in my online store.3) Be known as a leader in the industry4) Get good word of mouth5) Do better customer serviceToday, well talk about this!
  • Getting Better Word Of Mouth● Email after transaction (1 week later), asking for a product review (send them links to where to post the review!)● Do something good. Donate $100 to a charity every month, etc. and talk about it.● Post to social media more. Exposure research shows the more people are exposed to you, the more they like you.● Set up a Google Alert to address concerns right away.
  • Facebook Updates vs. Engagement
  • What are the people saying?Google.com/alerts
  • Refine Over Time● You may have to include or exclude certain words/phrases:Ex: nicole ouellette -lacrosse● If you can, leave a comment. If you cant, message the person directly.
  • Your Abbreviated Guide To SocialMedia● Facebook● Twitter● LinkedIn● Google+● Pinterest● YoutubeUser profiles for each site and how/when topost on each site. (Data from Quantcast)
  • FacebookWho: Everyone (largest growing demographic is55+), womens profiles more viewedWhat: VisualsPhoto shares are the liked on Facebook. Askingto share also helps
  • Profiles Versus Pages VersusGroupsProfiles: Nicole Ouellette● Set up by an individual person (Friend- mutually agreed upon)● Can be public, private or a blend● Stats not availablePages: Breaking Even Communications● Connected to a profile, not necessarily publicly (Like)● Stats available and are publicGroups: Cheese Eating Club● Hybrid, usually informal/network-y (Join)
  • Creating A Facebook Business Pagewww.facebook.com/pages1. Click Create (upper right)2. Follow the instructions (most of you are alocal business if you have a location or a brandif you dont really).3. You can add this stuff...
  • Facebook Business Page
  • Facebook Insights
  • Facebook Insights
  • Facebook Insights
  • Anatomy Of A Really Good Facebook Post● Certain days are better than others but Wednesdays stink.● Posts during off peak hours (between 7 pm and 8 am, on weekends)- 14% more interaction● This stuff is a moving target so test for yourself.
  • TwitterWho: Everyone (largest growing demographicis 18-24 year old minorities)What: LinksUse Twitter to find and share links. Since theirbreakup with Instagram, photos not sopopular.Using hashtags can also allow you to be part ofconversations. Ex #photography Find more andhow they are trending here: http://www.hashtags.org/
  • Anatomy Of A Really Good Tweet● Tweriod.com will let you know when the best time to tweet for you is.● new blog and please retweet are perennial well performers.● This stuff is a moving target so test for yourself.
  • LinkedInWho: Everyone (More affluent males 25-65who have a grad school level education)What: Personal directory for businessconnections, can follow companies, can collectrecommendations.(I mean I can say how non sketchy I am all overmy own website but if 22 people on LinkedInsay how cool I am, I must actually be ok.)
  • Anatomy Of A Really Good LinkedIn Post● Think of it as a combo between Facebook and Twitter. You are sharing a link but there is a visual too.● This stuff is a moving target so test for yourself.
  • Google+Who: 50 million+ active users, tend to be moremale (63%), and skew towards 18-34 year oldsand incomes over $100KWhat: Place for people to find you, being famousin Google searches with your face
  • PinterestWho: Females 25-34What: How-Tos, Arty Stuff
  • Anatomy of a Great Pin● Pin something that lives on your own website.● If it doesnt make sure to link back to your site in the caption. Add a price and the info will go in the upper left (but stuff without prices gets more clicks)
  • YoutubeWho: 18-24 year old minoritiesWhat: VideosAnatomy of a good video upload:
  • Paying For Attention● Yes paying for attention will get it for you.
  • When Should You Pay?● You are reaching a specific group of people. (Ex: People who make over $100,000 who have just moved to San Antonio)● When you want to get bigger on that network (i.e. more fans on Facebook).● When you want to test your messages (Ex: run simultaneous ads about soft baby blankets, unisex baby blankets, and under $20 baby blankets and see what has the most return)
  • Is This Every Social Network?No.● Flickr/Instagram (Photos)● Yelp/Foursquare (Location based)● Spotify/Last.fm (Music)● ustream (Broadcast)● Digg/Delicious/Reddit (Bookmarking)● Lots more....Think of something people will share and thereis a social network built around it online...probably.
  • But how do I manage it all?1) Figure out what you are going to do.(Hint: Not all of it)2) Create a posting schedule.3) Automate what you can.4) Respond to comments/questions.5) Track data.
  • Create A Posting Schedule:Editorial Calendar
  • Hootsuite: Schedule What You Can● Free for up to 5 accounts● Schedule ahead of time, shrink URLS, add attachments● Works less well with Facebook post scheduling (in terms of prettiness)
  • Hootsuite: Manage (and Respond) AtA Glance
  • Do More Customer Service● Use FAQ/blog to head off easy questions and help people narrow down what they want. (Can I pay with check? Click buying FAQ here: www.somethingofyours.com)● Social media put out and respond to specific information. (Yes, Jean we have that in red.)● Use personal form to collect what you may need from someone interested in buying... or let them buy right on your site!
  • How Could You Save Yourself (AndCustomers) Time?● Think of your 3-5 most common questions.● Address them via blog, social media, and solutions on your own website.Our three:● Why do websites cost at least $3000? (blog post, case studies about each)● When is your next workshop? (..com/events, Facebook event, and bottom of email newsletter)● What do you do? (portfolio, testimonials)
  • Putting It All TogetherYou may have...● an online store● a website (may be same as store)● blog (may be same as website/online store)● social media profiles● an email newsletter● email signatureMake sure it is linked together... here are a fewof our favorite ways how...
  • Integrations● Automatically tweet/Facebook blog posts and other site updates.● Put links to social media in your email signature, in your newsletter and, at least on the home and blog pages of your site.● Let people subscribe to your newsletter via contact form, order form, and page on your website. (Tweet/Facebook out the page before you send your newsletter.)● Use Facebook apps to display stuff, like your Twitter feed or blog posts.
  • My Brain May Explode. What Now?1) Set goals.2) Try stuff.3) Do more of what works, less of what doesnt.4) Evaluate and reset goals.
  • You guys have time to do this stuffall day...Um, if we dont want to ever get paid!We:● blog 2-3 times a week● Tweet once a day● Facebook five days a week● Pinterest when we want to● Google+ and LinkedIn once a week● Email newsletter once a month● Youtube quarterlyIn total, we spend between 8-10 hours a monthon our stuff.
  • Thats not bad. What saves youtime?● Schedule pushes ahead.● Hop in and interact once a day. (pulls)● Write a batch of blog posts when inspired and schedule ahead.● Keep a document of ideas for tweets, etc. to write in while out and about... or at a boring meeting.● Perfection is the enemy of getting anything done.
  • Whats the one thing no one is doingmuch about but people should bestarting to think about?The mobile web.
  • Mobile Facts● Over 50% of Americans own a smartphone.● One iPad is sold every 3 seconds.● 2/3 Americans who bought a mobile phone in the last 3 months got a smartphone.
  • Yeah but do they buy anything?● 32% smartphone users made purchases with their phones. (23% pick their laptop)● 39% of iPad users use them to buy physical goods.● Average order value from tablet $123, computer $102, smartphone $80● 55% shoppers share their shopping experience on a social networking website
  • Mobile Customers● 50%+ of website visitors are expected to be mobile (reality in Downeast Maine is around 10-20% typically right now- but its going up)● Foursquare, Yelp, and Facebook deals● Easy links (QR codes or bit.ly links)● Offer text offers/notifications (not everyone is on a smartphone)● Your site: Mobile friendly
  • App Vs Mobile Site Vs. ResponsiveMobile Site ($)- Visit in browser (but not teeny writing)- Good for viewing info- Have less control over interfaceApp ($$)- Download from the app store- Good for function (play a game, etc.)- Can control interface entirelyResponsive ($$$)- Adjusts to any screen size- New and hot way to design... youll hear lots more aboutthis
  • Mobile Site ExampleBreakingEvenInc.com● simplified homepage content● selective menu● buttons to most useful information
  • App Exampleyelp.com● see what business are near me● make reservations● find deals
  • Responsive Examplebostonglobe.com● Optimized for any screen size● Content then design- a whole new way to think about a website
  • OK, my brain might actually explode.Dont worry, heres your list!● Set a SMART goal (or three).● Decide what to do *consistently* over the next 6 months. (You cant do it all, we dont!) ○ Who are your people and where are they? ○ What do *you* like to do? ○ We recommend: blog (for the SEO), email newsletter (for the current customers/luddites), and a social media site like Facebook (for prospective customers)● Look at your stats... did it work? ○ Do what works. ○ Stop doing what doesnt work. ○ Think about trying something else.● Delegate, automate, rejuvenate.