You might already have a website, but the following session will give you a better understanding of how building a website works and hopefully then the confidence to think about how you’d like your website to work for you.
After considering how you want to attract and interest visitors, evoke their desire and lead them to action, you need to consider who will be developing this into a website? There are two main options, first, to do-it-yourself. You could take responsibility yourself for the creation, design, navigation and promotion of your website, or have someone in your current team manage this. This is a cost effective way of creating a website if you or your nominated staff member has the right skills and knowledge. If you are not web confident, then you could look to a volunteer in the form of a friend or family member, or alternatively if you run an internship or volunteer programme, perhaps there is someone you know already who has the skills and knowledge to create your website. You must consider however, when working with those volunteering their time, is that they are giving up their own time to work on this project, they will have other priorities or distractions which may rank higher on their list of things to do, over and above developing your website. Your second option is to outsource the development of your website. There are design companies and IT firms who provide website development and design services for all sectors. By outsourcing your website development you are able to make use of the vast and diverse experience of web developers and designers. Design and IT firms are equipped with the most advanced and latest technology available in the market, will provide you with sophisticated and professional design. Outsourcing will save you time and labour, although this will cost you.
It’s important to be able to update your own website, whenever you want, without relying on outside help. If a product sells out, if you want to post an online video, or if you want to update your audience with timely information, you can update the site yourself with a Content Management System. Benefits of a CMS Do not require the skills of a skilled programmer, to write HTML or like coding. Using CMS allows you to easily manage creation, modification, and removal of contents from a web site. based online through web browsers gone are the days of the centralised website, you can access your site from any browser or computer with your own unique login and password. As CMS uses templates for website structure and design, any updates or changes to colours, design, or navigational structures will be updated across the site automatically. As content is stored separate from design, the content created by all of your authors will be presented with the same consistent design. your navigation is automatically generated and adjusted when you make any changes. With unique login’s you can assign roles and permissions to the individuals in your business to prevent them from editing content they are not authorised to change. integrated with online applications and widgets such as forums, polls, ecommerce structures, search tools, news management and social media and networking. Most importantly CMS allows you to take control of your website, forget outsourcing to designers who will maintain control, hosting and maintaining your own website will allow you to frequently make the necessary changes in-house without having to wait for your designer to do so.
Templates are a great way of making sure your website looks and works efficiently. There are plenty of free templates you can download, as well as ones you can purchase online. Most DIY open-source web builders have an archive of templates you can use. The benefit of using a website template is that…
Before anything you need to think about why you want a website, why you want people to come to your website…what is the aim of your website, what are your goals. This is where your determined vision and goals and your target audience you identified at the start come into play.
Customers and audiences are becoming increasingly discerning which is why we need to persuade people to participate and engage, you need to grab their attention, interest them in how your offering can benefit them, and then persuade them to take the action you want them to take, such as buying your product or visiting your website. When using an online resource, particularly websites, design is key to grabbing a visitors attention and interest. When assessing your current website or developing a new website the AIDA marketing tool is an essential starting point for organisations or web developers. How does your website design capture people’s attention, interest and desire, and what action do you want your visitors to take when visiting your website.
Attention You need to be quick and direct to grab people’s attention. Determining the purpose and function of your site first will help engage people and focus visitor’s attentions on what the website can do for them. Bear in mind is that people will enter your site from any one of your pages. So you need to make sure that whichever page they enter through, the headlines, design, and navigation grab their attention. Make sure your content is: Honest Relevant Tasteful; and Clear Keep their attention level high by making a statement making an offering asking a question relaying facts And most importantly, make sure you tell your visitors who you are.
Interest Generating Interest is perhaps the most challenging stage. The primary reason people go online is to get information, not to be advertised to. You need create interest through providing appropriate information. Free information that is relevant, constantly updated, exciting and different will spark visitor’s interests. news, articles, facts, newsletters, polls and other features to keep them coming back. To maintain interest you need to give your website visitor’s a reason to stay. If the information they were looking for was easily found, you might just get them to the next step. The next key ‘Interest’ generator is design. Your design and content will decide if visitors stay or leave your site. You must look professional. First impressions count. Likewise consistency is key, the content of your page needs to be relevant to the headline or the ad that first caught the visitors attention. Remembering that every pages is a landing page and that you sometimes won’t know how the user got to the page in the first place, is important when considering design and consistency of your site, having optimised content on every single page is a key factor to your success.
Interest and Desire go hand-in-hand. To create desire, you need to help your customers or audience understand what your offering can do for them in a real way. You need to appeal to their personal needs and wants. So how can you create desire? Let the customer or audience member experience the product or service first hand. You need to build interactivity. Get someone to experience your offering in some way or another so that they can desire to own it or be part of it. Whether that is a youtube video, a regular blog, or a free taster. If you can appeal to the emotional side of your visitor and translate the benefits they’ll receive, not necessarily the features, you are more likely to create desire. With the advent of Data Protection and secure payment systems, it’s essential that you underline your credibility and trustworthiness to your visitors– which could come in the form of reviews from the press or your audience members, or implement secure site software and demonstrating their logo clearly, if you are asking for a sale transaction, two ways of generating trust, and by extension desire. Another way of increasing desire is to offer incentives – give these visitors to your site a reason to choose you and not someone or something else.
Finally, it is incredibly important that you be very clear about what action you want your customers or audience to take. Whatever the action is; subscribe to a newsletter, recommend to a friend, buy something, create the attention on it, get interest, build desire, then ask for the action. You must ask for the action you want to be performed – if you want them to ‘click’ put that down clearly. Ask for the action. This is point where you should reinforce the fragile trust structure with guarantees, with data protection assurances, secure payment site logos or privacy statements. This should be the easiest part, because at this point you have almost convinced them, and they have the increasing desire to close the deal, to get in contact or buy. So don’t make this harder then it needs to be. Make your call to action as clear, as visible and as easy as possible. If your call to action say’s “call us now” display your phone number right there, don’t make them search for it. Don’t make them waste another click, require a minimal amount of work, and avoid aggravating your visitor.
Search Engine Optimisation is an essential element of any web marketing strategy. There are thousands of ways in which to increase traffic and visitors to your site, but like all things technological there are simple tips you can put in place yourself, and then some highly technical strategies which will require a higher level of knowledge and understanding. SEO is a set of processes that collectively work to increase website visibility by increasing search engine rankings. There is no exact science to SEO. The major search engines (Google, Yahoo, MSN) use a crawler to look at a particular website, and algorithms to analyse the site. What is considered successful SEO – processes that result in significant rankings (page 1 – 3 on Google). Remember a website must be found to be seen. Do people know who you are well enough to search for you? Do they trust you enough to buy from you? Have you built good will through community participation? What makes your site remarkable enough for others to talk about?
Another tip for keyword research. Search and visit like or competitors websites and by using View> Source you will be able to see the source code or HTML code for the webpage. This will give you an insight into the keywords being used by these website. And can give you the edge you need to make sure your website ranks higher then theirs do.
eMail campaigns are becoming a fast and effective tool for marketing and audience development strategies. The benefit of email campaigns is that you can really target and structure your mail outs, which is often costly and difficult through print. You can target your emails in a variety of ways, for instance to key groups, to certain demographics, to those in certain geographic locations, or through attendance. There are hundreds of online email campaign systems you can subscribe to for free, which will allow you to design, send and track your email campaigns. Email campaigns are a viable way to grow and expand your business or organisation. So what are the benefits of email campaigns? You’re able to communicate important news to people who wouldn’t otherwise know about it. It will keep you on the minds of potential audiences, customers or participants. It can make your sales process easier and more productive if you are an online or offline seller. It helps to get people to know you in a light and informal way. It helps start conversations with your target audience.
5 tips 1. Focus on one message per email, unless it is a newsletter. If your email is full to the brim with information it’s unlikely your reader will read everything. Also, make sure the message of your email is in the subject line. 2. Customise your message, with email campaign systems you will be able to do this automatically. Try to use the recipients name in your message for instance. People are more likely to read it if you personalise it. 3. Include a call to action in each email you send. You should clearly spell out exactly what you want your recipient to do. Make your links obvious and call attention to any special directions you provide. It is okay to be repetitive, include you call to action at the top and mention it at the end as well. 4. Use a template. Take time to customise your email, reflect the colours, fonts and other elements of your brand. Using the same email template for your messages will help your recipients recognise your business or organisation and generate greater feelings of trust. Also provide a plain text version of your message, basically an email stripped of special formatting. 5. Watch your stats. Email marketing services provide campaign statistics and analytics, this monitors the email accounts that open, click, bounce or unsubscribe to your emails. This will let you know what works and what doesn’t work. Are more of your activity announcement emails getting opened then the newsletters you send round? Should you then stick to activity announcements? To begin with try different formats and link placements to gage your success.
Understanding the themes around social media will help when developing the way you want to work with social media. As a new and evolving media and technology it is important that you utilise these tools for your overall marketing strategy. Currently there are approximately 250,000,000 active users on Facebook, 77% of active internet users read blogs, 100,000,000, video’s are viewed daily on You Tube and there is an average of 3,000,000 tweets a day, the power of social media is outstripping other mediums of communication, particularly with online users now preferring social media and social networking as a means to stay in contact with people over email. All social media applications function on the same underlying themes, of content, collaboration, community and collective action. We’ll look at some of the more popular applications here such as Twitter, but it’s important to bear in mind that there are hundreds of social media and networking applications available to suit your needs and how you want to communicate and interact with your audience and customers.
Blogging is another great free marketing tool, and a popular social media application. 77% of active internet users read blogs on a regular basis. Blogs Why do we use blogs? To build base of regular readers, subscribers and customers Human face for your business Engage with your readers Produce new content and SEO Traffic generator for your website Cost effective marketing tool. The things to talk about Your news Stories about people in your business Offering expertise Views on the marketplace Videos of your business or people Information about your business such as exhibitions, trade shows etc Product or service reviews Sector interviews How you work with your customers Case studies and customer testimonials
Electronic Commerce Buying and selling of goods and services on the internet Benefits: increases your sales without increasing your budget or costs expands the size of your market from a regional to national to international level Enables you to reach a more targeted market – allow you to focus on a select group of customers Will offer you a competitive advantage. Whatever you are offering the internet levels the playing field and allows you to compete with bigger business. Reaching customers around the world 24 hours a day.
Web Analytics is a great way of capturing data about how your audience and website visitors interact with your online presence, which can be filtered into your wider marketing strategy. Web Analytics collects and reports on internet data to enable you to understand and optimise your website and your visitors web use. Once you’ve got your website you’ll want to know who’s visiting it. Using analytics allows you a better insight into what your visitors and readers are doing on your site and what they are looking for.
One of the most powerful website analytics tools available to you today is Google Analytics, with the relatively simple addition to your website code it is possible to monitor not only how a visitor finds your site, but how they interact once they are on it. This is in no way a definitive list of the information Google Analytics provides, however you will be able to see data on: The frequency and total number of visitors to your site through an online dashboard. The average number of page visits made by visitors, The bounce rate – the number of visitors who once landing on your website immediate leave, The number of pages viewed by visitors, and their average length of stay on the site, And the number of new and unique visitors to your site. Google Analytics are also able to breakdown where your visitors have come from, from referring sites, search engines, and direct visitors. Due to the amount of data that Google analytics generates it does come with a bit of a learning curve, which can be intimidating at first, so this section is designed to ease you into the application.
No doubt you’ll feel you are being pulled in two directions – your craft (music) and your marketing – Stop – this is not a fork in the road where you have to choose one route. Everything is holistic, your marketing is as much apart of your craft as your instrument, without it know one will be there to watch your gigs and buy your music.
Music e marketing workshop
Web Marketing Music Special Sian Jamieson Audience Development Coordinator e: firstname.lastname@example.org T: @HIArtsAudiences Fb: www.facebook.com/HIArtsAudienceDevelopment Blog: sianjamieson.wordpress.com
Today’s Workshop <ul><li>Where to start with Website Development </li></ul><ul><li>Effective Website Design </li></ul><ul><li>Getting Seen: Search Engine Optimisation </li></ul><ul><li>Using Social Media and Social Networks </li></ul><ul><li>Effective Email Campaigns </li></ul><ul><li>Setting up to Sell </li></ul><ul><li>Insights into Analytics </li></ul>
Getting Started: Website Development First Things First How do you envisage your website? What do you hope to achieve with your website? Who do you want to visit your website? In other words… VISION, AIMS, & AUDIENCE
Who is going to develop your website? Doing it yourself Versus Getting someone in the know to do it for you
Content Management System (CMS) A collection of tools designed to allow the creation, modification and removal of information from a website.
Be Seen: Search Engine Optimisation <ul><li>Do people know who you are well enough to search for you? </li></ul><ul><li>Do Search Engines know you well enough to recommend you? </li></ul><ul><li>What have you done to get noticed? </li></ul>“ If I built it, they will come” The process of increasing and improving the volume and quality of traffic to your website through natural or organic searches. So What is Search Engine Optimisation or SEO?
What are your keywords? Leddra Chapman : Leddra Chapman, Anna Leddra Chapman, Leddra Music, Leddra Story, Telling Tales, Leddra Quicksilver, Buy Leddra Chapman, Leddra Chapman Official. The Doves: Best, Doves, 2cd, dvd, news, toursdove, the best of doves, virgin.
Using your Keywords Headlines News articles Content Images Descriptions of songs/ albums All your marketing material Social Networks
Email Campaigns <ul><li>Benefits </li></ul><ul><li>Grow and expand your career. </li></ul><ul><li>Communicate important news. </li></ul><ul><li>Keeps you on the minds of potential audiences. </li></ul><ul><li>Make your sales process easier and more productive. </li></ul><ul><li>Helps people get to know you in a light and informal way. </li></ul><ul><li>Helps start conversations with your target audience. </li></ul>Target and structure your mail outs
Five Tips <ul><li>Focus on one message </li></ul><ul><li>Customise your message </li></ul><ul><li>Include a call to action </li></ul><ul><li>Use a template </li></ul><ul><li>Watch your stats </li></ul>
400,000,000 active users on Facebook 77% of active internet users read blogs 24 Hours of YouTube Videos viewed every minute Average of 250,000,000 Tweets a day Get Chatting: Social Media & Networks
Blogging <ul><li>To build base of regular readers, subscribers and customers </li></ul><ul><li>Human face for your business </li></ul><ul><li>Engage with your readers </li></ul><ul><li>Produce new content and SEO </li></ul><ul><li>Traffic generator for your website </li></ul><ul><li>Cost effective marketing tool. </li></ul>Why do we use blogs?
Sell Sell Sell: eCommerce The buying and selling of goods on the Internet! <ul><li>Benefits: </li></ul><ul><li>Increases sales without increase the budget </li></ul><ul><li>Expands the size of your potential market </li></ul><ul><li>Reaches a more targeted market </li></ul><ul><li>Gives you a competitive advantage </li></ul><ul><li>Reach people around the world 24 hours a day! </li></ul>
Who your website visitors are Where they are coming from What they were interested in What keywords people are using to find you Who is linking to your website Precisely who your ‘Fans’ are Where they come from What they like and dislike Who is watching your content Who is listening to your content Who is buying your singles/ albums When people buy from you
Everything is linked together…. Are you actually going anywhere?
Insights into Your Audience Web Analytics is a great way of capturing data, you would not normally be able to capture, on your online audiences. <ul><li>How they got there and where they came from. </li></ul><ul><li>What pages they went to. </li></ul><ul><li>What they clicked, downloaded, viewed. </li></ul><ul><li>What they bought. </li></ul><ul><li>- How they interact with you. </li></ul>What data?