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(Art Marketing) Artists: What to Add to Your Website (or you're an idiot)

 

Hello, hello, and welcome back artists. I am KR and this is my marketing tutorial on selling more art, marketing more art, and getting buzz for your art. And the topic today is 'You Better add this to Your Website, or You're an Idiot'. 

 

I know that sounds kind of harsh; but it's true. I have been doing this for years and so have many, many, many other people and various businesses; and the reason is, it works. And what it is to add an email sign up form to your website. You're probably rolling your eyes right now, because of course you've got one on your website, right? I can't tell you how many art sites I go to and there is no sign up form. There is nothing. There is the artist, the gallery, the works, the About Me page, and works they've sold, exhibitions; but there is no sign up, there is no incentive, there is no reason to stay connected with that person or that artist. And if I like their art, man I sure wouldn't mind hearing about new works and things that they've done and more about them. And this can all be accomplished through a simple sign up form. There is a million sign up form subscribers online, subscriber formats that you can use. I use AWeber and I've tried MailChimp and Constant Contact, and they're all good, and they each have their own thing that they offer. But the bottom line is, get one and put it on your site.

 

Now, what you don't want to do is you don't want to do a bunch of pop-ups. You don't want to do anything that blocks the page so someone can't read it, or that makes the site real hinky or stop running. So you really need to test these out and see what works best. Now I've found that if I do a pop-up after a few seconds on the site, so many seconds, then I do tend to get a few more sign ups. If I just do what's called an in-line sign up form, that means just the sign up form on the page, no pop-up, no lightbox, etc, then I don't get as many, but it's less obtrusive and people do prefer those. They can sign up if they see it and they want to.

 

I like to trigger activity in people, so without pissing them off, I like to use a lightbox or popup, but only after a certain amount of times. So if someone comes to my site, it doesn't immediately pop up. I can't tell you how much I hate that, when I go to someone's site and there is an immediate popup before I've even had a chance to look through the site or before I even know if I'm interested in anything. So after a couple of minutes ... not a couple minutes, but at least 30 seconds, if I've scrolled through the site, I'm interested, I'm obviously an interested viewer if I've stayed on the site that long, then you trigger your popup. So anywhere after 10 - 30 seconds is an ideal time, because that is when you're going to get an interested viewer and an interested subscriber. Anything that pops up immediately, someone is going to naturally click off, and is going to go away without even subscribing because they don't even know if they're interested in you yet. 

 

So my best tip right now for artists and so many of you guys who don't have this on your site is to put an email subscriber form on there. Make it something interesting; put it in a space where people really see it. Offer something free for subscribing, offer free shipping coupon or maybe a 10% off coupon. Or, I have a once a month 50% sale where I offer selected works at 50% off one day only. And so that's a nice incentive for people to want to stay tuned to my art offerings and my newsletters. As well, I also send out postcards. These are my art paintings that I get made up at Vista Print, I make them into postcards and I send a couple free to anyone in the US who subscribes. And this is a great way to also connect with a subscriber. So if someone subscribes to the free postcard set, then I contact them, I welcome them to my email newsletter, I ask for their mailing address. If they send it back to me then I know I've got someone interested and I go ahead and send that out. And then I know they are a valued member of my subscriber list and not just looking for freebies; or most of the time anyway.

 

So those are my best tips for what to do with your art website, and do it today or you're truly losing out on possible collectors and interested parties.

 

So that's all for today, until next time go to my site Sell More Art at 101artists.com or artmarketing101.com and start getting some buzz for your art. See you next time.

 
  
  
 



Securing FREE Publicity for Your Business

Advertising is telling the world how great you are, while publicity is having others tell the world how great you are. It's lovely to get and oh-so-difficult!

While anyone can pay to advertise, it's more difficult to get media to be interested in you and what you do. Companies and organizations that understand the importance of publicity are generally more successful than those who use advertising alone to reach their target market.


Newspapers, magazines and radio and television news programs are full of stories about businesses and organizations. Those who know how to present materials professionally to the right people will get media coverage for free, while those who don't understand how publicity works must count on large advertising budgets to reach their audiences, usually with less impressive results.

The first step in reaching out to media professionals is to create an enticing press release. Its real purpose is to get an editor or producer curious about what you have to say or in what you are doing. It should contain enough information, specifics and quotes that a writer can craft a story from it without ever having to call you.

A media alert is another tool for getting media attention. Its purpose is to give news assignment desks the specifics about an event in a way that entices editors or television news directors to send a reporter or camera crew.

There are dozens of other ways to get news focus, such as placing feature stories or writing pitch letters offering your expertise in a subject for quotes or on-air interviews.


The first step in reaching out to media professionals is to create an appealing press release. Newsworthy is the key goal. The main purpose is to get an editor or producer interested in what you have to say or in what you are doing. It should contain enough information, details and quotes that a writer can craft a story from it without ever having to call you. 

Web Branding-- Organic Buzz


Let's talk branding: For example radio stations have the tendency to 'get' the entire notion of branding. In a lot of cases they tend to call it "imaging", but it is essentially the same thing.

A radio station starts by defining their demographic or their listening audience. They develop a slogan  or tagline that will be used to identify (bran) their station. If they do this right you will be able to sing along with the jingle in a short period of time and you will be able to say easily what their branding statement is (e.g.

A radio station goes through with things like stickers, key chains or other free goodies to help in their branding efforts. These stations do not want to be joined with all the other stations. They want to be unique and they want to be recognized for their originality.

This is the same premise for web branding. It will permeate every part of your web presence.

If you do it right, you will become similar to the radio station where site visitors have a very clear idea of who you are.

Web branding is not a once-for-all-time event. When you work at web branding you are infusing the core values of your business in every aspect of your site and company philosophy. The good news is if your site visitors get the vision for who you are they may identify with your 'brand' and will not only identify with your brand, but will likely warm to it.

We've all heard radio stations that don't seem to know who they are or what they do. If it's a bit disjointed it may be mildly interesting, but nothing to tell others about.

In a perfect world your site visitors will become fans. Subsequently, these visitors will take your message to their circle of influence (even if only in passing online conversation). This is an organic benefit of web branding that can create significant buzz about your site.

As artists and creative, branding is essential. Whether you want to be known as the North Shores Landscape Artist or Pelican Bird Artist or Cowboy Bronze Sculptor...or whatever you do best. Branding is just as essential for you as it is Coca-Cola.


 
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