Indian Arts and Crafts Association

Albuquerque, NM April 9, 2008

Jan Zimmerman, Author

Web Marketing for Dummies

Watermelon Mountain Web Marketing

www.watermelonweb.com books@watermelonweb.com

4614 Sixth St. NW Albuquerque, NM 87107 505-344-4230

Marketing Your Art Online

© 2008 Watermelon Mountain Web Marketing 2

What You Need to Know

• Should you have your own web site?

• What alternatives are there?

• Should you sell art on your own site?

• How to create a good Web site

• How to drive traffic to your site

© 2008 Watermelon Mountain Web Marketing 3

Make the Business Case

• Purpose?– Sell art– Teach workshops– Bring visitors to studio– Get in gallery

• art-collecting.com/ nativeamerican.htm

• Audience?– Within community– Gallery owners– Tourists, casual buyers– Knowledgeable

collectors– International audience

© 2008 Watermelon Mountain Web Marketing 4

Web Site Alternatives• 1 page “business card” or portfolio site

– own domain name– template-based sites

• Other options– Native American art sites

• artnatam.com/lease.html

– online auction sites • http://fineart.ha.com or ebay.com

– NewMexicoCreates.org

© 2008 Watermelon Mountain Web Marketing 5

Template Alternativesallwebcodesign.com/setup/resume.htm

• godaddy.com• websitesource.com• foliolink.com• qfolio.com• nativeart.net/nativeartists.php

© 2008 Watermelon Mountain Web Marketing

Auction Siteebay.com

© 2008 Watermelon Mountain Web Marketing 7

Sell Your Art NewMexicoCreates.org

Ms. Tannis Eberts

Native American Buyer

Museum of New Mexico Foundation Shops

Santa Fe, NM

Call for appointment 505.982.3016 x 22

tannis@swcp.com

© 2008 Watermelon Mountain Web Marketing 8

What To Think About When Building A Site

• Domain Name

• Site Index (Navigation)

• Text with Calls to Action

• Product Photos

• Selling on Site

© 2008 Watermelon Mountain Web Marketing 9

Start With a Good Name

• Your name?

• Your type of art?

• Easy to read

• Easy to type

• Easy to spell

• Easy to say & hear

• Easy to remember

© 2008 Watermelon Mountain Web Marketing 10

Named by Artistallanhouser.com

© 2008 Watermelon Mountain Web Marketing

Index: What’s On the Menueagleserpentstudios.com/nocona

11

© 2008 Watermelon Mountain Web Marketing 12

Text: Calls to Action native-american-art-secrets.com

© 2008 Watermelon Mountain Web Marketing 13

Product Photographyezcube.com/documents/ezcube_features.htm

© 2008 Watermelon Mountain Web Marketing 14

Should You Sell On-Site?

• How much profit per piece?

• How much art must you sell to recover your investment?

• Cost of shipping & handling?

• Will you do the shipping yourself?

• Can you take credit cards or PayPal?

© 2008 Watermelon Mountain Web Marketing 15

Conversion Funnel

• Only 5% who see your URL, visit site

• Only 2-4% of visitors buy

Anonymous Visitors

Prospects

Qualified Leads

Customers

© 2008 Watermelon Mountain Web Marketing 16

Buzz: Driving Traffic to Your Site

• Search Engines & Link Campaigns

• Powwow Sites

• Guerrilla Marketing– cheap or free– fast and flexible– levels the field

© 2008 Watermelon Mountain Web Marketing 17

Search Engines & Links

• SEO = search engine optimization

• Search engine friendly web sites

• Search engine submission – Google, Yahoo, and MSN are enough

• Inbound link campaigns (other sites link to yours)– www.linkpopularity.com (to check on links)– www.nativeseek.com (Native American directory)

© 2008 Watermelon Mountain Web Marketing

Post on Powwow Sitespowwownetwork.com

18

© 2008 Watermelon Mountain Web Marketing 19

5 Online Guerrilla Marketing Tools• Signature blocks

• Event calendars & releases

• Tell a friend or collector

• Inexpensive classifieds

• Testimonials and reviews

© 2008 Watermelon Mountain Web Marketing

A Sample Signature Block

Carol Molloy

Crowfoot Studio Pottery

1234 Calle Grande, Espanola, NM

T: 505-555-7777 Cell: 505-555-6666

E: Cmolloy@crowfoot.com

For directions to Studio Tour June 14, 2008

please visit www.crowfoot.com

© 2008 Watermelon Mountain Web Marketing 21

Online Calendars & Press Releases

• Post on event calendars

• E-mail releases (prfree.com)– studio tours, workshops

– awards, shows, openings

• Paid distribution sites– marketwire.com, prweb.com, send2press.com

© 2008 Watermelon Mountain Web Marketing

Post on Event Calendarsnativegatherings.com/events

© 2008 Watermelon Mountain Web Marketing 23

Tell A Friend geocities.com/native_america2001

© 2008 Watermelon Mountain Web Marketing

Inexpensive Classifiedspowwows.com/gathering/classifieds

© 2008 Watermelon Mountain Web Marketing

Testimonials & Reviews aspensantafeballet.com

© 2008 Watermelon Mountain Web Marketing 26

4 More Tools for Art Guerrillas

• Blogs, forums, and chat rooms

• Social Networks

• Video logs (vlog) or podcasts

• Local Google & Yahoo!

© 2008 Watermelon Mountain Web Marketing 27

Post on Native Art Blogs tribalartery.blogspot.com

© 2008 Watermelon Mountain Web Marketing

Post on Social Networksgroups.myspace.com/nativefineart

© 2008 Watermelon Mountain Web Marketing 29

Do a Video Log (Vlog)video.yahoo.com/video/play?vid=140608&fr=

© 2008 Watermelon Mountain Web Marketing

Record a Podcastwww.powwowcast.com

© 2008 Watermelon Mountain Web Marketing

Local Google & Yahoo!

© 2008 Watermelon Mountain Web Marketing

WIIFMWhat's on this Web

site for me?

Answer that for your audience and your Web site will work

magic for you!