Post on 19-May-2015
description
Web Marketing Web Marketing Music Music
SpecialSpecialSian JamiesonAudience Development Coordinator
e: sian@hi-arts.co.ukT: @HIArtsAudiences Fb: www.facebook.com/HIArtsAudienceDevelopmentBlog: sianjamieson.wordpress.com
Today’s WorkshopToday’s Workshop
• Where to start with Website Development
• Effective Website Design
• Getting Seen: Search Engine Optimisation
• Using Social Media and Social Networks
• Effective Email Campaigns
• Setting up to Sell
• Insights into Analytics
Getting Started: Website Website DevelopmentDevelopmentFirst Things FirstFirst 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.
Open Source CMS Solutions
Effective Website DesignEffective Website Design
It takes less then 10 Seconds to grab peoples attention
Less if your website takes 4 seconds to download
Aims & Audiences
Targeted and Segmented
Disseminate Information
Sign up to Mailing List
Buy
AIDA
Attention
Interest
Desire
Action
Attention
Be Honest,
Relevant,
Tasteful; and
Clear.
Make a statement
Make an offering
Ask a question
Tell them something
Interest
Why should I
stay?
Desire
Appeal to personal
needs and wants.
Action
Purchase a Ticket.
Sign up for a Newsletter.
Buy your album.
Recommend to a friend.
http://www.mhairihall.com/
http://www.salsaceltica.com/
Myspace
Or nospace?
Be Seen: Search Engine Search Engine OptimisationOptimisation
• Do people know who you are well enough to search for you?
• Do Search Engines know you well enough to recommend you?
• What have you done to get noticed?
“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?
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.
A Sneaky TipSource Material
Using Using your your
KeywordsKeywords
Headlines
News articles
Content
Images
Descriptions of songs/ albums
All your marketing material
Social Networks
Email Campaigns
Benefits
• Grow and expand your career.
• Communicate important news.
• Keeps you on the minds of potential audiences.
• Make your sales process easier and more productive.
• Helps people get to know you in a light and informal way.
• Helps start conversations with your target audience.
Target and structure your mail outs
Five Tips
1. Focus on one message
2. Customise your message
3. Include a call to action
4. Use a template
5. Watch your stats
Email Campaign Solutions
http://www.colinmacintyre.com/cm/WELCOME/WELCOME.html
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 & Social Media & NetworksNetworks
http://search.twitter.com/advanced
Schedule your Social Messages
http://issuu.com/sebastien.casanova/docs/bandphotos
Blogging
• 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.
Why do we use blogs?
http://thepopcop.blogspot.com/
http://www.new-music-scotland.co.uk/
http://www.footstompin.com/radio
What Are People are Saying about You?
Alternative Networks and
Online Resources
http://www.musicmarketinguk.com/
http://www.recordoftheday.com/www/
Free advice and guidance
http://www.generator.org.uk/
http://newfoundsound.co.uk/
Sell Sell Sell: eCommerce eCommerce
The buying and selling of goods on the Internet!
Benefits:
• Increases sales without increase the budget
• Expands the size of your potential market
• Reaches a more targeted market
• Gives you a competitive advantage
• Reach people around the world 24 hours a day!
Then What?
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 AudienceInsights into Your Audience
Web Analytics is a great way of capturing data, you would not normally be able to capture, on your online audiences.
- How they got there and where they came from.
- What pages they went to.
- What they clicked, downloaded, viewed.
- What they bought.
- How they interact with you.
What data?
Translating that into Insights?
WHY?
80% Bounce Rate on your home page
50% of your sales seem to be driven from social media.
1 of your pages is extremely popular ranking 2nd to your homepage.
http://www.blazininbeauly.com/
http://www.blazin-fiddles.co.uk/
http://americansongbook.blogs.com/mmm/
http://www.newmusicstrategies.com
http://mashable.com/2009/02/19/musician-marketing-tools/
http://www.generator.org.uk/