Indian Arts and Crafts Association
Albuquerque, NM April 9, 2008
Jan Zimmerman, Author
Web Marketing for Dummies
Watermelon Mountain Web Marketing
www.watermelonweb.com [email protected]
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
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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
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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
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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
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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
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What To Think About When Building A Site
• Domain Name
• Site Index (Navigation)
• Text with Calls to Action
• Product Photos
• Selling on Site
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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
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Named by Artistallanhouser.com
© 2008 Watermelon Mountain Web Marketing
Index: What’s On the Menueagleserpentstudios.com/nocona
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Text: Calls to Action native-american-art-secrets.com
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Product Photographyezcube.com/documents/ezcube_features.htm
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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?
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Conversion Funnel
• Only 5% who see your URL, visit site
• Only 2-4% of visitors buy
Anonymous Visitors
Prospects
Qualified Leads
Customers
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Buzz: Driving Traffic to Your Site
• Search Engines & Link Campaigns
• Powwow Sites
• Guerrilla Marketing– cheap or free– fast and flexible– levels the field
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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
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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
For directions to Studio Tour June 14, 2008
please visit www.crowfoot.com
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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
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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
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4 More Tools for Art Guerrillas
• Blogs, forums, and chat rooms
• Social Networks
• Video logs (vlog) or podcasts
• Local Google & Yahoo!
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Post on Native Art Blogs tribalartery.blogspot.com
© 2008 Watermelon Mountain Web Marketing
Post on Social Networksgroups.myspace.com/nativefineart
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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!
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