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?

http://www.myspace.com/comeongangmusic

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/