Be Smart About Art: Best practices in the art world
A fortnightly column by Susan Mumford for the Art, Antiques & Luxury Design Blog
Click here to read the article on the Art, Antiques & Luxury Design Blog
2nd April 2012
Online marketing has become an essential element of business and many artists and art dealers have experienced remarkable success from effective website, blog and social media campaigns. Yet it is all too easy to jump on-board and make embarrassing mistakes, miss opportunities and overinvest.
This article is part I of a three-part series on online marketing. In this piece, three key points will be addressed:
1. Visibility + Credibility = Profitability (VCP)
2. The website is at the core of the online marketing strategy; and
3. Accessibility and ease
1. Visibility + Credibility = Profitability (VCP)
I originally learned this concept in relation to networking and now apply the approach to all forms of marketing for business. Only once a business or professional is found online (be that via a website, blog, YouTube or social media platform) and the viewer is confident in the individual or business’s expertise, will profitability follow.
There is no point in having the most beautifully designed website if it is not indexed by Google or search engines. And likewise, simply having online status is not enough; in order to prompt potential clients to take the next step and contact you, there needs to be clearly displayed evidence of your experience, professionalism and unique skill to help those seeking what you offer.
Several key ways to achieve visibility include:
•Have an effective SEO (search engine optimisation) campaign that includes keywording.
•For art businesses that represent famous artists or makers, run Google Keyword Campaigns in which the search engine displays a link to a website when specific words are typed into a search. (The link often directs the viewer to a specific page called a “landing page”, which then provides links to the rest of the website.)
•Present a mini-site within a large website that is well “indexed” by Google and search engines. This is effective as searches for keywords that are typed in web searches are more likely to display results from well-indexed sites, including pages within such highly-ranked websites.
How to achieve credibility:
•Present expert articles on a website or blog, in which you provide expertise on your profession.
•Display testimonials from clients on a website, blog and also on your LinkedIn profile. (Noting that “recommendations” on LinkedIn are effective as they must be submitted by the individual providing the referral.)
•Give free advice within social media campaigns (see my own #besmartaboutart tips on twitter).
2. The website/blog is at the core of the online marketing strategy
The website is the place where potential clients are converted into becoming a client, be that by placing an order, submitting an art work enquiry via an online form or picking up the telephone to ask about an available piece.
For example, when sending newsletters or setting up a social media page, it is essential to provide links to the website. This is a simple and absolutely essential rule, and I suggest having an image in your mind of your website being in the middle, with an outer circle of all other online platforms with arrows pointing to the website.
3. Accessibility and ease
It seems straightforward, however so many art businesses get this essential step completely wrong. Forget web pages that take time to load, and do not require visitors to click page after page to find something of use. Doing those two things is perfect for achieving high “bounce” rates, in which visitors go to the website and leave straightaway. The lower the bounce rate, the better. (If the bounce rate seems high, consider changing website layout and navigation.)
Ensure that the website is optimised for smartphones and iPads, noting that Flash does not work on iPhones and iPads. I recently discovered that 47% of the opens for an e-newsletter were done on iPhones, and accordingly experienced first-hand the importance of optimising e-newsletters and websites for these devices.
You also need to think about the internet savvy of your audience Are your customers likely to submit an online form, email or call? And is the audience varied in internet capability? A general rule of thumb is to take away as many barriers as possible and make it easy to receive an enquiry. Accordingly, list contact details on every page of a website and on the contact page provide a form, email address, telephone number and postal address.
Summary
•Maintain a mentality of VCP that you apply to everything related to online marketing;
•Remember that all online points to the website; and
•Ensure accessibility and ease for layout and navigation of the website, bearing in mind the internet savvy of the audience.
