Building an Online Presence

I’m part of a round table discussion this afternoon, for young artists. I’m there to talk about what they could do online.

I had the impression that young people would be super savvy online and I wouldn’t have much to say so I asked the organisers for a list of participants and did a little online research to see just what sort of presence the group already have.

It varies. Most are on facebook, some are on linkedin, one or two came up in pages from the university profiling a project, or in articles about an exhibition. Few came up in a name search as having their own sites.

I was surprised. So I’ve put together a little list of 7  things to think about.

Take charge of your own presence

You want to be talked about? Start the conversation.

Choose your tools

Because you haven’t got time to do everything, choose the tools that you can work with easily, choose a format you can stick to easily… eg; a photo-based blog with one photo of something that inspired you and one photo of your work in progress each week.

Consistent Story

Design, style and tone of voice should all reflect you, and be consistent. That doesn’t mean the same and it doesn’t mean they can’t evolve as you grow as an artist. It means that people seeing your art and your blog/site/twitter page will understand that it’s all about you.

Test your presence in search

You want to be found – you should be on the first page on a name search, even better if images of your work show up as well. Even greater would be if you come up on a search of your genre or style of work, but that’s a lot tougher to crack.

Remember, everyone is listening

Be aware that anything you do online, including comments can come up in a search. Be aware that comments you make on facebook about a client who has commissioned you might be read by that client.

Be alive

Don’t link to sites under construction, if you’re using a blog – use it – don’t abandon it.

Connect

Connect/link your content, use the tools to publish to more than one place, connect to other artists online.

I think that’s enough to start with.

I’ll see what happens in the discussions – I am curious to hear their views on online communication/marketing. I’ll let you know.

The 4 Ps of Internet Marketing

In the “old days”, back when I did my MBA, one of the key models of marketing was the “The four Ps“; Product, Price, Placement and Promotion. The theory wasn’t new then, it was developed by Professor Neil Borden at Harvard Business School in the early 60s.

I picked up an article via twitter that theorised that these four principles have changed due to the transformation of business by the internet. According to the writer the four Ps have been changed into; traffic, conversion, growth and content.

Can you spot what’s missing?

Internet marketing is different, but you can have the best marketing campaign in the world and if the product is not clear, and the price is not stated you’ve got no sales. So your campaign is a waste of time. Conversion and growth are a result of your campaign – not part of it. I don’t see this model replacing the tradition one any time soon.

Let’s look at how the old model has changed in the online world. Continue reading “The 4 Ps of Internet Marketing”