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 Making
the Transition From Classic Marketing to Virtual Marketing for
Artists.
by Joel Balfour, Guest Writer
So you have art you want to sell? Why
not market it online? Here are a few tips on how you should proceed.
You first step to creating a web site should be to have the cleanest
pictures you can of your art. Try using a high-resolution digital
camera if possible, if not then you may want to shoot it on film,
and scan it with a high-end scanner.
Classic film at this point still has
a higher resolution than large format digital, but the digitization
process could “cheapen” your end product. It’s
your choice as a publisher. If you are looking into making film
samples, or audio material as demos, then what you would want
to do, is to render your files in the smallest format possible,
for film I would recommend “multimedia-small 15 frames/second”
as your render option, and for MP3’s I would use the lowest
quality possible, as to take into consideration those with Low-end
computers or slower internet connections. Make your product as
accessible as possible. You never know who’s looking, and
from where.
You should consult with your web-designer
or your search engine optimization company so that your web site
can be search engine optimized. The reasoning behind this, is
that once you put all this work into digitizing your media, you
want your web site to be seen.
If you aren’t familiar with web
design, I would advise hiring an art friendly web designer to
help you out with the creating the web site. S/He can deal with
the technical aspects of creation while you worry about the design.
I cannot stress enough the necessity of using an HTML editor that
is search optimization friendly. Not so much for the actual design
of the web site, but for everything that goes on behind the scenes.
When you’re creating a web site,
there are two aspects to take into consideration. What the viewer
is seeing, and how the web site relates to search engines. Although
I believe what the viewer is seeing is entirely in the hands of
the designer, and owner… how the web site relates to search
engines is where SEO comes in.
How does your web site fare with Google,
MSN, or Yahoo? This is the province of your SEO, and your web-designer.
This is where items like meta-tags,
keyword density, and performance come into play. Your web site
should be optimized for your location, content, type of art/media.
When a web search is run on a topic relevant to you, your web
site should come up in these searches. If you’re a political
artist then you should be getting hits for “political art”,
in my case “Toronto filmmakers” or anything specific
to your art/media content.
How an SEO can work for you, is that
with your search engine optimization company will be able to tailor
make your keywords, and meta-tags; so that the closer the search
terms are to what you do, the more likely you will get a visitor
on your site.
The more visitors you get on your site,
the more likely you are to sell your product. This brings you
closer to becoming an independent artist who doesn’t need
deal with large publishers that don’t have your best interests
in mind.
Ultimately what an effective self-driven online marketing campaign
will do for you is that it will allow you to sell your product
at your price, and for minimal monthly fees you won’t have
to sign over publishing rights or licensing, because all the fees,
minus operating fees come directly to you.
SEO and online marketing campaigns
are available at minimal investment, so if you’re serious
about launching your art career, then an affordable advertising
campaign may be what you’re looking for.
Simply by improving your site ranking,
you attract more visitors. Every visitor is a potential buyer
... If we want to use a retail analogy, the more people visit
your store, the more stuff you’ll sell.
All it really takes is for someone
to see your site when doing a web- search; this will bring you
clients and contacts. A small investment could bring you the artistic
freedom you want and deserve.
Further Reading:
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