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Archives for February 2012

E-Marketing for Artists panel features Designated Editor, Newport CVB

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E-Marketing and new media tools and tips for artists

 

 

E-Marketing for Artists infographic by Designated Editor for the Newport Arts and Cultural Alliance

E-Marketing for Artists infographic by Designated Editor for the Newport Arts and Cultural Alliance

E-Marketing best practices

Claim & maintain your profiles on the major platforms

Fish where the fish are

Form relationships with individuals

Don’t forget customer service

Know you are not in control

80/20 rule: Only talk about yourself 20% of the time

Be useful and helpful to your fans/followers on social media

Offer incentives to visit to your gallery/business, consider other deal types

Use tools and services available beyond simply sharing, such as Facebook ads

Make it easy to share: Include, at minimum, the Like button on your site/blog

Track progress via Facebook Insights, Google Analytics and Email open rates

Monitor activity constantly: Hootsuite/Tweetdeck and smartphones are helpful

Embed and cross-pollinate: Embed YouTube videos in your blog, share your blog posts

Buckle up: The rules and platforms will continue to change and evolve, creates opportunities

E-Marketing: How to get started & make progress

Get your house in order: Focus on your website to ensure social users will not find it confusing/messy

Add a blog: Great for Google rankings and a spot for you to compile all your great content

Learn a little about SEO & develop an editorial calendar to keep your blog on track

Build an email list & establish an e-newsletter schedule; go for big photos & deals

Claim your brand on various social media platforms (see infographic above for current top picks)

Determine which social media platforms your target audiences are using

Start with the platforms that your best customers are using, most likely Facebook

Cross-pollinate: Your blog will help feed your social media and email newsletters

Thanks so much to the Newport County Arts & Cultural Alliance for hosting a fun panel on E-Marketing for Artists.

And thanks to fellow panelists @Annie Collela  & @Andrea McHugh of the Newport and Bristol County Convention and Visitors Bureau for sharing your insights and contributing to this post.

And, last but not least, thanks to the Preservation Society of Newport County for hosting.

 

Social Media resources from Designated Editor

Prior presentations, Powerpoint slides & posts by Suzanne McDonald of Designated Editor

Leveraging LinkedIn: Free tips to prospect and engage

Facebook for Business 101: Branding to Engagement to Ads to ROI

New Media Tips to Land Your First Customer

Social media generates brand and competitive insights

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Do you know what social competitive intelligence is?

By taking a look at the custom shoe industry, it is becoming more and more clear to marketers across industries that a true consumer is one who believes that the things they buy contribute to their quality of life.  For dedicated and seasoned shoe aficionados, there is often no ceiling for what he/she will pay for a quality brand.

During a  Direct Marketing News webcast, Lindsey Mark of Compete Client Relations spoke about integrating competitive intelligence into a strategic planning process as a part of marketing strategy; the custom shoe industry is no exception.

Mark uses the custom shoe industry as a framework for analyzing industry leaders and provides recommendations for New Balance shoes. Mark has studied the presence of custom shoe retailers on social media networks, including Slideshare, YouTube, Tumblr, Flickr, and LinkedIn. Through these sites, readers can scour through the competitors’ YouTube channel to see who their subscribers are and how subscribers are engaged. So far, Compete Client Relations has observed a few particular platforms’ strengths in the custom shoe industry.

Social media platforms use by shoe retailers

  • LinkedIn is used to sift through profiles of the competition’s employees
  • Flickr’s user generated content: Converse advocates tell creative stories of how they are living with the brand
  • Tumblr, which also benefits the shoe industry with user generated content, has been noted for providing social insights into who the top contributors are

Traditional ways of measuring business intelligence – such as sales volumes, subscribers, and annual reports – involve static information that is hard to dissect. Using social media to learn what the competition is doing on their network is an extremely powerful tool for marketers.

There’s no shortage of competitive creativity in the industry, either.  MiAdidas, whose name shows its unique approach to brand awareness, benefits mainly from paid search results. But YouTube celebrates videos of customers receiving and opening their shoe boxes excitedly.

Analyzing consumer behavior associated with particular brands is an integral part of a successful marketing strategy. From shoes to travel to automotive, Kantar Media Compete delivers digital intelligence based on consumers’ online behavior.

Follow Lindsey Mark on Twitter @linji.

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