collage print by tmaas
my friend kelly asked me to share the lessons i learned launching my first ebook, 52 weeks of blogging your passion, on her blog, one woman marketing. and like the awesome friend she is, she provided YOU with some of her own insight into mistakes that we all make marketing our art & craft online.
Six Marketing Mistakes Artists Make Online
By Kelly Watson
Artists: are you getting the maximum marketing value from your web site? Sometimes, it can be hard to tell. Here’s a handy list to keep you from making common internet blunders.
1. Poor design. It’s ironic but true: some of the best visual artists suffer from terrible web design. Your site is your calling card to the world. Keep it looking professional. Give your visitors an easily-accessible navigation bar on the top or side of each page, and create a clear visual hierarchy so people know where to look first. (For more web design tips, check out Steve Krug’s book, “Don’t Make Me Think.”)
2. Too much stuff. Sometimes, less is more. This is especially true on the internet, which gets more crowded every day. Keep text to a minimum, and images at a reasonable size. When tempted to add something new, ask yourself: does this fit the theme of my site? Will visitors really care? If the answer to both questions is yes, then go ahead and add it. But when in doubt, leave it out.
3. No contact information. Let’s be realistic. If someone really wants to stalk you, he or she will find a way—regardless of whether your address is listed online. But if potential customers can’t find your contact details after a few clicks, they’re likely to leave and never come back. The moral of the story: make it easy for people to get in touch with you. Put your contact information at the bottom of each page, and encourage visitors to call or send an e-mail. (Worried about junk mail? Simply write out your e-mail address like so: Kelly at wordwisemarketing.com. This will stop the majority of spam bots from recognizing your address and adding it to their lists.)
4. Use of flash, blinking text, animated graphics, etc. Back in the ‘90s, blinking text was still a novelty. Today, flashing graphics can feel like an assault on the senses. You want your web site to be pleasant—so stay away from fancy splash pages, animated images, and anything else that can cause seizure activity in small children.
5. No prices. If you don’t list the price of your artwork, you’re likely missing out on sales. That’s because people love to shop, but they hate asking questions. Perhaps they think by drawing attention to themselves, they’re more likely to be ripped off. Make it easy for them by clearly listing the price of every piece of artwork, everywhere it’s featured on your site.
6. Not taking advantage of social media. Think MySpace and Facebook are just for teens? Think again. These and other social networking sites are invaluable marketing tools for visual artists. And better yet—they’re free! Spend an afternoon checking out the sites and building a few pages for your artwork. It’s easier than you think, and it will draw new visitors from around the globe.
Kelly Watson is a website copywriter and marketing consultant who specializes in marketing to women. She blogs at One Woman Marketing. Kelly works from her home in Lancaster, PA, where she writes copy for businesses across the nation. On OneWomanMarketing.com, she blogs about her experiences as a “solopreneur” and one-woman marketing department.