extreme website makeover

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PhotoShelter VP of Marketing, Andrew Fingerman, presents "Extreme Website Makeover." Learn how to make the most of your photography website to drive business, increase visibility, and generate sales.

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  • EXTREME MAKEOVER: PHOTOGRAPHY WEBSITES TELLURIDE PHOTO FESTIVAL SEPTEMBER 25, 2010 Andrew Fingerman VP Marketing, PhotoShelter
  • HI, IM ANDREW Andrew Fingerman PhotoShelter VP, Marketing Looooove good BBQ I have a serious coffee problem Stops along the ride:
  • ABOUT PHOTOSHELTER Your Photo Website: + Attract Visitors + Engage & Convert + Delight Your Clients + Manage Your Archive + Community
  • PHOTOSHELTER RESOURCES Free Reports: 5 free e-books http://www.photoshelter.com/mkt/research Blog: A Pictures Worth http://blog.photoshelter.com/ Webinars: Live Sessions with Q&A http://www.photoshelter.com/about/webinar Videos: Tutorials and Archived Webinars http://www.photoshelter.com/help/ Social: Find us on Facebook & Twitter @photoshelter, @heygrover Live, human support staff
  • AND YOU ARE? QUICK POLLS Have a photography website? Blog? Make $ from photography? Intend to? Care about building a following for your work? Used Google in the last 24 hours to find something?
  • IM HERE TO CHANGE THE WAY YOU THINK Which part of your brain got invited to help design your website? The Artist? The Business Person?
  • IM HERE TO CHANGE THE WAY YOU THINK Old Way Online Portfolio New Way Business Tool Help me attract new clients; help new clients find me Let visitors really interact with my content Enable visitors to become my customers Help me better serve my clients
  • IM HERE TO CHANGE THE WAY YOU THINK Your website is a business tool. Have a goal Know your audience Worry about how it works Always be testing
  • NEW WEBSITE REALITY #1 Search engines are changing how people find photography. 61% of PEs & image buyers use Google search Content is your ticket in the SEO lottery The long tail concept The optimized photo websites will win Source: PhotoShelter Buyer Survey 2009
  • NEW WEBSITE REALITY #1 Search engines are changing how people find photography. National park pictures 27,000 searches/ mo Nature photography 49,500 Wildlife photos 9,900 Mountain bike photos 2,400 Source: Google Adwords Keyword Tool
  • NEW WEBSITE REALITY #2 Social media has crushed traditional content gateways. Easily create & connect with new communities Self publishing & distribution is simple Be a part of the conversation The winners will learn to use SM productively
  • NEW WEBSITE REALITY #3 Website marketing is a science that makes sense. How big is your funnel? What is your conversion rate? Create hypothesis, test & measure, refine Get smart about content & marketing decisions
  • NEW WEBSITE REALITY #4 People have become far less generous with their time. Be relevant to the target market Get organized and edit well Be easy to find and work with Make someones life easier; theyll come back for more.
  • MARKETING PRINCIPLES YOU NEED TO KNOW Two primary types of marketing:
  • MEET GAVIN GOUGH
  • MEET GAVIN GOUGH New Way Business Tool Blog, portfolio, and archive fully integrated Blogs frequently Great balance of text & photos Built a following through social media; 2 way conversation via his site FEB 2010 - 16 Online licensing to process transactions & deliver images gavingough.com automatically
  • MEET RANDY SANTOS
  • MEET RANDY SANTOS New Way Business Tool No major stock agency relationship Attracts 25 inquiries per month through SEO Best clients: hotels, hospitals, restaurants & book publishers Well organized FEB 2010 and easy site - 18 tools to help find images Online licensing to process transactions & deliver images automatically
  • MEET JIM GOLDSTEIN
  • MEET JIM GOLDSTEIN New Way Business Tool 90% of licensing & workshop inquires come from SEO Blog is the front door to his web presence Builds links into his content throughout his online footprint Shares content via social media, RSS Multiple ways to interact with his content ; connect with Jim; become his customer jmg-galleries.com/blog/
  • EXTREME MAKEOVER: KEEP IT S.I.M.P.L.E Some wisdom from Grover Sanschagrin
  • EXTREME MAKEOVER: KEEP IT S.I.M.P.L.E
  • SEARCH ENGINE OPTIMIZED Everyone uses search engines to find stuff. SEO is how you FEB 2010 - 24 put yourself in their path.
  • BASIC SEO TACTICS Build your keyword strategy Infuse keywords across your site Build content, blog often Build links into your site/ key content Renew your domain for multiple years Avoid Flash-only websites Free guide: Photographers SEO Cookbook http://www.photoshelter.com/mkt/research/
  • WHATS THE PAYOFF? Washington DC images: Travel Photographer: 9,900 searches/month 4,400 searches/month #1 SERP Page 1 SERP
  • BASIC SEO PRINCIPLES KEYWORD USAGE
  • BASIC SEO PRINCIPLES KEYWORD USAGE
  • BASIC SEO PRINCIPLES KEYWORD USAGE
  • HELP PEOPLE BECOME YOUR CUSTOMER Join me in the fight against window shopping. Sell prints Sell photo products FEB 2010 - 31 Sell stock photos Sell personal use downloads
  • HELP VISITORS BECOME CUSTOMERS
  • HELP VISITORS BECOME CUSTOMERS
  • HELP VISITORS BECOME CUSTOMERS
  • HELP VISITORS BECOME CUSTOMERS
  • MEASURE, ANALYZE & TWEAK Install Google Analytics FEB 2010 - 37
  • MEASURE, ANALYZE & TWEAK Install Google Analytics How much traffic does my site get? Where is traffic coming from? Are visitors behaving as I would expect/ desire? How are my SEO target keywords performing? FEB 2010 - 38 Which images/galleries are most popular? Am I making smart marketing decisions? Then Optimize!
  • MEASURE, ANALYZE & TWEAK Fr