OCT 2013

I PERSONALLY DESIGNED THIS PRESENTATION FOR YOU
Allen Murabayashi

BUSINESS AS USUAL LEADS TO RESULTS AS USUAL

Incremental change rarely works

• Having one more lens • Tweeting twice as often

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

4

WHO IS THE AUDIENCE YOU HAVE? WHO IS THE AUDIENCE YOU WANT?

Different constituencies act differently

• Ideally, a customized campaign for each person • Cluster into demographics • Target the demographics

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

12

What are you selling?

• Are you selling a photo? • Are you selling a service? • People are searching for authenticity.

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

13

GO WHERE THE PEOPLE ARE HANGING OUT

Think about the marketing funnel

• • • • • • •

Walk into the Gap Browse • Visit the your shelves website Try • Browse something through on photos Go • Add to the image cash register to cart Purchase • Purchase image Repeat • Tweet customer sale Right a Yelp review

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

18

Your marketing plan should

• Widen your funnel (facebook friends, email list, instagram followers, business cards) • Improve your conversion (open rates, click thru rates, bounce rates) • Never forget what your ultimate conversion is (revenue, likes, etc)

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

19

MEASURE

photoshelter.com/mkt/research

DON’T UNDERVALUE YOURSELF

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

23

“We don't wake up for less than $10,000 a day.” – Linda Evangelista

Your aren’t Walmart

• Your business isn’t scaleable • You have nite amount of time • erefore, competing on price as the basis of your sales strategy is ludicrous.

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

25

Who is the best nature photographer in Jackson Hole?

SEO

Search Engine Optimization

• Top three results garner ~60% of clicks • CTR on page 1 ~8.9% • CTR on page 2 ~1.5% • People aren’t going to page 2

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

28

What influences SEO

• On-page factors • Domain strength • Inbound links • Social signals

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

29

photoshelter.com/mkt/research

SEO Cookbook

• Create a hit-list of keywords • Search for each keyword to nd your online competition • Use MajesticSEO.com to gauge competitiveness • Start building your SEO

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

31

Keyword hit-list
Text

• • • • •

jackson hole photographer jackson hole nature photographer oxbow bend photography jackson hole panoramic photos best jackson hole photographer

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

32

Search the terms
Text

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

33

Gauge competitiveness
Text

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

34

Text

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

35

Here’s the thing

• SEO isn’t perfect, but there’s a lot of smart people working on search • Build the largest online footprint possible • is is another reason to participate in social media

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

36

Your website is a marketing tool
• • Not an online portfolio Does it meet the needs of: • • e audience you have e audience you want

Getting people to your website is hard work. • Features to consider: Convert them while you have them captive!
✓ ✓ ✓ ✓ ✓ ✓ ✓ Searchable E-commerce Portfolio Private galleries High resolution le transfer

Mobile & SEO friendly (i.e. no Flash) Social Media tools

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

37

MARKETING IS MULTI-CHANNEL AND MULTITOUCH

Your marketing shouldn’t consist of a single, big budget effort.
• • • • Creating the $5,000 direct mail piece is akin to running print ads. Don’t do it. Creating the $5,000 direct mail piece is akin to exhibiting at tradeshows. Don’t do it. Try a Blurb book, experiment on Facebook, open an Instagram Use tried and true techniques like a coupon

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

39

Lesson 9: Give Great Customer Service
It’s hard to understate the importance of a positive customer interaction.
• “ e Customer Experience Impact 2010 report reveals that 82% of consumers in the U.S. said they’ve stopped doing business with a company due to a poor customer service experience. Of these, 73% cited rude staff as the primary pain point, and 55% said a company’s failure to resolve their problems in a timely manner drove them away.” A customer with a negative experience is 10x more likely to publicly express dismay than one with a positive experience.

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

40

EVERYTHING IS A TEST

TAKE SOME FUCKING CHANCES

FACULTY GRADES

PhotoShelter

• •

MajesticSEO: • 14,189,389 backlinks • 60,930 domains Opensite Explorer • Domain Authority 87/100 • Page Authority 89/100 • Facebook Shares 932 • Facebook Likes 666 • G+ 7,675 Facebook (40k) Twitter (40k)

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

46

Trey Ratcliffe - Stuck in Customs
• MajesticSEO: • 388,973 backlinks • 5,151 domains Opensite Explorer • Domain Authority 73/100 • Page Authority 78/100 • Facebook Shares 6,104 • Facebook Likes 3,325 • G+ 6.3 million Facebook (515k) Twitter (47kk) Instagram (12k) Google glasses tester “owns” HDR Speaks at non-photo conferences G+ weekly hangouts

• • • • • • •

A
47

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

David Alan Harvey

• • • • • • •

MajesticSEO: • 15k backlinks • 453 domains Opensite Explorer • Domain Authority 53/100 • Page Authority 61/100 Facebook (12k) Twitter (26k) Instagram (35k) Website: ash-based, non-responsive design, no sales Workshops Burn Magazine Lens blog interview

B
48

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

Jackson Hole, Wyoming. Speaking at the @photographyatthesummit workshop with @jodicobb and @joseazel. #desolate #mountain #thunderclouds

Jodi Cobb

• • • •

MajesticSEO: • 1181 backlinks • 85 domains Opensite Explorer • Domain Authority 37/100 • Page Authority 48/100 Facebook: 536 likes Twitter: none Instagram: none Website: ash-based, non-responsive design, no sales

D
50

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

Callie Shell

• • • • • •

Facebook: none Twitter: none Instagram: none G+: none Website: coming soon! Good press for Obama coverage

F
51

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

HOMEWORK

Homework

• Jodi is creating an Instagram account this afternoon • Jodi is uploading a Venice water photo • We’re following Jodi this afternoon • We’re all going to either blog or Facebook about the workshop and link to speci c photographers who inspired us • We’re all going to answer “who is our ideal customer”
P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S 53

THE COMMUNITY YOU HELP BUILD IS THE COMMUNITY YOU DESERVE

Connect with PhotoShelter

blog.photoshelter.com facebook.com/photoshelter @photoshelter vimeo.com/photoshelter

P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S

55

Sign up to vote on this title
UsefulNot useful