The Internet is an extremely important marketing tool for artists. It’s a way for you to make connections, make money and develop a real following.
Now that you’ve gotten all of your other materials prepared it’s time to get your website up and running and your “presence” on the internet. You will need to approach it in an organized fashion and think about who “you the artist” are and how you will present it to the world. Developing a website plan can help you construct that “persona” and a brand that will help you towards success. From there you can go onto selling on sites like eBay, Yessy and Etsy, Social Networking, Blogging and so much more. You will need to have a plan just like any other business. Consider it the internet section of your marketing plan.
Just to give you some background on my qualifications on this topic, I am a website designer and am trained as a Graphic Designer and in Advertising. Before I design a website I always like to have a consultation with the artist about how they will present themselves to the world.
I will go into depth on each and every aspect of the internet and how you can use it to get publicity, network and make a profit from it. As an introduction, you will find a glossary of definitions below. They will not only give you definitions of each item in the topic but perhaps give you information on items you thought you already knew about. You will be able to refer to this again and again. However if you do find it overwhelming you can contact me for a website consultation at: firstname.lastname@example.org
The Internet or World Wide Web (www.) – A network of interconnected links – websites, blogs, web pages, etc. that may include content such as text, images, video and/or audio – that are hosted and available for viewing on a computer.
URL (Universal Resource Locator) – The address of a website, usually – but not always – proceeded by www. It’s also known as the Domain Name of a website. Example: http://www.smithartist.com
Domain Name – The name or address of your website – otherwise known as the URL – that is registered with a domain registration company. It is unique to you and you only. In most cases you will purchase a domain name that is registered for a certain number of years.
.html (Hyper-text Markup Language) – The basic language – or set of tags – that make a web page visible. It tells the computer where to find an image or where to place text. The color of the text or design and whether it’s centered, aligned to the left or to the right and so much more. It also instructs search engines to place your website or blog in the right category. See Meta-Tags and Meta-Descriptions below.
Tags – The “words” of .html. Usually surrounded by < > (known as ankle brackets) and give a command. Usually starting with a start tag and ending with an end tag like this this content is bolded to give it emphasis.
Java Script – a type of language (like .html) that allows for minor animated functions on web pages.
Adobe Flash – a multimedia platform that is generally used to add animation, video and interactive media to websites. Some websites are designed entirely in Flash. Note that this is not recommended for several reasons, which I’ll go into in another post.
Search Engines – A program that allows you to search for documents, websites, pages, blogs or any type of content on the internet.
Spiders, Crawlers or Robots – automated programs used by search engines to evaluate your website and “index” or categorize their content.
Search Engine Optimization (SEO) – process of adding, removing or placing content on a website so that it can gain higher placement on a Search Engine. Tip: Once your website is up and running you will get a few emails about SEO from companies offering to upgrade your search engine visibility. Ignore them all. They are all SPAM.
Meta-Tag – a series of up to 8 key words (no more) that helps search engines categorize web pages.
Meta-Description – a two sentence description of a website that is visible on the search engine under the title of the website.
Website – a collection of linked pages that can be static, dynamic or interactive. It can be used for personal or commercial/business purposes. A static website does not change. The content is put up and it stays the same and it doesn’t invite a visitor to do anything. A dynamic website has moving content such as video or animation and an interactive website allows your visitor to click on media, watch it or create something and much more.
Blog (Short for Web Log) – a type of website or part of a website that is updated with content. Usually writing but it can be images or video. It has followers and is actually considered a legitimate form of journalism. A good example of a blog is: http://jazzsaints.blogspot.com/
Web Traffic – Information generated by visitors to your website or blog. They click on something that leads to your page or click something on your website. Tip: This can be tracked by Google Analytics. More in a later post.
Visitor – Someone that is viewing the home or index page of your website. There are two types of visitors. New Visitors – a visitor that has not made a previous visit – and a Repeat Visitor – a visitor that has come to your website more than once.
Hit – Otherwise known as a click. A visitor comes to your website and clicks on a link. That’s a hit. The more hits a website generates, the more popular it will seem to Search Engines and they will place your website higher on the list based on your Meta-Tags.
Google Analytics – A free service offered by Google that allows you to track traffic, in detail to your website. This will help you figure out what’s working and what isn’t.
Server/Host – A huge computer owned by a company (like GoDaddy.com or Hostdime.com) that allows your website to be live 24/7 for viewing by the public. Very often hosts will give you a deal if you purchase a hosting package when you purchase a domain name. Both will be for a specific duration of time – like 3 years for example.
Email – An online communication between two or more people. I will go into how you can use email to optimize your visibility online and off in depth in another post.
Social Networking – interactive websites that allow you to connect with people, view photos, videos, join groups, gain more exposure, and keep followers interested. There are 400+ Social Networking websites but the “big three” are Facebook, LinkedIn and Twitter. Even YouTube is now considered a social networking website. I’ll go into it more in depth in a series of future posts.
PayPal – The most popular ecommerce company in the world. It allows you to open an account (for free) and pay or get paid for things on the internet. (It will take a small percentage if you get paid – usually from 2-2.75%). You can create customized buttons generated through PayPal that you can add to websites, blogs and emails. PayPal is an eBay affiliated company as well and if you intend to sell anything on the internet PayPal is a MUST! They’re in the business of security and everyone knows it. You’ll get paid faster and easier because there is a level of trust with PayPal. It also allows buyers or collectors to pay via credit card, debit card, PayPal account or even a checking account. www.paypal.com
YouTube – A video sharing website (created by 3 former employees of PayPal) that allows you to share and watch videos. You can create and subscribe to “channels.” Over 10 Million people watch a day and usually more than one video. You can even see demonstrations of painting, sculpting and art making, videos of artists work and so much more. Why not create a video, post it on YouTube and get a piece of the action?
Photostreams or Photo-Hosting Websites – Websites that will host your photos for use in other mediums such as a blog. They also function in a way that is somewhere between a blog and social networking. They are public, allow people to see your images and comment on them. www.Flickr.com is a good example
eBay – An online market place where people sell things from and to all over the world usually through auction. Sellers with a track record can create an eBay store and you can also create a “buy it now” price. eBay makes their money by charging a fee for posting items up front. Start slowly and build. More in another post.
Online Stores – a website where you can sell and purchase items. There are several devoted to art and hand crafted items. Etsy.com, Fine Art America and SaatchiOnline.com are good examples
On Demand Stores – Stores where you can design items that are then created and shipped after a visitor to a website purchases it. Such as www.zazzle.com/artists or www.CanvasPress.com
Online Galleries – Galleries that function on the internet in the same manner as a gallery with four walls with one major advantage. They can reach a much larger audience and even some viewers who would never even step foot in a gallery or museum. Beware of the vanity online galleries or galleries that use unprofessional practices like audience generated jurying. Shameless Self Promotion: www.melissawolffinearts.com
Online Art Portals – Such as Fine Art America, Saatchi Online, Artnet.com. They connect your website – usually for a fee – to a designated portal of art buyers and collectors. Buyer beware! There are websites that claim to put your website in front of a larger audience but don’t deliver. Pick and choose carefully.
Website Design Software – Software that allows you to create a website on your computer and then transfer it to the host through something called a ftp (file transfer protocol – a series of web language that helps a host communicate with your computer) The best software for website design is Macromedia Dreamweaver – which can be purchased alone or as part of Adobe Creative Suite. There are other programs for website design out there but none are as easy to use or as flexible. It will even support Adobe Flash and Java Script and something called CSS (Cascading Style Sheets). WordPress.com is a blogging format that you can use to create something similar to a website. It’s not a website per se, you don’t have traditional means of Search Engine Optimization and Search Engines will categorize it as a blog.
If you’re doubting the seriousness of selling online let me clear that up. This past year (2014) Sotheby’s is organizing a collaboration with eBay to make their auctions live online. Amazon.com is now carrying expensive art by approved galleries. By 2018 online sales of art are expected to jump to over $34 Billion a year. Shouldn’t you be able to be a part of that statistic? It’s time to get yourself online if you’re not already. If you are already online it’s time to hone your skills and make money!