In this article, first posted on the Wonderful Machine blog, Bryan Mills explains why artists should promote themselves shamelessly, but politely, on the Web.
As a “Web guy,” I'm often asked about the secret to building a successful website. How do you increase traffic, get a top Google ranking and run a website that turns visits into profits?
Trying to realistically answer a question like that is a pretty gargantuan task. I start by telling people that Web marketing is not a straightforward endeavor. This is an organic marketplace, driven by word of mouth, hype and the connections you make with other people. Success might come from the places you least expect it, and what works for one person might not work for you.
So why even try?It’s important to make the effort because, in the history of civilization, it has never been easier for creative professionals to produce, publish or connect with others in their industry. Having an online presence is about increasing your visibility to everyone, and establishing yourself as an authority, expert or maven (you are all of those, aren’t you?). You get to be your own PR firm.
I imagine most photographers don’t consider themselves Web entrepreneurs. They’ve already got one business, and don’t need another. They just want to take pictures, and get paid. Am I right?
That might be a good mindset for running a photography business, but not necessarily for marketing online. If you’re running any business at all, part of it is going to be a Web business. And after more than 15 years of businesses on the Internet, it has become clear that the best successes are the ones no one ever predicted, and the industries that didn’t embrace innovation or experimentation are now gasping for air.
So here is my advice in a nutshell: Do something you’re passionate about. Promote it shamelessly, but politely, and when people react positively give them a reason to become fanatical about it so they’ll spread the word.
Let’s talk specifics.
Set Your Expectations
First, set aside any pre-conceived notions of instant fame or “viral” marketing. There is no single strategy, technology, website tweak or publicity that is going to bring you overnight success. When I was at Wonderful Machine, we freely admitted that we were only one part of the equation and our services were best used as a resource rather than a solution. There isn’t a marketing firm on earth that can actually guarantee increased traffic, top ranking on Google searches or conversions of website hits to revenue (and if any company does tell you this, they’re being disingenuous at best).
At the end of the day, you are the single most passionate person on the planet about what you do. The work for promoting yourself is going to rest on your own shoulders. And remember, the most important part of “building an online presence” is the word build. You’re creating something out of nothing and it’s going to take time, hard work and a good bit of luck.
Getting Past Your Portfolio Site
An almost universal truth about photographer websites is that they contain a portfolio gallery built in Flash. And for many photographers, that’s all they do.
But simply having a portfolio website isn’t good enough. It’s probably doing you as much good as a print portfolio that just sits on a bookshelf. Portfolio sites tend to be static. They often make people wait through a progress bar, or click through an animation to get inside. And in terms of presentation, they do little to draw in users from a variety of angles. Even if you’re regularly updating your images, how are you communicating to visitors what’s new, or what’s fresh and interesting? How are you establishing your reputation?
Asking someone to give you their attention and actually spend time browsing through a website is much harder than you might think. People make snap judgments about websites. There’s a very tiny window for you to prove to a visitor that your site contains fresh, relevant and valuable information. If you think there’s one tear sheet, photo or video that’s going to make prospective clients perk up and consider your work seriously, then you need to make sure you’re putting it right under their noses–either on the Web, through a newsfeed, or on Facebook. Truth is, the design and structure of most portfolio sites are simply outdated and no longer compatible with the way people are using the Internet to find information.
Gotta Get a Blog
Does this mean you need to rethink your portfolio site? Not necessarily. Your portfolio remains the primary tool for showing your work to interested parties. What you need to focus on is generating that interest in the first place.
If you don’t already have a blog, start one. A blog is the cornerstone for establishing identity on the Web. Treat your portfolio site as the curated exhibition of your work, and your blog as the informal conversation happening at the corner pub.
Stay tuned for Part 2 of Bryan’s How To Build a Presence on the Web article.
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