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

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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

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What are you selling?

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

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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

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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)

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MEASURE

photoshelter.com/mkt/research

DONT UNDERVALUE YOURSELF

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

Your arent Walmart

Your business isnt scaleable You have nite amount of time erefore, competing on price as the basis of your sales strategy is ludicrous.

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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 arent going to page 2

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What influences SEO

On-page factors Domain strength Inbound links Social signals

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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

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Keyword hit-list
Text

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

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Search the terms

Text

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Gauge competitiveness
Text

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Text

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Heres the thing

SEO isnt perfect, but theres a lot of smart people working on search Build the largest online footprint possible is is another reason to participate in social media

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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

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MARKETING IS MULTI-CHANNEL AND MULTITOUCH

Your marketing shouldnt consist of a single, big budget eort.

Creating the $5,000 direct mail piece is akin to running print ads. Dont do it. Creating the $5,000 direct mail piece is akin to exhibiting at tradeshows. Dont do it. Try a Blurb book, experiment on Facebook, open an Instagram Use tried and true techniques like a coupon

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Lesson 9: Give Great Customer Service

Its 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 theyve stopped doing business with a company due to a poor customer service experience. Of these, 73% cited rude sta as the primary pain point, and 55% said a companys 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.

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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)

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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

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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

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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

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Callie Shell

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

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HOMEWORK

Homework

Jodi is creating an Instagram account this afternoon Jodi is uploading a Venice water photo Were following Jodi this afternoon Were all going to either blog or Facebook about the workshop and link to speci c photographers who inspired us Were all going to answer who is our ideal customer
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THE COMMUNITY YOU HELP BUILD IS THE COMMUNITY YOU DESERVE

Connect with PhotoShelter

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

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