While speaking at the Christian Independent Artists' Summit today, a registrant asked a pointed question that I thought deserved some good, straight answers:
How do I get people to my web site?
So, on that note, here are a few good ideas.
1. Email
Email is the single most powerful and cost-effective marketing tool out there. Research indicates that for every dollar spent on email marketing, you get $47 in return. That's a good ROI by any measure. Use email to tell your hardest core fans what's new at your web site. Keep your emails brief, to the point, and link directly to the content you are referring to. And realize that not everyone is going to want every single new thing you offer. Provide a variety of levels of entry and link to each one in your email.
2. Advertising
Wherever you are, point people to the site and promise them community. On fliers. On handouts. On print and banner ads.
3. Have good and constantly changing new content
If you are not updating your web site every other day, then you are likely frustrating your most loyal fans. Nothing pulls people in and keeps them there better than fresh, new stuff -- news, music, videos and photos. Conversely, nothing pushes people away more effectively than boring, stale and uninteresting content.
4. Ad Words
I won't go into any detail about Google's AdWords program, but you can
check it out here. AdWords is not the end all be all, and it can be a waste of time and money. But, used correctly, it can drive the right people to your content and web store.
5. Download cards
Download cards are like credit cards that are branded with your image, and provide a way for fans to download songs and/or videos. We have used a company called Dropcards, which has a hosted solution that doesn't even require you to set up the download page.
6. Link love
Ask friends and fellow artists to trade links to each others' web site. Talk about easy and cost-effective! And here's a little secret: Nothing boosts your Google search rankings faster or more effectively than being linked from other popular sites.
What ideas have you had success with in driving fans to your web site? Tell us your secrets!