smART talk weekly digest
Read a summary of the discussions so far with smART talk 02 | Crack Web Marketing forum specialist guest Vicki Allpress-Hill, and ask your questions - no matter how simple they may seem.
“When it comes to online marketing, websites and social media, there is no such thing as a stupid question - we are all learning and testing the waters," says Vicki.
"None of us can possibly be experts in all of it when things are moving so fast. So do share your experiences and some of the things you have learned; they will all be valuable as we work together as a sector to increase our expertise in this area."
smART talk weekly digest | November 16-22
Follow the links to read the discussions so far and share your stories, questions and challenges with Vicki Allpress-Hill and other forum members.
Topic One | Getting Started: New To Web Marketing
Vicki said the web moves fast, there are no obligatory steps and you can leapfrog to the next best thing when you are ready. Focus first on your objectives and target audience. Watch, listen and learn from others.
“Put yourself in the shoes of your potential audience member and decide which online tools might best reach them effectively. Do a lot of observation of what other companies are doing in the meantime.”
Ask a Question: Do you have any questions about getting started or expanding your web marketing?
Share: How did you get started, what challenges did you face, how did you overcome them?
Join this forum topic.
Topic Two | Web Analytics
Vicki talked about how to avoid getting lost in swathes of data and instead get tangible and meaningful results. She gave some examples of how arts organisations are using web analytics and, along with other forum members, talked about benchmarking statistics.
“The best thing is to start using web and email analytics as soon as possible, so that you have the best chance of tracking trends over time.”
Ask a Question: Do you want to know more about statistics and tracking trends?
Share: Do you have any web analytics and benchmarking tips and tools?
Join this forum topic.
Topic Three | Email Marketing
Vicki outlined elements for an email marketing strategy including data acquisition, deployment methods, style/type of communication, email ‘publications’, integration, monitoring and tracking. She said to improve the effectiveness of e-newsletters you need to consider timing, the subject line, content and a call to action.
“Is it just a repeat of your print brochure or ads, or are you offering the people on your email list something of real value?”
Another forum member said to remember that email is a personal medium, not a fax machine. Email was established as a one-to-one communication method, you need to treat the recipients as individuals.
Ask a Question: Do you want to know more about email marketing and e-newsletters?
Share: What should arts organisations be doing to make the most of e-newsletters? What works for you?
Join this forum topic.
Topic Four | Social Media
Vicki and other forum members talked about persuading your organisation to embrace social media, controlling social media, selling tickets and how to know if your audience is using social media.
Vicki discussed common objections and fears about creating a social media presence including negative feedback, preferring face to face communication, lack of resources.
“Are we not supposed to be putting ourselves in the shoes of our target audiences and delivering relevant messages to them in a way that works for them?”
Ask a Question: What do you need to know about joining or making the most of social media?
Share: What objections or challenges have you faced, how have you overcome them? What is working for you?
Join this forum topic.
Topic Five | SEO & SEM
Vicki said search engine optimisation (SEO) can have a big impact on your visibility and website visitor numbers. To be truly effective, SEO needs constant maintenance and adjustment. She outlined considerations for a one-off optimisation exercise.
Ask a Question: Do you have questions about search engine optimisation and marketing?
Share: Do you have any SEO and SEM tips?
Join this forum topic.
Topic Six | Online Advertising
Vicki said you can go very niche with online advertising and there is no need for a scatter-gun approach. You can also get creative with partnerships and reciprocal linking arrangements.
“This is where a bit of solid research and lateral thinking first up, in order to build a target list of sites, is well worth your effort.”
Ask a Question: Do you have any questions about online advertising and partnerships?
Share: Do you have any recommendations?
Join this forum topic.
What web marketing challenges are you grappling with? What's working for you? Join the forum.
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smART talk 02 | Crack Web Marketing with Vicki Allpress-Hill
Creative New Zealand and The Big Idea are running the second in a series of three online forums aimed at arts & creative sector professionals in any creative field. smART talk 02 | Crack Web Marketing is hosted by The Big Idea | Te Aria Nui and aimed at those who want to grow audiences using web marketing. It runs until 3 December.
Vicki Allpress-Hill has been a regular contributor at Creative New Zealand’s 21st Century Arts Conferences . Currently Manager – Online & CRM for The Edge in Auckland, Vicki has also worked and consulted with some of the most successful arts organisations in New Zealand, Australia, the UK and US and has authored books, papers and blogs on the subjects of audience development and online marketing.
