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OCT 2013

I PERSONALLYDESIGNED THISPRESENTATIONFOR YOUAllen Murabayashi

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BUSINESS ASUSUAL LEADS TO

RESULTS AS USUAL

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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 AUDIENCEYOU WANT?

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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 PEOPLEARE HANGING OUT

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Think about the marketing funnel

Walk into the Gap

Browse the shelves

Try something on Go to the cash register

Purchase

Repeat customer

Right a Yelp review

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Visit your website

Browse through photos Add image to cart

Purchase image

Tweet sale

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Your marketing plan should

Widen your funnel (facebook friends, emaillist, instagram followers, business cards)

Improve your conversion (open rates, clickthru rates, bounce rates)

Never forget what your ultimate conversion is

(revenue, likes, etc)

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MEASURE

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photoshelter.com/mkt/research

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DONTUNDERVALUE

YOURSELF

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

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Your arent Walmart

Your business isnt scaleable

You have nite amount of time

erefore, competing on price as the basis ofyour sales strategy is ludicrous.

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SEOWho is the best nature photographer

in Jackson Hole?

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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

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SEO Cookbook

Create a hit-list of keywords

Search for each keyword to nd your onlinecompetition

Use MajesticSEO.com to gaugecompetitiveness

Start building your SEO

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Text

Keyword hit-list

jackson hole photographer

jackson hole nature photographer

oxbow bend photography

jackson hole panoramic photos

best jackson hole photographer

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Text

Search the terms

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Text

Gauge competitiveness

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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 socialmedia

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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

Features to consider:

Searchable

E-commerce

Portfolio

Private galleries High resolution le transfer

Mobile & SEO friendly (i.e. no Flash)

Social Media tools

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Getting people to your website is hard work.Convert them while you have them captive!

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MARKETING IS

MULTI-CHANNELAND MULTI-

TOUCH

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Your marketing shouldnt consist of a single, bigbudget effort.

Creating the $5,000 direct mail piece is akin to running printads. Dont do it.

Creating the $5,000 direct mail piece is akin to exhibiting attradeshows. 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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Its hard to understate the importance of apositive customer interaction.

Lesson 9: Give Great Customer Service

e Customer Experience Impact 2010 report reveals that

82% of consumers in the U.S. said theyve stopped doingbusiness with a company due to a poor customer serviceexperience. Of these, 73% cited rude staffas the primary painpoint, and 55% said a companys failure to resolve theirproblems in a timely manner drove them away.

A customer with a negative experience is 10x more likely topublicly express dismay than one with a positive experience.

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EVERYTHINGIS A TEST

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TAKE SOMEFUCKING

CHANCES

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FACULTYGRADES

Ph t Sh lt

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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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T R t liff St k i C t

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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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A

D id Al H

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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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B

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Jackson Hole, Wyoming. Speaking at the

@photographyatthesummit workshop with@jodicobb and @joseazel. #desolate

#mountain #thunderclouds

Jodi Cobb

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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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D

Callie Shell

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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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F

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HOMEWORK

Homework

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Homework

Jodi is creating an Instagram account thisafternoon

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 specicphotographers who inspired us

Were all going to answer who is our idealcustomer

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THE COMMUNITY

YOU HELP BUILD ISTHE COMMUNITY

YOU DESERVE

Connect with PhotoShelter

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Connect with PhotoShelter

blog.photoshelter.com

facebook.com/photoshelter

@photoshelter

vimeo.com/photoshelter