Putting your business on the internet An introduction to the web & marketing your business online Liam Byrne OnSight.ie

Putting your businessPutting your businesson the interneton the internet

An introduction to the web &marketing your business online

Liam Byrne OnSight.ie

Section 1:Section 1:

OverviewOverview



Why invest in an online presence ?Why invest in an online presence ?

● BroadbandBroadband - where do you go first ? Google - where do you go first ? Google

● Potential global audiencePotential global audience - Ireland : 2.06 million- Ireland : 2.06 million - Worldwide : 1.043 billion - Worldwide : 1.043 billion

● 24hr advertising medium24hr advertising medium

Why invest in an online presence ?Why invest in an online presence ?

● Cost / benefit analysisCost / benefit analysis - compare to colour newspaper ads, radio, - compare to colour newspaper ads, radio, ● tv, brochures Golden Pages, etc...tv, brochures Golden Pages, etc...

● Image-friendly mediumImage-friendly medium - potential to show multiple images - potential to show multiple images

Protection of .ie domain namesProtection of .ie domain names

jjoebloggs.com vs joeblog.com oebloggs.com vs joeblog.com vs joebloggs.ie vs joebloggs.ie

IEDR require registered business names, IEDR require registered business names, protecting your investmentprotecting your investment

There is no similar restriction on .com or .netThere is no similar restriction on .com or .net

Your own site vs photo-sharing siteYour own site vs photo-sharing site

● Own your own website & domainOwn your own website & domain

- professionalism - professionalism - unique design & branding - unique design & branding - copyright concerns - copyright concerns - compare one-off cost vs ongoing - compare one-off cost vs ongoing subscription costs subscription costs

Use & own your own email addressUse & own your own email address

Imagine the customer's perception:Imagine the customer's perception:

[email protected] vs vs [email protected]

Which would you prefer to pay a deposit to, Which would you prefer to pay a deposit to, or buy a €2,000 product or service from ?or buy a €2,000 product or service from ?

mailto:[email protected]

mailto:[email protected]

Have your own “look and feel”Have your own “look and feel”

● branding, logo, colours & fontsbranding, logo, colours & fonts● your own unique “look”your own unique “look”● easy-to-use navigationeasy-to-use navigation

Other Design ConsiderationsOther Design Considerations

Photographic websites have relatively uniquePhotographic websites have relatively uniquerequirements; they should have a professionalrequirements; they should have a professional

look, but should allow the images to be thelook, but should allow the images to be themain focus of the viewermain focus of the viewer

What makes a good website ?What makes a good website ?

Rate the following from 1-7:Rate the following from 1-7:

● clear & professional-lookingclear & professional-looking● quick-loading & easy to navigatequick-loading & easy to navigate● provide sample photographs & information provide sample photographs & information about your business about your business● make it easy for viewers to get in touch &make it easy for viewers to get in touch & make enquiries make enquiries● easily found in search engines like Googleeasily found in search engines like Google● easy-to-updateeasy-to-update● animated content and interactionanimated content and interaction


Plan Your Site ContentPlan Your Site Content



What should be on your website ?What should be on your website ?

● sample imagessample images

● your background information / profileyour background information / profile

● contact information / contact formcontact information / contact form

...... anything else ? ...... anything else ?

What else ?What else ?

● details of your style & approachdetails of your style & approach

● available packages, albums, frames, etcavailable packages, albums, frames, etc

● opening times; how to make an appointmentopening times; how to make an appointment

● hints on what (and what not!) to wearhints on what (and what not!) to wear

● directions to studio / location mapdirections to studio / location map

What else ?What else ?

● details & examples of award-winning imagesdetails & examples of award-winning images

● testimonials - quotes from smiling, satisfiedtestimonials - quotes from smiling, satisfied customers, accompanied by their photos! customers, accompanied by their photos!


Ensure that people,Ensure that people,and Search Engines,and Search Engines,like your website!like your website!



What sites do you visit most often ?What sites do you visit most often ?

......ones that are regularly updated ?......ones that are regularly updated ?

Don't hide great images in a drawer or a Don't hide great images in a drawer or a hard drive where no-one can see them!hard drive where no-one can see them!

Add them to your website!Add them to your website!

● Modern sites can be updated in seconds!Modern sites can be updated in seconds!

● Encourage vistors to returnEncourage vistors to return

What sites do you visit most often ?What sites do you visit most often ?

Search engines love regularly-updated sites!Search engines love regularly-updated sites!

Up-to-date information is more relevantUp-to-date information is more relevant in any search results in any search results

How can you use this to your advantage ?How can you use this to your advantage ?

Have a “Latest News” sectionHave a “Latest News” section

Add photos & images from Add photos & images from recent events & weddingsrecent events & weddings

Caption Your ImagesCaption Your Images

Tag your images and have your site Tag your images and have your site display that informationdisplay that information

- include location, category, etc – whatever- include location, category, etc – whatever someone might be likely to search forsomeone might be likely to search for

“ “a picture paints a thousand words.....a picture paints a thousand words..... ...but Google can't find them in a picture!” ...but Google can't find them in a picture!”


Ensure that Google Ensure that Google continues to like your site continues to like your site



Things to Avoid.....Things to Avoid.....

● DON'T build a website completely in FlashDON'T build a website completely in Flash - search engines won't index these properly - search engines won't index these properly

Modern technology and browsers can allow Modern technology and browsers can allow fades & animations without using Flash fades & animations without using Flash

● DON'T have just imagesDON'T have just images - the images are the most important part of - the images are the most important part of a photographer's site, but remember.... a photographer's site, but remember....

“ “a picture paints a thousand words.....”a picture paints a thousand words.....”

Avoid Generic, Standalone GalleriesAvoid Generic, Standalone Galleries

These will not have the professional look orThese will not have the professional look ornavigation of your overall websitenavigation of your overall website

If someone goes to an “orphaned” page If someone goes to an “orphaned” page from Google, they won't be able to access from Google, they won't be able to access your main website and contact information!your main website and contact information!

● DON'T open other “popup” windows DON'T open other “popup” windows – these will annoy & frustrate the visitor, i.e. – these will annoy & frustrate the visitor, i.e. your potential client & cause them to leave your potential client & cause them to leave

Don't hide text or lie!Don't hide text or lie!

The “white text on white background” trick!The “white text on white background” trick!

If Google discovers you have attempted this,If Google discovers you have attempted this, THEY WILL BLACKLIST YOU!THEY WILL BLACKLIST YOU!

All text and information on the page should be All text and information on the page should be relevant and useful to the visitor relevant and useful to the visitor

Get Inward LinksGet Inward Links

Add your site listed in appropriate directoriesAdd your site listed in appropriate directories

Get hotels & venues Get hotels & venues to link to your siteto link to your site

Only incoming links improve your rankingsOnly incoming links improve your rankings- reciprocal links might be a necessary evil -- reciprocal links might be a necessary evil -


Additional Marketing IdeasAdditional Marketing Ideas



““Recommend an Image” FeatureRecommend an Image” Feature

Let your visitors do your marketing for you!Let your visitors do your marketing for you!

Free Marketing DownloadsFree Marketing Downloads

Provide free – branded - downloads; Provide free – branded - downloads; screensavers, jigsaws, etcscreensavers, jigsaws, etc

Promote Your WebsitePromote Your Website

● in newspapers, via adverts & photo creditsin newspapers, via adverts & photo credits● on business cards, stationery, vouchers, etcon business cards, stationery, vouchers, etc● in radio adsin radio ads

Make it easy for Make it easy for people to find yourpeople to find yourwebsitewebsite

Promote one image Promote one image vs promote them all!vs promote them all!


Make your site evenMake your site evenmore usefulmore useful



Promote Your ActivitiesPromote Your Activities

Get your site to display seasonal promotionsGet your site to display seasonal promotions

● December: “Portraits make great Christmas gifts”December: “Portraits make great Christmas gifts”● February: “Engagement Portraits for Valentine's Day”February: “Engagement Portraits for Valentine's Day”● May/June: “First Communion Portraits”May/June: “First Communion Portraits”

Modern sites can be set up to display all of Modern sites can be set up to display all of these automatically, along with appropriatethese automatically, along with appropriate galleries, with no additional work for you!galleries, with no additional work for you!

Online Viewing & OrderingOnline Viewing & Ordering

Upload images from weddings & eventsUpload images from weddings & events

● Allow clients to log in and order their albumAllow clients to log in and order their album or prints or prints

OROR

● Allow potential clients to see what types ofAllow potential clients to see what types of photos you can take at that venue photos you can take at that venue


A proper viewing & ordering system will allow:A proper viewing & ordering system will allow:

● viewing & comparing of images in colour,viewing & comparing of images in colour, black & white, or sepia black & white, or sepia

● separate sets of images to be chosen for separate sets of images to be chosen for wedding album & individual prints wedding album & individual prints

A standard “shopping cart” or ordering A standard “shopping cart” or ordering system will not have these facilitiessystem will not have these facilities

Search FacilitiesSearch Facilities

If your images don't fit neatly into categories,If your images don't fit neatly into categories,or if there are lots of images, consider or if there are lots of images, consider providing a search providing a search facility so that visitors facility so that visitors can quickly locate and can quickly locate and access the images that access the images that they want to see.they want to see.


If you sell bordered or mounted prints, you canIf you sell bordered or mounted prints, you canallow clients to view the images either with or allow clients to view the images either with or without the borderwithout the border

If you have landscape or If you have landscape or product images, or event product images, or event images with competitors,images with competitors,allow visitors to search allow visitors to search for a particular location, for a particular location, content or competitor ID.content or competitor ID.

Other Ordering FacilitiesOther Ordering Facilities

Consider allowing visitors to order Consider allowing visitors to order gift vouchers online, or order images fromgift vouchers online, or order images froma particular eventa particular event


Internet Etiquette &Internet Etiquette &Best PracticesBest Practices



Don't Send SPAMDon't Send SPAM

EU law does not allow you to send marketingEU law does not allow you to send marketing emails without the recipients' permissionemails without the recipients' permission

● DO NOT subscribe or source any marketing emailDO NOT subscribe or source any marketing email lists without written confirmation that the seller has lists without written confirmation that the seller has obtained these via an opt-in mechanism obtained these via an opt-in mechanism● DO NOT send marketing emails “on-spec” to companiesDO NOT send marketing emails “on-spec” to companies or individuals with whom you have not previously dealt; or individuals with whom you have not previously dealt; if you absolutely must do this, ring them to get permission if you absolutely must do this, ring them to get permission

● DO NOT use client emails to send marketing materialDO NOT use client emails to send marketing material unless you have previously obtained their permission unless you have previously obtained their permission

Avoid incoming SPAMAvoid incoming SPAM

● Use a junk mail filter to divert the bulk of unwanted mailUse a junk mail filter to divert the bulk of unwanted mail

● DO NOT deal with companies that send unsolicited DO NOT deal with companies that send unsolicited marketing emails, unless they are acting on a referral marketing emails, unless they are acting on a referral from someone that you know from someone that you know

● DO NOT reply or click a supposed “unsubscribe” linkDO NOT reply or click a supposed “unsubscribe” link in an unsolicited email; this will just confirm to the sender in an unsolicited email; this will just confirm to the sender that the email address is valid and that a real person has that the email address is valid and that a real person has received and read their email – they will then send more! received and read their email – they will then send more!

Protect Your Web FormsProtect Your Web Forms

If your website uses forms, make sure they are protectedIf your website uses forms, make sure they are protectedfrom attempted abuse by “spammers”.from attempted abuse by “spammers”.

These emails will appear to come from your email address,These emails will appear to come from your email address,and could get you, or your hosting company, into trouble,and could get you, or your hosting company, into trouble,preventing future emails from your from getting past junkpreventing future emails from your from getting past junkmail blockers.mail blockers.

Since mid-2006, OnSight's web forms are protected Since mid-2006, OnSight's web forms are protected against the most common attempts at spamming. against the most common attempts at spamming.

Beware of “Phishing”Beware of “Phishing”

““Phishing” is the practice of sending emails which are Phishing” is the practice of sending emails which are designed to appear to be from bank or a service like designed to appear to be from bank or a service like PayPal, asking you to log in and confirm your details. PayPal, asking you to log in and confirm your details.

Most of these emails are from criminals who are trying Most of these emails are from criminals who are trying to gain access to your account details.to gain access to your account details.

While SPAM is much more prevalent, phishing is much While SPAM is much more prevalent, phishing is much more serious with financial implications.more serious with financial implications.

Don't Get Caught Out!Don't Get Caught Out!

● NEVER click on a link in an unexpected email which asks NEVER click on a link in an unexpected email which asks you for financial account details; the site will be a copy of you for financial account details; the site will be a copy of the real one and will record your username and password. the real one and will record your username and password.

● ALWAYS open a new browser window and type in the ALWAYS open a new browser window and type in the web address youself. web address youself.

REMEMBER that banks and credit-card facilities do not REMEMBER that banks and credit-card facilities do not send out emails asking for your account details. send out emails asking for your account details.


ConclusionConclusion



ConclusionConclusion

A well-designed website is an amazing resource which, A well-designed website is an amazing resource which, if designed properly and regularly updated, can promote if designed properly and regularly updated, can promote your photography business in a way that no other medium your photography business in a way that no other medium can.can.

When combined effectively with more traditional marketing When combined effectively with more traditional marketing methods, your website, email and marketing techniques methods, your website, email and marketing techniques can reward a small effort with significant returns.can reward a small effort with significant returns.

Further InformationFurther Information

For further information on all of the concepts introduced For further information on all of the concepts introduced here today, as well as our complete portfolio, visit here today, as well as our complete portfolio, visit

www.onsight.iewww.onsight.ie

You can also talk to us after You can also talk to us after the remaining presentations the remaining presentations or sign up to receive an email or sign up to receive an email containing all of the key points containing all of the key points of this presentation.of this presentation.

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Putting your business on the internet An introduction to the web & marketing your business online Liam Byrne OnSight.ie