1. Buy Your Domain Name
You've heard me say this before, but this is the most important thing you can do when you start plans for a show. As soon as you have an idea, make sure you snatch up the domain, because if you don't, someone else will. Use a site like GoDaddy that sells domains and hosts websites, so you can buy and build in the same place. And get a starter site for your show up as fast as you can. It doesn't matter if you don't have all the relevant info yet. The sooner you can put up your site, the sooner it will show up in search engines, and that means free traffic.
2. Know SEO
SEO, or Search Engine Optimization, is one of the most important things you can learn about internet marketing. Do it right, and you'll stand out like Gulliver in the land of Lilliput. Ignore it, and you'll fall to the bottom of the web sea. What you should know is that as technical as it sounds (why are all acronyms scary?), there are basic strategies that are very simple, so don't be scared. Pick up a book and get started.
3. Build Your List
I've spoken on three internet marketing panels in the last six months and in the wrap up section one panelist always said, "The most important thing a web marketer can do is increase the quantity and the quality of his/her opt-in list." Email Marketing allows you to build relationships with fans, promote your show, sell tickets and more. Put a sign-up box on your website to collect email addresses, and send occasional emails to your list with information and updates about your show to keep them engaged. Use a company like Benchmark to make it easier for you (Constant Contact is so 2005).
4. Invest in PPC
PPC, or Pay-Per-Click Advertising, is one of the most economical and low-risk ways for you to reach customers. If you aren’t yet ranking high in Google organic search results (and even if you are), pay-per-click advertising gives you a way to appear alongside the sites that are. Don't have a lot of cash to spend? Don't worry, Google Adwords and other PPCers let you set a cap on how much you want to spend per day. Tip: PPC works best when you have a very specific target demographic (e.g. bachelorette parties for The Awesome 80s Prom). PPC can get pretty involved when you start talking Quality Scores, etc., but it's worth learning, because it can put butts in the seats and bucks in the box office fast.
5. Be Social.
Create profiles for your show on social networking sites, like BroadwaySpace, Facebook, and Youtube (if you have video content). Your presence on social media sites may or may not help you sell tickets right away, but if that's where your audience hangs out, your show should, too. Make sure you keep these sites filled with content. No one likes an outdated social networking page. It's like the guy on your block who never cuts his lawn.
6. Tie Your Sites Together With Twitter.
Twitter is the twine of social media. By using this microblogging site you can quickly communicate with all your fans. You can also find new ones by prowling the Twitterverse searching for keywords that fit your show (doing Romeo and Juliet? Look for people tweeting "Shakespeare"). Once you have them in your world, use Twitter to point people to your website, social networking pages, or blog posts.
7. Blog.
In addition to providing you with another channel to interact with your audience, blogs are search engine magnets. Pick a topic, sign up to a blog site like Typepad, and start blogging. Keep SEO strategies in mind as you go. Oh, and remember one thing. Before you start, eat your fiber. Your blog doesn't have to be updated hourly or daily, but it does have to be regular. Think of it like a daytime talk show. Every day, same time, same network . . . yours.
8. Be Your Own Press Agent.
Write and publish articles and press releases about your own shows. Publish your stuff with sites like GoArticles or EzineArticles, and take it to the next level with a site like PRWEB.
9. Analyze This!
The #1 rule of marketing is to test and then test again. Just like in grade school, you didn't know how you were doing until you saw your report card, right? Get your web report card by signing up for Google Analytics.
10. Be Submissive.
If you've got a new site, take the time to submit it to search engines.
The only thing we are not doing is paying for advertisement. While this may come up later we don't have the budget for it. Anything free online we are doing. I'm actually about to start working on some of the graphic design stuff for the shirts, postcards, and hopefully the press packets.
I did do a soft re-launch of the website over the weekend. It needs some work and I'm bored with the design, but the info is there and it's an improvement over D's site and over having nothing.
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