The 10 commandments for Marketing the Arts on the internet

The internet has revolutionized the communications like nothing before. we have the worldwide broadcasting capability, a medium for collaboration and interaction between individuals or groups without regard for geographic location. Few cultural changes have swept into everyday usage as quickly as the internet. So how can the internet help an arts organization reach and retain an audience?

The “ All mighty “ Website

• it can build awareness of the organization,
• it can help with new audiences,
• it can position the organization in the community,
• it is available to promote and market 24/7,
• it can be changed quickly to adapt changes ( in program, schedule ),
• it can save you money on postage, mailings, and brochures

Good website complements other marketing activities. It is critical to remember that if a website is left unmaintained, it can produce a negative impression rather than promote your cultural institution.

The 10 commandments for an effective arts website management

1. Define your goals — Ask yourself two questions “ What is the purpose of my Website “ and “ What do I want people to do when they get there “
2. Respond to demands quickly — Customer service on your Website is a “ Big Deal “ and let’s face it most cultural institutions do it badly. You must respond to all questions within 24h even if your answer is “ We will get back to you “. Unanswered questions are the surest way to turn off your audience.
3. Use your Website to build an Email list — Place a link to join your newsletter list on the main screen. This way you create a possibility for you to market to them.
4. Keep navigation simple — Not everyone that visits your site is a computer geek. Choose the navigation words simple and meaningful.
5. Use streaming media intelligently — The users would rather have clear content and easy navigation than a two-minute introduction.
6. Measure and analyze site traffic — With basic information on what path people are taking within your site, you can begin to draw a picture of how your website is working and make changes to improve it.
7. Keep your site updated — Your audience thinks that your website is the most updated info they can get about your cultural institution. The press also checks your website to find out what is going on.
8. Put basic info upfront — Understand what kind of information is most valuable to your audience and make it easily accessible.
9. Be mobile and tablet friendly — Almost 60% of web traffic originates from a smartphone and tablet devices. If your site is not mobile compatible, there is a chance that you ignore 6 out of 10 potential visitors to your website.
10. Market your website — It’s not enough to just say that you have a website. Don’t expect anyone to go to your website because it exists. Selling online tickets via your website is only one reason for the audience to visit your site.

The good news

Today constructing or owning a website does not require from you to be an IT expert. There are many free, customizable web templates, so there are no excuses for publishing a poorly designed website. No matter if you are new to the cultural scene or you have a big following if you know your audience, give them the sort of experience they expect. And remember: The idea of making and using a website is not only to market your cultural institution but to make every aspect of your audience experience with your cultural institution a little bit better.