Arts Marketers: Building a Better Website
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The document presents strategies for arts marketers to enhance their websites and improve audience engagement, fundraising, and membership growth. It highlights the importance of responsive web design, effective content management systems, and SEO best practices to drive traffic and optimize user experience. Additionally, it offers resources and case studies to guide organizations in implementing these strategies effectively.
Arts Marketers: Building a Better Website
- 2. ARTS MARKETERS: Building a better website Presented by : Ken Moire Partner/Founder Spry Digital Twitter: @KenMoire @SpryDigital @ArtEdStl #ArtEdWeb
- 3. ROLL CALL
- 5. GOALS • Increase awareness • Grow audience • Increase members • Fundraising
- 6. AWARENESS • Raison d’être • Mission • Who Do You Support? • Promote Events • Organization Activities (boosting, events, fundraising, etc)
- 7. AUDIENCE GROWTH • Active participants • Engaged users • Developing relationships • Creating ambassadors
- 8. MEMBERSHIPS • Sell value of membership • Entice • Ease of adoption/conversion/renewal • Reach
- 9. FUNDRAISING/DONOR MANAGEMENT • Where did the love go? • Who gets the money? • What tools are you using to improve your fundraising/donor base?
- 12. IT’S ALIVE!
- 13. IT’S CHEAP
- 14. IT’S ACCESSIBLE
- 15. IT’S CONNECTED
- 16. IT’S VERSATILE
- 17. IT’S HELPFUL
- 18. GET FRIENDLY WITH YOUR WEBSITE
- 19. LET’S TAKE A STEP BACK
- 21. CONTENT MANAGEMENT • Easily add, modify, create new content in main areas of your website. • Upload media • Accept form data: event registration, newsletter, contact, donations
- 22. CONTENT MANAGEMENT Proprietary vs Open Source
- 23. POPULAR CMS FOR NONPROFITS • WordPress.org or WordPress.com • Drupal • Expression Engine • Site Builders: Squarespace, Weebly, Wix etc Consumers Guide to CMS for Nonprofits: http://www.idealware.org/reports/consumers-guide-content-management-systems-nonprofits Find the one that is right for you.
- 24. MOBILE WEB - RESPONSIVE WEB What the Heck Is Responsive Web Design: http://johnpolacek.github.io/scrolldeck.js/decks/responsive/
- 28. MOBILE FUNDRAISING Many options exist • SMS/Text • Native App • Mobile website • Mobile web app More at: http://www.nten.org/articles/2012/mobile-fundraising-options-for-nonprofits
- 29. MOBILE WEB: SOCIAL MEDIA Users are accustomed to and now expect a mobile optimized web.
- 30. INTEGRATIONS • Social media (for publishing out to channels, creating funnel) • CRM (for collecting information) • Newsletter (collect) • Donations
- 32. DO YOU EVEN FUNNEL?
- 34. Facebook, Twitter, Pinterest, YouTube, Instagram, Vine, etc. Blog or Event Page Donate/ Registration $ Funnel basics
- 35. FUNNEL BEST PRACTICES 1. Use publishing platforms like your website/blog, YouTube and Flickr to publish out to social media channels. 2. Always accompany posts with a call to action, driving your audience back to a destination with it’s own call to action (typically your website, or events page, or donate) 3. Capture interest (CRM, emails, registrations, tickets) 4. Track results (Google Analytics, Facebook Insights, Twitter metrics, YouTube etc) • What channel performed best • What posts performed best • Setup goals 5. Repeat successes
- 36. SEO
- 37. WHAT DOES GOOGLE REWARD? 1. Good site information architecture 2. Clear navigation 3. URLs that contain keywords 4. Good content structure. Keyword rich content, good heading structure, etc. 5. Good site performance, load times, etc. 6. Backlinks from other popular sources 7. Good user experience (behavior)
- 38. METRICS TO WATCH
- 39. BOUNCE
- 40. OTHER METRICS TO WATCH 1. Pages per visit and time on website 2. New Visitors vs Returning Visitors 3. Direct vs Organic traffic 4. Acquisition: Organic keywords 5. User Behavior: Popular Pages/Posts 6. Referrers: Traffic Sources 7. Goals
- 41. PROBLEM AREAS… 1. Low session volume 2. High bounce rate 3. Low pages per session/time on site 4. Low goal count 5. New visitor ratio is low
- 42. WEB DESIGN, IT MATTERS
- 43. WRITING IS ON THE WALL… 1. Your website was designed for a monitor resolution of 800px 2. No blog 3. Small media 4. No forms. Instead PDF form downloads and return mailing addresses… Yay! 5. Visitor counter 6. A copyright date in footer that is not from this decade 7. Basically your site includes any of these elements: http://code.divshot.com/geo-bootstrap/
- 44. “Design is everything. Everything!” Paul Rand
- 45. FIRST IMPRESSIONS Users have microseconds to make a first impression. How does your website reflect your organization?
- 46. MORE THAN FONTS AND COLORS • Information architecture • User flow • Content design • Branding • Aesthetic design • Interaction design
- 47. STICK TO THE PRINCIPLES Balance Emphasis Movement Pattern Repetition Proportion Rhythm Variety Harmony
- 48. CONTENT • Is there a clear brand voice that is consistent across channels? • Where in your content do you communicate your mission or who you support? Bring it to the front. • What are the primary interactions you wish your site visitors to take? Bring it to the front! • Is it structured to yield best SEO results?
- 49. CASE STUDIES
- 50. LORRAIN HANSBERRY THEATER SAN FRANCISCO • Process overload • Where are the events? • Mission? 12px font • Items that look interactive aren’t.
- 51. JAZZ AT LINCOLN CENTER • Strong branding and aesthetic • Navigation is action words • Highlights exhibits • Events are right there
- 52. SHOTGUN PLAYERS BERKELEY • Branding galore • Current Event • Mission is clear • Who they support • Clear navigation
- 53. RESOURCES
- 54. RESOURCES idealware.org A Consumer’s Guide to Content Management Systems http://www.idealware.org/reports/consumers-guide-content-management-systems-nonprofits A Consumer’s Guide to Donor Management Systems http://www.idealware.org/reports/consumers-guide-donor-management-systems NTEN.org Mobile Fundraising Options for Nonprofits http://www.nten.org/articles/2012/mobile-fundraising-options-for-nonprofits Web Design for Nonprofits, A Primer http://www.markandphil.com/blog/2014/12/15/responsive-design-need/
- 55. THANK YOU