We all know that web sites and blogs live and die because of traffic. This puts Google, as the Internet's de facto start page, front and center in most artists minds as a traffic-driving strategy. However, Google should not be the only.....nor even the
main focus of your online marketing efforts. This series will explore ideas to drive traffic to your web site....some will work synergistically with search engines like Google....while others will not be depended upon search engines at all. All of these strategies will work with or without search engines.
Today's strategy is
Review the work of another artist. Here is what I would recommend:
1. Pick an artist who's work will appeal to your target client
This probably will mean that the other artist's work will be "similar" in some way to your own.
2. Write a complimentary review of the other artist's artwork
The point of this is to create partnerships and synergies so make sure the article is
positive. If you can't honestly be positive, then choose a different artist to review.
3. Highlight a few specific artworks in the review
This helps make the article authentic and not insincere flattery. Point out a few pieces and explain why you like those particular works.
4. Contact the other artist and offer your review
Contact the other artist. Explain to him that you understand it is hard work to gain attention as an artist and you want to help "grow" the art market as a whole by focusing an article on him. Most people will be very flattered. Tell him you plan to post your review on your web site, blog and send it to your email newsletter list.
5. Ask the other artist for help in return
After you've explained what you plan to do to help this other artist, ask him in return to link back to your web site from his web site. This will help you get an inbound link to your site (and some non-search engine dependent traffic). Next ask him to consider writing a review about YOU and posting and sending it to HIS customers. Tell him you are perfectly happy to send YOUR review of him first and then have the review about you sent later. If the other artist is unsure about writing a review, offer to write the review yourself and simply let him edit it.
6. Be willing to send your review even if the other artist doesn't reciprocate
You are going to send your review no matter what the other artist does. Most artists will reciprocate, nearly all will at least provide a link to your web site, at the very least they'll want to link to the review that you wrote about them. But there are advantages to you even if the other artist does nothing. You will gain a reputation for being trustworthy with your customers....I mean who else actually recommends other artists? Your review, after you post it, will capture search engine traffic aimed at the other artist....this should help you since you have selected an artist whose work appeals to the same clients as yours. And you will create goodwill in the artist community that will help you with your next artist review project.
7. Post your review on your blog and/or web site
8. Link to the other artist's website
Create links both inside the review itself and on your website to the other artist's site.
9. Send the review to your email list
This is the most important step because the email blast is what will generate the initial "boost" in traffic. Make sure the links go to YOUR site first and then the visitors can click through to the other artists site.
10. Post the review to free article directories
Post the review to free article directories and put a paragraph at the end explaining to people that anyone may reproduce the article with appropriate links and credit to you. Always make sure all links come back to YOUR site to increase your site traffic.
Sincecrely,
Clint Watson
Software Craftsman and Art Fanatic
PS: To take this strategy to the next level, here is an optional number 11:
11. enter into an agreement with the other artist to receive 10%
of any sales garnered from new clients who find him via your review. You can also offer to pay him 10% for any sales to new clients you get from his review of your artwork.
Related Posts:
What if Google Went Away?
Google Alone is Not Marketing
Review the Work of Another Artist
A Look at Links
Writing for Non-Writers
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