Articles on Web | Topics: web, internet
by Sterling Jensen
When most people think about web marketing, they usually imagine big commercial enterprises. Perhaps their first association is SEO optimization, e-mail marketing software, or web banners. Web marketing, however, is much more than this. No matter what project you are involved in, a little bit of web savviness can give you the exposure that you need.
Although I have worked in the Web marketing business for the past few years, I really cut my teeth in the music industry. I was working as a promoter for a small independent band, and our resources were extremely limited. Although we had a big local following, we were unable to bust out of the Portland music scene. Our Internet marketing started where most small bands start: on MySpace. A lot of people are skeptical, but it is amazing how effective a tool is to connect you with your fans. The problem is that it doesn't go beyond that. It is a great way to get people who already know you to come out to your shows, but not as good a way to gain new fans. That is where Web marketing comes in handy.
| Bit of History |
There’s a cool web of language winds us in,
Retreat from too much joy or too much fear:
We grow sea-green at last and coldly die
In brininess and volubility.
| —Robert Graves (1895–1985) |
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One of my favorite techniques in Web marketing at that time was starting word-of-mouth campaigns. Although a lot of people look down on it, many secretly do it anyway. By posting on bulletin boards, placing ads on Craigslist, getting colleagues to link to your band's website, and generally creating enough buzz around your local music scene, you can really get people to check out your band. Although this can be a very involved process for a professional Web marketer, in the Independent music scene, it is comparatively easy. The fact is the many bands occupy niches that haven't been fully capitalized on, at least as far as the Internet goes. Getting high ranking for searches related to your local music scene is easier than you might think.
No matter what industry you're in, creating smart, keyword optimized, and intelligent articles is a big part of web marketing. Writing has always been my strong point, and so I was able to get really high ranking whenever anyone did searches on the local venues that the band played in That meant that, come Saturday night when people were looking for a show to go to in the neighborhood, they would usually come across references to our band even if we weren't playing that particular venue they were looking at on that day.
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