PhotoShelter VP of Marketing, Andrew Fingerman, presents "Extreme Website Makeover." Learn how to make the most of your photography website to drive business, increase visibility, and generate sales.

1. EXTREME MAKEOVER:
PHOTOGRAPHY WEBSITES
TELLURIDE PHOTO FESTIVAL
SEPTEMBER 25, 2010
Andrew Fingerman
VP Marketing, PhotoShelter

2. HI, I’M ANDREW…
Andrew Fingerman
• PhotoShelter VP, Marketing
• Looooove good BBQ
• I have a serious coffee “problem”
Stops along the ride:

3. ABOUT PHOTOSHELTER
Your Photo Website:
+ Attract Visitors
+ Engage & Convert
+ Delight Your Clients
+ Manage Your Archive
+ Community

4. PHOTOSHELTER RESOURCES
Free Reports: 5 free e-books
http://www.photoshelter.com/mkt/research
Blog: A Picture’s Worth
http://blog.photoshelter.com/
Webinars: Live Sessions with Q&A
http://www.photoshelter.com/about/webinar
Videos: Tutorials and Archived Webinars
http://www.photoshelter.com/help/
Social: Find us on Facebook & Twitter
@photoshelter, @heygrover
Live, human support staff

5. AND YOU ARE? QUICK POLLS
 Have a photography website? Blog?
 Make $ from photography?
 Intend to?
 Care about building a following for your
work?
 Used Google in the last 24 hours to find
something?

6. I’M HERE TO CHANGE THE WAY YOU THINK
Which part of your brain
got invited to help design your website?
The Artist? The Business Person?

7. I’M HERE TO CHANGE THE WAY YOU THINK
“Old Way” – Online Portfolio “New Way” – Business Tool
• Help me attract new clients;
help new clients find me
• Let visitors really interact with
my content
• Enable visitors to become my
customers
• Help me better serve my clients

8. I’M HERE TO CHANGE THE WAY YOU THINK
Your website is a
business tool.
• Have a goal
• Know your audience
• Worry about how it works
• Always be testing

9. NEW WEBSITE REALITY #1
Search engines are changing
how people find photography.
• 61% of PEs & image buyers use Google search
• Content is your ticket in the SEO lottery
• The “long tail” concept
 The optimized photo websites will win
Source: PhotoShelter Buyer Survey 2009

10. NEW WEBSITE REALITY #1
Search engines are changing
how people find photography.
• National park pictures 27,000 searches/ mo
• Nature photography 49,500
• Wildlife photos 9,900
• Mountain bike photos 2,400
Source: Google Adwords Keyword Tool

11. NEW WEBSITE REALITY #2
Social media has crushed
traditional content gateways.
• Easily create & connect with new communities
• Self publishing & distribution is simple
• Be a part of “the conversation”
 The winners will learn to use SM productively

12. NEW WEBSITE REALITY #3
Website marketing is a
science that makes sense.
• How big is your funnel?
• What is your conversion rate?
• Create hypothesis, test & measure, refine
 Get smart about content & marketing decisions

13. NEW WEBSITE REALITY #4
People have become far less
generous with their time.
• Be relevant to the target market
• Get organized and edit well
• Be easy to find and work with
 Make someone’s life easier; they’ll come back
for more.

14. MARKETING PRINCIPLES YOU NEED TO KNOW
Two primary types of marketing:

15. MEET GAVIN GOUGH

16. MEET GAVIN GOUGH
“New Way” – Business Tool
• Blog, portfolio, and archive fully
integrated
• Blogs frequently
• Great balance of text & photos
• Built a following through social
media; 2 way conversation via
his site FEB 2010 - 16
• Online licensing to process
transactions & deliver images
gavingough.com automatically

17. MEET RANDY SANTOS

18. MEET RANDY SANTOS
“New Way” – Business Tool
• No major stock agency
relationship
• Attracts 25 inquiries per month
through SEO
• Best clients: hotels, hospitals,
restaurants & book publishers
• Well organized FEB 2010 and easy
site - 18
tools to help find images
• Online licensing to process
transactions & deliver images
automatically

19. MEET JIM GOLDSTEIN

20. MEET JIM GOLDSTEIN
“New Way” – Business Tool
• 90% of licensing & workshop
inquires come from SEO
• Blog is the “front door” to his web
presence
• Builds links into his content
throughout his online footprint
• Shares content via social media,
RSS
• Multiple ways to interact with his
content ; connect with Jim; become
his customer
jmg-galleries.com/blog/

21. EXTREME MAKEOVER: KEEP IT S.I.M.P.L.E
Some wisdom from Grover Sanschagrin…

22. EXTREME MAKEOVER: KEEP IT S.I.M.P.L.E

24. SEARCH ENGINE OPTIMIZED
Everyone uses
search engines
to find stuff.
SEO is how you
FEB 2010 - 24
put yourself in
their path.

25. BASIC SEO TACTICS
• Build your keyword strategy
• Infuse keywords across your site
• Build content, blog often
• Build links into your site/ key content
• Renew your domain for multiple years
• Avoid Flash-only websites
Free guide: Photographer’s SEO Cookbook
http://www.photoshelter.com/mkt/research/

26. WHAT’S THE PAYOFF?
Washington DC images: Travel Photographer:
• 9,900 searches/month • 4,400 searches/month
• #1 SERP • Page 1 SERP

27. BASIC SEO PRINCIPLES – KEYWORD USAGE

28. BASIC SEO PRINCIPLES – KEYWORD USAGE

29. BASIC SEO PRINCIPLES – KEYWORD USAGE

31. HELP PEOPLE BECOME YOUR CUSTOMER
Join me in the fight against
window shopping.
• Sell prints
• Sell photo products FEB 2010 - 31
• Sell stock photos
• Sell personal use downloads

32. HELP VISITORS BECOME CUSTOMERS

33. HELP VISITORS BECOME CUSTOMERS

34. HELP VISITORS BECOME CUSTOMERS

35. HELP VISITORS BECOME CUSTOMERS

37. MEASURE, ANALYZE & TWEAK
Install Google Analytics
FEB 2010 - 37

38. MEASURE, ANALYZE & TWEAK
Install Google Analytics
• How much traffic does my site get?
• Where is traffic coming from?
• Are visitors behaving as I would expect/ desire?
• How are my SEO target keywords performing?
FEB 2010 - 38
• Which images/galleries are most popular?
• Am I making smart marketing decisions?
Then Optimize!

39. MEASURE, ANALYZE & TWEAK
Free guide: Google Analytics for Photographers
http://www.photoshelter.com/mkt/research/

41. BUILDING LINKS
Building links is hard, but rewarding.
• Compelling content drives links
• Join industry associations
• Encourage social sharing
• Exchange links with partners
• Blog frequently FEB 2010 - 41
• “Top 10” lists
• Challenge popular opinion
• Post reviews
• Publish a resource list
• Include deep links into your own content

42. BUILDING LINKS: YOUR OWN LINKS
Your blog(s) can be a powerful way to build new links to
your content.!
asiaimages.blogspot.com funkystock.com robertcaplin.com/blog

44. LIVING & BREATHING: THE FRESHNESS PRINCIPLE
FEB 2010 - 44
• Google loves freshness
• Gives you “news” to share

46. EFFICIENT: SAVE EVERYONE SOME TIME
FEB 2010 - 46
• Secure client access
• Image downloads = no CDs

47. THAT’S ALL FOLKS!
• Grab our research reports!
photoshelter.com/mkt/research!
• Get friendly on facebook!
facebook.com/photoshelter!
• Follow us on twitter!
@photoshelter!
• Try PhotoShelter for $1 !
photoshelter.com!