Playback - Winter 2009 - (Page 11)

Regardless of your goals to get more people into your store, to have a sales presence online, to reach more—and new—customers using e-mail promotional campaigns or to implement Internet-based marketing strategies, your customers rely on interactive forms of advertising, and understanding different approaches to marketing via e-mail, Web site and other Internet-based advertising promotions will help you make sure you’re spending your time wisely and successfully. Read on for some ideas about starting or updating your online presence—and make a note of the NAMM University Idea Center sessions in Anaheim devoted to technology that’s specific to the needs of music products retailers! customers Are a click Away When looking to create a Web site, employ a strategy from start to finish—the site should reflect your brand. If you work with a consultant or purchase your domain and set up your site using a template, make sure it represents you well. The site should first and foremost be a source of information for visitors to find out about your products and direct them to the even for those on store. This is also your opportunity to build a a budget, there are customer database. Be sure to set up a “contact us” area where you can ask for customer many free resources information—first name, last name and e-mail to help you reach your address—so you can build a list for future existing customers and communications. Even for those on a budget, there are many free resources to help you reach keep mining for new your existing customers and keep mining for consumers who want to new consumers who want to buy what you’re buy what you’re selling. selling. If you’re lacking the budget for a highdollar Web site, you can create a free Web page with basic information at wordpress.org or squidoo.com, and then send catchy e-mails to draw customers to the site and to your store. What Keeps Browsers coming Back for More? Gordon O’Hara shares some ideas for updating your Web site to entice visitors to return again and again: • Highlighting Your Newest Gear • Sharing Advice or How-To’s with Musicians or Parents and Students • Featuring a “Student of the Month” from Your Lesson Program • Promoting a Particular Brand Each Month • Announcing In-Store Promotions (Sales and Events) • Focusing on a Specific Product Each Month • Posting Videos of Product Demos • Listing Services Your Store Offers • Rotating Your Merchandise • Creating Fun, Employee-Focused Content in the Words of Your Sales Team—“Staff Pick of the Month” The Power Behind the Search engine Your site needs to be recognized by search engines like Google and Yahoo, so that when a person browsing the Web types in “music” or a related term and your city name, your site will appear near the top of the list. Differentiating your business is important, so make sure your site emphasizes the key words about who you are: things like your product or service, your city or region, or something unique about your business. The best way to get a good search engine ranking is by using popular keywords and phrases that are most often used by consumers in their searches. The more times customers visit your online store, the more popular your site is considered, increasing your search engine ranking. By constantly updating your site with new content (see sidebar for tips and ideas), customers will come back for more. Answering questions on blogs and posting ideas on forums can help establish you as a music products expert, helping you to create community connections and grow your customer base. Having trouble doing this on your own? There are consultants you can hire specifically to help with search engine optimization and top keyword choices. WINTER 2009 11 http://www.wordpress.org http://www.squidoo.com

Table of Contents Feed for the Digital Edition of Playback - Winter 2009

Playback - Winter 2009 Contents From the President NAMM Events Music in the News A New Year... a New Look at Technology Commercial Retail Reps in the Field Washington Watch International New Domestic Members NAMM Foundation Music Notes Resources Viewpoint

Playback - Winter 2009

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