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How to get my website seen?

Great- so you made the investment of having an online presence. And if you worked some search engine optimization (SEO) into your site, then you are at least on the way to being seen. But now what? I often hear people wonder about why their Google ratings were high for awhile and then are starting to slip or why they aren't immediately on page one of searches right when they launch a new website. I am not an SEO company and do not specialize in SEO nor am I Google or Yahoo and know the most current algorithms that search engines are using. However, I do know that having a website and promoting it is not a one-time event, it is a process. That is why there are SEO companies and advertising firms that specialize in making your website seen. If you are on a budget and cannot afford to hire one of these firms, there are some things you can do yourself to try to get your website noticed by not only the search engines, but your target market as well. Standard Marketing Materials: Be sure that your new website and email address are all over your printed marketing materials and products. Then, be sure that you draw a focus to it when you are handing it out. Example: "Here's my card with my website address on it. We just launched it so please take a moment to visit it." Make a list of where you think your printed materials will be seen and replenish those areas on a weekly basis. Think about driving people to the website to find a coupon code. If you have a product, be sure to make a label that includes your website. Social Networks: Social networking has become one of the most powerful tools of business these days. It helps you establish a core fan base who has decided that yes, they want to hear about your updates. The best way to utilize social networking is to 1.) determine how much time you want to dedicate to it each week once it is set up and running, 2.) decide which social network(s) your target market is using and 3.) start creating relative posts that regularly link back to your site with info that is either interesting or helpful to your audience. Blogging: Blogging is a great way to have a regular online presence to report updates, new products, changes, events, or useful information. It is also a great way for people to keep you in mind: "In sight, in mind." Writing and posting useful information weekly (or daily for some businesses) keeps people thinking of you. Once you have a blog, you can then promote the posts on your social networks. But if you are trying to drive traffic back to your website, then spending the extra money and integrate a blog into your site makes the most financial sense. It gets people coming to your site AND has you making weekly (or daily) changes therefore can eventually help your rankings. Your Power Team: Think of your power team (I am borrowing this term from Business Networking International (BNI). Your power team is a group of people that you can promote and in turn, they will promote you or use your services. For instance, if you are a general contractor, your power team could consist of a realtor, an interior decorator, and all of your subcontractors. If you are an alternative health practitioner, your power team could consist of a masseuse, a physical therapist, chiropractor, etc. You figure out who you can promote and soon, you have that whole team promoting you. Provide them with business cards and your website information that they can easily give to prospective clients. Reciprocal Links and Posts: Now that you have a power team, link to them from your website and have them link to your website. The more valid links you have back to your site can also help your ratings. The Press: Once you launch your website, tell the world. Write a press release and send it to the local papers or industry journals, especially if your site is going to have regular, useful information on it. Promotions: Have a contest or offer a promotional code only through your website. Promote this through your other marketing materials. These are just a handful of suggestions. There are literally thousands of ways to self-promote your site. But it takes just that: promotion. Just having a website up will not attract the crowd that you are hoping to attract, (that is, unless your business is so obscure that you don't have any competitors). So figure out your budget and time you want to put into it and make a plan. Either hire someone to help you so it gets done on a regular basis or work it into your weekly schedule.

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New Marketing and Design Testimonial

I love working with acupuncturist and healer, Michelle Turley. Michelle came to me, wanting to stand out and get a new look for her business that embodied all the things she is trying to do. Based on her likes and dislikes, we brainstormed about symbols and ideas. From there, I hand-painted her a logo and used hand-drawn science illustrations on herbs on her marketing materials, including business cards, flyers, Vertical Response newsletter, and website. We had a fun time working through the steps and I am very happy with how everything turned out. Michelle recently provided me with a wonderful testimonial. Thanks Michelle! You rock!

"I highly recommend working with Sara. She far exceeded my expectations and opened my mind to multiple opportunities. Every time I leave a meeting with Sara I feel so very grateful she is leading the way and so very excited and inspired about the future of my business. Sara always gets the job done in a professional, timely matter and with an artistic touch that WILL get you noticed!!!!" ~ Michelle Turley, L.Ac, michelleturleylac.com

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What's your business vision?

One of the first things I ask my new design clients is what is their vision for their business? This often stifles folks. Most people think that getting a logo and some marketing materials is the first and main thing needed to promote a successful small business. But how do you know who to appeal to or where to put your efforts if you don't know where you want to go/grow? In my half hour free consultations, I often ask question after question, trying to find the correct design style and direction that will match my clients' needs. If you don't have a clear vision of what you want for your business, how can you effectively appropriate money and time into marketing and advertising? If you have a plan but fail to convey it to your designer, how will they create something that appeals to your target market as well as create something that can grow with you? If you don't know where to start, then start by asking for clarity. Second, talk to a marketing firm. Third, seek help from small business development centers or business life coaches. Or, if you haven't the time or money for those and need to hire a designer anyways, find a designer that has a marketing background so you can formulate a direction and plan that works for you.

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Illustrations make you get noticed

Ever go to a job fair, chamber of commerce, bulletin board, or coffee shop flier stand? What do you see there? I typically see is an ocean of cookie-cutter marketing materials strewn about, hoping to catch the attention of a potential client. Unfortunately many of these businesses, events, or  people hoping to catch a break are only contributing to the mess. They spend countless hours, and hundreds, (if not thousands of dollars), hiring a designer to create a look and a printer to deliver that message so they stand out from the crowd. Yet, when using the same ol' fonts, colors, and layouts, how unique can one be? That's where hand-drawn elements can make your dollars (and time) count. Illustrations, either hand-drawn or painted, can make your business, event or project really POP! They can add that personal flavor that visually represents the person behind the project. And surprisingly enough, it doesn't have to cost an arm and a leg to do so. If you don't have the budget to recreate an entire website or full identity, you can often spice things up with just a few hand-drawn flourishes, icons, or hand-painted textures, etc. Illustrated design may not be for every business or everybody. For instance, if you are in financial consulting and appeal to a more conservative, middle-aged crowd, then a streamlined, corporate look will most likely be best. However, if you are hosting an event or creating a fundraiser t-shirt for a Gen X/Gen Y crowd who loves the outdoors, pets, music or art, then a hand-drawn theme may be the exact way to catch the attention of your market. In a world of over-stimulation and constant eye-candy, it seems impossible to make your materials stand out from others. However, offering the alternative from the standard will most likely gets heads turning, and eventually clients and customers coming your way.

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The Adventure of Web Design

Phew! My new website is finally done. You'd think as a designer that it would be easier to create your own site. However, I tend to prioritize everyone else's projects and mine sits on the sidelines. Funny how that works. Anyways, after weeks of sitting second string, my site is finally up. Yahoo! Take a peek and look around. I have many galleries of artwork, illustrations and designs so sit down and enjoy!

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Art Marketing 101: A Review

I wrote this article when Art Marketing 101 had first come out. Since then, there have been updates. I highly recommend this book to any artist serious about making a hobby into a living. Here's the older article I wrote about one of the first editions.

Art Marketing 101: A Review

By Sara Zimmerman, copyright 2005

The greatest aspect of being an artist is having a passion in life that is tangible. Many people are blessed with this gift and choose to create art as a hobby. The difficulty arises when some of these talented artists choose to fulfill their dream of becoming a professional artist and cannot find the means to do so. Often they have the zest to promote themselves, but find the tasks to becoming a professional artist confusing, creating obstacles. Fortunately, there are many wonderful guides that help set the stage for artists wishing to take this leap, such as Constance Smith’s Art Marketing 101: A Handbook for the Fine Artist. Art Marketing 101: A Handbook for the Fine Artist is a wonderful handbook that breaks the barrier of art marketing in a step-by-step program. In Art Marketing 101: A Handbook for the Fine Artist, Smith touches on everything from goal setting, to artist legalities, to portfolio creation, to art reps. She lays out each subject with a brief overview, a breakdown of tasks, and a reference for more information. Included are several anecdotes about her clients and other successful artists that provide appreciated insight.

Pricing:

One of my favorite segments in Art Marketing 101: A Handbook for the Fine Artist is the pricing segment, which I have found to be very helpful. Smith integrates your time and overhead costs (studio rent, utilities, organization fees, supplies, etc.) with the market value. She explains the formula in great detail and notes what area to add or subtract from. By creating this formula, Smith helps us to see how to appropriately assign a price to our work (and commissions) without the guesswork. (I am very grateful for this formula because it gives me a solid answer when asked how I decide to price my work). Other wonderful segments included in Art Marketing 101: A Handbook for the Fine Artist are Changing Your Vision, Navigating the Art market, and the Print Market. In her Changing Your Vision section, Smith talks about how one must embrace calling oneself as an artist if that is their dream: “Once you start calling yourself an artist, you’ll be surprised at how many other people will start referring to you as an artist, too. Hearing others call you artist creates an inner image that reinforces your aim,” (Smith p. 21). She continues by “setting the stage” in her Navigating the Art Market portion with a “Making Sure You’re Ready” checklist. This checklist has asks all the appropriate questions including: “Do you have a body of work ready to sell? Are you able to produce artwork of a consistent quality and style? Are there any legal considerations in selling your product?” (p 154) These are fairly obvious questions that are easily overlooked when swamped with marketing tasks and the urge to create art. Lastly, in Smith’s Print Market piece, she relays the pros and cons as well as the ease of reproducing your works. Some artists do not want to promote themselves to galleries and feel more at ease at fairs and other events. Selling inexpensive reproductions such as greeting cards and small prints can help alleviate booth and entry fees as well as provide a supplemental income. Since being a working artist requires so much thought in business and marketing, having a clear-cut guide takes the frustration out of it (I know I find this book extremely helpful when I feel like I’m in over my head!). If you feel like you want to take the next step to becoming a professional artist, I highly recommend picking up a copy of Constance Smith’s Art Marketing 101: A Handbook for the Fine Artist from your local bookseller for under $25. Good luck and happy artwork!

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New testimonial

I just received  a wonderful testimonial from Kahlil Johnson, an awesome artist in leather, for some business cards I did for her. Check it out:

Working with Sara Zimmerman was painless.  I've been putting off a new look for my company because the idea of re-creating myself was daunting.  In a 15 minute meeting with Sara I had a new, hip look that better represents what I sell and who I am.  With in 48 hours she had proofs for me to review and with just a few changes we were able to discuss over the phone my new Business Cards were ready to send off to the printers.  Fast, efficient, edgy, affordable and painless is how I would describe my experience working with Sara.

Thanks Kahlil! Working with you was so fun! Here's the design:

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Design and marketing for the budget-minded

A lot of small businesses and non-profit organizations approach me for graphic design and illustration work. Many of them have seen better days in terms of business, and therefore are very budget minded. However, being aware of your budget and having tight purse strings doesn't mean you have to fore go having a clean business image. Yet it doesn't mean that you are going to be able to put everything in the hands of a professional, snap your fingers, and have the perfect image and marketing package created for you without lifting a finger. If you are willing to put time and effort into the decisions behind the design, your business too can have a distinct look that reiterates your reputable brand for less than a standard bid. I'm broke, but want/need a design. What can I do? If you are on a budget but seriously want to improve your image, then you need to be committed in helping to create this change. What that means is that you need to spend the time to research your own vision for your design and make notes of things you like and don't like. Your willingness to get your hands dirty will ultimately help you get the end product you want.

1. How picky are you/ your organization or can you trust the professionals? Furthermore, how picky can you afford to be? I have come across numerous sole proprietors who don't know what they want yet have a very small budget. Understanding that time=money, they either decide to trust me to create something that will fit their needs OR they are very precise and ask me what they can do to reduce my time spent. The non-picky clients tell me general themes they like with a general direction, knowing they can trust me to create something that keeps their interests and directions in mind. The picky ones need to really do their homework (as listed below) so that all the details they want are clearly conveyed to me, or any designer, prior to starting.
2. Second, decide who is your market, what you want to do, and why you want to do it. Be sure that your reasoning stands behind making the investment. For instance, if you are an event coordinator for an event that is trying to attract a Gen-Y, party crowd and sell fundraiser t-shirts to this market, then you need to have a t-shirt design and marketing program that appeals to them. A good option in attracting this crowd is through social networking and having a basic website that people can go to from there. You know that this is the market who is regularly spending $30 or so at events and know that if you have a design that speaks to them, they will come to the event, bring a friend, and most likely buy a t-shirt. On the contrary, if you are trying to attract this same crowd, the last thing you want to do to market to them is take an ad out in the economic or real estate section of the daily newspaper and have a committee of retirees decide on the logo.
3. Do your homework. What styles/ themes do you like (i.e clean and corporate, grungy, artsy and hand-drawn, modern, Asian, etc.), what logos do you like, and what attributes speak to you and your target market (i.e. colors, shapes, symbols)? Find some fonts, come colors, and components that mean something to you (and your business) and make a list (please include URLs). Include some words that summarize your business direction and add those to the list as well. A good designer will know how to tie all of these characteristics into a sweet logo/ identity/ branding that really reflects your business. Without providing this information, you may become victim to a very common logo dilemma where logos and their businesses do not reflect one another.
4. Decide how you want to relay this information. Do you want an email campaign, a flyer, a website, advertisements, and a social networking plan to relay the information? Decide on what you want and what is realistic in terms of your time and budget, knowing that many marketing efforts are ongoing versus a one-time project. And keep in mind that once you decide on how you will market you need to decide if you want to have products with this image to sell and/or maintain during the event or afterwards. If so, how will you market during those times and do you need to include another marketing option?
5. Decide on your selling points and your message. These are the items that will be added to whatever marketing venue you choose to use, from websites, to flyers, to postcards and email blasts. Once you take the time to decide on your concise message, it's easy to have other people help spread the word (and relay the correct information).
6. Find a designer that you can relate to, work with, and who understands your budget. Visit their online portfolio, contact them, and see if they are a good match for you. For instance, I specialize in hand-drawn, artsy, grungy themes and have a background in marketing for small businesses and artists. Though I may fit the budget of a start-up firm looking for a very clean, corporate design, we are not necessarily a good match. Just as a designer who specializes in large, corporate clients may not be able to work with a local artisan looking to create a funky and fresh marketing campaign for their upcoming open studio event. Additionally, if you are willing to do the dirty work, you will want to find a designer that rewards you with either a sliding scale or an hourly fee versus a firm project by project bid.
7. Be realistic with what you are asking for. Once you receive an estimate or two and you notice that all of your requests can't be met for the budget you have, you need to reassess. What can you cut out? Or is it worth it to spend more and increase your budget so you can sell cute, fitted t-shirts knowing you will get more people buying those than the traditional, boxy tee? Should you try to gain sponsors so you can get a larger crowd to your event knowing once they are there, they will spend more? Or should you cut out one of the modes of marketing, such as advertising, and solicit volunteer efforts instead?

There are so many things that go into design and effective marketing campaigns. This is what you pay for when you hire a good designer with a pulse on marketing. And whether or not you can pay the fees for such a designer, doing your homework will ultimately help you and your business/ event /organization in the long run. And if you are too busy to do the work, then increase your budget and invest your trust into a designer who can get your tasks and materials created in both a beautiful and effective way.

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Nominate me for a small business grant

Please take a moment to nominate me for a small business grant through Intuit. Simply click on the badge below and entering Sara Zimmerman Art, Illustration and Design in Truckee, CA. Thanks!

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New Year’s Resolution for your Business

Since 2010 is just around the corner and New Year’s resolutions are coming our way, how about making a resolution for your small business? The best resolution I recommend is to carve out an hour a week for marketing your business. In just that tiny hour, you can do so much to help your business grow. Making Time and Keeping a List Your first hour is going to be the hardest. Sit down, turn off the phone, and ignore incoming emails. Make this hour completely dedicated to you and your business growth. Start an ongoing list somewhere that you can easily add to, edit, delete, and FIND later. I recommend using whatever office programs you may already have, such as Mail "To-Do's" for Macs or Outlook for PCs. Or go online and use one of the many free task list websites, such as RemembertheMilk.com or TaDaLists.com. Second, decide on a regular time and day that you can reserve for marketing in your weekly routine. Use whatever calendaring program you use, create an "event," and make it repeat indefinitely. Do NOT erase this time, blow it off, or say you will do it later. Choose a time that will most likely work for you and do your best to never change it. And if you must, reschedule it for the same week. Once you have set up your routine and list, you are half way there. Your Hour What you do with your hour for marketing is up to you. However, remember that what you put it you will most likely get out. Your first month of marketing dates will be the most difficult. Use your first hour to make the list of all the things you want to do or have heard of as ideas for marketing. Your second hour will most likely be dedicated to prioritizing your list. Prioritize by things you most likely will do, have the budget for, and are most targeted to your target audience. Your third hour will be spent revising and adding to your list as well as starting the first task. The fourth hour and every hour thereafter will be spent revising your list and doing task by task. Keep in mind:

Marketing, (especially social media) is an ongoing process, not a one time event.

Focus on only one task at a time, not the entire list.

Always reassess if your efforts are directed to your target market and keep your best interests in mind.

Marketing is something that every business needs to do to grow, despite its size. Sample business plans and business development centers even recommend a mandatory ongoing marketing budget for all businesses. Having a regular routine will help you keep marketing in your sights and your business in a direction for growth. ~If you need some help getting your marketing efforts streamlined, feel free to give me a call. I've helped numerous small businesses define goals, create a distinct path, and a reasonable ongoing process that fits time and budgets.