March 29th, 2008
Hello Jazz Friends,
Here we are once again with some more market research tips. In the last few posts, I showed you some ideas and resources to do market research offline. Today we’re going to focus on marketing research as far as the Internet is concerned. Just as its important to an offline, brick and mortar business to have a prime location to gain traffic to it, your online presence should be about the same.
If you ask any business person the one key element of attracting visitors to a business whether online or offline, the common response will be “Location, Location, Location”. As jazz musicians we should be concerned with branding, having a clear marketing message, fulfilling the needs of our fans, and making sure the major search engine spiders are crawling your site when marketing online. The way to achieve this is through carefully planned keyword research.
As I have mentioned before, your online marketing efforts as jazz artists should be about problem solving for your fans. If you keep this in mind it will greatly increase your chances of success on the Internet. It’s one thing to have a great business idea, but brilliant as that idea may seem you want to be sure there is enough consumer demand for it.
Something else to consider is supply or competition. It would be a waste of your marketing dollars designing an expensive website, buying traffic for keywords in a paid search environment, or any other methods of paid traffic if your keywords are too broad and highly saturated in the online marketplace.
As it remains, the top major search engines are Google, Yahoo, and MSN. There are hundreds of other search engines but the remaining ones are partnered with either of the three. You want to be sure your site is seen by these search engines and strive for top placement.
Us jazz marketers want to be sure that our websites, online articles, pay per click ads, social bookmarking tags, classified ads, forum posts & signatures, etc. are keyword rich.
It all boils down to finding those niche keywords and phrases that are related to your specific business model.
Here’s a resource that will further explain the concept. Feel free to save this somewhere on your hard drive.
Good Luck & Keep Swinging!
Andre Hayward
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