The Entertainer's Online Marketing Checklist

In the early days of entertaining, most local performers were trapped in their hometowns or other towns located nearby simply because they couldn't afford to advertise nationally or internationally. The Internet shattered those boundaries by opening a means to communicate to everyone, everywhere. But many entertainers haven't been taught how to market effectively online and, therefore, aren't reaping any of the benefits.

While it's not a matter of "if you build it, they will come," Internet marketing also isn't as hard as most people make it out to be. If you follow the checklist below, you'll have a great start to marketing effectively online, so you can create a stream of gigs that will keep your calendar full.

Create a Website

In order to gain a presence on the Web, you either have to create your own site or you have to gain access to someone else's site. It is highly recommended that you develop your own. Contrary to popular belief, it doesn't cost an arm and a leg to launch a site that looks professional and conveys the information you want to communicate.

By searching for terms such as [affordable web design] or [low cost web design], you can locate someone who can provide the service for you. Make sure you check their portfolio and references before hiring any designer. You'll want to know for certain whether their design style is a good match with your likes and dislikes. You'll also need to verify that they are easy to work with and that they provide what they promise.

Traditionally, you'll want four pages: Home, About Us, Services (where you list the types of entertainment you offer) and Contact Us. While you certainly can have additional pages on your website, these make up the recommended minimum.

As you interview designers, find out their rates and turnaround times in addition to at least three recent references.

Search online for website designers (list three you especially like):

1. ____________________________________

Rates: $_______________________________

Turnaround Time: _______________________

2. ____________________________________

Rates: $_______________________________

Turnaround Time: _______________________

3. ____________________________________

Rates: $_______________________________

Turnaround Time: _______________________

Search Engine Optimization

If you want to be found in the search engines, make sure the website designer is able to offer search engine optimization (SEO) services in addition to design services. This will include keyword research (to determine which words and phrases you want to be found for), coding, copywriting and link building.

Of the designers you've chosen above, which of the three offer SEO services?

1. ________________________________

2. ________________________________

3. ________________________________

Register with Booking Agent Sites

Whether or not you opt to build your own website, you'll want to register with booking agent sites. These are websites that host profiles of numerous types of entertainers, then allow others to search for and contact performers.

The more information the site will allow you to include in your profile, the better. For instance, some may simply allow your name, contact information and a few photos. While that's a great start, offering more (especially if you can't create your own site just now) is always better.

Check for booking sites that give searchers the big picture. The truly exceptional ones will offer a way to include still shots, streaming video and audio, references from past gigs, plus a way to contact you and/or book the gig right from the site.

Other advantages? The better booking sites have already done the SEO work for you. Because their website ranks high with the engines, your profile is more likely to be seen. What's more, the small fee paid is usually significantly less than what it would cost to create your own website.

1. Gigmasters.com

2. _________________________

3. _________________________

Have Forms and Contracts at the Ready

If you're going to do business online, you'll want to have all your documents available in electronic format for easy emailing or downloading. The most secure and compatible way to share documents is in PDF (portable document format). PDFs are created using Adobe Acrobat software. This also allows both Mac and PC users to open the files.

Remember, online marketing is all about getting the word out. Using your own site, online booking sites or both gives you the ability to reach the most number of prospects possible in the least amount of time.

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