As presented at the 2016 Chorus America Conference

1. DIGITAL
MARKETING
BOOTCAMP
CECI DADISMAN
PRESIDENT // CARDINAL + COMPANY

2. HELLO!
ARTS MARKETER
PITTSBURGH NATIVE
WEST VIRGINIA MOUNTAINEER
RECOVERING OPERA SINGER
DIGITAL MARKETING NERD
TREKKIE
MOM

3. YOUR DIGITAL
MARKETING
ECOSYSTEM

4. WEBSITE
SOCIAL
MEDIA
EMAIL

5. WHO IS
YOUR IDEAL
CUSTOMER?

6. CREATE A PERSONA

7. More than 70 percent of
U.S. households use the
Internet when shopping
locally for products and
services.
(The Kelsey Group; ConStat)

8. WEBSITE
OPTIMIZATION
PART 1

9. LET’S TALK
ABOUT
NAVIGATION

10. PROBABLY LOOKING
FOR:
SHOW DATES/TIMES
BUY TICKETS
MAKE DONATION
CONTACT INFO

11. YOUR MAIN NAV
SHOULD BE AT THE
TOP THE PAGE AND
HORIZONTAL
“Navigation placed at the top of a homepage
performed best.”
Source: Poynter. Eyetrack III.

12. “What we find at
the top of the
page helps us
decide to continue
scrolling, navigate
to another page,
try another site, or
abandon the task
altogether.”
Source: Neilson Norman Group

14. WHAT IS THE SERIAL
POSITION EFFECT?

15. HOW PEOPLE
INTERACT WITH
WEBSITES

16. 80% ABOVE
Source: Neilson Norman Group: The Human Mind and Usability
ABOVE AND BELOW THE FOLD:
VIEWING TIME
20% BELOW

17. Only about 1% of
website visitors
click on a
homepage slider
feature.
Source: University of Notre Dame
And the vast majority of those 1% clicked on
just the first slide.

21. 70% LEFT
Source: Neilson Norman Group: The Human Mind and Usability
LEFT OR RIGHT SIDE:
VIEWING TIME
30% RIGHT

22. T
Source: Neilson Norman Group: The Human Mind and Usability
LEARN TO LOVE THE F

23. BANNER BLINDNESS!
Source: Neilson Norman Group: The Human Mind and Usability

26. TYPOGRAPHY IS
YOUR NEW BEST
FRIEND

28. DATA FOR
CONSIDERATION:
Dominant headlines most often draw
the eye first upon entering the page.
Shorter paragraphs performed better
than longer ones.
Source: Poynter. Eyetrack III

33. crazyegg.com usabilitytools.com
AFFORDABLE!
EASY TO USE!

34. BREAK //
Q&A
10 MINUTES

35. EMAIL
MARKETING
PART 2

36. LET’S START
WITH SOME
DATA

37. EMAIL
MARKETING
BRINGS IN $40.56
FOR EVERY
DOLLAR SPENT
DIRECT MARKETING ASSOCIATION

38. NEARLY ⅓ OF PEOPLE
HAVE STOPPED DOING
BUSINESS WITH AT
LEAST ONE COMPANY
AS A RESULT OF POOR
EMAIL PRACTICES
MERKLE SURVEY

39. NOW ON
TO DESIGN
& LAYOUT

41. FEATURE ONE
MAIN CALL TO
ACTION

42. KEEP YOUR
GRAPHICS IN
CHECK
CHOOSE IMAGES THAT ARE IMPACTFUL AND
KEEP THEM LARGE ENOUGH TO SEE

44. USE ONLY TEXT
THAT IS
NECESSARY
REMINDER: THE POINT OF AN EMAIL IS TO
GET SOMEONE TO TAKE FURTHER ACTION.
LOVE THE “READ MORE…” LINK

46. RECOMMENDED TOOLS

47. LET’S TALK
ABOUT
SUBJECT LINES

48. PERSONALIZATION
INCREASED UNIQUE
OPEN RATES TO 73%
GET RESPONSE

49. SUBJECT LINES
PHRASED AS
QUESTIONS
PERFORM BETTER
THAN STATEMENTS
MAILCHIMP

50. KEEP YOUR
SUBJECT LINES TO
50 CHARACTERS OR
LESS
MAILCHIMP

51. Good!
Unclear +
Repetition of
Org Name
Name of the
Newsletter

52. Good!
Unclear +
Repetition of
Org Name
Name of the
Newsletter

53. NEWSLETTER
VS.
EBLAST

54. NEWSLETTER
ONCE PER MONTH
DIGEST OF IMPORTANT UPCOMING EVENTS
FOCUS ON THE “SOFT SELL”
INTERESTING NEWS
COMPELLING CONTENT

55. TED GOAS
MAIN FEATURE
SECONDARY FEATURE
TERTIARY FEATURE

57. EBLAST
FREQUENCY VARIES
DRIVEN BY SPECIFIC EVENT
“HARD SELL”
ONE CLEAR CALL TO ACTION
COMPELLING CONTENT

58. COMPELLING IMAGE
EVENT DETAILS + CTA

59. EVENT TITLE
CTA
TERTIARY FEATURE
DESCRIPTION

60. BREAK //
Q&A
10 MINUTES

61. SOCIAL
MEDIA
PART 3

63. ON SOCIAL
MEDIA,
CONTENT IS
KING

67. SAMPLES FROM
REAL BRAND
ACCOUNTS

70. RECOMMENDED TOOLS

71. ADVERTISING IS
AN EXTENSION
OF CONTENT

72. VISUAL.
RELEVANT.
CLEAR CTA.

74. FRIENDS DON’T
LET FRIENDS
BOOST POSTS
LIMITED TARGETING
NO PLACEMENT CHOICES
CAN’T USE CUSTOM AUDIENCES
LACK CAMPAIGN ORGANIZATION

80. FINAL
Q&A
10 MINUTES

81. THANK
YOU!
CECI DADISMAN
cecidadisman@gmail.com // @cecidadisman