People are the lifeblood of your museum.
If you don’t get a constant flow of people through your doors it doesn’t matter if your exhibition comes to life Night at the Museum style, you’ll only entertain crickets. And crickets don’t have money.
But how can you ensure more people visit your museum to be awed by your latest display of genius?
Are you missing out on visitors?
How active are you on social media?
I can imagine a social media savvy museum curator taking time to create meaningful—hopefully not jargon-filled—mini articles to post to Facebook.
Perhaps you take lovely pics of your installations and share it to Instagram.
and the likes and shares might even be pouring in.
But are you reaching enough of the right people?
Perhaps you have a website for your museum.
But the website itself is old enough to be put on display in your museum!
It hearkens back to days of glittery neon; built with serif text that’s hardly distinguishable from a shouting patterned background.
And you don’t use the website. It just sits there like Rembrandt’s weird Stone Operation, drawing looks of disgust, but not much more.
Have you ever considered investing in a website that actually works and helps you make headway in your online marketing efforts?
What can a museum do with a website?
Your contact details should obviously be visible on the website, along with your location, for those who’ve not been to your place of wonder.
But you could be using it to market exhibits too.
Whenever you’ve activated a new display, why not take some beautiful pics and upload them along with a meaningful story about the display?
What is it about? Why do you have it in your museum? When can people come by to see it? How much does it cost to get in?
You might say, “I can do that on Facebook.”
But you’re missing out on other, dare I say, better quality traffic if you’re only focused on social media.
Read on to see what I mean.
A great way to not spend too much time on tedious marketing chores is to automate.
You want to focus on the campaign you’ve created around one of your pieces or around one of your exhibits.
That’s why, should you choose the email marketing and social media marketing add-ons, you can focus on building out your museum site, while the sharing to social and email is taken care of.
Email is a wonderful way to connect with your fans.
If you have something new coming in or if you’d like to get new visitors to an older exhibit, email is a great tool to reach people.
But you wouldn’t want to create an email manually for each campaign you run. It’s tedious work. And unnecessary.
No, with my automated email marketing package you focus on creating articles on your website.
Those articles are sent out to email newsletter subscribers automatically, without you even opening email creation software.
That leaves you to write passionate pieces about the art or science artifacts you have on display.
That way you only need to create content on a single platform. BUT… it reaches people through three channels.
To get you going with email marketing I set up a newsletter system for you, to which you may add up to 500 subscribers for free. Later you can upgrade if you wish.
I also add a signup form to your website where people can add their names and email addresses, which adds them to your newsletter automatically.
Search engine marketing
Many people completely forget about search engines in their quest for the mighty like and share.
That’s a pity because Google is a fantastic source of traffic and social media likes and shares don’t equal guaranteed museum visits.
Some of the searches performed in the museum niche include:
- art exhibitions in johannesburg
- art exhibitions cape town
- art galleries in south africa
- art gallery
- art times
- gallery events
- museum near me
- museums near me
- museums exhibits near me
- things to do near me
Now, before you think, “but our museum’s not even in Johannesburg,” think of the traffic you could generate by speaking of those things.
For instance, you could write an article or ten about the wonderful museums in Johannesburg, and use that same article to invite foreign visitors to your museum as well, even if your museum is out in the middle of nowhere.
The possibilities for quality traffic are nearly endless.
And if creating content is something that doesn’t come naturally to you, hire me to do it. I’ll create professionally written articles geared towards making your museum look like the wonder it is. More about my content services.
Social media marketing
By now many people have woken to the fact that free social media’s return isn’t all that great and that shares and likes don’t really equate to big money.
It’s called vanity metrics, after all, and for good reason.
To spend too much time looking at the number of likes and shares your Facebook posts garner is akin to navel gazing. It’s not going to get more people into your museum.
I have a suggestion.
If you choose the social media marketing option, your website articles are shared to your Facebook page automatically.
That means you can focus on developing your website with more meaningful content.
Whenever you write an article, whether general or specific, it’s posted to your Facebook business page automatically.
A museum with a Gmail or Yahoo address doesn’t look all that professional.
But if you get my web design package you can set up as many email addresses as you wish, your hosting space being the only limit.
Set up your emails using POP and you won’t even have to worry about using hosting space.
Your museum website comes with Google Analytics installed.
You also get a weekly report showing you really good metrics at a glance: things like which pages people visited, which keywords got them to your site and where they’re from.
It also shares some social media metrics.
Your website also comes with a search box that records searches.
If someone visits your website and they use the search box, it shows you what they searched for.
It’s a great way to see what people expect of your museum.
Your museum website will look great on any size screen.
You don’t want to send out an article in an email inviting people to come view your latest finds and when they try to read the article on your website they have to pinch and zoom to see what’s going on.
It won’t cost you a van Gogh to get a great looking website that works at getting more people through your door.
It might not even cost you the price of this expensive office chair.
I’m not saying I’m cheap.
I’m not selling some fly-by-night “social media ninja guru expert” marketing nonsense. I’m selling you a full marketing package aimed at getting more people interested in your museum displays.
You could post your museum’s exhibits to Facebook, Instagram, Twitter and other social media platforms.
You’ll get your likes and shares.
But if you ignore other platforms in favour of social media you’re missing out on good traffic.
Why not book a consultation, get my marketing package and market to three different channels from a single place?