Before we get into this guide, here are a few definitions that you should know:
Audience: A group of customers and visitors who are interested in your shop or artists.
Brand: More than just your shops name or logo; it's how people feel about your shop and artists when they are in the shop and talk to their friends about you.
Channel: A marketing tool, platform or tactic that will help bring you new customers. Examples include, Facebook advertising, using Tattoo Hero to bring in clients, and your shop's website.
Conversion Rate: The percentage of people who see an ad and then book an appointment, buy merch, buy art, or click on a link you've provided. For instance: 1 in every 10 customers who walk into a shop make a tattoo booking. That's a 10% conversion rate.
Cost Effective: A commonly used term that means an inexpensive way to get a lot of value, or a good outcome. An example of this may include posting a portfolio on Tattoo Hero for free. If you manage to land business through the portfolio, that's cost effective. You've spent no money in acquiring the business.
Optimize: The action of improving an existing item so it performs better.
Example: Tweaking your website until it performs as expected.
SEO: Search Engine Optimization is the process of optimizing your website to extract the most value, and exposure, from search engines. Search engines, like Google, find, index and rank your content and then display search results according to their rankings. There are things you can do to sway them in your favor.
Example: Making a free portfolio of your work on Tattoo Hero and linking to your tattoo shop's website (and also linking from your website to your Tattoo Hero portfolio) makes your website appear higher in Google search page results.
Social Proof: A way to prove to others that what you do is amazing and that many people take part in what you create at your shop. A famous example includes the white headphones that shipped with the original iPod. They were the first white headphones, and when you saw everyone around you wearing them, you knew they had an Apple media player. It became pretty obvious what the top music player was on the market. For tattoo artists, the work you put on someone is a huge form of social proof.
Target Audience: This is a specific type of person that belongs to your audience based on certain information that you know about them . For example, where they live, how old they are, what their gender is, and what their income level may be.
Reach: The distance or coverage you're able to achieve online, or through social channels.
Example: When you publish your work on Tattoo Hero, you have the potential reach of over 15,000 people every month seeing that work.
ROI: Known as Return On Investment, it's the amount of money you get back after spending money. Part of the famous "you've gotta spend money to make money" adage.
Example: You spend $50 on a new Tattoo Machine and receive $1,000 on the piece you tattoo with it, that's a $950 ROI!