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Home » Digital Strategy » Roadmap for Performing Arts

Section 1:

Your Product or Service

Your Digital Brand

Your Website
Your Goals & KPIs
Your Organization, Team & Resources
Your Digital Strategy Plan
Your Target Audience

Section 2:

Implementing Analytics
Optimizing Your Website
Honing Your Voice & Messaging
Improving User Experience
Increasing Online Conversions
Leveraging Your Data
Prioritizing Digital Efforts

Section 3:

Search Engine Optimization
Digital Advertising
Social Media Marketing
Email Marketing & SMS
Partnerships & Promotions
Physical Locations & In-Person Events
Content Creation & Blogging

Section 4:

Conversion Optimization
A/B & Split Testing
Testing Images & Videos
Finding Your Brand Voice
Tracking Experiment Results
Finding What Works For You
Taking Inspiration

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Creating a digital strategy roadmap may seem daunting, but by breaking it down into four key chapters – Foundation, Optimization, Amplification, and Experimentation – you can create a sustainable and measurable plan for your digital marketing efforts. By understanding your business, creating an effective website, and leveraging all the digital marketing channels available to you, you can achieve your business goals and stay ahead of the competition. So what are you waiting for? Start creating your digital strategy roadmap today and watch your business thrive in the digital age.

learn to optimize your performing arts presence online

You can learn to optimize your own brand online. Optimize.Art was designed to help arts organizations learn to implement the principles of optimization into their marketing efforts, and to learn the best systems, process, and techniques for maximizing their effectiveness online.

-do it yourself with

By learning to optimize yourself, you can take your organization’s online presence into your own hands, saving money and maintaining complete control, while implementing best practices and building your brand online.

Website Analytics

Google Analytics is an essential starting point for anyone looking to optimize their online presence. Gather data about user behavior directly from your own website for free; track user actions, find top-performing traffic sources, discover user experience issues and more.

Google Analytics 4 is the new standard — we’ve assembled our favorite Google Analytics resources and guides here.

Digital Strategy Roadmaps

We’ve assembled the most effective strategies and tactics across the primary digital channels. Our insights and expertise were gathered during years of experience implemeting digital strategy campaigns for theatre and performing arts organizations. 

Learn about proven digital stragies and tactics in areas such as your website, analytics & reporting, creating content, useability & accessibility, search engine optimization, community & social media, email marketing, digital advertising & more.

Digital Vitals Tracking

We’ll allow you to easily track the most impactful digital vitals in order to capture the full picture of your performing arts organization’s online presence. Monitor your Website Health, Domain Authority, Organic Search Rankings, Backlinks, and Community Engagement.

Tracking is available via our upcoming Optimize.Art memberships, and we’d also recommend you check out our favorite tools for tracking online success. 

Tutorials & Guides

In order to help you implement these digital strategy recommendations, Optimize.Art provides tutorials and guides for anyone from beginners to experts; learn to take your arts organization’s digital strategy into your own hands by following our detailed resources and step-by-step implementation guides. 

Software & Tool Recommendations

Throughout our over 10 years of implementing digital strategy plans, we’ve learned all about the best tools for every job online. Whether you are tracking your progress, creating visual assets, writing marketing content, or even building you local SEO presence, these tools and speed up your efforts and improve your results. 


Take a data-driven approach to optimizing your online brand, and learn to make the most of your efforts on the web. Explore our free and premium resources below, and never hesitate to reach out with questions!

-on your own, but not alone

We’ve designed Optimize.Art to provide support where it is needed most, providing you with resources, examples, tutorials and even direct access to ask questions to our team of digitial strategists. You won’t be optimizing alone — we’re here to help. 

Find Inspiration & Competition

We’re always excited when an arts organization makes an exceptional online showing. We’ve got an ongoing inspiration leaderboard that highlights the best examples of performing arts organizations online. Use these webites as examples of quality; take inpiration from their structure and content, and perhaps even mimic their approach as a sound starting point for your own digital efforts. 

See How You Compare

We’ve compiled a database of over 100 performing arts organizations, and we’re tracking their digital vitals on a weekly bases to create our Performing Arts Digital Vitals Index. Track your growth and progress against our index and see where you compare with our scorecards and percentile rankings. 

Explore Our Resource Library

We’re building a robust library of the most useful resources to help your performing arts organization succeed online. Follow our tutoriuals and guides, read our recent interviews with other performing arts marketers, and learn about digital strategy on the whole by reading our articles written by arts industry experts.

Ask A Digital Strategist

We care about your success with Optimize.Art. If you have any questions at any time, please contact us for information and expertise from our digital strategists. Each Optimize.Art gets unlimited access to email and video support along their journey.

Become an Optimize.Art Member

Interested in becoming an Optimize.Art member? Members get unlimited access to our resources and tutorials, plus premium progress tracking and unlimited email and video support from our digital strategists.

Our membership program is launching soon. If you’d like to learn more, you can explore our membership launch pricing and details by clicking the button below.

-explore our blog & resources

Our blog and resource library allow us to dive very deep into the topics that matter to you; from uncovering and consolidating digital strategy expertise, to interviewing successful artists, and sharing our own findings from over a decade of marketing arts organizations. We’re constantly exploring new topics that will help you to succeed and grow your business online.