The internet has opened up amazing opportunities to promote our art in Indian Wells, and enables you great latitude to let your creativity roam free! The secret to success is to learn from the marketing initiatives you run, adjust, and fine-tune them to your unique objective. Let’s examine a few basic strategies that you can use to promote your craft using search engine optimization and social media as a part of the strategy.
1. Play out live
With everything moving more and more towards digital, it’s easy to forget about the value of live interaction. These days, you can create awesome music, put it out, distribute it, market it, and even play it without ever leaving your practice space. But, just because you can release something entirely on the Internet doesn’t mean you should!
Gigs are a great way to promote your music. Let your fans know that you’ll be releasing a new song, and tell them you’ll be playing the entire album at one undisclosed show over the next few months. Use your live shows to build excitement, since none of your fans will want to miss out on being the first to hear your new material.
If your fans really want to hear the album early, they’ll have to attend all the shows. You could also use concerts to grow a fanbase in states or countries you haven’t been to yet.
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2. Use social media liberally
We all use social media. These days, if you’re not on Facebook, Instagram and Twitter, it’s like you don’t exist. You may not be using social media to its full potential to promote your music. Social is not a straight-up marketing vehicle, rather, it’s a catalyst for engagement and word-of-mouth marketing. About 4 out of 5 of your posts should be funny, conversational, and interesting, and about twenty percent for marketing.
That’s not to say that personal posts can’t be marketing! You just need to learn how to present the content in interesting ways that do not shout “Buy now.” If you’re recording a new record, reveal updates on social media. Reveal a silly moment about your studio experience that day, share a photo, or share a short song teaser. If you’re out on tour, take photos or share brief videos of the audience. This isn’t overtly promotional, but it will let fans know what’s going on.
3. Promote and sell your music on your site
Basically, you want your audience stopping by your website as frequently as possible. The more often they’re on your site, the greater will be the chances that they will make a purchase of an album, tickets, or other product.
If you’re just starting out, you probably don’t have too many big updates other than the occasional album release and tour. Most website tools like Bandzoogle, and WordPress, have excellent blog capabilities. Plan out posts at regular intervals like once or twice a week and be sure to share anything your fans may find interesting.
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4. Capture the interest of other music blogs
If you want to market your art, it isn’t just about sharing with your fans. You also want to expand and grow your audience so you can convert them to fans, music blogs are a great way to do this. Bloggers are always looking for fresh, new content, and there are a ton of smaller blogs that are within your reach as an indie artist. This means that if your music is advertised on a blog, it’s possible to be seen by people who already like your genre!
Research, spend time to find blogs that cover your genre of music, and send personal emails out to the bloggers. Let them know about any interesting stories and tell them how you appreciate their content. One tip is to always explore what you can do for them first. Perhaps you can write a guest blog, or provide an introduction. Don’t ask for them to help you before you offer to assist them.
5. Collaborate with fellow artists
It’s a great way to put your music in front of another group of people and make more fans. With the right partner, you can collaborate on pretty much anything. Just make sure to partner with musicians whose fans would appreciate your music.
Headline trade strategy is a great option. You could also work together on a song or album. Performing a cover is an easy way to expand your fan base and grab more attention. The trick is to drive your fans to each other. If you create a song or video, be sure to link to each other’s websites. If it’s a gig, drive your fans to each other’s merch table.
6. Email with digital marketing promotion and SEO
Your email list is an extremely useful tool to promote your music. Unlike collaboration and blogs, your email list provides a direct communication marketing channel to your current fan base. If someone signed up for your email list, they want to hear from you, so take advantage of it! Remember, your emails should drive your fans to your website, so you want to include links. The obvious use of an email list is to let your fans know when you have an album coming out or a tour to promote. You can also use your email list to send fans to your blog. Remember, you want to get your fans on your website as often as possible.
Search engine optimization is a powerful way to ensure that your site is ranked most highly. Watch the following video to learn what SEO can do for you.
Many artists struggle with the business and marketing side of building a fanbase, but if you understand the elements needed, it’s possible to do it and stay in a creative space. The business of music can be fun if you let it!