It is not easy to effectively market your music online. First you have to tackle the basic challenge of completely understanding digital marketing. Next you need to make sure that you understand the technology necessary to market music online (such as digitizing your music for download). And finally you need to compete with all of the other musicians out there who are trying to do the same things.
Online Music Marketing (Image Credit)However, it’s not impossible. In fact, if you follow these ten steps you’ll be well on your way to effectively marketing your music online:
1. Invest in a great website.
A music website must be above average in order to get attention. You need to have a user-friendly website, of course. However, it’s very important that it’s visually pleasing and includes both audio and video. This is how your potential customers will learn what your music is all about. Consider it a first impression, from your logo to the overall look and feel of the site.
2. Do local search engine optimization on your site.
Musicians do want to market to a nationwide group of people. Good standard SEO is important for that. However, you also want to do some local SEO. That’s because local fans are the ones that are going to pay to come out to your shows. You want your band to show up in local music searches and local SEO work will help you make that happen.
3. Add a blog.
Every good website has a blog these days. Musician sites are no different. Every time that you do something interesting you should blog about it. Additionally, you can blog about other bigger bands that are similar to yours. This will attract their fans to your site and they may eventually become fans of yours as well.
4. Comment on other blogs and forums.
You want to be an active participant online in all areas of the music world that are relevant to you. If you actively comment on blogs that are similar to your music blog then you will naturally inspire a curiosity about you among the readers of those blogs.
5. Offer to guest post on other blogs.
This is another great way to get the fans of existing music blogs to start paying attention to your blog (and ultimately hearing your music). Contact blogs that you enjoy and ask if you can write a guest post for them with a link back to your own site. Write a high quality post that will intrigue readers.
6. Get active on social networking sites.
This is how you will find new fans for your music. It is how you will stay in touch with the people who already like your music. It is how you will connect with everyone who may be interested in your music. Make sure that you are active on all of the major social networking sites that are useful for musicians, which include, but are not limited to, MySpace, Facebook, YouTube and Twitter.
7. Create an app.
The mobile web is increasingly important and mobile phone apps are really hot right now. Create an app that is relevant to your music and you will gain new fans. One example might be to create a simple game relevant to your band and offer it for free to appeal to people. Alternatively, you may work with the developers of existing apps. For example, you may offer your music to people selling ringtone apps.
8. Make your music available for purchase online.
Online music marketing means making sure that your music can be purchased in as many online places as possible. You may sell downloads directly from your website. You may sell your music through CDBaby, Amazon, iTunes, or other online stores. The more available it is, the more likely it is that people will become aware of it and will buy it.
9. Ask people to review you.
Word of mouth is how you get attention on the Internet. Ask bloggers and music magazines to check out your online press kit and write a review about your music. It never hurts to ask.
10. Get offline!
One of the most important things that you can do to boost your online marketing is to spread the word offline. Attend as many music events as possible. Pass out free EPs or fliers that refer people back to your website and social networking sites. This brings your offline marketing back online and everything comes full circle.
Your Thoughts on Online Music Marketing
Can you think of another creative way to market music online?
- 8 Things Indie Musicians Can Learn from Taylor Swift’s Red Release
This is a guest post by Vern, who enjoys freelance writing and rocking to some Katy Perry ringtones whenever people call him on his iPhone (and he’s not afraid to admit it)!
MUSIC MARKETING RESOURCES:
- NEW: Jeri Goldstein @JeriGoldStein has EXCEPTIONAL expertise as a Music Business Career Development Consultant assisting musicians with booking gigs. Find out what she does at PerformingBiz.com ~ I HIGHLY RECOMMEND you buy her books and music career development blog !
- Ajust Entertainment‘s free, short PDF Social Media Marketing for Musicians e-book to help musicians with social networking! Follow Ben Witherspoon @AjustEnt on Twitter
- Rock Star Lifestyle Design ~ @Greg Rollett
- Brand Like a Rock Star ~ Steve Jones @RockStarBrands
- Online Music Marketing Guru and Music Marketing Book Author Mike King Music Marketing blog ~ @atomzooey
- Music Marketing Speaker Michael Brandvold ~ @michaelsb
MUSIC RELATED BLOGS:
- NEW: Bandzoogle: How to book corporate gigs and make big bucks
- Greg Percifield’s MusicForteNews @MusicForte – NEW MusicForte Store
- ManuelMarino.com Musicians Community @ManuelMarino
- MusicBlogTips @BlogNames
- Michael Brandvold
More Music Marketing Tips from the Comments:
“Don’t forget that you can target media players, bloggers, folks that work at indy, major labels, promoters, critics and fans of similar bands using FB and LinkedIn ads.
Try thanking your fans, touting awards, and other soft-touch don’t-sell-too-hard tactics. Post music videos from YouTube on your brand page and run sponsored stories, promoting it to friends of friends interested in similar music, as well as the list above.”
~ Marty @AimClear AimClear Marketing ~
“Through talking to and working with bands I’ve found social media to be a massive tool in establishing and building a relationship with fans. First-time listners use it as their main point of contact for updates while your loyal fans will follow your every move on Twitter, Facebook & Tumblr. Big time stuff!” ~ Bill from DWMusic.com.au ~
“After adding a blog to my website I saw my visitors increase ten fold. I know that search engines love new and great content. It is one of the best things you can do in your marketing efforts. That and like you said “get offline” and do as may gigs as absolutely possible.”
~ Jackson from MyClothingBay.com ~
I used to have a successful DJ who commented regularly here. Maybe he got so busy he doesn’t have time any more. Since he does a lot of weddings one of his best tips is to review the caterers, florists, musicians, etc. that he runs across in his line of work on sites like Yelp, Merchant Circle, Google Places, Yahoo Local, etc.
When someone finds one of them they’ll see a review from his related service and he is likely to give and get recommendations directly, too. I imagine he makes sure each of them has his business cards, too.”
I have a post with links to tips and where to write reviews of small businesses.
Gail Gardner
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Out of your list what stood out to me was 6. Get active on social networking sites.
This is good to have learned about music online marketing. I thought Bandcamp is a global music company and it allows upload and sell in one place and take its commission for selling the music. I found it’s good.
Making my music available for download in a “set your own price” format online, and one which I have total control over, has been greatly rewarding for me. I highly recommend the Bandcamp.com interface.
I also recommend connecting with other indie performers, artists, and authors online and on the road, and writing songs together about off-the-wall subjects including folklore, marauding bicycles, and salads! Because the world needs more music that doesn’t take itself too seriously, right..?
“Beetz In My Salad” – these beets are real.
http://www.youtube.com/watch?v=02wicja4yek
S. J. Tucker would love you to read ..Wonders the CD is here!
I’d also suggest one of the many music sharing websites. Share it for free, build up a following and you can get big from there.
All great points. I don’t know about anyone else, but as a “weekend warrior” I find it hard to be truly active on all of the social networking sites all the time. Do you recommend scheduling that out – like MySpace on Monday, Twitter on Tuesday, etc.? Or spend a little bit of time on each more frequently? I’d love to hear everyone else’s thoughts on that.
Alex, Ariel Hyatt of @cyberpr advises that the best days and times to boost something online are Monday morning and Friday. She also advises that we blog once a day if at all possible- WordPress, Facebook, whatever we’ve got. I’ve tried focusing on these suggestions of hers for about a year now, and the results have been very encouraging. 🙂 Keep on, weekend warrior!
S. J. Tucker would love you to read ..Wonders the CD is here!
Hi Alex,
I have to disagree with Ariel. Think about how your Mondays go. Everyone publishes on Monday and most people just want to get through all the stuff that piled up over the weekend as quickly as possible. People who are busy working aren’t taking time to see what you “boosted”.
I also don’t advise Friday as most people focus on getting done in the morning and by afternoon are thinking about bugging out. There is far less traffic online Fridays than any other weekday. If you are trying to get a local audience to come out to a weekend event Friday could work.
If you want the largest possible audience, try Sunday evening. People who work regular hours are on getting a jump on the week ahead. Those who don’t are online unwinding. You hit almost everyone on Sunday evening, and those who aren’t on will see it on Monday.
Gail Gardner would love you to read ..STOP! We Are Doing Social Media Marketing All Wrong. Fix in #JJJRH
Great post! I liked that you made sure to mention going offline!
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Shadow of Whales
@shadowofwhales
See our abridged music video!
http://youtu.be/uXhW9Nt6BRg
join a community! just like any product, have a unique identifying feature that relates your brand to possible fans of not only you and your music, but your message or lifestyle!If you’re into vegan eating, jump in that community, search out blogs/journos that talk about that. If you’re an advocate for a cause, champion that cause on social media and take part in #hashtag campaigns that do are related. If you’re about more rights for artists, start discussions regarding artist pay and compensation! Anything you’re into, be the LEADER in that field, fans will support you if they LIKE you!
As a musician, composer, blogger, music and software marketer, and a social media instructor at the Univ of WA and Art Institute of Seattle, I write about other musicians and important music industry issues.
Solveig Whittle would love you to read ..Setlist Music Part II: What Bands Really Need
Check out my tunes plus show details!
http://www.meaghanfarrell.com