They say if your business isn’t on social media, it doesn’t exist. And the same is true for your website in effective online music marketing.
We spend around two hours a day on social media, Facebook, Twitter, Instagram, or LinkedIn. We tap our smartphones more than 2,000 times each day to connect with friends, family, artists, and celebrities.
2.46 billion internet users are on social media. Statistics say that number will be 2.77 billion by 2019. So, you must be on Facebook. And have a Google+ account. And share useful information with your followers on Twitter. The list can grow, depending on the genre you’re covering and your marketing strategy.
Your presence on social media is essential to growing your artist website. You’ll also gain fans and become an authority in your genre. Most social media channels have great tools to promote your music website with small costs. But if you’re not ready to put your money into it, you can still take advantage of social media’s potential in music marketing.
It’s about hard work and time spent online. With the right strategy, you’ll get to know your followers and build a strong relationship with them. It’s not always an easy path, but it pays off.
It’s important to keep trying until you find what makes your fans subscribe. Here are ten clever methods to grow your social media presence. Test them and use the ones with best results!
#1 Start With Music Marketing: Choose The Best Social Network For Your Audience
Social media is a time eater. Especially when you want to market your music. With every new channel, you’ll lose more and more time sharing and optimizing content.
This can have negative effects on the quality of the content you are posting. Also, as a musician, you do not want to spend the whole time in marketing. You want to be able to focus on producing music or playing concerts. Try to keep a balance between the time you spend on social media to interact with your audience, the time you invest to create new content for your social media presence, and the time you need for doing your actual job. Do not let social media marketing kill your creativity.
Here are some social networks you should consider to be active on for marketing your music:
- Facebook is the most used social network – every 20 minutes, users share around 1 million links. Your content could be among them, making you more popular among internet users. Facebook is the place where you should post all your content. This is the most important social network to be active on.
- YouTube is the second largest search engine, after Google. Besides this, YouTube can be an essential part of your business as a musician. It allows to distribute your work and it helps you to monetize on it. YouTube is the place you should publish your work on. If you master the art of creating video, you are one step closer to success as a musician.
- Twitter has over 300 million users worldwide. Important international brands and many celebrities use it to communicate with their fans. If you are a person who likes to jump on public conversations, being on Twitter can help you to create awareness for your artist brand.
- LinkedIn can connect you with a more professional audience. This network will help you mostly to connect with your business network. Use it to connect with labels, publishers, people from the press, and other musicians. Linkedin is a perfect place to keep your business contacts updated on what’s going on with you. Keep conversations and posts professional.
- Instagram is a great network to publish visual content on. Especially if you want to build your brand as an artist, this network helps to position yourself. The more unique your visual language (e.g. clothing, photo filters, iconic recurring elements) is, the more effective Instagram works. Do not forget to place yourself in front. In the end, you want to grow your personal artist brand. #selfie
- Soundcloud can also be considered as a social network to market your music. This place is perfect to upload your music and podcasts. People will be able to access it in an easy way and to listen to it on the go! Use your advantage as a musician and create audio content. Other digital businesses will not be able to create audio content on the level you are.
Of course, there are many other platforms you could consider to create a profile on. If you’re new to social media, take it one step at a time to market your music. A Facebook page is a good start, as it’s easy to use and allows efficient interaction.
#2 Create a Podcast For Dynamic Audience Engagement
Podcasts are popular because it’s easier to listen to someone than to read an article. This is also an efficient way to follow an influencer when you can’t check your computer or smartphone. As a musician, you will be able to produce a podcast easily. While other influencers use video as their preferred way to connect with their audience, a podcast could be your choice.
Create a series out of it and regularly offer a podcast of 30 to 60 minutes. As a starter, you can simply play some of your great music and talk about your experiences in between. Also live sessions, artist collaborations, and interviews are great formats, people will love to listen to while commuting.
In 2017, the number of users who listened to podcasts grew by 11%, as compared to 2016. Podcasts help you promote your artist brand in social media and increase authority in your domain.
If you don’t know how to make put together an engaging podcast, you can start by following what other people create. Michael Stelzner’s podcast, Social Media Marketing, is a good source of inspiration. Do you know any great music podcasts? Please let us know in the comments!
#3 Use Short Video Clips to Engage With Your Audience
55% of internet users watch videos online every day. Video content gives your content on social media a fresh perspective and can increase visitors’ time on your website. Shared on social media, videos attract more followers and drive more traffic to your website. Instagram and YouTube are both great platforms to connect with your audience in short video clips. Also Facebook Live is a format you can experiment with. To find a good mix is part of the strategy in your music marketing.
Yet, not all ideas can become great video clips. Choose easy topics, such as:
- original ways to use an instrument
- backstage clips from concerts
- acappella versions of your songs
- answers to questions that your fans have asked on social media
If you manage to make your videos funny, as well as useful, you have a good chance to go viral.
#4 Craft Unique Messages For Each Social Media Channel
Different channels speak to different audiences, each one with its own expectations. To promote yourself and your music efficiently, you need to add specific messages every time you address a new public.
To make your posts more appealing, add something more than a link and a title. For Twitter, you can try citing some lines from your song. Then add a link to your song on YouTube, Soundcloud, or another music service such as iTunes, Spotify, or Google Play Music.
For Facebook, it’s better to play with video and image posts. Those will get more visibility on the network than text or link based posts.
Many musicians are afraid to ask friends and followers to visit their websites and social profiles. In fact, telling your audience what you expect from them is the best way to get the right feedback.
#5 Use Any Question to Connect With Your Audience
Social media keeps you connected to large audiences all the time. This can be a huge advantage when you’re looking to help people online. If you see internet users looking for answers in your niche, don’t hesitate to give them the advice they need.
Even if there’s no connection between your website and the question, try to give a good and useful answer. If you’ve already answered the question in a blog post, provide a link to the answer. This way, you can drive more traffic to your inside pages and improve your ranking in search results.
Herschel Supply Co. increased their positive brand sentiment by 60% using a similar strategy on Facebook and Twitter. They answered many questions related to their domain, by checking hashtags like #Herschel and #HerschelSupply. In a couple of months, they’ve built a strong community around their products.
#6 Good Stories Bring People Together
Whether it’s your story or that of someone you know, internet users will pay attention. Because everybody loves a good story. Come up with a catchy title to hook your audience and keep an easy-to-read structure (short sentences, easy words, and small paragraphs).
Share cool things online. Talk about people you create music with and tell stories about their everyday activities. Explain how you find inspiration for your next song, for example. Or share the barriers you had to cross to find useful information about how to grow your artist brand.
Let people see the human behind the optimized titles and headlines.
#7 Create a Community With Facebook Groups
Create a Facebook group and invite your fans to join it. They can use it to share impressions, add information, or disagree with you. This way, you’ll get useful information to help build your target public. Furthermore, their ideas can help you improve your marketing communications and get more traffic.
In exchange, you can keep them updated with the latest news about you: new songs, events, background information. Take time to respond to each message and create exclusive content for members.
Use your newsletter or your artist website to let visitors know about the possibility to join the group. Encourage them to register, without being persuasive. Don’t add someone only because they’re your Facebook friends. This is annoying and uncomfortable. The idea is to build a truly active community of your most engaged fans.
#8 Challenge Your Audience With a Contest
I love the idea of winning. Everyone does. That’s why contests on social media are still a trend.
Think about something original, which doesn’t involve the old Like and Share story. Challenge your followers to publish a photo of the moment they’re listening to your music. Ask them to tag you in it, together with a friend who would like to listen to it too. Then choose a winner and offer free downloads or concert tickets as a gift for the tagged friend.
When doing contests on social media, pay attention to all rules and restrictions of the various social networks. Otherwise, you risk penalties.
#9 Interact With Influencers to Increase Visibility
Follow authority blogs, Instagrammers, and YouTubers in your genre. They have large audiences and can help you find new fans. Get involved in the online conversations to draw attention to your artist website.
Twitter is the perfect place to chat and promote yourself. If museums can get noticed through funny conversations, then everyone can do it. Keep a colloquial, yet professional, tone and use high-quality content to sustain your statements.
#10 Do Live Chat on Twitter to Increase Awareness
Live interaction with your audience will make you and your music popular online. Bring interesting topics and other musicians to the table. Announce your live chats way ahead of time and make sure you deliver the information you’ve promised.
Use live chats to connect with people, to find new ideas and to share something personal. Don’t introduce any call to action, nor use the conversations to promote your music. There’s a tool to help you manage those Twitter chats: use TweetChat to reply faster.
For you and your music, planning a social media campaign requires time and knowledge about each channel. But it helps you engage larger audiences and drive more traffic to your website and your music.
Start testing any of these techniques and use these insights to measure your results. Some will work, others won’t. Social media is about people, about conversations, and about personality. It is not about business.
Stay close to your audience and always listen to what they have to say. Remember social media marketing is a permanent journey, with milestones and no final destination. So, never stop looking for new ideas. Maybe social media can even become a source of inspiration for your music.