I recently moderated a workshop locally on Internet marketing (IM) that was geared specifically for music artists. I don’t consider myself an expert in the field, but I’ve learned a fair bit from private work with a top IM coach as well as extensive research and countless seminars, webinars and teleseminars I’ve attended.
I was pleased to have the opportunity to be part of this workshop because I think it’s essential for independent artists to gain a much better understanding about what this IM thing is really all about and why so many aspiring acts aren’t getting much traction with their online promotional efforts. We heard from a guest speaker about the social media management part of it, but I had a few things to say myself about some other key elements of online marketing that I’d like to summarize here.
First, there is a lot more to it than meets the eye. It involves more in the way of method and is more nuanced than you probably know. But the good thing is, it’s not rocket science–it’s something all of you can do. However, if you’re going to make the most of your efforts, you’re going to need a plan and probably some help along the way, especially getting yourself started and into a groove with it. It’s a powerful tool for artists, but few independents are using it at all effectively.
Second, there really isn’t any point in committing time and effort to it unless you have something worthy of the public’s attention and the industry’s interest. This means that, for some of you at least, the reality is that you aren’t ready yet to implement a concerted IM campaign. If that describes you, it doesn’t mean you’d be wasting your time starting on the path now to understanding how it works. Far from it. Familiarizing yourself ahead of time with the techniques, tools and tactics involved will help you get a better perspective on it and better prepare you for when you are ready to take the plunge.
Third, successful IM for music artists is fundamentally the same as it is for any other profession or business and, while there are some things that may be particular to online marketing for the musician, band or singer that don’t apply to people in most other occupations, one common denominator is the need for a website.
Any IM coach worth their salt will tell you that you absolutely have to have your own piece of real estate on the Web. I’m not talking here about a Facebook page, a SonicBids account, a presence on an artist community site like Reverbnation, or any things of that nature. I’m talking your very own website that you own. The reasons for this are many, which I won’t go into here, but suffice it to say that if you have already started trying to build a fan base and/or sell music via the Web and don’t have your own site, you’ve already started off on the wrong foot. In fact, you’ve made your biggest mistake when it comes to online marketing. If you are serious about your career pursuit and don’t have a site, start thinking about it now.
I encourage you to dig into the topic of online marketing to find out more, or contact me if you want more direction and help in getting your strategy in place. To start you off on your quest for deeper insights, check out this link to an informative blog on why email campaigns originating from your home on the Web trump social media postings as the cornerstone of any artist’s Internet marketing strategy.