10 Essential Marketing Strategies for Musicians

Presented by Laura B. Whitmore

The Four P’s of Marketing

Place

PriceProduct

Promotion

1. PR

• News Releases

• Interviews

• Guest writing

• Product/song reviews

• Events and Show reviews

• Charitable participation

• Participation in unrelated activities

• Buzz!!

1a. PR Distribution

• Fit your pitch to the recipient

• Free wire services

• Build your own list – reviewers,

local press, national reviewers, etc.

• Sites that have news submission forms –

Blabbermouth, eMusician.com, Mi2N.com

• Hire a publicist – make sure they are the right fit.

And be a squeaky wheel.

2. Social Media

Facebook, Twitter, MySpace• Update your posts and profile regularly

• Include contact info

• Interact – make it a dialog

• Respond – your fans want to

know you listen

• Numbers count – build that fan

base

• Get your fans to invest in you

emotionally

• Don’t completely disregard your

MySpace base

3. Social Media

YouTube• Make a YouTube channel that you control

• Use the skin to support your projects

• Link from your website

• Keep the best videos at the top

• Put key words in your descriptions

• Include URL or contact info in video descriptions

• Do cover songs of new/popular material

• Respond to comments

• Post your videos on other social media

• Include links and embeds on your website

4. Social MediaOthers: Foursquare, Linked In, Pinterest, Instagram, more!

• Use social media for its strengths

• FourSquare: Reward fans for coming to shows

• Linked In: Network, network, network

• Pinterest: Share photos of you, your band, your favorite cup of coffee,

and more

• Instagram: Photos of you on the

road, on stage, back stage, your

gear, your clothes, etc.

• Give people a reason to come back

• Be visible in a variety of places

5. Your eMail List

• Opt in email lists are extremely valuable

• Use an email service that starts off for free like

MailChimp or Constant Contact

• Do not abuse your list – mail only relevant, timely

info

• Touch base with

your list at least

once a month

5a. How to Build Your List

• Include a sign up field on every page of your website at the top of the

frame

• Encourage people to sign up to receive specials

• Do a contest on Facebook that requires someone to both like you and

give you email info

• Have sign up sheets at your shows. Give away

a t-shirt to encourage sign up.

• Put other info in your list besides email: where

they live, age, source, etc.

• Offer a free song for signing up, or a first crack

at your tour dates

• If you have a store on your site, encourage

opt-in for your list during checkout

6. Advertising• Try free event listings

• If it’s time to pay, shop around so you

know you are getting a good deal

• Don’t be afraid to negotiate, but be fair

• Make sure your target audience

matches theirs

• Can you share costs?

• See if you can barter – a banner on

your site for one on theirs

7. More Exposure• Forums: Share your music, comment, participate. Include your

web link.

• Blogs: Comment on posts. Include your web link.

• Groups: Yahoo, Linked In,

more. Comment on

discussions. Include your

web link.

• Media outlets: Share articles,

comment, vote. Include your

web link

8. Endorsements• Show your value to the endorsing company

• Provide what they need without being

asked – audio clips, video demos, a quote,

pix, more!

• It’s not just about free gear – it’s about exposure

• This should be a win-win relationship

• Be the most responsive, helpful partner ever

• Don’t be a nudge

• Get their attention through social media –

posts, tags, pix

9. Contests

• A way to get names and email addresses on your list

• Get your face and name out there and associated

with other companies

• Have news to talk about

• Share the winners with your audience, give your fans

a reason to repost

• Good will!

10. Website Checklist• Photos – rights cleared with photo credit in low and high res

• Bio – long and short version

• eNewsletter sign up

• Social media icons with links,

and news feeds

• Video embeds

• Audio files and a way to buy songs

• Tour info

• Merch store

• Contact info

• Something fun

Contact

Laura B. Whitmore

Mad Sun Marketing

www.mad-sun.com

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