Singers need to do online what they are already doing on stage: relate to their audience –says Frances Caballo
In today’s world, social media marketing is an essential ingredient to our marketing platform that we can’t ignore.
Facebook, Twitter, and LinkedIn are well established in our world, and networks such as Google+, Pinterest, Instagram, and Tumblr are no longer newbies.
Yet practically every day a new application or social network emerges, and it can boggle our minds and tax our energy.
But you needn’t worry about having to jump on the bandwagon of every shiny new innovation because there’s a basic tenet of marketing that still applies to every musician and singer: know your audience.
Target Your Audience
Audience is a term that simply refers to the people for whom you’ve written your music or who attend your performances.
Whether your genre is Indy Rock, Hip Hop, Jazz or Blues, you have a specific audience who is interested in learning more about you and your music. And you can target that audience in your marketing.
Follow These Steps to Reach Your Audience and Build Buzz
Here are five tips to get you started on your marketing platform.
1) Define Your Audience.
Knowing your audience enables you to hone your marketing efforts and focus your social media attention on those platforms where you are most likely to encounter your fans.
Consider these statistics when deciding where you will focus on your energy.
(Sources include Digital Marketing Ramblings, Digiday, Pew Research Center’s Internet and American Life Project, ComScore, and Quantcast.)
• 57% are female, 43% are male
• 46% are 45 and older
• 18- to-29-year-olds dominate, but the 55+ age group is the fasting growing demographic here
• 33% are over the age of 45, 25% are between the ages of 35 and 44, 23% are between the ages of 25 and 34, and 19% are 24 or younger
• 59% are female, 41% are male Note: These demographics can change because 135,000 new users open a Twitter account every day.
• 82% are female, 18% are male
• 35% are over the age of 45, 29% are ages 35 to 44, 26% are ages 25to34
• 71% are male, 29% are female
• 50% of users are under 24, with 28% ages 25 to 34
• 52 % of Tumblr visitors are male
• 46.5 % of Tumblr visitors are 18 to 34 years old
• 19 % of Tumblr visitors are Hispanic, which is almost two times the Internet average
• 18.1 % of Tumblr visitors live in the Pacific time zone
2) Hire someone to build a WordPress website for you that includes a blog.
Don’t use Vista Print for your website and don’t let someone talk you into using Joomla.
WordPress is today’s go-to content management system for websites. Now that you have a website, host your blog there as well to improve your search engine results.
3) Once your website is completed, start an e-newsletter.
Newsletter applications include MailChimp, Constant Contact and AWeber. Develop an eBook, white paper, or list of tips that you can give away for free to people who join your email list.
Receiving a free newsletter is no longer enough of an incentive for your audience members to release their email addresses.
You need to develop something of value that will encourage your audience members to sign up.
4) Create a YouTube Account
Make sure that one of your social media accounts is YouTube so that you can upload quality vids of live or recorded performances.
Using YouTube will enable your fans to enjoy your music and, if they like it, they will share it with their fans and followers.
5) Don’t Be Tempted
Resist the temptation to embark on using four or five social media networks all at once.
Start with one, get to know it, conquer it, and then move on to the next one.
Be consistent in your posting on social media networks and your blog.
Write new blog posts at least once a week.
Post a minimum of once daily on Facebook, four times a day on Twitter, a couple times a week on Tumblr, once a week on YouTube, and several times a day on Instagram.
Use a scheduling application to help you be consistent in your posting.
Frances Caballo is a social media strategist, manager and author of Avoid Social Media Time Suck: A Blueprint for Writers to Create Online Buzz for Their Books and Still Have Time to Write, and Social Media Just for Writers: The Best Online Marketing Tips for Selling Your Books. You can find her on Facebook, Twitter, LinkedIn, Pinterest, and Google+.