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 MediaFacebook, 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 MediaYouTube

• 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

ContactLaura B. WhitmoreMad Sun Marketingwww.mad-sun.com

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