Everyone wants to win fans online, but not everyone can grow their audience without alienating their listeners.
Digital promotion is a complicated proposition. On the one hand, it has never been easier to reach your audience and engage with fans regularly. At the same time, every attempt to grow that audience runs the risk of alienating the people who already love your music. As with many things in life, successful digital marketing it’s all about finding a balance, and we are here to help.
We believe it is entirely possible to steadily grow your audience without feeling tethered to social media at all times or driving yourself crazy trying to develop content ideas. Figuring out the right recipe for your career and audience will take time, but we can give you several things to consider when planning your future promotional efforts.
The most important thing you need to know about digital promotion is that people are more intelligent than you think. Nobody needs to be told where your music is available because they assume that it’s available everywhere. Very few artists only post their music to one or two platforms, so you don’t need to tell people where to find your art. Your music, like the music created by everyone else, is available wherever people consume music. That is the world we live in.
The next thing to consider is what type of contact you are creating. Most social media managers will tell you that they try to balance different pieces of content that entertain, educate, or inform. Some posts can do all three, but others may only tackle one or two. Here are some quick examples:
Entertaining content makes people feel something. Artists often use song clips and video teasers to elicit an emotional response from their audience.
Educational content teaches us something, such as how to pre-order your new record or follow your account on Spotify.
Informative content tells us something important, such as tour dates.
Once you figure out the type of contact you want to post, you may wonder how frequently you should be posting to various digital platforms. You can find many tutorials on maximizing reach online, but we recommend prioritizing your mental health above all else. You should only post every day if you have the content and time to do so. If that feels too overwhelming, then maybe posting two or three times a week instead is a better approach. Your fans will adjust their expectations to match your output, so as long as you develop a routine, whatever you choose to do will work.
In the latest Music Biz update, host James Shotwell teaches you how to win fans without annoying your audience. He walks through things most musicians do not consider before posting online and offers advice to make all your promotional efforts more welcoming to everyone they reach. Check it out:
Music Biz is brought to you by Haulix, the music industry’s leading promotional distribution platform. Start your one-month free trial today and gain instant access to the same promotional tools used by BMG, Concord, Rise Records, Pure Noise Records, and hundreds more. Visit http://haulix.com/signup for details.
