Social Media Promotion For Musicians – 3rd Edition
Social Media Promotion For Musicians Third Edition shows you:
- How to increase your fan or client following via social media
- The best way to promote yourself, your band or your music using Facebook, Instagram, YouTube, Twitter and LinkedIn
- The most overlooked items on your website that are essential for getting gigs and reviews
- The secret to email newsletters, the most important online tool for marketing to your fans that you have
- How to craft posts that your fans want to read, and will send to their friends
- How to brand yourself even if you don’t think you have one
- How to develop an online strategy that will never be outdated
- The secrets behind successful Facebook, YouTube, Instagram, TikTok, and Twitter posts.
- and much more!
What It's About
Social Media Promotion For Musicians Third Edition was designed specifically so artists, bands, musicians, engineers, producers and songwriters can use Facebook, Twitter, YouTube, Instagram and TikTok to increase their fan or client base, then market and sell to them without seeming pushy or too salesy.
You see, just using social media isn’t enough; you need to know how to turn it into a marketing tool to promote yourself, your band or your music, and there’s a definite way to do it that not very many people (yet alone musicians) know about. That’s where Social Media Promotion For Musicians Third Edition comes in.
This book will show you:
- The secret of branding yourself and your music so that you’re instantly recognizable online or off
- How to increase your Facebook, Instagram and Twitter influence to increase your fan base and turn your casual fans into the hard-core uber-fans that can make a career
- The secret to getting more YouTube views, which also increases your chances of going viral
- The two website sections that most artists and bands don’t even include but are the keys to getting gigs and press
- How to use the often overlooked features of both YouTube and Facebook Live that allow you to play private concerts, conduct lessons, or allow backstage looks and meet and greets that fans absolutely love
- How to start and grow your mailing list, the most important tool you have for sales and marketing
- The best times to post to get maximum views and engagement so you actually connect not only with your current fans, but potential fans as well
- and much, much more
Most artists, bands and musicians don’t know how to brand themselves, and Social Media Promotion For Musicians Second Edition shows you not only how to find your brand, but to develop it as well.
You’ll also learn why a blog can be an important promotional tool, the difference between the major platforms, and how to set one up. Then you’ll learn the secrets that make a blog successful.
You’ll also discover about how to promote yourself via Facebook, Twitter, Instagram and YouTube. This includes crafting promotional posts that work, the secret behind hashtags, finding the right hashtags for your promotional needs, and promoting your brand across all social networks.
Finally, you’ll learn about how to get your music on popular playlists to increase your profile and your streams, and includes a brand new chapter on marketing to TikTok.
There’s so much more packed into this book that it can’t all be described here.
Kind Words From Readers
This is one of those “must have” books for musicians. Bobby Owsinski’s online marketing strategy is uniquely responsible for much of the current success I’m enjoying with my music. Sure the music itself is pretty great, but great music alone isn’t enough; people have to be able to find it and hear it online. The ideas in this book have enabled me to attract more fans and listeners around the world than I ever could have imagined.
Social Media Promotion For Musicians is an excellent, straightforward, no nonsense practical manual for anyone in the music business looking to effectively use social media. I highly recommend it.
Chris Boardman – award winning film and television composer
Cutting-edge, life-changing material. This is a “must-have” in today’s highly fluid music world! Extremely valuable, especially for those who find social media and self-promotion daunting. Very heady concepts are de-mystified to optimize return on time spent in the social media universe!
Paul ILL – LA studio musician
A key point, too, is that itâ€™s all explained from a music entrepreneurâ€™s viewpoint, which makes examples in the book far more relatable and adaptable to your circumstances than the often starchy case studies provided in social media books aimed at Fortune 500 company wannabes.
Clive Young – review in Pro Sound News
Social Media Promotion for Musicians, book by Bobby Owsinski, is a must-read how-to manual for anybody in the music industry who wants to push their business to the next level. It provides a thorough overview of how to use a range of platforms efficiently and creatively to boost your social media presence, and Owsinski clearly knows his stuff. This book is a great choice for music entrepreneurs.
Mike Sorenson – review on Acoustic Fields
While there have been many books written on how to make the most of singular social media platforms, Social Media Promotion For Musicians is a comprehensive guide with a ton of interesting and valuable information. In this day and age there’s a ton of competition out there, and you’d be wise to put Bobby Owsinski’s tried and tested wealth of knowledge to work for your band (or brand).
Jason Bakker – review in Metal Arcade
…and dozens more like it!
Let's Look Inside
Table Of Contents
IntroductionÂ Â Â 13
1. Itâ€™s Called PromotionÂ Â Â 15
The Meaning Of Self-PromotionÂ Â Â 15
Why Fan Data MattersÂ Â Â 17
A Personal StoryÂ Â Â 18
Social Media Promotion And The Music WorldÂ Â Â 19
The Current Music Business StructureÂ Â Â 20
The New AudienceÂ Â Â 21
Online Word Of MouthÂ Â Â 22
The Theory of 22Â Â Â 24
8 Advantages Of Social Media Over Traditional MediaÂ Â Â 25
2. Your Social Media StrategyÂ Â Â 27
Itâ€™s A Big Social Media WorldÂ Â Â 27
The Problems And The SolutionsÂ Â Â 28
The Big PictureÂ Â Â 29
Developing Your Online StrategyÂ Â Â 31
Donâ€™t Depend On An External SiteÂ Â Â 32
Relying On Too Many SitesÂ Â Â 34
The Center Of Your Online UniverseÂ Â Â 35
The Steps To A Successful Online StrategyÂ Â Â 36
3. Developing Your BrandÂ Â Â 39
What Is A Brand?Â Â Â 39
Artist BrandingÂ Â Â 41
The Three Pillars Of A Successful BrandÂ Â Â 42
8 Steps To Discovering Your BrandÂ Â Â 43
Developing Your BrandÂ Â Â 44
Why A Trademark Can Be ImportantÂ Â Â 47
Acquiring A MarkÂ Â Â 48
I’m With The BrandÂ Â Â 49
Brands And Social MediaÂ Â Â 50
4. Creating Your Killer WebsiteÂ Â Â 51
The Elements Of A Successful SiteÂ Â Â 51
The Site NameÂ Â Â 51
The Visual DesignÂ Â Â 52
The NavigationÂ Â Â 54
The ContentÂ Â Â 55
The Bio or About PageÂ Â Â 55
The Contact PageÂ Â Â 55
The Subscribe PageÂ Â Â 56
The Press SectionÂ Â Â 56
The Booking Info SectionÂ Â Â 59
The Social Media ConnectionsÂ Â Â 60
The SitemapÂ Â Â 61
Cross-Browser CompatibilityÂ Â Â 61
Web Optimized ImagesÂ Â Â 62
Website Killers To AvoidÂ Â Â 63
What Visitors HateÂ Â Â 63
Setting Up A Quick WebsiteÂ Â Â 64
Website SEO TechniquesÂ Â Â 65
Meta TagsÂ Â Â 66
Placing Your Name In The Title TagÂ Â Â 66
Placing Your Name In The DescriptionÂ Â Â 67
Placing Your Name In The Text BodyÂ Â Â 68
KeywordsÂ Â Â 69
The Importance Of Anchor TextÂ Â Â 69
Site SpeedÂ Â Â 70
The Value Of A Fast Page LoadÂ Â Â 70
Content RelevanceÂ Â Â 71
Measuring Your BacklinksÂ Â Â 72
The Importance Of Deep LinksÂ Â Â 72
The User ExperienceÂ Â Â 74
Website Measurement TechniquesÂ Â Â 74
Four Free Website Audience Measurement ToolsÂ Â Â 74
Website Performance MetricsÂ Â Â 77
Summing It UpÂ Â Â 78
5. Creating Your Mailing ListÂ Â Â 79
Mailing List OverviewÂ Â Â 79
Email Is Not DeadÂ Â Â 79
Four Reasons Why Your Email List Is So ImportantÂ Â Â 80
Using A Mailing List ServiceÂ Â Â 81
An Overview Of Mailing List Service ProvidersÂ Â Â 82
The Email Subscribe FormÂ Â Â 83
ListsÂ Â Â 84
Manual EntryÂ Â Â 85
The Subscribe FormÂ Â Â 86
The Welcome EmailÂ Â Â 87
The Double Opt-InÂ Â Â 88
When People SubscribeÂ Â Â 88
Crafting A Successful Email NewsletterÂ Â Â 89
The ObjectiveÂ Â Â 89
The Subject LineÂ Â Â 90
The SalutationÂ Â Â 91
The CopyÂ Â Â 91
Your Call To ActionÂ Â Â 93
Social Media SharingÂ Â Â 93
Your SignatureÂ Â Â 94
Legal RequirementsÂ Â Â 94
The Best Times To EmailÂ Â Â 95
The Best Day Of The Week For Email MarketingÂ Â Â 95
Selecting The Time To Send Your EmailÂ Â Â 97
Frequency Of EmailsÂ Â Â 97
Gig RemindersÂ Â Â 98
Building Your Mailing ListÂ Â Â 100
6. Using Facebook For MarketingÂ Â Â 101
Facebook By The NumbersÂ Â Â 101
Facebook BasicsÂ Â Â 102
The Difference Between A Personal And Fan PageÂ Â Â 102
The Personal PageÂ Â Â 102
Your Facebook Fan PageÂ Â Â 103
The Cover GraphicÂ Â Â 104
When To Start A Fan PageÂ Â Â 104
Facebook Promotion OverviewÂ Â Â 105
What Should I Say?Â Â Â 105
Crafting A Promotional Post That WorksÂ Â Â 106
Post Creation RulesÂ Â Â 108
The Best Time To PostÂ Â Â 110
The StudiesÂ Â Â 110
In PracticeÂ Â Â 111
Scheduling PostsÂ Â Â 112
Post FrequencyÂ Â Â 114
How Facebook Determines What’s In Your News FeedÂ Â Â 114
Improving Your EdgerankÂ Â Â 117
The Facebook LikeÂ Â Â 118
Understanding The Like ButtonÂ Â Â 119
So Why Worry About Likes Anyway? Â Â Â 120
How To Get Facebook LikesÂ Â Â 121
The Land Of Fake LikesÂ Â Â 124
10 Best Facebook Posting Practices For Artists And BandsÂ Â Â 125
Facebook Video BasicsÂ Â Â 127
Facebook Rights ManagerÂ Â Â 127
Designing A Video For FacebookÂ Â Â 128
7 Tips For Publishing Facebook VideosÂ Â Â 129
Using Facebook LiveÂ Â Â 133
Seven Ways To Increase Your Facebook Fan EngagementÂ Â Â 134
Promoting PostsÂ Â Â 136
An Overview Of The Ad ManagerÂ Â Â 137
Placing Your AdÂ Â Â 138
Facebook Policies Everyone Should KnowÂ Â Â 142
Other Best PracticesÂ Â Â 143
7. Marketing With TwitterÂ Â Â 145
Twitter BasicsÂ Â Â 145
Following And FollowersÂ Â Â 146
Twitter EtiquetteÂ Â Â 147
Your Twitter ProfileÂ Â Â 148
Using Twitter For PromotionÂ Â Â 149
What Should I Say?Â Â Â 149
Crafting A Promotional Tweet That WorksÂ Â Â 150
The Hashtag: The Secret Behind Successful TweetsÂ Â Â 151
Selecting HashtagsÂ Â Â 152
Hashtag SitesÂ Â Â 153
Rules For Using HashtagsÂ Â Â 154
Other Uses For HashtagsÂ Â Â 154
Tweet FrequencyÂ Â Â 155
The Best Time To TweetÂ Â Â 156
Scheduling TweetsÂ Â Â 157
Twitter MeasurementÂ Â Â 158
Useful Twitter ToolsÂ Â Â 159
Using Contests To Increase Your FollowersÂ Â Â 159
Twitter Rules For ContestsÂ Â Â 160
20 Twitter Tips And TricksÂ Â Â 161
8. Marketing With InstagramÂ Â Â 163
Instagram Best PracticesÂ Â Â 164
What Not To Do On InstagramÂ Â Â 165
How To Build Your Instagram AudienceÂ Â Â 166
Hashtags: The Key To Instagram PromotionÂ Â Â 168
9. Marketing With YouTubeÂ Â Â 169
YouTube By The NumbersÂ Â Â 170
Music Discovery On YouTubeÂ Â Â 170
Creating A YouTube ChannelÂ Â Â 171
Optimizing Your YouTube ChannelÂ Â Â 173
Branding And DesignÂ Â Â 173
Channel SEOÂ Â Â 175
Your Channel NameÂ Â Â 175
Custom URLÂ Â Â 176
KeywordsÂ Â Â 177
Feature Other ChannelsÂ Â Â 178
Optimizing Your VideosÂ Â Â 178
Video SEO BasicsÂ Â Â 179
Video BrandingÂ Â Â 184
The Key To Viral VideosÂ Â Â 185
Don’t Believe The Half-LifeÂ Â Â 186
Optimizing Video For MobileÂ Â Â 186
People Watch Longer On TabletsÂ Â Â 187
Making Money From Your VideosÂ Â Â 188
Enabling Your AccountÂ Â Â 188
Selecting The Ad TypeÂ Â Â 189
How Video Views Are CountedÂ Â Â 191
How Video Views Are MonetizedÂ Â Â 192
View VariablesÂ Â Â 192
How Content ID Can Earn You MoneyÂ Â Â 193
Creating Online Video ContestsÂ Â Â 194
Video AnalyticsÂ Â Â 195
Tips For Increasing Your YouTube EngagementÂ Â Â 196
10. Using LinkedIn For MarketingÂ Â Â 199
Setting Up Your LinkedIn ProfileÂ Â Â 200
LinkedIn Networking TipsÂ Â Â 203
Ways To Find PeopleÂ Â Â 204
Upload Your Email ListÂ Â Â 204
The People You May Know ToolÂ Â Â 204
Join A GroupÂ Â Â 205
Ask For HelpÂ Â Â 205
LinkedIn Posting TipsÂ Â Â 206
UpdatesÂ Â Â 206
LinkedIn PulseÂ Â Â 207
Post Updates With ImagesÂ Â Â 207
Promote Your NewsÂ Â Â 208
Using ProFinderÂ Â Â 208
11. Setting Up A BlogÂ Â Â 211
Blogging OverviewÂ Â Â 211
Blogging PlatformsÂ Â Â 212
BloggerÂ Â Â 212
WordPressÂ Â Â 213
TypepadÂ Â Â 215
MediumÂ Â Â 216
TumblrÂ Â Â 217
Which To Choose?Â Â Â 218
Blog DesignÂ Â Â 218
The Template Or ThemeÂ Â Â 219
LayoutÂ Â Â 220
HeaderÂ Â Â 220
ProfileÂ Â Â 220
Your RSS FeedÂ Â Â 220
FeedBurnerÂ Â Â 222
FeedblitzÂ Â Â 223
What To Write AboutÂ Â Â 224
Post LengthÂ Â Â 227
My Writing MethodÂ Â Â 227
Applying The Method To A BlogÂ Â Â 228
Photos In PostsÂ Â Â 229
LinkWithinÂ Â Â 229
The Secrets To A Successful BlogÂ Â Â 230
Why Blogs FailÂ Â Â 232
Blog SEOÂ Â Â 234
Using Topic Clusters As A Content StrategyÂ Â Â 235
Promoting Your BlogÂ Â Â 236
Popular Blog List SitesÂ Â Â 237
Tying Your Blog To Your WebsiteÂ Â Â 238
Using A Blogging Platform As A WebsiteÂ Â Â 239
Making Money With Your BlogÂ Â Â 240
Google AdsenseÂ Â Â 240
Affiliate ProgramsÂ Â Â 242
12. Playlist MarketingÂ Â Â 245
Getting Your Music On Popular PlaylistsÂ Â Â 245
Playlist PromotionÂ Â Â 247
Submitting Your Music To Streaming ServicesÂ Â Â 248
Treating Spotify Like A Social PlatformÂ Â Â 248
13. Posting Frequency StrategyÂ Â Â 251
Posting On Social MediaÂ Â Â 251
FacebookÂ Â Â 251
TwitterÂ Â Â 252
InstagramÂ Â Â 253
LinkedInÂ Â Â 253
Posting On BlogsÂ Â Â 253
Updating Your WebsiteÂ Â Â 254
Newsletter FrequencyÂ Â Â 255
Posting VideosÂ Â Â 256
Releasing MusicÂ Â Â 256
Fewer Songs More OftenÂ Â Â 257
GlossaryÂ Â Â 259
About Bobby OwsinskiÂ Â Â 266
Chapter 1 Excerpt - Developing Your Social Strategy
Developing Your Online Strategy
There are a lot of online elements that every artist, band or brand has to be involved in these days in order to be an effective online marketer. Itâ€™s pretty easy to get confused and either not know where to begin, or throw yourself scattershot at all of them, which usually means that your efforts will be ineffective when it comes to promotion. If we just look at the major components, it looks something like this:
Your email list
YouTube video posts
Throw in any of the 100+ additional networks available and itâ€™s no wonder why artists, bands and music execs become bewildered by it all. We can make things a bit simpler by separating these components so they fall into one of three categories; content, interaction and tactics. If we break all this out, it looks like this:
Content:Â the places online where you place the material that you generate, like information about your band, music, videos, or blog posts. Interaction is all the social networks where you might interact with your fans and followers. These include:
Your mailing list
Your videos on Youtube and other video sites
Your music files on Soundcloud or other music hosting sites
Interaction:Â the places where you regularly communicate with your fans, followers, clients and customers. These include:
Any other social network
Tactics:Â everything required to define and refine who you are and your position in the online world. These include:
All this gets more interesting when we put into the form of a Venn chart on the left and watch how the categories intersect.
As you can see, where all three category circles cross, a new element pops up – promotion. This isnâ€™t possible without all three elements combined, which goes to show just how synergistic they all are. Use only one or two and you fall short; use all three and new possibilities for promotion arise.
Chapter 3 Excerpt - Developing Your Brand
Basic Tracks – Preparing For The Session
While the music that you play or create is totally up to you and outside the realm of this book, what we can deal with is the second part of the brand – your image. Here are some steps to take to refine your brand.
1. Make sure your brand image accurately portrays your music and personality. If youâ€™re a biker band, you probably donâ€™t want a website thatâ€™s all pink and flowery. On the other hand, the pink works great for Katy Perry. Likewise, if youâ€™re an EDM artist you wouldnâ€™t want your site to show the woods and trees, although that could work well for an alt rock band from Minnesota or someone doing music for meditation.
2. Keep it honest and simple. Donâ€™t try to be who youâ€™re not, itâ€™s too hard to pull off. You are who you are and people will either love you for it or they wonâ€™t. While you can concoct a backstory where you were taught a new form of music by aliens, then honed your technique in the jungles of Brazil, that just sets your brand up to fail if you really canâ€™t live up to the image thatâ€™s been painted. Best to keep things simple and be honest about who and what you are and where you came from. If people like what you do and can relate to you, that will shine through and your fans will not only find it interesting enough, but will be totally fascinated as well.
3. Differentiate yourself. While it might seem tempting to proclaim that youâ€™re just like Coldplay, that doesnâ€™t immediately make you their equal in the eyes of the public. The fact of the matter is, there already is a Coldplay, why does the world need another one? Itâ€™s their brand, not yours. The only way that a brand can be successful is to differentiate itself from the competition. A great example is the seminal punk band The Ramones, who decided that all their songs would be as short as possible and played without solos. There must be something that makes you unique in even a small way. If you canâ€™t find it, it may be time to go back to the drawing board.
4. Keep the look consistent. Consistency of product and image are the key to branding. Thatâ€™s why you need to use the same logo and fonts and have the same general look and feel across all your promo for it to be effective. That includes your website, press kit, blog, newsletter and all social media.
5. Create a remarkable logo. This is a requirement if youâ€™re planning to promote your brand. You need this for your website, social sites, merchandise, press kit, promo and on your stage during gigs. In short, it has to be part of everything you do. You may start promoting yourself without it, but itâ€™s a big plus if you already have a logo. It separates you from the newbies. Just as an example, here are a few unmistakable musicianâ€™s logos in Figure 3.1.
If youâ€™re a musician without a band, a producer, songwriter or engineer, it doesnâ€™t mean that you must also have a logo as well (although it would be better), but at the very least, use the same font for your name on your blog, website, newsletter and anywhere else it might appear.
6. Great photos are a necessity. You need first class photos for posters, merch, website, social networks, press kits, and a lot more if you want to build your brand. This is as important as the logo – you need a great photo in order to begin any kind of promotion. Have you ever seen a Facebook page or website of a major artist without an artist or band photo?
7. Give away samples. Learn this phrase well as it will be repeated throughout this book.
Your music is your marketing.
That means that you canâ€™t look at your music as your product. It may bring in some money eventually but not all that much in the grand scheme of things. Remember that 90 to 95% of the money that a major artist earns is not from recorded music. Itâ€™s from concerts, merchandise, publishing and licensing.
TIP: Donâ€™t be afraid to give your music away. Itâ€™s your best marketing tool and the best way to build your brand.
8. Cool is never declared. You cannot proclaim how new and unique you are. If such a statement is in fact true, people will find out soon enough and tell the world. You can use quotes from other people, but telling the world that you think youâ€™re cool does not make it so.
These are not the only steps that you can take, but theyâ€™ll take you a long way to creating a brand image that works for you.
Chapter 7 Excerpt - 20 Twitter Tips And Tricks
20 Twitter Tips And Tricks
Now that youâ€™ve read about all the ins and outs of Twitter, letâ€™s summarize with 20 tips and tricks:
1. Set up your profile. Your bio should include who you are and what you tweet about.
2. Be sure to use a photo of you, not a baby picture, celebrity or avatar.
3. Include your website or blog link in your profile.
4. Use fewer than 120 characters in any tweet for greater response.
5. Place a link in every tweet.
6. Donâ€™t use more than two hashtags per tweet.
7. Stay away from bashtags or anything negative.
8. Use link shorteners like Bit.ly, Tinyurl, or Ow.ly to make more room for text and links.
9. Use a Twitter client like Hootsuite or Tweetdeck to see all your Twitter feeds in one place and obtain Twitter analytics.
10. Don’t worry about your number of followers. If your content is good, they will come.
11. Find your favorite brands/bands/artists/companies on Twitter and follow them. Tweet them your feedback.
12. Find people talking about your band, music or brand and follow them.
13. If someone mentions your brand/company/you, be sure to respond.
14. Set up Google Alerts for topics of interest to tweet.
15. Tweet live from events. Tweeting from events keeps your followers and positions you as an expert.
16. Balance tweets, replies and retweets. Too much of a good thing is too much.
17. Tweet photos. A picture is worth a thousand words.
18. Donâ€™t feed the trolls. You’ll always find a person who wants to pick a fight. Don’t get in the ring.
19. Whenever someone mentions you, add them to a â€œFansâ€ list. Follow them closely and tweet them separately about gigs, videos and song releases.
20. If you use Hootsuite, create a search stream for any mentions of your band, song or video, including any misspellings.
TIP: Make sure that you add a â€œFollow Meâ€ Icon to all your online pages to give people outside of Twitter a chance to follow you.