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• How to develop an online strategy that will never be outdated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 it’s all explained from a music entrepreneur’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,” a 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
1. It’s Called Promotion 15
The Meaning Of Self-Promotion 15
Why Fan Data Matters 17
A Personal Story 18
Social Media Promotion And The Music World 19
The Current Music Business Structure 20
The New Audience 21
Online Word Of Mouth 22
The Theory of 22 24
8 Advantages Of Social Media Over Traditional Media 25
2. Your Social Media Strategy 27
It’s A Big Social Media World 27
The Problems And The Solutions 28
The Big Picture 29
Developing Your Online Strategy 31
Don’t Depend On An External Site 32
Relying On Too Many Sites 34
The Center Of Your Online Universe 35
The Steps To A Successful Online Strategy 36
3. Developing Your Brand 39
What Is A Brand? 39
Artist Branding 41
The Three Pillars Of A Successful Brand 42
8 Steps To Discovering Your Brand 43
Developing Your Brand 44
Why A Trademark Can Be Important 47
Acquiring A Mark 48
I’m With The Brand 49
Brands And Social Media 50
4. Creating Your Killer Website 51
The Elements Of A Successful Site 51
The Site Name 51
The Visual Design 52
The Navigation 54
The Content 55
The Bio or About Page 55
The Contact Page 55
The Subscribe Page 56
The Press Section 56
The Booking Info Section 59
The Social Media Connections 60
The Sitemap 61
Cross-Browser Compatibility 61
Web Optimized Images 62
Website Killers To Avoid 63
What Visitors Hate 63
Setting Up A Quick Website 64
Website SEO Techniques 65
Meta Tags 66
Placing Your Name In The Title Tag 66
Placing Your Name In The Description 67
Placing Your Name In The Text Body 68
The Importance Of Anchor Text 69
Site Speed 70
The Value Of A Fast Page Load 70
Content Relevance 71
Measuring Your Backlinks 72
The Importance Of Deep Links 72
The User Experience 74
Website Measurement Techniques 74
Four Free Website Audience Measurement Tools 74
Website Performance Metrics 77
Summing It Up 78
5. Creating Your Mailing List 79
Mailing List Overview 79
Email Is Not Dead 79
Four Reasons Why Your Email List Is So Important 80
Using A Mailing List Service 81
An Overview Of Mailing List Service Providers 82
The Email Subscribe Form 83
Manual Entry 85
The Subscribe Form 86
The Welcome Email 87
The Double Opt-In 88
When People Subscribe 88
Crafting A Successful Email Newsletter 89
The Objective 89
The Subject Line 90
The Salutation 91
The Copy 91
Your Call To Action 93
Social Media Sharing 93
Your Signature 94
Legal Requirements 94
The Best Times To Email 95
The Best Day Of The Week For Email Marketing 95
Selecting The Time To Send Your Email 97
Frequency Of Emails 97
Gig Reminders 98
Building Your Mailing List 100
6. Using Facebook For Marketing 101
Facebook By The Numbers 101
Facebook Basics 102
The Difference Between A Personal And Fan Page 102
The Personal Page 102
Your Facebook Fan Page 103
The Cover Graphic 104
When To Start A Fan Page 104
Facebook Promotion Overview 105
What Should I Say? 105
Crafting A Promotional Post That Works 106
Post Creation Rules 108
The Best Time To Post 110
The Studies 110
In Practice 111
Scheduling Posts 112
Post Frequency 114
How Facebook Determines What’s In Your News Feed 114
Improving Your Edgerank 117
The Facebook Like 118
Understanding The Like Button 119
So Why Worry About Likes Anyway? 120
How To Get Facebook Likes 121
The Land Of Fake Likes 124
10 Best Facebook Posting Practices For Artists And Bands 125
Facebook Video Basics 127
Facebook Rights Manager 127
Designing A Video For Facebook 128
7 Tips For Publishing Facebook Videos 129
Using Facebook Live 133
Seven Ways To Increase Your Facebook Fan Engagement 134
Promoting Posts 136
An Overview Of The Ad Manager 137
Placing Your Ad 138
Facebook Policies Everyone Should Know 142
Other Best Practices 143
7. Marketing With Twitter 145
Twitter Basics 145
Following And Followers 146
Twitter Etiquette 147
Your Twitter Profile 148
Using Twitter For Promotion 149
What Should I Say? 149
Crafting A Promotional Tweet That Works 150
The Hashtag: The Secret Behind Successful Tweets 151
Selecting Hashtags 152
Hashtag Sites 153
Rules For Using Hashtags 154
Other Uses For Hashtags 154
Tweet Frequency 155
The Best Time To Tweet 156
Scheduling Tweets 157
Twitter Measurement 158
Useful Twitter Tools 159
Using Contests To Increase Your Followers 159
Twitter Rules For Contests 160
20 Twitter Tips And Tricks 161
8. Marketing With Instagram 163
Instagram Best Practices 164
What Not To Do On Instagram 165
How To Build Your Instagram Audience 166
Hashtags: The Key To Instagram Promotion 168
9. Marketing With YouTube 169
YouTube By The Numbers 170
Music Discovery On YouTube 170
Creating A YouTube Channel 171
Optimizing Your YouTube Channel 173
Branding And Design 173
Channel SEO 175
Your Channel Name 175
Custom URL 176
Feature Other Channels 178
Optimizing Your Videos 178
Video SEO Basics 179
Video Branding 184
The Key To Viral Videos 185
Don’t Believe The Half-Life 186
Optimizing Video For Mobile 186
People Watch Longer On Tablets 187
Making Money From Your Videos 188
Enabling Your Account 188
Selecting The Ad Type 189
How Video Views Are Counted 191
How Video Views Are Monetized 192
View Variables 192
How Content ID Can Earn You Money 193
Creating Online Video Contests 194
Video Analytics 195
Tips For Increasing Your YouTube Engagement 196
10. Using LinkedIn For Marketing 199
Setting Up Your LinkedIn Profile 200
LinkedIn Networking Tips 203
Ways To Find People 204
Upload Your Email List 204
The People You May Know Tool 204
Join A Group 205
Ask For Help 205
LinkedIn Posting Tips 206
LinkedIn Pulse 207
Post Updates With Images 207
Promote Your News 208
Using ProFinder 208
11. Setting Up A Blog 211
Blogging Overview 211
Blogging Platforms 212
Which To Choose? 218
Blog Design 218
The Template Or Theme 219
Your RSS Feed 220
What To Write About 224
Post Length 227
My Writing Method 227
Applying The Method To A Blog 228
Photos In Posts 229
The Secrets To A Successful Blog 230
Why Blogs Fail 232
Blog SEO 234
Using Topic Clusters As A Content Strategy 235
Promoting Your Blog 236
Popular Blog List Sites 237
Tying Your Blog To Your Website 238
Using A Blogging Platform As A Website 239
Making Money With Your Blog 240
Google Adsense 240
Affiliate Programs 242
12. Playlist Marketing 245
Getting Your Music On Popular Playlists 245
Playlist Promotion 247
Submitting Your Music To Streaming Services 248
Treating Spotify Like A Social Platform 248
13. Posting Frequency Strategy 251
Posting On Social Media 251
Posting On Blogs 253
Updating Your Website 254
Newsletter Frequency 255
Posting Videos 256
Releasing Music 256
Fewer Songs More Often 257
About Bobby Owsinski 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. It’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 it’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: 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: the places where you regularly communicate with your fans, followers, clients and customers. These include:
Any other social network
Tactics: 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 isn’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 you’re a biker band, you probably don’t want a website that’s all pink and flowery. On the other hand, the pink works great for Katy Perry. Likewise, if you’re an EDM artist you wouldn’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. Don’t try to be who you’re not, it’s too hard to pull off. You are who you are and people will either love you for it or they won’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 can’t live up to the image that’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 you’re just like Coldplay, that doesn’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? It’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 can’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. That’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 you’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 it’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 musician’s logos in Figure 3.1.
If you’re a musician without a band, a producer, songwriter or engineer, it doesn’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 can’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. It’s from concerts, merchandise, publishing and licensing.
TIP: Don’t be afraid to give your music away. It’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 you’re cool does not make it so.
These are not the only steps that you can take, but they’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 you’ve read about all the ins and outs of Twitter, let’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. Don’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. Don’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 “Fans” 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 “Follow Me” Icon to all your online pages to give people outside of Twitter a chance to follow you.