How is your music marketing strategy? You may be wondering if you’re doing things right or if it’s about time you shook things up a bit and looked for something better that is going to work.
“Every year brings a new landscape with it and new strategies are called for,” says Anabelle Staries, a marketer with Brill Assignment. But how can you legitimately tell that you need to put in some work on your music marketing strategy? What are the tell-tale signs?
Your Content is Not Being Shared
“As a musical artist, your social presence is one of your greatest assets and a stunt in its growth is a sure sign that you’re doing something wrong,” says Arnold Green, a social media marketing content writer at Scholar Advisor.
To understand why it works, simply think back to how you react when you see good content on social media. You’re likely to like, comment, and even share it with your friends and family. Do you see the same happening to the stuff you post on social media? If not, then you need to consider what your audience dislikes about your posts and what they might like to see in future posts to encourage sharing.
Your Social Media Presence is Not Growing
Social media is your most powerful tool when it comes to distributing content to your audience. You should, therefore, use the most popular platforms out there to engage with your audiences, share your music, market it, and grow a community around your brand.
If you feel like you’re constantly sharing content with your audience on different platforms but your presence is stagnant, then you might have to rethink your strategy. Choose a single platform where your business goals align best with what your audience is looking for and focus your distribution efforts there. Do it regularly in order to maintain engagement with your audience.
You’re Not Getting Any Traffic
Do you have a music website but aren’t seeing much traffic coming in? If you want to achieve your goals as an artist, then you need to get your target audiences to trust you, come to your website, and eventually convert by buying your content.
“If you really want to increase the traffic to your music website, then you’re going to have to make sure your content is interesting and relevant enough for readers to share. Does your music connect with your target audience? What about your blog on your site? Does it talk to your target audience? These are the things that make people share your content and bring in even more traffic,” says Shirley Krauss, the head of digital marketing at College-Paper.
Start by taking your analytics and monitoring your data to figure out what drives the most traffic to your site, what your audience is interested in, and how they interact with various content. You should also look into improving your social media presence to drive traffic to your site.
You’re Not Getting Any Search Traffic
Search traffic is any traffic that comes to your music website from search engines like Google. If your site and your content aren’t well ranked in search engines, then it’s unlikely anyone will be able to find it. That means you need to work on your SEO strategy to improve the ranking of your site, especially when it comes to linking.
You’re Not Getting Any Feedback From Audiences
Feedback is important in all industries but it is especially important in the music industry. You want your fans to give you comments on your music, as it will help you improve. If no one is dropping comments or asking questions about your music, it is likely they are not too interested in it. To gain more interest, try putting out a variety of pieces and see which catch the most attention.
Your Site is Seeing an Increased Bounce Rate
Do you notice your site visitors leaving almost immediately after visiting? If that’s the case, you either need to work on your music and other content, or you need to revamp your website. If your website loads too slowly or doesn’t look very appealing on all devices, people are likely to leave.
Remember to have a responsive website that looks good on mobile as well as a computer as a large portion of your audience will likely be checking out your site on a mobile device.
Your Target Audience Has Moved to Other Platforms
With time, platforms that were once interesting for a given niche start to become less so and other upcoming platforms take their place. These days, live streaming platforms and music podcasts are the best for music. If you feel like your target audience is moving, then move with them so you’re constantly there where they are most likely to be. Consider starting a podcast or building a presence on streaming platforms to ensure you are reaching as much of your audience as possible.
A Final Word
Like everything else, the world of music marketing is evolving and you need to evolve with it in order to remain relevant and keep a growing audience base. While good music content is important, you shouldn’t forget about the importance of a good music marketing strategy either. Keep experimenting with new methods and you will always remain ahead of the curve.