Gone are the days when musicians simply hung flyers for their local gigs and sold LPs from a table along the venue’s back wall. Today’s musicians are operating in a digital industry, and their marketing efforts should match that fact.
Think you’re an artist, not a techy? It’s time to change your perception. For success in today’s digital climate, musicians must become savvy connoisseurs of online tools. Read on to discover how your band or solo act can grow your following by taking advantage of digital branding.
Create a Logo
What do you want people to picture in their minds when they think of your act? If you don’t provide a specific image, you have no control over what will come to their minds.
Creating a logo has the potential to change that. A logo is a single image that is inherently associated with the musical brand that you are creating. Use it enough, and your followers will learn to associate that image with your name. When your group comes to mind, so will the logo, and vice versa.
Keep your logo clean and simple so it looks good big or small. Plus, such a design is easier for fans to remember. If finances allow, have a professional graphics person weigh in on its creation.
Then, use the logo everywhere. Put it on your website, your social media, your t-shirts and your albums. When your gear is saturated with the logo, people will start to notice and remember it.
Make Use of Social Media
Just about everyone has at least one social media account these days, and many folks have multiple. Thanks to smart phone apps, people have access to these accounts all day, every day. Smart musicians take advantage of social media platforms to reach followers and potential fans.
When it comes to social media, think in terms of multiple forms of communication. In other words, use text, photos and videos. Yes, Facebook and Twitter are mostly text-based, but including an image in your post will help catch attention.
Pinterest and Instagram are largely reliant on images. The better the quality of the photos you post, the more people will pay attention to them.
Don’t forget about videos! Create a YouTube channel for your musical act, and update it regularly. Videos can be added to Facebook and other social platforms as well.
Hashtags are a big part of many social media services. Tag your posts with trending hashtags that apply to your posts, and create exclusive hashtags just for your group as well. These will help boost the likelihood of your posts being seen.
It pays to advertise. Yes, boosting your posts costs money, but it can be well worth the cash. Through strategic targeting, social media platforms are able to share your advertisements with the people who are most likely to be interested in them.
Have a Mobile-friendly Website
Just as people use their phones to get on social media, they also use them to access webpages. If your website is not optimised for mobile viewing, people may get frustrated with their online experience and leave your page.
To keep viewers on your site, you have to make it easy to use. If building a mobile-friendly page is out of your comfort zone, it’s worth hiring someone who can do it. The increased views you’ll get will pay off in the long run.
Don’t forget to update your site regularly! Outdated or stagnant information won’t draw viewers in. Keep it fresh, and they’ll keep coming back.
Build a Streaming Audience
While playing recorded music once required records, cassettes or discs, streaming is where it’s at today. In a digital age, one of the best things that you can do to build your brand is to make your tunes available on streaming services. These include Spotify, SoundCloud and Bandcamp. With streaming, fans can access your music at any time.
Smart musicians not only offer their songs on streaming services, but they also pay attention to streaming metrics. Separate apps provide data about who is streaming your music, so you can target your advertising to that demographic or readjust to bring in a new group of listeners.
If you aren’t savvy with digital technology, it’s time to step up your game. The more you rely on digital marketing, the better known your group will become. Once you learn how to use digital tools, you’ll find that branding your band is easier than ever.
Jessica Kane is a professional blogger who writes for Faxage.com , a leading company that provides Internet fax service for individuals and businesses.
