“In an ideal world, I would wake up in the morning to a fresh cup of hot coffee. I would enjoy it as I check my e-mail and skim social networks to check up on friends and my favorite bands. I would immerse myself in an online community of music lovers, songwriters, and musicians sharing, caring, and building with each other… NOT blasting commands to “check out my new hottest thing”.
I see enough billboards on the interstate.”
In this world:
- Bands would stop acting like rock stars and start acting like leaders
- They would build self-sustaining tribes
- Bands would listen to their fans
- They would understand that growing organically will always win overview counts
As a music blogger, my inbox would NOT be full of one-liners and YouTube links I only see as distractions. Whatever happened to “connecting” with someone using social media?
Unfortunately, this world does not exist. From where I’m sitting, the average indie band sucks at using social media and it’s ruining it for everyone else. Most importantly, your potential fans.
What are we doing wrong, you say?
Oh boy…where do I begin?
Mistake #1: Me, Me, Me Marketing via Social Media
You might have been raised in a world of billboards and commercials, but using social media as a one-way street is killing your promo game.
It seems too many people are missing the social half of the phrase, social media.
You need to engage with fans and listeners instead of blasting them with links, videos, and nonsense about buying your album.
Sadly, most bands qualify [as what the marketing world refers to] as spammers.
Engaging is easier than you think and should come naturally (assuming you are not a recluse).
- Share albums, videos, and news about other music you enjoy or local bands you play with. Ask others what they think.
- Share news related to the music industry or issues that reflect the personality of your band and use them to engage in conversation.
- Instead of posting links to the same videos and songs repeatedly, post clips of the band working in the studio or upload a demo mix and allow fans to share their opinions so you can take the art to another level. Involve fans in your process(es).
- Mention your hobbies, make them feel part of the progress.
- Network with bands in other areas to create an atmosphere for gig swapping and collaboration as well as cross-promotion of content.
This list goes on but the takeaway here is: engage in a way that results in feedback and interaction.
Build a community.
Mistake #2: Focusing on the Wrong Metrics
Your follower count means nothing unless you see conversions.
More important than a follower, view, or like:
- How many fans have signed up for your mailing list?
- Do you pass around a mailing list signup sheet at your show?
- How many people have you met at shows? (You do hang out with the audience after the show…right?)
- How many people have bought a CD or t-shirt?
- Do you reach out to your fans and engage with them on social media?
Stop putting all your energy into increasing numbers on social sites and focus on converting the followers you have into loyal fans. Think about converting your ambient fans to your engaged fans, your engaged fans to your super fans.
Use social media to funnel music listeners to your website where you attempt to convert them into a mailing list signup, song download, or merchandise sale.
Would you rather have 1,000 likes or 100 fans spending $1,000 on music, merch, show tickets and crowdfunding campaigns? Those most likely to spend the money on you are the super fans so don’t forget about them!
Show me the money!
Mistake #3: Repeating Yourself on Every Social Media Network
Sending your Twitter feed to Facebook then copying and pasting it to Google+ so the same message appears on every site is a horrible idea.
So is autoplay on audio embeds but that’s for a different time.
You are not expected to know marketing, you make music! Allow me to guide you on this train of thinking.
People who use Twitter are different than people who use Facebook and the people who use Google+ are not like the others.
It is imperative you consider these facts when developing a social media strategy and act accordingly.
Make sure you actually use social media as a music fan before deciding how to market your music using these tools. Follow bands who are in a position you would like to be in and see how they use each network. Notice what works, what doesn’t work, and then perfect your plan of action.
Posting several updates to Twitter every hour (depending on the nature of the updates) is more acceptable than posting on Facebook every 15 minutes. And posting Instagram Stories every hour is most effective at getting peoples’ attention.
When you over saturate a person’s FB News Feed, they hide you from their feed. Or worse…unlike your page or mark your posts as spam.
A general guideline is to try to retweet, reply, comment, and share relevant content that others create more than you broadcast and peddle your own wares. And don’t forget about analytics! Pay attention to demographics and location. Every platform brings a different audience with different like and preferences. Tailor your posts towards your target audience.
Mistake #4: Sell Without Selling!!
If you focus on building a community around your band instead of acting as a bulletin board, you will start noticing the true power of social media.
You will not see overnight results.
The key is to stay consistent, focus on creating great music, and communicate directly with your audience.
If you create a community of loyal fans, they will want to support you.
Your community will become your sales force and all you need to do is be yourself and continue giving fans a band worth loving.
Consistency allows you to reach a tipping point where fans begin promoting your music for you by wearing t-shirts, playing CDs at parties, and recommending you to their friends.
It is hard to conceive this when you are starting at zero, but 6 to 12 months down the road you will notice things happening simply because you remained persistent.
While fans are busy promoting your music, you need to seek out gig opportunities, blog reviews or interviews, and other chances to put yourself in the presence of tastemakers who can expose you to their audience.
Bloggers, journalists, booking agents, and other industry personnel will not give you their attention unless you have proof of a loyal, engaged following.
Buying followers or views might help you manipulate chart rankings and other metrics, but they will never replace the power of community. If you have 5,000 Page likes but no one is liking, sharing, or commenting on your updates; we all see right through you. The overall engagement will sell you out.
So can the people who can expose you to bigger audiences of music fans.
- Build your tribe
- Nurture your community
- Stop acting like a corporate sales machine
If you would like to learn more successful marketing tips, check out Ariel’s latest book Ultimate Guide to Music Publicity.