Why Do You Need Marketing?
Most artists invest heavily in creating their product, but little in marketing it. When they do, they market to their friends. And then they're disappointed when their new release doesn't do very well.
Marketing means getting your product in front of the right audience at the right time so that they buy or engage with it.
Without marketing, your potential audience will never hear about you. A great song with poor marketing will always lose out to a competent song with great marketing.
The good news is it's never been easier to reach your audience - especially at scale. The bad news is that, unless you know what you're doing, you'll more likely get it wrong than right.
The role of Digital & Social
Digital Marketing is best used as part of a holistic marketing strategy that covers all the relevant bases that can contribute to your success. While these are obviously different for every Artist, all good music marketing strategies will use Social as the hub around which it all turns.
This is because music is personal. When Triple J in Australia recently ran a “You Choose The Playlist” day recently, what we heard on the radio was completely different to what the station usually plays. This reflected what people were actually listening to.
Everyone's radio station is unique
Streaming has won. With the help of Artificial Intelligence, we explore our own peculiar tastes. Getting to the people who may like your music depends entirely on correct use of Social Media.
Why Social Media works for Artists
Social Media is the perfect medium to target and reach an audience. This is because Social Media newsfeeds are uniquely tailored for each individual user. No two people on earth get the same newsfeed.
If you can place your music on the right newsfeeds – people who are likely to like it – you can easily build an audience.
Whether you want to get signed by a major label, to tour with your band, or to have an indie career, Social Media is the platform that can help you build the audiences to get you there.
Whatever path you choose, it is important to be clear about what you want to achieve because the strategy is quite different for each goal.
Social Media needs Artists
Social Media works for artists because, not only can you target and reach a very specific audience, but all Social Media platforms rely on and reward reliable Content Creators with exposure and visibility.
In other words, if you can engage your audience with content that they like, Social Media will reward you by showing more of your content more often to similar people.
This is how you build an audience and, if you know how to make them stick, a fanbase.
There is no silver bullet
There is no fast-track to Social Media success. While you can easily buy Likes and Followers for $100 per thousand, doing so will not only be a waste of money – those "people" will never earn you a cent – it will actually harm your page and your promotion.
Facebook, Instagram and YouTube's algorithms can spot the fakes a mile away and they don't like them. Not only that, but all music industry professionals know how to find out how many of your page likes are fakes.
Lots of fake likes may impress your mum or your friends, and may even make you feel better, but they're just vanity numbers which will turn round and bite you in the end.
The real potential of Digital Marketing
Digital Marketing is much more than organic posting, Although building a strong organic Social Media presence is essential, it is not the end of the story – not by along shot.
Real Digital Marketing uses Ads on Social Media to reach people who don't yet know you but who are likely to like your music. This is called Psychographic marketing.
Correct use of Social Media Ads not only reaches people who don't yet know you, it also builds a return path between you and the people who like your music. This is important because that's how you build a fanbase – by growing a list of people who like your music and you can contact again and again.
Howling Horse's proprietary FanFunnel© digital marketing system is tuned to put the power of Social Media Advertising to work on your music.