I’m a big fan of efficiency when it comes to marketing, and when it comes to promoting new music releases there are so many opportunities that most artists completely miss.
Here are a few tips, techniques and tools to bear in mind to help you reach a larger audience with little extra effort:
1. Upload your videos using One Load
I first came across One Load about five years ago, and I still swear by it. One Load uploads your video to all main video streaming sites in one go, so you can have your video appear on YouTube, Dailymotion, Vimeo, Google Video, Viddler, and many others all in one click. I have seen instances where the combined total views of my videos on non-Youtube websites has been higher than the total number of views on YouTube.
2. Know who your most loyal fans are using Audience.fm
I was fortunate enough to catch Jules, a co-founder of Audience.fm, at MIDEM last month to hear more about the project. All I can say is that their service is one that I’m incredibly excited to see develop this year. Audience FM helps artists identify their most loyal fans – not by influence or following, but by those who engage with the artist the most.
Why is this useful? Well – if you nurture your loyal fans they’re likely to be your number one marketing tool. What’s the first step in nurturing your loyal fans? Knowing who they are, by name and face.
3. Run a Fandistro campaign
Fandistro’s stand at MIDEM caught my eye with a banner that said ‘1 artist + 20 fans + 80 posts = 370 new fans’. Being the geek that I am and having done a lot of studying around viral theory and the psychology behind what makes us share things, I immediately wanted to know more about what they’d built.
I wasn’t let down. Fandistro.com is an incredibly smart yet simple tool. Essentially, you upload a song to their platform and share it with your fans like any other artist platform.
Where it gets really cool is with the reward system. If a fan shares your song, and someone purchases it, that fan receives a percentage of the sale. But Fandistro realised that it might be awkward for fans posting music to their wall just to make money, so by default that fan’s percentage of the sale is donated to charity.
The results so far seem to be speaking for themselves. I’ve looked through a good number of campaigns on their website which have received hundreds and even thousands of fans sharing the artist’s music to help charities.
4. Facebook Promoted Posts
David Hooper wrote a good post yesterday about the benefits of using Facebook’s Promoted Posts for artists. While it does cost a few dollars to promote a post, the increase in views makes it easily worth it. If you’re already promoting your music via Facebook, this is an easy way to get 10x as much exposure for the cost of a beer.
5. Use Hootsuite to Schedule Updates for International Fans
Ariel Hyatt raised a good point during her Midem talk about why you should be cautious about outsourcing your social media to an agency that works 9-5 office hours. Most of your fans will also be busy during those hours, so it’s important that you ensure whoever’s updating your social media profiles is working later in the evening – or is able to schedule updates using something like Hootsuite or Tweetdeck.
Another consideration is that if you have fans on different time zones, it might be worth repeating your tweets two or three times throughout the day to increase the likelihood of all of your fans seeing them.