Marketing for independent musicians: Tips, ideas and strategies
Organically building a following and gaining exposure without breaking the bank is a high priority for any independent act. How can you effectively get across to more potential fans using social media and digital marketing tools, in a way that best considers your image and how you navigate the online world?
Here's a few tips.
Join all social medias, even if you use some more regularly than others:
Everybody has their social media platform of choice, so in order to be in front of everyone, you have to be everywhere. Even if you're not a fan of, for example, TikTok, join the platform and put your linktree/website/main social media in the bio. At the very least, your less-used socials can serve as landing pages to guide new followers towards your main content platforms.
Another point to remember is that, you do not have to create six different types of content for your six social media platforms. Link your socials together if you can (e.g. you can link Instagram to Facebook) and share the content across the board. To use TikTok as an example again: You do not necessarily have to jump on the latest trends or create content in the TikTok app. I myself, do not engage with trends or create videos with me in it. Not yet anyway! But to keep spreading my own brand and network with other musicians, I share my Instagram and Facebook content to TikTok, because that's the style of content I like. It's okay to stick to your brand.
However, it is also okay to try changing your content style across different platforms. You can keep it informative and professional on your Facebook and Instagram, and leave the comedy side to Twitter and TikTok. Whether you want to stay strictly consistent, or be a little more flexible with your content, this is up to you/your band. Just get on all social media!
Utilize free content design and marketing tools:
If you or a band member are particularly tech savvy or would like to properly dip into content design and structure, there are lots of free tools!
Canva: Canva is a godsend when it comes to creating all kinds of content - social media, logos, email headers, etc. The free version has a huge database of ready-made templates, high-quality photos and videos for you to use. All of this is customizable, meaning that you can create content that precisely reflects your image.
Adobe Creative Cloud Express: This is a similar application to Canva, however I would recommend this app for when you need very specific dimensions. It is great for if you have your cover art designed, but need it to be exactly 3000px by 3000px or similar for your distributor. Simply type in your dimensions, insert your art, and save!
Mailerlite or Mailchimp: These are two great platforms for designing and sending email newsletters. Mailerlite is actually more of a two-in-one platform, because you can also create a landing page or websites. For a free platform, it is very flexible, and is perfect for a band who want to send fan newsletters and have a little band blog on the side.
Buffer: If you regularly create content on Canva, or are very organized with what you post on your socials, consider joining Buffer. The free version allows you to add three social medias, and upload/schedule your posts and captions. If you have a set day that you design and plan to post content, Buffer is a great organizational tool to use. It could be best used in the run up to a big release: You could schedule one post a day for one week, until your release is out.
Network:
Networking is so important in the music industry. It truly is all about who you know.
Networking connects you to potential fans, acts to collaborate with, acts to support at gigs, journalists who might like to cover your release, and industry figures who can share a wealth of knowledge. Networking can be daunting to some people, but it doesn't have to be about pitching super professional emails or meeting people in suits. Step One of networking is introducing yourself, which simply has to be cordial and polite. The easiest way to do this is through your socials: Every time someone new follows you, send them a thank you message and ask them to get in touch with any questions. Even if you don't chat further, you have made a good impression. Or, if you want to start a conversation, ask them how they found your page, or mention upcoming gig dates you have.
You can also seek out contacts. Search a band in your area, and see who they are following. Promoters? Blogs? Managers? Photographers? Have a snoop. Then see who they are following. See who is out there, what is popular, and how you can get close. If you enjoy a blog/music fan/musician's content, tell them! Start the conversation.
You may also consider joining music networking Facebook groups, and chat with like-minded people. Here are a few:
"Music Industry Career Board"
"Foot in the door - Entry level music jobs & opportunities"
"Bloggers, Reviewers & Indie Authors!"
"Irish Music Industry: Promoters, Managers, Bands, Labels & Studios!"
"Music / Entertainment Industry women working together - Jobs/Careers/Advice/ Etc"
"Nialler9 - Irish Music Industry"
Build a contact list:
This closely links to networking. It's one thing to introduce yourself, send a friendly message and follow people (though that can be your more relaxed marketing strategy), but identifying people who can leverage your content/your image is they key to getting out there.
So, if you haven't done so, make a word document or excel sheet, and start building your press list. Here's a screenshot of my own:
I have the outlet's name, contact info or link, location, notes and more. Identify platforms that suit your genre(s), find their contact, and build a pitch list that can be used for every release. For people that you know/have dealt with before, label them as "warm" or similar, so that you know to adjust your pitch accordingly. There is no need to introduce yourself to a contact that you know, so use notes and labels to keep your relationship smooth sailing.
Remember: Building a contact list takes time and research. You will have to do some internet digging, but it's a good idea to start with finding out who other band's are getting coverage with. Start from there, and build rapports with certain journalists and outlet owners. You will not build a complete contact list in a week, or a month. It will be a never-ending process of networking, research and growth!
For more resources and free directories, see my "resources" page
