May 14, 2015 - Andrea Jasek
Having a musical project takes a lot of time and energy. So does the promoting of this project. The Internet can be a great way to get the word out about your band, but like anything else, there are ways to do it that are beneficial to you and ways that aren’t.
Technology and norms change so quickly that at times, it can be hard to keep up. One day something like MySpace is the best promotional tool out there; the next day it’s obsolete, or even faux pas. There are a few online standards that work well in promoting musicians and bands. These standards have kept up with changing technology, genres, and platforms, and they continue to prove themselves as tried and true. They worked for me, and here they are for you to try!
You got people to your website, now keep them there! No one wants to play Where’s Waldo when looking for your show dates or online store. You want a clean format that is easy to read and understand, yet unique to your brand. Having a clean format, as well as an identifiable and easily accessible call-to-action buttons makes for a much more pleasant experience for your fans and bookers.
I’m not talking about changing who you are or what your brand stands for. I’m talking about having a consistent presence across the board with everything from your website to social media. If your website looks like you’re a death metal band from Norway, but your Facebook looks like you’re an American folk band, there’s a bit of an image dilemma going on, and that can be confusing to your viewers.
If online presence campaigns are done incorrectly, it can actually do more harm than good. For example, if you have five social media platforms but only tend to two of them, your stats will suffer from the lack of activity on the other three platforms. With that being said, you shouldn’t have to worry about putting your updates on your website... And Facebook. And Reverbnation. And Twitter. And Soundclick. And every other outlet you use. You should just input the information into one location and it should automatically update to all of the platforms. After all, time is money.
By having a newsletter, you can get information out to your fans, but more importantly, you can use the information to collect email addresses to turn around into future sales of digital and physical merch. A newsletter allows for fans to stay up to date with your events. It is also a way for fans to interact with you, but to do this painlessly, you will need a responsive website because in this day and age, people are constantly on the go which results in them using their phones as their main online device.
Your website is essentially an “online business card” that represents your brand. As we know, numerous website views come from mobile devices. Without a mobile-friendly, or “responsive” website design, viewing the site can be extremely frustrating. Not having a responsive website means that your fans who are viewing your site on their phones, will need a magnifying glass just to click on the buttons on your page. Just as important, as of April 2015 Google began taking the responsive aspect into consideration with its ranks. This means that your rank on mobile can suffer if you don’t have a responsive website.
A website that is built specifically for bands and musicians should place focus on aspects such as stats, networking, and marketing tools. These websites work best when they are clean, simple, and mobile- friendly. This ensures that the brand name and information about its products are effectively getting out into the World Wide Web to attract fans, bookers, and opportunities.