Digital Marketing is a powerful tool for any business, individual and even recording artists. In this article we will be examining how artists – specifically in the music industry – may use Digital Marketing to increase their brand awareness, revenue generation and boost social media presence which will enable them to reach their targeted audiences.
INCREASE TRAFFIC TO WEBSITE, DSPs AND SOCIAL MEDIA PAGES
The main aim of any recording artist is to pique their [potential] audiences interest. Thereafter convert their interest into a purchase or repeat listens on DSPs. You might be wondering what a DSP is? It is a Digital Streaming Platform such as Apple Music, Spotify, and YouTube Music.
Keywords, keywords, KEYWORDS! This is one of the most essential tools one may utilise to increase traffic to your website social platforms. Keywords allow Google to direct your supporters to the most relevant content that is aligned to their search.
Thus, it is imperative that the kind of content you’re posting is of a high quality, it is relatable to your target audience and factors in keywords that will allow your supporters to easily find you, your music, social media channels and the content you are posting. In addition, Keywords may be considered as the glue that will connect searchers with you, your site and all other available content you may have
Below is a list of some free keyword research tools that will assist you:
PERSONALISED BRANDING THROUGH DIGITAL MARKETING
It is crucial that as an artist you have a smart personalised digital marketing strategy; this will increase your revenue, your supporters will have a better customer journey discovering you and your art, and you will also build brand loyalty. In addition, your personal brand is what will draw your targeted audience towards you.
Below we’ll be going through some of the ways you will be able to personalise your brand through Digital Marketing:
- Email Marketing
You should gather your customer preferences through sign up forms (survey monkey is one of the platforms you may use for this) and use this information to personalise emails to your customers; where you will inform them about your latest drops, links to YouTube videos and any other information you feel they may want to know of. Please note: you must ensure you abide to the Protection of Personal Information (PoPI) Act.
- Video Messaging
A big part of personalisation is being able to scale messages and be seen by your supporters. It is important to personalise the messages you are putting through to your supporters, as through these personal video messages you create memories, foster engagement and put out content that is relatable to your supporters. Instagram and TikTok are two examples of platforms that may use video messaging to communicate with supporters.
- Creation of a customer experience
Ensure that you build a seamless customer experience; by ensuring the tone is whether they are accessing in-store or online. The key messaging should be clear, simple and concise. In closing, ensure that all the customer touchpoints are consistent and seamless in nature.
INCREASES ENGAGEMENT WITH SUPPORTERS
Keeping customers engaged and interested in your brand, music and the message you would like to share with them is imperative. This may be achieved by being active on social platforms such as IG, Facebook and Twitter. It is equally as important knowing which platform your supporters use. For example, 75% of TikTok users discover new artists on the platform – so, for up and coming artists that would be the best to attempt promoting music and even maybe add a challenge along with it. Finally, increasing engagement with your supporters tends to have a knock-on effect that may lead to brand loyalty and your music being shared amongst their peers.
In closing, knowledge in Digital Marketing can vastly improve one’s web traffic, increase in support, generate revenue and even brand awareness. There are various online and short courses that will teach you the skill of digital marketing; a skill which in the ever-changing technological environment musicians find themselves could be very beneficial for their music and the business of music. Musicians tend to always forget that there is another aspect to the music industry which is the business side.
Now, you might be asking yourself, “Where can I improve my Digital Marketing skills?”
Well, look no further! The International Institute of Digital Marketing™ is a certifying body with years of experience in business and marketing with the knowledge needed to be successful in the ever-changing digital kaleidoscope.
Here are some certifications you may acquire through IIDM™ :
Written By: Aphiwe Matyila Creative and Creator