Marketing your music is key to a successful career as a composer, you can be the best composer in the world but if no one’s heard of you, they won’t know how to license your music and you can’t be successful in your career. There are thousands of marketing tips out there and we don’t have time to do them all, so we’ve narrowed it down to just 4 key aspects of marketing that will help you get yourself noticed online.
Have your own website
When people hear of you, the first thing they’ll look for is a website. Firstly, it proves your credibility as an established composer and music business and secondly, it should be the hub for everything you do online. You should have information about yourself, how to contact you, updates on what you’re doing and links to your music on your website to make it as easy as possible for people to reach you.
Here’s a few key points to bare in mind about your website:
Make sure you own the web address – Ensure you purchase your domain from a hosting company such as 1and1, Go Daddy or Blue Host (just to name a few). This means that you own the domain so you’ll always be able to control your website so customers can always find you.
Customize it to suit you – Another benefit of owning your own website is that you can design it however you want. Have your own colour scheme, imagery and content. You can prevent all the ads and distractions that come with a social media platform (although social media is still important!)
You can view important data – Having access to your own website means you can view important information such as where your customers came from, what they clicked on, what they purchased and how long they spent on your site.
Cut out the middle man – Although using production music libraries as a revenue stream is great, having your own website and music library introduces a completely new revenue stream for you. You have your own customers, can produce licenses that suit them and have nobody to answer to.
How does Tune Bud work with my website?
Your Tune Bud music library can simply bolt on to your existing website really easily. You can then refer back to your website from your music library and vice versa. Check out the below composer who has his main website and music library directly linked on a sub-domain.
Visit Felix’s Main website here: http://felixbird.com/
And then click on the ‘Music Library’ link in the menu tabs to visit Felix’s music library: http://musiclibrary.felixbird.com/
Create a blog
When people hear they have to start a blog, they panic a little. But simply writing a small post every week about related content is fantastic way to rank higher in search results on Google. The blog will be music industry related so you can talk about music editing software, videos, licensing music etc which are all subjects you’re familiar with. You can even use your blog as somewhere to post updates about you, new tracks etc.
Blogging is a great way to show your customers you’re still active and consistent. Sharing quality, interesting content via your blog will help engage customers and make them more likely to come to your for music in the future.
Blogging also gives you the chance to share images/videos that people wouldn’t see otherwise. Uploading videos of your latest work or images of you in the studio will help your customers connect to you and see you as an actual person as oppose to a media file.
You can chat about news in the music industry and get conversations started between yourself and customers about their thoughts and opinions on relative content.
Create a social media presence
These days, there are so many different social media platforms out there that you can use to reach out to your customers. The important thing is not to think of social media purely as a way to sell your music because people don’t respond well to ‘salesy’ posts. Think of social media as a way to engage more followers, create conversations, make relationships and interact with others as well as sharing your journey and achievements as a composer.
You don’t need to be active on every single social media platform out there, you’d never have time to do anything else! It’s more effective to be consistent on 2 or 3 platforms as oppose to the odd post on every platform. Plus some platforms won’t work for you so there is no point trying to use them. Likewise, you might really like using a platform but if none of your prospective customer base use it, then it won’t be the best use of your time.
Technology is advancing and improving at an impressive speed so take advantage of all the new softwares and apps out there that can make your social media life easier. Programs such as Hootsuite and Buffer allow you to manage all your social media from one central hub, schedule posts and monitor performance. It will also help you maintain consistency. If you do have multiple social media accounts, try and make sure your username/composer name is consistent across the board so people don’t think you’re 2 or even 3 different people!
Your social media profile
When setting up your social media profile, here are a few key tips to ensure it looks professional:
Upload an eye catching photo – Make sure people can put a face to your name. Uploading an image of what you do is always a good idea, so people can see you in action.
Complete your biography – People will want to know about you before they think about licensing your music. Give them as much information as possible so they feel like they know you.
Link to your website/music library – Create a call to action, including links to your website and music library makes it easy for customers to find your website and therefore purchase.
We could go into detail on the hundreds of social media platforms out there but it wouldn’t be any use to you! So we’ve narrowed it down to a few of the main ones:
Facebook – The biggest social media platform around for active users so you can be almost certain that your customer base will be on it. Make sure you keep personal and professional life separate by creating a business page for your composing business. A business page allows you to get detailed analytics, create ads and establish yourself.
If a customer comments on your post or page, ensure you respond in some way so that people know you’re responsive and helpful. Have a big announcement? You can post it on Facebook and even ‘boost’ the post for a small fee so more people can see it.
Initially, we wouldn’t recommend going down the paid advertising route until you’ve really established your music library and website. You don’t want to pay for advertising when you’re not ready for people to know about you.
Instagram – Instagram is purely about the visuals so if you have videos or photos of your work, get them uploaded to Instagram. Simple photos such as uploading pictures of your studio, projects you’re working on or just generally what you’re up to will instantly create a relationship with customers.
Establish yourself by commenting and liking other people’s photos so they see you’re a real person as well as a business.
Twitter is much more fast paced than both Facebook and Instagram. People literally tweet all day, everyday so it’s acceptable to post often. On Facebook you’d limit yourself to around 2 posts a week whereas Twitter you could post up to 8 tweets a day and that would be completely normal. However, just be aware of what your posting because 8 tweets all about your business and making money is too much – it’s important to post about relevant news and other things going on.
Hashtags are huge on Twitter, different hash tags trend everyday so it’s important to jump on this bandwagon if you can. Twitter only limits you to 140 characters so make sure you get the crucial information in. Check out Bitly if you’re linking to other posts – it shortens the URL so you don’t use up all your characters on the link.
Email & Newsletters
People bang on and on about email all the time but it really is one of the easiest and quickest ways to market your music.
Why have an email or newsletter list?
It’s yours! – It’s your list of customers, you own it and you’ve built it up. You can take anywhere you want and input it into any service. Whether you’re just emailing from Outlook, Mail Merge or Mail Chimp, that list can be imported into any service and you can send an email out in seconds.
Customers opt in – If you’re working from a newsletter, you have safety in the fact that your customers have opted in to receive that email so want to hear what you’re saying. This makes it so much easier knowing they’re interested.
It’s an effective way to license your track – Email marketing is 40 times as effective as Facebook and Twitter COMBINED. That statistic alone should encourage to get started with email right away.
Customer retention – We’ve concentrated so much on generating new customers in this post that it’s about time we remembered about actually keeping the customers we already have. Email is a great way to check in & touch base with your clients and update them on any new services you’re offering. Social media platforms adapt and phase in and out over time but at least email will always be there.
Building up your email list
Every time you get a new customer, be sure to add them to your email list or at the end of every month, add them all on (the ones that opt-in of course!) Giving a clear option on your website for them to quickly enter in their email address and subscribe is a great way to get new subscribers because it takes just 2 seconds.
We’ve found it works really well if you give them an incentive to subscribe such as a discount on their first purchase.
Constructing and sending newsletters
Every newsletter should have 1 focus. Such as a new album release or a discount code. Don’t include a number of different subjects in one newsletter because 1. you’ll run out of content in the future and 2. you won’t know which part of the newsletter was successful! Focusing on one at a time allows you to analyse what was successful and what wasn’t so you can tailor future newsletters accordingly.
Send newsletters out on a regular basis, if you can send them out at the same time/day each week then it will help your clients become familiar with you and eventually they’ll wait to hear what you’re going to say next!
So there you have it, they may seem obvious and simple to read but actually implementing these marketing strategies requires a little bit of time, effort and consistency. Once you’ve nailed them, you should see an increase in music library interest and sales in no time.