The three pillars of online marketing are content, SEO and social media marketing, according to a web marketing consultant.
Brian Currin works in the music industry with a specialisation in South African music and web development in that sector. Currin, who posts information about new media marketing, on his blog http://www.currin.co.za/ approached the physical side of online and digital media and how artists can create a cost effective web presence, during the 2010 Music Exchange conference earlier this week. He shared his advice which applies to all genres or music.
For the music industry, the recommended platform for blogging is WordPress, with other social media including Twitter, Soundcloud and Fanbridge. Facebook pages allow account holders to view statistics on those who have registered as fans, meaning you can easily make sense of your demographic. It is advised to set up a Facebook fan page as well as a group for like minded people.
Currin says the three elements which a band or artist should gain from online marketing are: fans need to be able to find the band or artist, they must also be able to trust them and engage with them, building a repertoire.
Setting up a website is also a good online tool, but it means having to pay for a domain name. The advantages of having a website though, means the band or artist can embed their blog and Twitter feeds, meaning you can also use Google Analytics to keep on top of statistics.
Music should always be available digitally, whether it’s for sale or as a free promotional giveaway. Currin recommends using as many free media platforms out there to help build you up as a brand.
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