Finally, here is the last part (follow up of this article) of the article about how to achieve a successful digital music strategy, from social networks to SEO and viral marketing.
By Virginie Berger (@virberg, www.digitalmusic.tumblr.com), former head of marketing at Mypace France and now music marketer.
Let’s see how you can make your music visible and spread it throughout the web…
The complete article is available in PDF and on Slideshare
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6 - SEO or Search Engine Optimisation
What is SEO? It’s a positioning and rating technique for websites on Google, Yahoo and MSN research engines: a crucial tactic for online marketing.
The real stake relies on the SEO optimisation since it can increase significantly your site visitor numbers. Appearing on Google first page for a strong request (like MP3) ensures you a bulky traffic in volume. As a matter of fact 2/3 of users click on the first page results, and most of them don’t go beyond the third page.
2 searches out of 10 on Google are music related. The rate of transformation on these results is the most important Google results: 40%.
It is of prime importance to build your site according to the SEO guidelines in order to come up fast.
I.e.: > Having some text (blog, content association, reviews) in order to incorporate “meta tags” that will get you listed on research engines.
> Using relevant key words in your reviews.
> No Flash.
SEO evolves rapidly. Its techniques are more and more innovating. So, if you are not a pro, don’t hesitate to seek professional advice. A poor SEO might lead you to the wrong effect. Have a look to this simple article explaining how an artist can use SEO: http://is.gd/a9JbD (Plugola)
7 - Adwords and Pay Per Plick (PPC)
What is an Adword. They are keywords or key expressions related to your activity. When Internet users carry out a search on Google with one of your key words (I.e.: gig, your name, merch or album), your ad or website will come up next to the search results. Your ad reaches a public with an interest in your activity.
You are targeting a specific audience (national, regional or local). You only pay when a user click on your ad and goes to your website. Adwords gives you the choice for the amount you pay, so it sends an Internet user on your site (Cost Per Click). If you are a beginner, Google.com will quickly help you to create key words and write your ad, and chose your “Cost Per Click).
8 - Viral Marketing
> Do use viral marketing as to promote your contents and website. Its great advantage: it spreads by itself.
> Launch a contest on your site about musicians (who is your support act?)
> Launch a contest about customizing a CD, T. Shirt. Or on iTunes by creating your own Playlists.
> On Youtube, offer Internet users to participate on your video making.
In one word, INTERACT to create a vibe, a buzz, and “diffuse the virus”.
WHAT IS FUNDAMENTAL
We agree it requires a lot of work, but you can’t avoid it.Your promotion and income depend on it. We also agree that it is not your job. You have to be surrounded. A DIY artist doing it all alone is a myth. If you can’t do it all, ask your fans to help, your manager, your record company…
Other artists’ experiences will help you to get inspired. I.e.: Trent Reznor, Amanda Palmer, Weezer, Paramore, Tara Bush, Imogen Heap, Corey Smith, Fanfarlo, Exsonvaldes, Cyril Paulus (…) they will feed your creativity.
Let’s sum it up:
> Collecting your fans emails (with authorisation)
> SEO, SEO, SEO, SEO…
> Data Analyses, data analysis…
> Your website is your house and your base. The most precious thing.
> Connect with Fans + Reason to Buy = monetisation
> Added Value. Why buying when it’s possible to get it for free? Think of value.
I agree there is far much more to talk about. I’ll come back… quickly to give you more info…
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The complete article is also available in PDF and on Slideshare
Thank you for havind read this article. Make sure you check out the four first parts of it ! ;) If you have any question…
Email : virberg at gmail.com
Twitter : @virberg