Made-To-Stick Music Marketing

Everybody these days wants to create buzz. They want to grab people's attention on a large scale. And they want to do it sooner rather than later.

Therefore, everyone wants to know the secret steps they can take to ensure their marketing idea sticks -- that it gains traction and reaches the people who need to hear it the most.

A good lesson on this topic comes from musician Paul Hipp. Check out his YouTube music video called "We're Number 37" -- which, as of this writing, has nearly a half million views.


It's a rockin' original song that tackles the current health care reform debate in the US with a decidedly liberal slant. And it's been seen by a LOT of people.

You may think you know where I'm going with this, but I guarantee there's an unexpected twist coming. So stay with me here ...

If I were to ask you why this song has been watched by so many people, you'd probably say because it's a decent tune about a timely issue. Plus, it features some clever editing and funny moments throughout -- which makes it more likely to be enjoyed and passed on by those who watch it.

Correct! You can't go wrong with songs about current events, especially when they are done in a creative way that elicits a reaction from people who are exposed to it.

But here's the thing ...

This is not the only music video Paul Hipp has posted. He has several others, most of which also deal with current events from a liberal perspective. And those have respectable numbers -- from 1,000 to 18,000 views each. But they pale in comparison to the half million views that "We're Number 37" has earned.

Here are three lessons we can learn from this:

1) You have to throw a LOT of stuff out there to find something that sticks. Sure, some people hit on something big right out of the starting gate, but that's rare. The usual pattern with artists who create popular viral videos (or songs, blog posts, ideas, etc) is a history of trial and error.

The more active you are in creating a volume of content to share with your audience, the greater your odds of producing something that will spread on a larger scale. So stay busy creating new stuff!

2) Regular output hones your craft. "We're Number 37" is Paul Hipp's 18th and newest video. Look through his previous clips and you can see an evolution. His most popular video is his best one, because he learned by creating all the ones that came before it.

Learn as you promote yourself. Consider it a living, breathing classroom.

3) Being bold and specific helps. "We're Number 37" is not a generic rockabilly song. It's about health care reform -- a polarizing topic being hotly debated these days -- and Paul makes it clear where he stands on the issue.

Don't be afraid to take a stand or directly appeal to a specific slice of the population with your art.

Another quick example comes from Maria Andros, who has posted 47 YouTube videos on social media marketing and other topics. Most of her videos have between 50 and 25,000 views each. Not bad.

But one stands out at 151,000-plus views. The title? "How to Get Rid of a MIGRAINE Headache."

Who knew? I'm sure she didn't.

So ... Throw a lot of stuff out there, hone your craft as you go, and don't be afraid to be bold and specific!

-Bob

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Featured Resource

How to Use Video to Promote Your Music Online

Join the YouTube revolution. Video is huge on the Internet. Use this report to create, promote and profit from your own online music videos.

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12 Most Popular Musicians on Twitter & What You Can Learn From Them

Yep. It seems everyone is using and promoting Twitter these days. And for good reason. It's the easiest social networking tool to set up and use on a regular basis.
In addition to actors, authors, and politicians ... a LOT of musicians are using Twitter to stay in touch with their fans. Here's a list of the 12 most popular music people on Twitter, based on the current rankings at Twitterholic.

I can hear you now ... "You call some of these people 'musicians'?" I'm simply reporting the rankings of Twitter people known for their music-related activities here. I make no judgements as to the value of what they offer.

As you can see from the list, old school pop stars are in abundance. They still have the biggest platforms.

You may not get to a million followers on Twitter, but ... you CAN take a look at how these celebrities are using the service and learn from them -- both what to do and what NOT to do.

So take a peek at the various Twitter streams below and see what ideas you can borrow and use to connect with your fans -- regardless of how many of them there are right now.

1) Britney Spears
3,330,629 followers

2) John Mayer
2,299,576 followers

3) Diddy
2,018,633 followers

4) Miley Cyrus
2,006,200 followers

5) Coldplay
1,923,552 followers

6) Ashley Tisdale
1,892,961 followers

7) 50 Cent
1,675,703 followers

8) Mariah Carey
1,658,698 followers

9) Ashlee Simpson Wentz
1,588,340 followers

10) Dre'
1,568,410 followers

11) Pete Wentz
1,505,220 followers

12) Lily Allen
1,481,838 followers

Note: Some acts that fell just short of making this list include MC Hammer, Sara Bareilles, Mandy Moore, and Taylor Swift.

Also check out this ridiculously comprehensive list of Artists Using Twitter.

-Bob

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Featured Resource

70 Ways to Promote & Sell
Your Music on the Internet

Ideas, links, tips, tricks and resources you should be using to gain wider exposure for your music online

Learn More or Order Now

Is Your Music 'Findable' Online?

Last week I read through Mark Penn's book, Microtrends: The Small Forces Behind Tomorrow's Big Changes. It's a fascinating read based on some in-depth research, but one microtrend in particular caught my eye ...
It's a category of consumer that Penn refers to as "New Info Shoppers."

From the book:

"A whopping 92% of respondents said they had more confidence in information they seek out online than anything coming from a salesclerk or other source. They believe the information they find, not the information that is spoon-fed to them ..."

Consider that again: Smart consumers these days trust what they find -- or discover -- on their own first and foremost!

Another passage from Microtrends:

"An astonishing 70% of Americans now say they consult product reviews or consumer ratings before they make their buying decisions."

Admit it, you often do this yourself before spending money on a product or service. Which begs the question ...

How 'Findable' Are You Online?

When someone searches for your band name, your song or album titles, or your genre ... what do they discover?

Here are just some of the ways savvy customers find the info they're looking for today:

• Google (or Yahoo or Bing) search results
• How other music lovers rate it on CD Baby, TheSixtyOne and Amazon
• What they find via Google Blog Search or on Technorati
• What other shoppers are saying on photo- and video-sharing sites like Flickr and YouTube
• What their immediate circle of friends think about it on Facebook, Twitter, MySpace, LinkedIn, and more.
• What they uncover on music wikis and other online forums

Finally, what steps can you take today to improve the odds that you'll be found and revealed in a positive light via the online avenues listed above?

Your mission: Go forth and make yourself and your music findable!

-Bob

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Featured Resource

Internet Music Marketing Crash Course CD

Are you confused about Internet promotion? Not sure where to start? You'll have a clear vision and a solid game plan once you digest this amazing collection of resources. Find out more ...

Get an Earful of Ideas & Inspiration

I don't know about you, but I love reading books, magazines and blogs. But I'm also a big fan of using audio for learning. If I'm driving, exercising or just wanting to get some inspiration before drifting off to sleep, listening to useful spoken word audio content rules in my book.

For a few years now I've been producing my free Artist Empowerment Radio Podcast. And lately I've been creating shorter episodes and posting them more regularly. I encourage you to listen, download or -- best yet -- subscribe to the podcast feed.

In fact, if you have iTunes open on your computer right now, click this link. It will take you right to the Artist Empowerment Radio page, where you can hit the Subscribe button and get every future episode automatically downloaded.

Here are the most recent podcast episodes and topics:

1000 True Fans to Make a Living?

Music Publicity: What's Your News Hook?

The Millionaire Mind for Artists

Electrify Your Soul With Dan Kimpel

Florence LaRue of the 5th Dimension

Multiple Streams of Music Income

Happy listening!

-Bob

5 Ways Google Can Help Promote Your Music

If you think this is going to be about search engine optimization or a Google AdWords campaign ... think again. Here are five things Google offers that you should consider using to connect with fans and promote your music:

1) Display your live show schedule with Google Calendar. Most people use this popular feature for personal appointments and scheduling. But you can also choose categories on your calendar to make public -- and even embed them on your web site ... AND make it easy for people to add your events to THEIR personal calendars. Visit this page for more details.

2) Help fans find your gig venues with Google Maps. This popular application is the next best thing to having a GPS system in your car. You can use it to find places you drive to, of course. But a really smart idea is to include Google Maps links to each venue you perform at, not just the club address.

Sure, fans can "map it" themselves. But why not save them a couple extra steps and provide a direct link? Learn more about Google Maps here.

Tip: Look up a venue address on Google Maps yourself first. Then click on "Link" just to the right of "Print" and "Send" to get the code.

3) Turn your web site into a social networking playground with Google Friend Connect. Make it easy for people to join your community of fans using the cool features of this Google tool. Read more about it and watch the video here.

4) Add your albums and merchandise to Google Product Search. It's kinda like Google's version of Ebay -- but there are no listing fees. Learn more on this page.

5) Power up your communications with Gmail. I've been using Gmail for more than four years and love it. Lots of features and gobs of storage space to archive years of email exchanges. You can filter and label messages, send canned responses, and so much more. Go here for more info.

Google has a lot more up its sleeve. In fact, a big one is coming later this month (more on that soon). In the meantime, investigate these five Google features and see how you can use them to promote your music better online.

-Bob

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Featured Resource

70 Ways to Promote & Sell
Your Music on the Internet

Ideas, links, tips, tricks and resources you should be using to gain wider exposure for your music online

Learn More or Order Now

The Best Online Music Marketing Plan Ever

Last Friday I published a new blog post on an all-too-familiar topic: the sheer workload that indie musicians must embrace to make a true impact with online marketing.

There's no shortage of ideas, web sites or tools you can use. That's not the problem. The most common frustration I hear relates to confusion over how to manage a limited amount of time, money and energy.

Where should you start? What should your priorities be? What steps can you take to make the best use of your time?

For years I've been cranking out truckloads of ideas, tips, suggestions, success stories, and more. But what's been missing is a road map. A blueprint. A step-by-step checklist that any musician can follow and implement right away.

That's why I've started outlining a new resource called "Internet Music Marketing Blueprint - The 28-Day Plan: A Step-by-Step Guide to Using Web 2.0 and Social Media Promotion to Turbo-Charge Your Music Career."

Yes, that's a mouthful. But it accurately describes what I want this resource to deliver -- a specific to-do list for online promotion.

I already know most of want I want to include in this detailed blueprint. But to make it the best marketing plan possible, I invite your suggestions.

So tell me ...

• What specific Daily, Weekly and Monthly tasks do you think need to be included in a plan like this?
  
  
• What routines and habits have you personally developed to be most effective with Web 2.0 and Social Media promotion?
   
• What specific things would you like to see addressed in a comprehensive online marketing plan?

Please leave your feedback in the Comments section below, send me an email, or join my Guerrilla Music Marketing group on Facebook and post your comments in the discussion thread there.

I appreciate your input and will keep you posted as I develop this exciting new resource.

-Bob

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Featured Resource

Killer Music Web Sites by Bob Baker

Build and Design a Music Web Site That Attracts Fans, Sells Your Music, and Builds Your Music Career.

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Reader Q&A: Does an Artist Really Need to Be on EVERY Networking Web Site?

A Buzz Factor ezine subscriber and indie artist named Melodie sent me the following question. She gave me permission to answer it publicly here:

Here's a question I've had for a while, and it may be one many artists have.

How many web links/web sites does an artist need? I have my own web site with a link to iTunes, and I'm on MySpace. That's it. No Twitter, no Facebook, nothing else. I wouldn't check out more than two links for an artist. I don't have the time. I do think YouTube would be good because it has such a large audience.

But other than that, does an artist need to be on EVERY networking site? Aren't we more interested in selling units and promoting ourselves than being on every site?

Thanks for the question, Melodie.

Yes, it's the most common frustration I hear from artists and practically anyone who tries to promote themselves online. "How do I find the time? Why do I need to be on all these sites?"

Here's the thing ... You don't NEED to do anything. You don't have to be on the Internet at all. But obviously you have decided it's worth at least some of your time to create your own web site, build a MySpace music profile page, and get your songs on iTunes. That's great!

But why did you do those things in the first place?

I assume it's because you realized the value of being "reachable" on the Internet. You wanted people to be able to find you online, and you wanted to have places to send people when you communicated with them - destinations where they could hear your songs, buy your music, etc.

So ... why should you consider being on other sites too?

For the same reasons. To improve the likelihood that music fans will find you.

If you really want to make an impact with your music, you must be willing to take the action necessary to connect with the people most likely to love your music. You do that by reaching out and establishing a presence in the places where those types of people hang out online.

It's All About the P-word!

To improve your odds of connecting with fans, I contend that you need more than a couple of web sites and pages. You need a Web PRESENCE! Which means you need to show up in multiple places.

I understand why you won't visit more than one or two links provided by another artist. That's not the point of having multiple profiles. Your goal isn't to have them visit every place you exist online. The point is to give people options.

There are many millions of people who primarily use Facebook as their networking site of choice. Others are mostly Twitter people, while other groups prefer MySpace or LinkedIn or iLike. Meet people where they are!

Another Reason to Jump In

Social networking online is becoming a bigger and bigger part of how people discover new things and recommend stuff to their friends. So if you want to tap into that power, you just have to bite the bullet and make time as you can.

Reality: You don't have to do it ALL today, but you can start chipping away at it a little at a time. That's how I built my own Internet-based career over the past 14 years.

Finally, you asked, "Aren't we more interested in selling units and promoting ourselves than being on every site?"

I don't recommend you jump into social networking to "sell units," but I do strongly believe that a byproduct of expanding your online presence is greater awareness of your music, closer connections with fans, and increased sales. So I think they are one in the same.

It's up to each individual artist to decide how to invest their time. If you spent the time to create and record your songs, you might as well invest the time and energy to share them with as many people as possible.

Thanks again for the question. I hope these ideas will inspire others to consider their own time and energy priorities.

-Bob

P.S. Here are some related posts on this topic:

Gatekeepers & Music Promotion Overload: The Good News

The Future of Digital Music for Indie Artists

Social Networking & the TGIF Word Play Challenge