What is An Online Promotion Package?
An Online Promotion Package is an artist's, musician's and band's Internet marketing and promotion effort - Which is a part of a band's overall marketing strategy. As UnsignedBandPromotion's focus is on the DIY approach to promoting independent bands' websites, here are some notes for Your promotional effort, tactics, plan and mix.
The Online Promotion Package
- If you get into difficulties or want to ask a question email UBP - we'll get back to you quickly.
Target Fan Profile
Analyse Your Competition
- Search for your band's name and see your search engine position ranking. Your band maybe #1 &/or the only one for YourBandName. Now try YourGenre + YourTownName.
- If you know other bands of the same genre, search for them by name and genre plus location.
- Go to Alexa Web Search and type their URL into the search bar and find out where they are getting their backlinks from.
- Find out why you are where you are for your search engine position ranking.
Analyse Your Website
- Check your band's website Do-It-Yourself!
- Check website navigation.
- Check each webpage's loading times.
- Check website keywords and keyword phrases. Create a keyword structure for the entire website.
- The Home Page: [index.html] could be an online version of the band's Press Pack or a blog?
- If your website was made by a rookie, then try to afford a professional to create the band's press pack, and use it as your website's opening page.
- The concept behind an online version of the press pack is:
- to deliver press information and replace the printed version.
- that it should be quick & easy to read, and quick & easy to update.
- The online version of the press pack should include:
- All (and more) that's currently in the printed version.
- Biography - shortened version with link to full version.
- Press Release - Who are you? What are you doing? When are you doing it? Where are you doing it? Why is it newsworthy?
- Photos - full colour (use a professional/student photographer).
- The Demo mp3 and The Video.
- Copyright and Contact Information.
- Maybe - how to get the printed version?
- Biography: line up, background, milestones, genre and influences, forthcoming gigs / plans, short quotes from press.
- Contact details: include all band members and band workers.
- Gig listings: with venue and travel information. These pages are great for being found for something else.
- Blog: the band's online diary.
- Reviews: important for people wanting to book you.
- Multimedia and Merchandise: images, photos, music, mp3s, cds, lyrics, cards, etc...
- Site map: search engines like xml site maps.
- Each page should be able to stand on its own
- Keep track of your website statistics.
Link Analysis and Linking
- Excellent link data in Google Webmaster Tools.
- Your website needs incoming links (backlinks)!
- Link Popularity - check to see what websites are linking to you. Link popularity effects your Page Rank.
- Ask others to use keyword rich textual backlinks to your site.
- Pursue links from:
- compatible websites
- popular blogs & forums
- niche and genre specific directories
- fans networking sites
- Linking should be natural, organic, friendly.
Search Engine Submission
- Submit your website to the search engines and directories "by hand".
- Submit your website to the genre specific directories - Additionally, submit your website by location.
- Submit your website to the search engines Monthly (that's not a magazine!) - if you've got an avtive blog, you don't need to do this.
The Mailing List
- Essential, takes much effort to create and maintain - requires a dedicated worker.
- A website is an ideal tool for collecting names and email addresses, but think about the real world too.
- A well maintained mailing list is the one thing that will increase your audience numbers.
- Compile a separate mailing list of label managers, A&R scouts and agents.
- Protect your mailing list, it's pure gold.
- Never launch the website before it is ready.
- When launching on the Internet it can be difficult to calculate the lead time, there can be long lead times.
- Distribution / news websites are always looking for interesting press releases and articles.
- Ezines, Enews and Email can cause viral marketing when the conditions are right - don't hold your breath!
- Internet radio - there are loads of stations.
- Appoint an online promotion campaign co-ordinator.
- Conventional advertising is very valuable and can pay humungus dividends.
- Article+Advert in local and national newspapers, music magazines, etc.
- A snail-mailshot.
- Put your URL on everything.
- Get some business cards printed with a tear-off strip, acting as a mailing list sign-up form.
- Local press releases to: venues, pubs, clubs, bars, radio, students union, television, etc.
- Flyers and marketing paraphernalia in independent record shops..
The Promotion Budget
- You've got a promotion budget? Wow! You're halfway there.
- The cost of free online promotion is TIME.
- It is difficult to calculate the promotion budget for an independent band; most independent bands have little money; how much can you afford?
- Earn additional money by merchandising & here are some ideas: Badges, Caps, CDs and MP3s, Drum Sticks, Fake Tattoos, Frisbees, Greeting Cards, Guitar Picks, Key-Rings, Lanyards, Portfolio of Signed Pictures, Posters, Stickers, Sweatshirts, T-shirts, Wall Calendars, etc...
- Sell your music directly to your fans from your website - set up a music store. Sign up with PayPal and start accepting credit card payments on your website instantly.
- Gigging is a band's most effective sales and promotion tool.
- Offer to include a track on your CD to another band that have the same target audience, they do the same in return.
- MP3 swap with other bands - include them on your website/memory stick, etc.
- Collect mobile phone numbers at gigs to use for SMS marketing & promotion messeages.
- Try selling your music personally, either face-to-face or via telephone.
- Run contests and give show tickets as prizes.
- Charitable contributions give are brilliant for public relations - Donate a percentage of the album sales revenue.
Find New Fans By Networking!
Written by Ian Robson
Unsigned Band Promotion help musicians and artists to get their websites noticed by fans, search engines and the music industry in half the time they could do it on their own. Find UBP on Google+ and Twitter. Ian has been working on website promotion techniques since 1994.
The Online Promotion Package is offered to you under a Creative Commons Attribution 3.0 Unported License, which means: it's yours to use as long as you Attribute the work to Unsigned Band Promotion and Link Back. See: © copyright