You’ve spent many days, even months creating music you believe everyone should hear. You get it on Spotify and wait for it to penetrate the world.
With even more artists entering the music industry, the need to stand out as a musician has become as important as ever, especially when it comes to more populated genres.
In the past, the task of standing out as a musician was mostly done through the use of sheer musical skill, which eventually rendered the quest of finding success in music as one that was a survival of the most skilled. Nowadays, however, being skilled and talented as a musician is no longer sufficient to stand out and be heard well enough to develop a fulfilling career.
Attaining success as a musician nowadays boils down to a variety of crucial factors that each have their own significance in turning home musicians into international stars. Although there may be many factors to consider as an aspiring musician, an airtight marketing plan is one particular aspect (aside from talent) that has proven to be essential in attaining success.
Why most musicians end up overlooking the marketing aspects
Admittedly, the main reason musicians end up overlooking their marketing plan is that it doesn’t sound as appealing or impactful as practising, making connections, and performing. A marketing plan, however, holds the key for any artist to go far beyond what they’re currently doing because it gives them the leverage they need to present their content to a bigger audience.
Today, promoting your brand as a musician, getting your music out there, and making your presence known by implementing a marketing plan is essential for attaining immeasurable success.
What you need to consider when building a marketing plan
When it comes to building a marketing plan for your music career, it’s essential to keep in mind that there’s no one solution that works for every musician. A marketing plan can be done in a way that best fits your needs. At the same time, however, it is essential to consider a few key elements when putting an effective marketing strategy together.
If you’re keen on making an effective marketing plan that works, here are a few essential elements to consider throughout the entire building process:
1. A proper introduction about yourself
No matter how hard you work on your Facebook ads or Soundcloud profile content, all your efforts can easily be rendered unusable if you don’t have a proper self-introduction as an artist. With a proper self-introduction, you’ll be able to clearly state who you are, what you do, and why people should listen to you and watch your shows, which is essentially the foundation of your entire marketing plan.
2. A set of realistic Key Performance Indicators (KPIs) and goals
Accountability is one of the most effective tools that you’ll have as a musician who is trying to make a career and what better way to keep yourself in check than a few KPIs and goals? Setting a few goals to paint a clearer picture of where you see yourself in the next five to ten years will help steer your efforts in the right direction.
3. A clear knowledge of your target audience
Building a marketing plan as a musician without knowing your target audience is like playing darts with a blindfold. You can try as much as you want, but you’re probably not going to hit your target. Clarifying your target audience is an effective way to ensure that you know who you’re making music for, and it is essential that you take the right steps in building your marketing campaigns as well.
Building a marketing plan as a musician with the right set of elements is a guaranteed way to achieve your long-term goals and establish yourself as a musician. By keeping the three key elements mentioned when putting your marketing plan together, you’ll get where you need to be an artist within a shorter amount of time!
If you are looking to improve your music marketing strategies in the United Kingdom, get in touch with us today to see how we can help.
Whether you are aiming to be the front act for a famous band at a local show or seeking coverage from a popular music blog, you will need a well-written email pitch to succeed in your plans.
What’s new on Spotify? Marquee, an advertising initiative that allows music labels and artists to promote their music on the streaming platform – at a price, of course. It’s 55 cents a click, but Spotify recommends a minimum ad buy of $5,000. For that price, you can expect to increase your stream count to at least 9,000 streams, or 9,000 potential listeners, over a seven-day period. At least, that’s what Spotify says.
Does Spotify’s Marquee tool mean that streams are now for sale? What if you don’t have the money for it as a struggling independent artist? How could this change the way listeners engage with the streaming platform? Let’s take a closer look at Marquee and what it means for artists, labels and listeners alike.
What Spotify Marquee offers labels and artists
Launched in 2019, Marquee is an ad system that lets artists and labels spend marketing money to “drive incremental streams” for their music. So how does it work? In a nutshell, you pay, and your music gets some pretty sweet exposure on the platform as full-screen pop-up recommendations for listeners. There’s no upper limit on how much you pay for promotional placements, so you can spend as much as you want.
While Spotify already offers artists and labels in-platform advertising, the streaming service says Marquee is a more effective tool, and early testers have agreed.
Spotify Marquee is said to have a wider reach, which means more listeners. The paid ads are shown not only to free users but subscribers as well. The click-through rate currently stands at 21.7 percent, plus users who receive a Marquee ad were found to stream 17 percent more than those who don’t.
Despite this, Spotify stresses that artists are not paying for streams. Spotify’s Senior Product Marketing Manager, Charleton Lamb, clarifies that listeners have the choice to engage or not.
What it offers listeners
You can expect to listeners to groan at yet another ad from Spotify, but according to Rolling Stone, it doesn’t appear to be that bad – the platform “will not bombard listeners with pop-up ads” each time you open the app. And if you’re more of a classical music listener, you won’t be getting Despacito pop-ups. Hopefully.
According to Spotify, the Marquee recommendations will still be based on a listener’s music taste, so the notifications will only be from artists they follow or frequently listen to. And probably from similar artists, if Marquee really promises a wider reach.
Spotify also puts a limit on the number of ads listers see, such as a single ad in a day or two in a week. The Marquee notifications, captioned “Brand New Music For You,” can be turned off if you’re a premium user and don’t want pop-ups any day of the week.
Concerns about Marquee
Rolling Stone notes two primary concerns about Spotify’s new marquee ad tool. First, Marquee makes the music business more consolidated. If you have the resources – say, the marketing money of the major label you’ve signed with – then you can afford to pay for play and get more listeners.
However, if you’re an independent artist who struggles to even earn $300 from streams, this means your music may have to stay in the background, away from the spotlight paid for by artists with means. Would you be willing to cough up (at least) $5,000 for a song or album promotion on Spotify?
The second concern is about Marquee’s cost-effectiveness. As with other ad tools, Marquee can’t really promise success in terms of getting more long-term listeners, unless everyone that receives the pop-up recommendations becomes instant fans. However, if your goal is simply to create awareness of your music, then Marquee sounds like a good tool for it.
What do you think of Spotify’s new ad tool? Share your thoughts!
Making it big in any industry depends a lot on sheer luck. However, along with luck, it’s also equally important to work hard, have determination, and use the right strategies.
The same goes for those belonging to the music industry.
If you’re an aspiring musician, your goal is to obviously get everyone out there to listen to your creations. The tactics you use in this regard become very important. While self-promotion platforms such as Promoly can aid you immensely in promoting your music, there are other aspects of the music marketing world you should know as well.
Let’s take a look at what it takes to have a comprehensive cheat sheet on music marketing.
How to Create a Successful Music Marketing Plan
Before you start making your marketing plan, there are certain questions you need to ask yourself.
These include questions such as whether you’re just starting out with an online presence and need to reach your audience, if you’re ready to head out on tour and sell tickets, whether you’re already on tour and need to sell more merch, if you want to double the size of your mailing list, or if you’re releasing a new album and need to generate awareness for it.
Here are some ways in which you can create an effective music marketing plan:
Define Your Audience
Knowing your audience is the first step in any marketing plan. It’s the audience that will help you succeed, therefore, knowing them well is of utmost importance. Find out which platform your fans like to use the most, be it Facebook, Instagram, or something else.
You will need to discover how to communicate with your fans effectively, and what to offer them in order to keep them coming back for more. Ask yourself questions about who your ideal fan is, because it’s this fan who will stay loyal to you, help you sell tickets, and buy your merch.
The questions you need to ask regarding your audience include the age and gender and location of your fans, what their personalities are like, what excites them apart from music, what’s their favourite social network, and so on.
Analyze the Market
Once you know what your audience is like, you will have to find out about the current music market. This entails exploring both locally as well as globally. An understanding of this will aid you in figuring out where you fit in and what are the unique aspects you can offer to your fans.
This department requires research as well. You need to explore which bands or musicians are the most popular at the moment, what is it they’re doing to engage with the fans, if the artists within your genre are touring successfully, and so on.
Create an Action Plan
Once you have some clear music marketing goals laid out, it’s time to think about how you’re going to achieve those goals. The components to include in your action plan are PR, advertising, content curation, touring, social media, networking, etc.
Try to approach all the goals on a monthly basis. Develop a spreadsheet where you can list down when you’re going to approach the goals respectively. This will give you a picture of all your PR efforts and how you plan on creating and executing content in the upcoming months.
In addition to making these plans, it’s also important to keep a track of how these strategies are working out. Some of the KPIs to consider include how many album sales happened through clicks on your mailing list in the current week and how that compares to the previous week, which sources on your website are leading the most to your store, etc.
Formulate a Budget
Much like any other industry, it takes time and money for your marketing efforts to grow and bring about results. Therefore, when you create your action plan, assign the necessary budget to each element so that you know just how much everything is going to cost. That way, you can be prepared and even tackle any sudden expenses that come your way.
What are the Best Music Marketing Platforms?
When it comes to music, self-promotion works wonders. If you’re looking to have all your promo campaigns in one place, Promoly is the platform to go for. It lets you view everything happening in real-time, and also helps you create stunning promo packages.
Some of the best music marketing platforms musicians can go for are as follows:
YouTube is obviously the first choice for any musician, both popular and new. With music being the most viewed category of video (27%), and people watching over 1 billion hours of YouTube videos every day, you really can’t go wrong with this music marketing platform.
2. Social Media Networks: Facebook, Instagram, and Twitter
We’re all aware of the fact that most of the people using social media are gathered and spread between Twitter, Facebook, and Instagram. Therefore, having a presence on each of these platforms is crucial for any musician.
Twitter has about 330 million monthly active users (MAU), it’s the place for most budding music journalists and influencers, and it helps you get a lot of word-of-mouth.
With a staggering 2.38 billion MAU, Facebook is the most used social media platform globally, and it’s where people discover your live videos. Instagram with its 1 billion MAU is the place where budding artists can generate a community and a loyal fan base.
All three platforms have a varying demographic. This is why your marketing campaigns should be different with respect to all the three platforms, depending on your target audience and the kind of content they like to see.
Controlling over 36% of the global streaming market, Spotify has 217 million monthly active users and is the most popular music streaming platform in the world. Whether you’re aiming for placement on the editorial or label-owned playlists depends on your marketing strategy.
Not only will this give you global exposure and help in transforming your career, you will also be featured by the third-party influencers. It’s digital platforms like Spotify that helped in driving the change and shifting the focus from albums to digital playlists. Therefore, using this game-changer should be a must on every musician’s list.
As you probably know, TikTok is the newest obsession in the world of music marketing. It lets you repurpose music and transform them into memes that you can share with your followers, and this is a trick most people seem to be loving these days.
With TikTok, users will be able to discover your music and create their content with it, which serves as a great word-of-mouth technique. They further share this content and it gets seen on other social media platforms that also has music lovers who appreciate your work.
It's a win-win situation.
TikTok is a social platform dedicated to sharing short-form videos. Musicians now have an incredible opportunity to expand their audience.
In this article, we’ll highlight three traits that we believe can help any aspiring musicians reach success.
How many unopened emails are currently in your inbox? 200? 600? Or perhaps, you’re on a few different mailing lists – 1,653 then? And that’s after doing some Gmail housekeeping!
We receive tons of emails day by day (105 billion emails are sent daily!), and a vast majority of them are never read.
People are being inundated with truckloads of information – as never before in history. Sadly we don’t have enough time or mental bandwidth to let it all seep in.
The probability that your email will be ignored is quite high – unless you can craft a masterful subject line.
Forty-seven percent of email recipients will open an email purely because of the subject line. And on the flip side, sixty-nine percent of email recipients will report an email as spam simply because of the subject line.
In other words, think of email subject lines as the first (and possibly the last) impression you’ll make on a reader.
In lots of ways, the subject line is even more relevant than the body of your email.
After all, sending an excellent music promo is insignificant if it never gets to meet the dance.
So, while writing your new music press releases, don’t take your subject lines for granted. The ideal subject line is short, descriptive, and makes the reader want to open your promo!
Are you a music promoter looking to develop into an email subject line writing Yoda?
There are a few different styles for generating jaw-dropping subject lines when sending promotional music to your mailing lists, let’s cover them below:
Active, well-organized people appreciate efficiency. Such readers want you to be brief and understandable with your subject lines since their time is a precious asset.
Make things easier for them by prioritizing relevant information when writing your subject lines. For example, ‘New release from Maverick Records, 4min’. This sort of subject line cuts to the chase quickly and lets the recipient know the intention of the email right away via its subject line.
Who doesn’t love a personal touch?
Taking the personalized route when writing subject lines, will help you engage your audience right from the start and quickly help your email stand out from the rest because there’s contextual relevancy that separates it from being a mass email.
Try to include the first name of the recipient, or other personal details such as recent downloads from your record label.
Why are infomercials effective? Because they create a sense of importance; requiring swift action.
People habitually respond to the likelihood of missing out on something, instead of promises of gaining something.
Similar effects can be used when writing your subject lines and including tags that demonstrate a sense of urgency can help with this. For example, including ‘[URGENT]’ in the promotional email subject line, or attaching a fear of missing out such as ‘Download this before midnight…’ may draw in recipients to opening the email.
The Clever and Catchy
A memorable subject line will stand out amid the scores of dull ones around it.
Humour can be tricky, though, and you must be careful not to alienate or confuse the reader.
However, if you are familiar with your audience, a witty joke will ensure that your email is opened and shared.
There’s a good reason why listicles have become so widespread: they work.
A list provides snappy, snackable content and builds curiosity.
Besides, including numbers in your email subject line causes the reader to focus, since our brains are instinctively attracted to digits.
The Short and Sweet
Because most mobile devices can only display five to six words of your subject line—and given that over forty-one percent of email campaigns today’s are opened on smartphones — brevity is critical.
Starting with a curious subject line will engage your audience immediately and generate immediate dialogue.
Try asking open-ended questions so that your reader cannot respond to them with a swift “no.”
We humans have an innate dread of losing out on anything. Hence, an email subject line that threatens scarcity (such as “hurry, while offer lasts”!) tends to perform well.
A how-to email subject line gives insight into the exact benefits your audience will discover if they open and read your email.
And provided that your “how-to” is helpful to the reader, open rates will soar.
The Sneak Peek
Everybody wants to be an early adopter or a trendsetter, so why not fuel that desire?
Let’s say you have a priceless opportunity, integrating sneak peeks and an exclusive into your email subject line is an easy guaranteed to boost your open rates.
While a lot of these tips seem simple, they’re tried and tested – but most importantly, rely on experimentation. The best way to figure out which of these works best (when sending promos) for your record label is to a/b test. Create two identical promos in Promoly and then adjust the subject lines. Once complete, create an A and B group then deliver a promo to each audience. Give it a good seven days and compare which audience had a higher open rate. Once you’ve worked out a formula, keep testing and you’ll see your open rate increase!
Influencer marketing gets a bad wrap. While some people may think its benefits extend only to weight loss teas and whatever brand the Kardashian’s happen to be peddling, the truth is, influencer marketing has moved beyond fringe marketing fad and has infiltrated almost every industry. So prolific is modern-day influencer marketing, that your purchasing decisions are probably affected by it, even if you don’t realise. It’s called influence for a reason, after all.
But what about the music industry?
The music industry by its very nature is well-positioned to benefit from influencer marketing. The exciting nature of the industry and its event-based nature means there are already a large number of people generating a huge amount of content.
Read on as we take a deep dive into the world of influencer marketing, explaining first what is actually is and how it can be harnessed to assist with music industry marketing campaigns. We’ll then examine the often tricky process of actually finding and contacting influencers, and dish out some tips on cost and distinguishing good influencers from the not so good.
What is influencer marketing?
In order to understand the beast that is influencer marketing, you first need to get your head around influencers themselves.
So what is an influencer?
Well, in a nutshell, anybody can be an influencer. From media personalities to sportspeople, models and musicians, an influencer is anyone who has a captive audience that listens and acts when they speak. The good news for brands and businesses is, when these influencers open their mouths and recommend a product, service or brand, their audiences tend to move with their feet (and their wallets) and make a purchase.
Once businesses and influencers cottoned on to the potential of leveraging these engaged audiences to promote products, influencer marketing was born. What started as a niche practice that left many business owners and even marketers sceptical has grown into the cornerstone of many businesses’ marketing strategies.
These days, influencer marketing is an umbrella term for a wide range of different marketing techniques that harness the power and influencer of an individual to help promote a product or brand.
Let’s take a look at some of the most common types of influencer marketing.
Types of Influencer Marketing
Competitions and giveaways are a popular tool to increase brand awareness and increase a businesses’ social following or email database. Typically, a business or brand would provide items or services to an influencer or a number of influencers to promote and give away on their social platforms.
The key to making a competition campaign stand out is by getting creative with the entry requirements. Maybe all entrants need to engage with the original post by commenting and tagging friends or signing up to a brand’s mailing list on the website.
Say you are a record label launching the new album for an artist. By drilling down into the target audience for that artist, you could engage a group of influencers with audiences that matched your own.
Inject a bit of creativity into the competition by having each influencer reenact the album cover in line with their individual style, and ask their audiences to do the same and use a branded hashtag to enter the competition. Not only will you get the posts from your chosen influencers, but your competition will also result in a flood of user-generated content (UGC) that will drum up interest in the album and may even go viral!
2. Discount Codes
Discount codes are one of the cornerstones of influencer marketing and are commonly used by themselves or in conjunction with other activities in a broader influencer marketing campaign. Discount codes are most effective in campaigns that are aimed at directly driving product sales and are a great way for businesses to keep track of their return on investment (ROI).
In the music industry, one way of utilising discount codes could be by offering limited time pre-sale or first release tickets to an event when attendees use an influencers’ code. In order to get the most bang for your buck and really track the success of your campaign, generate unique discount codes for each influencer you are engaging to help you track what has worked and what hasn’t.
3. Ambassador Roles
Ambassador roles are typically a long-term arrangement and go beyond the one or two posts that have become typical of many influencer marketing campaigns. Depending on your campaign goals and the requirements of your business or brand, an ambassador could be a good option if you find an influencer who has proven to be a good fit with your target market.
If an influencer has proven to deliver results for your business, be that awareness, sales or whatever the goal of your campaign is, an ambassador role is a great solution to leverage their reputation and following even more.
This sort of arrangement is good for many reasons, not only the improved results that can come the more an influencer gets to know your brand. Think about it, while the first post promoting your business may well be good, the more your relationship with an influencer develops, the more they will get to know your products or brand and the better they will be able to promote it to their audience.
A longterm relationship with an influencer or multiple influencers is also good news for your customers. While working with new spokespeople can help you tap into new markets, the stability that comes from working with an influencer on a long term basis means a lower churn rate in your marketing strategy. This will allow your ambassador’s audience to get to know your brand better while ensuring you remain top of mind.
When most people think of influencer reviews their mind may wander to unboxing videos and other similar content. While it’s true that reviews are commonly used for new product launches and certain areas in the service and experience industry, reviews can be a great resource for those in the music biz as well.
Typically, an influencer-led review campaign would begin with a brand offering goods or services to an influencer in exchange for a review. The waters can become muddied when the brand gets specific with the content in the review or when a business instructs the influencer to only make positive comments.
While these sorts of practices are never encouraged, there are a few things you can do as a brand to encourage positive feedback without going as far as asking for it.
One of the best ways to facilitate a good review is by getting picky with your influencers. Say you are releasing a new album or promoting an upcoming tour. Rather than just looking for influencers with a similar following to your target market, actively search for people who have demonstrated an interest in the artist you are promoting.
The thing with reviews is their popularity is a blessing as well as a curse. As more and more brands and influencers are jumping on the review format as an effective tool to promote products and services, audiences are waking up to the practice and getting better at spotting fakes.
Engaging an influencer to give your brand a non-legitimate review is a big gamble and one that may blow up in your face. If you’re looking at going down this road, it pays to do your research and make sure you select influencers who are not only going to promote you to the right audience but really believe in and sell your brand.
One common mistake brands make when journeying into the world of influencer marketing is overcomplicating things. This doesn’t need to be tricky! A kick-ass influencer marketing campaign can be as simple as a well-selected influencer mentioning your venue on Instagram and thanking you for putting on a great show.
Having said that, there are a few things you should keep in mind to ensure you are getting the most bang for your buck.
The first thing to keep in mind is that the world of social media moves fast. Considering an influencer may make several posts and even more stories on a single day, that shoutout from one influencer may not get your brand as much mileage as you would like.
Like any campaign, a strategy involving mentions should be well thought out and executed to have the biggest impact. Consider engaging a number of influencers with similar or overlapping audiences to ensure your message has the biggest reach and isn’t immediately forgotten by your target audience.
Another thing to keep in mind is the account and hashtag you want to promote. It may sound simple, but ensuring your influencers are provided with your correct social handles and hashtags can be the difference between your campaign making a splash or fizzling out before it’s even begun.
It’s a good idea to make mentions a part of a bigger campaign strategy and think up hashtags that align with that, so your influencer posts help tap into a bigger campaign.
6. Guest Blog/ Takeovers
Social media takeovers and guest blog posts have quickly become one of the strategies of choice for brands engaging in influencer marketing. This strategy is wide and can easily be tweaked to suit the needs of your business.
One easy way to explore this type of marketing and to assess whether an influencer is the right fit for your brand is to have them create some content for your platform. Depending on your audience and what you are trying to achieve, the influencer could write a blog, create a video or even take a photo to be shared on your social networks and site.
Taking this one step further, if you are convinced an influencer is the right fit for your brand, consider having them “take over” one or more of your social platforms for a short period of time.
Both of these strategies are proven techniques to tap into an influencer’s audience and help increase awareness of your product or brand. While guest blog posts have the advantage of having more longevity than a social media post, an influencer takeover promotes a sense of urgency and often results in a significant uptick of people visiting your platforms to view the influencer’s content.
One common worry with social media takeover’s is businesses that are hesitant to provide their account details to an influencer, particularly one they don’t know well. This is completely understandable and, depending on the type of takeover you have planned, and the level of creative control you want to give your influencer, you don’t even need to give them access to your accounts.
One way of dealing with this is having your chosen influencer capture the content in advance and send it through to a member of your team all at once or at regular intervals so they can post it on your social platforms from the influencer’s perspective.
This strategy is most effective when combined with other events in your business. Consider planning an influencer takeover to coincide with a new product launch, event or another moment you want to promote to really make the most of the extra exposure your influencer will bring.
Benefits of Influencer Marketing
So now you know what influencer marketing is, how can it benefit your brand? By now you’re probably getting a sense of the wide and varied nature of influencer marketing, so it should come as no surprise that the benefits are just as diverse. Here are some of the common benefits of influencer marketing.
1. Brand Awareness
First and foremost, increased brand awareness is a result of many influencer marketing campaigns. Let’s look at a real-life example. Think about those weight loss teas you see celebrities and micro-influencers spruiking all over Instagram – would you have ever heard of them if they hadn’t landed right in your feed? Probably not.
While it’s true that your target customer isn’t necessarily in a purchase mindset when they are scrolling through their social media accounts, regularly seeing your product and mentions of your brand will help ensure you remain top of mind. When used as part of your marketing strategy, influencer marketing is one of the best ways to boost brand awareness among your target market.
This is one side effect of influencer marketing you may not have considered. While there’s no denying the fact that search engine optimisation (SEO) is a multi-faceted beast that takes some serious work to get right, your influencer marketing strategy can add a welcome boost to your search rankings.
In a nutshell, when you commission influencers to blog about your product or brand and link to your website in the copy, a link is created to your website, these are called backlinks. The quality of these backlinks depends on lots of different things, for example, the profile of the influencer and the amount of traffic their site receives, the legitimacy of their website and more techy factors like whether their site is secured with an SSL certificate.
While there are some exceptions, the more backlinks to your website from things like influencer blogs, the better.
3. Engagement (Online and Offline)
Engagement is a goal of most marketing campaigns, and influencer marketing is no different. The type of engagement your brand receives and the period of time all depends on the type of campaign you opt for.
Many businesses are satisfied with creating a buzz through online only engagement, with an increase in their social media followings and an uptick in conversation around the brand enough to convince them of a campaigns’ success.
For brands looking to drive sales or encourage other behaviours from their audience, influencer marketing can also be an effective tool to drive offline engagement. Using tactics like promo codes, advertising sales and even activations, influencer marketing has been proven to boost offline engagement as well as online.
The benefits above are all well and good, but if an influencer marketing campaign isn’t leading to increased sales, what’s the point? The good news is, when done correctly, influencer marketing can be a useful tool to boost sales in your business.
As we’ve mentioned previously, the ability of your business to turn all these social media mentions and extra brand awareness into cold hard cash comes down to your choice of influencer and the effectiveness of the message. If you choose to work with the very first influencer who crosses your path and put next to no thought into how you would like your message conveyed, don’t be surprised if your campaign is a flop.
If you want to make the most of your campaign and get a resulting boost to your bottom line, it pays to do your research. Really drill down into your prospective influencers until you find someone who meshes well with your target audience but also someone who is a good fit for your brand.
To give yourself the best chance of tracking the effectiveness of your influencer campaigns, make sure to use unique tracked links anywhere an influencer is driving traffic to your website, your business or otherwise driving customers to take an action. Not only will this help you track your ROI, but it will also help you ditch any influencers that aren’t bringing in the sales.
Where to find influencers
So now you know what influencers are and the benefits they can bring to your business, how do you go about finding them? We’re so glad you asked! The recent boom in the influencer industry has really raised the stock of professional influencers the world over. Not only does this bring a sense of legitimacy to the industry, but it has also made it easier for brands to find and connect with potential influencers.
Here are some of the most common ways of finding influencers that suit your brand.
1. Use an Influencer Marketing Platform
These days you can’t throw a selfie stick without coming across another platform startup claiming to simplify the process of finding influencers for brands. From Hootsuite to Buzzsumo to Followerwonk to Scrunch, these platforms all offer similar products helping brands connect with influencers.
The majority of these platforms include some sort of search functionality that will enable you to search based on factors like age, gender, location, size of following and if you’re looking for more professional influencers, industry.
An added bonus of some of these platforms is that they also facilitate the meeting and contract negotiation aspect of the job. While this can be seen as more impersonal and even cold, some businesses prefer to have this taken care of.
2. Go Old School
Before influencer marketing really took off, the most common way for brands to connect with potential influencers was the slide into their DM’s, or contact them via email if they have an account linked to their social media.
While this may sound a little personal, it’s still one of the best ways to ensure your message gets to the right person. Reaching out on social media also gives you a great opportunity to engage with an influencer’s profile and get to know them a little bit better. Trust us – both of these will massively help your chances of getting a response. (More on that later)
Essentially, any influencer worth their salt is likely to view their Instagram and other social profiles as business tools, so they are unlikely to mind this approach.
3. Let them Come to You
Now chances are, depending on the strength of your brand and your customer type, you may be overlooking the best type of influencer there is. This is the influencer who comes to you.
As a starting point, take a dive through your DM’s, examine your social media accounts and your email inbox. What you’re looking for are existing customers who have shown an obvious passion for your brand and a high level of satisfaction with your product. Maybe they left you a Google review or tagged you in a post raving about how much they love you. Either way, these are potentially some of your best influencers and you should be reaching out to them now!
First off, people who are already familiar with your brand are immediately more believable than someone who has never heard of it. By engaging an influencer who knows the in’s and out’s of your brand already, you are saving yourself a boatload of work and increasing the chances of getting a believable, effective campaign.
Secondly, choosing to use an influencer who is an existing customer rather than a professional is likely to save you some cash. Depending on the type and quantity of work you are looking for, as well as the size of your chosen influencer’s following, you may be able to get some exposure in exchange for free concert tickets, merch or any other swag you have related to your brand.
How should influencers be contacted?
Once you’ve decided on an influencer or set of influencers to use for your campaign, you need to actually get them on board. While it’s important not to overcomplicate this process, it’s important to be clear with your needs upfront when contacting your influencers of choice. Here are a couple of things to keep in mind when reaching out to an influencer.
1. Get to Know Them
It may seem simple, but one of the things that can help your message to a potential influencer stand out from other businesses is the time you take to get to know them and their brand. Rather than shooting through a generic DM, take a couple of minutes to follow them, check out their stories and browse their recent posts.
Armed with this information, you will have a much better chance of connecting with your influencer of choice in your first interaction rather than risking your message getting lost in the digital oblivion.
2. Be Upfront
There’s no shortage of individuals and businesses reaching out to influencers asking to “collaborate” on upcoming projects. If you want to cut through the noise, make your first message as clear as possible. What is your business? What exactly do you need from the influencer? What are you willing to pay? By including this information, a potential influencer is far more likely to take your offer seriously than if you start with a generic “hi”.
3. Pay Attention
Many influencers, especially those with a higher profile, will indicate on their social media profiles how they wish to be contacted. Rather than just shooting them through a DM, take a minute to stop, read their profile and see if they specify where to direct collaboration requests.
How much do influencers charge?
There is no simple answer to this, as pricing for influencers depends on a range of different factors including the influencer themselves, the work you have commissioned and the amount of time needed to produce it. Having said that, some rough online guides suggest that for Instagram feed posts, an average influencer may charge from $1,000 per 100,000 followers.
Again, this price will vary wildly depending on the influencer, your relationship with them and the work involved. If you have a limited budget, it pays to shop around and find an influencer who suits your needs and your budget.
What makes a ‘good influencer’ vs a ‘bad influencer’
Talk of good vs bad influencers is all relative. Things that may lead one brand to assume an influencer as bad may be exactly what another is looking for. Here are some major things to keep in mind when selecting an influencer to work with so ensure you find one that suits your needs.
1. Good Fit
The biggest difference between a good influencer and a bad influencer is how well they suit your brand. If you are promoting a new death metal album and select a beauty influencer with a mostly pre-teen following, chances are your campaign isn’t going to get the traction you’re looking for.
In order to get the best results for your campaigns, it pays to take your time and be selective when choosing influencers to work with. In addition to researching the major things like the location, background and following of an influencer, it’s a good idea to look closely at their past posts as well as previous brands they have worked with. Not only will this give you a better understanding of what the influencer is capable of, and whether it’s a good fit for your brand, it will help you weed out those that may have worked with your competitors or other brands that don’t mesh with your own.
2. Clear Expectations
Perhaps the most important factor in determining a good influencer comes back to you and your business. When engaging with an influencer, it is your responsibility to set clear expectations and ensure your chosen influencers understand them. By doing this, your influencer marketing campaign is almost guaranteed to be a success.
We’ll mention it one more time for the people in the back – influencer marketing is nothing to fear. When launching your first campaign, bear in mind that it doesn’t need to be huge. The best way to discover whether it will be a good fit for your product or business is to give it a try.
Now that you know the potential an influencer marketing campaign can bring for your business, what are you waiting for? Armed with the info you need to find, vet and approach an influencer (or influencers), take a leap into this trending marketing technique and explore the possibilities.
Spotify has become such a major platform for audio streaming that musicians must factor it in distributing their songs. Because of this, it’s not enough to just upload songs while hoping that a ton of people will accidentally stumble upon your music. You will need an approach to get the most listens possible – here are four ways to guarantee that.
1. Establish your goals
Before anything else, you must first establish your goals for the campaign. Without it, your marketing strategy will not have any direction and the success of the campaign cannot be measured. Your goals should always dictate your action and it should be clear from the start. If not, the push will be worthless.
Since distribution will be done online, jot down three social media goals to promote your music. Use the acronym S.M.A.R.T to be guided. S stands for Specific, which means that it must be exactly written. M for Measurable, meaning that the results can be quantified. A corresponds to
Attainable or controlled optimism. R for Relevant to the business and finally, T for Time-bound which states that the goal must have a deadline.
2. Target user playlists
Spotify rewards songs that are frequently added by users to their playlists. They also favour songs that have been shared on other online platforms like Soundcloud or blogs. In contrast, you get penalized when your song is skipped.
If that’s the case, creating playlists help to bump your popularity up. Combine your song with other popular songs with the same theme or emotion and assign a catchy name for the mix. Your plays will increase as your music is being promoted alongside the biggest names in the business.
3. Give listeners a preview of your work
Don’t go for long intros and outros if you want to keep your audience engaged – you must upload tracks that play within three seconds to avoid being skipped. Uploading a shorter version of your song can entice new listeners to follow you as well.
4. Upload the song before the grand release
It takes time before Spotify finalizes the songs they want to feature. To ensure that people discover your music, upload the song five weeks before you intend to announce its launch. Leading up into the launch, you can create noise by posting teasers on blogs, getting reviews from early listeners and by spreading the word via social media.
Take note that YouTube, Soundcloud, and the likes are Spotify’s competitors. To funnel listeners onto Spotify, release 30 seconds of the song on other sites and direct them to hear the full song on Spotify. You can also drum up excitement by sharing promotional material on Facebook and Twitter a few weeks before the launch.
When it’s time to announce the song, make another wave of announcements on social media. This time, include the link to your Spotify song – this will considerably help engagement.
Struggling to do all the work yourself? That’s what we’re here for! If you need help communicating your music updates to your followers, give Promo.ly a try! We are a music promo delivery system for artists, labels, and PR agencies, helping you maximize your current mailing list. We’re a music PR service that delivers music to your mailing list, get in touch to see how we can help today.