Aligning your music marketing materials with your mission is necessary to get the most out of those materials. Gathering and creating those marketing assets takes time and money, whether its logos, bio, photos, song and videos and now that you have all those materials, it’s time to select the right ones and ask the question: what is your goal?
Once you have named your goal, here’s some tips on how to align with it. (If you need help choosing ONE goal, read this post “One Big Goal is One Great Idea”).
Present yourself as if you’ve already achieved it. Look at the websites and videos of artists that are at the level you want to be at and mirror the content. Be confident, and go forth!
Match the attitude in your photos with your ideal gigs. If your goal is to play rock clubs, present your best action photos with you doing the windmill on the guitar (extra credit for jumping). If your goal is to play senior residences, present a calm demeanor in your photos. Look gracious and comforting. Make sure the attitude in the photos matches the types of gigs you want to play. It’s a little intangible, so you can test yourself: look at photos of artists and imagine where they are best suited to perform. See what cues lead your assumptions, and borrow them if they fit your goals.
Add extras for fans and venues.
Put yourself in the shoes of a fan, what could brighten their day? It could be a funny turn of phrase (don’t take yourself too seriously) or a free MP3, a video that’s only on your website, a short poem, etc.
For a booking person from a venue that is coming to your website, what would make their job easier? Don’t just go for the hard sell. Think of what tools or resources you could you give them that would enhance their knowledge of not just you, but of your genre, your style, or the types of performances you offer, or the venues or audiences you are best suited for.
Examples:
If you are a singer-songwriter who wants to perform at book stores, how about a PDF or page on your site about how reading is good for the mind and soul?
If you are a songwriter that collaborates with others in co-writes, how about a PDF or page on your site about famous songs that were written collaboratively?
If you’re a fusion rock band that plays at loud clubs, how about a PDF or page on your site about how you give away colorful ear plugs at your shows (I know, I know this is an imaginary list)
If you are a folk duo that wants to play shows at farmer’s markets, make a PDF or a page on your website about songs that are about food.
I hope these tips help get you started in thinking about how your marketing materials can align more with your goals, and appeal to the people that can help you achieve them. No one achieves anything alone. Marketing is the act of getting your wares to market, and getting yourself out there means you need to have laser focus on your goals, and the materials that support them.
Photo by 3d illustrations on Unsplash