Not everyone is going to like your music, a home truth, but actually very useful. Working out exactly who is going to like your music will make the marketing process easier and far more effective.
You can have fun with this too, it’s like creating a character: what do they wear, where do they live, do they buy vinyl or watch music videos on YouTube?
You don’t actually have to write music for this imagined character… rather the character should be who you imagine being front row at your gigs, the first person (after your Mum) to buy your new album, or the fan who tells you what they like (and don’t like) about what you’re doing.
That last point is something we really value at Feed: the people that use the platform and give us feedback (good and bad) make all the difference. They influence not only the development of Feed, but also the direction we take as a business. It’s that level of investment that you’re looking for and is the best indicator of a super-fan (aka a true fan).
The SoundCloud blog has a great article on how to do this using celebrities instead of creating your own characters due to their ability to act as an extreme character description.
Now you know who you’re trying to reach, you can shape your brand in a way that those potential fans will find familiar, and pick the marketing strategies they are most likely to respond to. Armed with this knowledge, putting together the rest of the marketing plan becomes much easier and the marketing itself much more effective.
There are four sub-parts to this part:
The things you are good at, or skills you have beyond making music, should guide the marketing strategies you focus on. If you’re a photographer, then maybe posting lots of photos to Instagram will be an anchor of your marketing plan. If you’re gregarious or extroverted, then maybe going out and meeting people at gigs or conferences will mean you can grow your network and open up other marketing opportunities.
Finally, what could go wrong? What external factors could cause your marketing plan to not go to plan? This could be anything from getting temporarily suspended from Instagram for sending too many DMs, to a global pandemic. You of course can’t prepare for every eventuality, but being aware of some of these things and planning accordingly is important.
One of the main purposes of your brand is to make it easier for people to recognise and build familiarity with you. This can manifest in all kinds of ways.
Or they’re scrolling through Instagram and the style of photography you use draws they’re eye.
Finally, a timeline. When are you going to do each of the marketing strategies you’ve picked?