how to add value to your work
I’ve been studying online digital marketing for about 6 or 7 years now and one of the things that keeps coming up over and over regardless of which Guru you follow is the idea of adding value to your customers and clients. As musicians I know we don’t like to use these terms we prefer to use terms like fans when speaking about the people that we create our music for. however as you begin the Journey of becoming the CEO of your very own music Empire it is important to consider these terms and what they really mean.
the first thing you have to understand is that a fan is not necessarily a customer a fan only becomes a customer after they purchase something from you and is important to understand that the relationship between you as the product Creator and the fan is ever more valuable. in fact converting a fan to a customer should only serve to only deepen the relationship between you and that individual purchasing your products or services. so how do we do that how do we create a much deeper more intimate more valuable relationship between yourself and your customer. we do this by adding value.
so let’s examine what that really means…
let’s begin by taking a look at your product; your music.
first of all when it comes to your recordings you absolutely want the best production value that you can afford for each and every one of your releases. I believe that it’s every artist to desire to release the best quality recordings that they can but since this blog is specifically aimed at addressing the needs and the questions of the DIY artist and entrepreneur we often find that we’re faced with one of two possible scenarios which can interfere with the music recording, production and release process. the first scenario is one that would tend to plague more beginning artists music business virgins so to speak. I call it Rockstar fever. this scenario occurs when a young inexperienced artist is recording their first release and because they don’t understand the process of recording and production and because they just want to get that first song out there they end up rushing the process and cutting corners ending up with a product that does not sound professional. Even if this is your first release you have to keep in mind that you are putting a song out there and competing with millions of other artists who may be putting a lot more time effort and money into their final product. you want your product to be competitive and to demonstrate that your product is as valuable to you as it is to your customer.
the second scenario is one that tends to afflict more veteran artists and and people with a very high level of perfectionism I call it the perfectionist nightmare. this scenario usually occurs when one or more individuals within the band will not let themselves be satisfied with even minor details of any song being recorded and the whole project ends up taking weeks or even months longer than it should have.
as an artist seeking success in the music industry you don’t want to find yourself stuck in either of these scenarios. Seek the balancing point between these two scenarios. strive to create the best sounding single or album that you possibly can with your current resources but give yourself a deadline at which time it is important to move on to the next phase of the project.
I grew up in the Midwest and was raised in the country for the most part. I’m no farm boy mind you but I do enjoy some of the Simple Pleasures that country living can provide. fishing is one of those pleasures and if you ever fished or had the opportunity to be around any hardcore fisherman you’ll undoubtedly have heard the phrase “presentation is everything.”
it’s true presentation is everything we hear about it in when we go for a job interview and I’m sure we’ve all heard that first impressions make all the difference. Many younger artists today will probably focus primarily on MP3’s and digital releases for their music . Which means Cover art may become an after thought While many artists realize that cover art for their releases is important because we are living in the era of instant digital uploads, it may become one of the aspects of the business that gets bumped aside. Please remember that your fans are waiting to be swept up by the experience that is your music and graphics are part of that experience.
Social media is huge part of the whole music marketing strategy. But too many artists are using Social media to simply Spam fans, friends and family with meaningless crap from every corner of the internet and to beg people to “check my latest song release.” Add value to your social media interactions by telling a story. involve people in the experience that is your band. get them involved in events and milestones. Keep them Up to date on your personal journey in the music business and don’t be afraid to ask fans to help out with key elements of your bands development such as Logo creation Branding and even song ideas. In short, get them involved in the experience of being in a band. That’s what social media is for.
Host special events such as hangout sessions, Live feeds of impromptu living room concerts and such, These kinds of events have proven successful for other artists But also don’t be afraid to create special offers to things like upcoming release parties
Make use of your Website!!
Too many artists I see put up a website and then don’t make enough effort to drive traffic to that website. many artists feel like “why should i send them to my website I have my music on: iTunes, bandcamp, reverb nation and so on…
Sending traffic to your website is a key part of your marketing and your sales strategy which is why I wrote a post on why your band needs a website.
Without going in to a long diatribe about how and why a website is the central element of your Online music business, lets just say this… sending traffic to your website is the most effective way to capture email addresses and guide your fans through the complete online experience of what your band is all about. Take the time to consult with someone regarding the look feel and functionality of your website. make sure that you have your online brand nailed down and displayed in all of its glory on your site and don’t be afraid to make the experience of visiting your webiste as big as you can make it. have Music Videos, a gallery of fan photos, Song lyrics, blog posts (yes it is helpful to keep a band blog) and all the cool thangs that make you unique and important to your fans on your website and always remember to thank your fans for visiting. make sure you also have a”call to action” on your home page wich offers the fans a chance to buy music and merchandise directly from you and also collects their emails. This is the beginning of your online Music business empire.
in closing, remember to always think of things that will enhance the fans experience of visiting your online content and sites. dont do the cookie cutter things that millions of other bands and artists are doing, be creative and look for new ways to engage your fans. your Fans and your bank account will thank you. Till next time, Rock on!!