Posted: Sep 11, 2018
**Guest post written by Ariel Hyatt, originally featured on the Cyber PR Blog.
"Every Artist Has Three Communities – they are separate from one another.
The problem is most artists have only one strategy for marketing and promoting to three totally separate groups.
This post focuses on how to energize and connect with Community 2 – Engaged Fans. These fans are your Active Online Audience. They are newsletter subscribers, blog readers, video streamers, active Social Media followers who comment & engage sometimes (but not nearly as frequently as your Super Fans).
They’re engaged with you in what the New York Times brilliantly referred to as “ambient awareness.” They know who you are but they may not know you very well (yet). With this community, as with all three, engagement is critical, but here it will be different. In Community 2 contribution is critical but engagement is even more vital.
In Community 2 contribution is critical but engagement is even more vital.
Create a Checklist For Systematizing Your Outreach & Follow Up
Change the artwork on the landing page to announce the new music
Add an announcement to the News section
Mention of the new release to the Bio/About section with a link to stream (studies show people tend to take action on the Bio page!).
Announce the release and add links to stream / buy. If you have a blog (on Tumblr, Blogger, WordPress, website, etc.)
Send a newsletter announcing the release – show off the cover and add a quote or a few sentences about the making of the music!
Upload a new top banner to your Facebook personal and Page, Change your profile photo to the album art (if you want!)
Edit the “About” section to include the new release and make a mini banner with “Out Now”
Boost or Buy an Ad If you don’t already have your credit card set up on Facebook to purchase boosted posts and ads, register it so you can easily boost posts throughout your campaign.
Change your bio to announce the release – add the musical note or an appropriate emoji too! Add streaming link and CTA to listen
Create a release tile and post with the album / single art and say “out now”
Go to Instagram Live and talk about the fact that the music is available and ask for fan feedback
Reskin to make sure the top banner, profile picture, and bio reflect your release
Create 5 separate tweets announcing in 5 ways
Pin the tweet to the top of the page
Customize the top banner, profile picture to announce the new music
Upload cover art and have track streaming in the background
Create and post a simple lyric video – If you don’t know how to do this follow this post from the DIY Musician blog
If you use these don’t neglect them!
Snapchat: Snap the release and share!
If you don’t have one you a ripping yourself off! Start sending one now (even if its only to 25 people to start). Only have one call to action per monthly communication – too many will confuse people.
When you are getting started with your newsletter send a few that do not ask for money.
Keep in mind: People are more interested in themselves than they are in you. Make them the main attraction. These fans will also be delighted that they have been included.
Take photos or videos at every single show from the stage or at the merch table of people that come up to talk to you and/ or purchase merch and create photo albums for each show on Facebook. When you post ask fans to come and tag themselves.
As you add everyone to the mailing list, you point them to each photoset featuring: Them! They are very likely to go check themselves out.
Another great tactic is parsing out your newsletter list and MOST IMPORTANTLY your Facebook list so that it is split up by geographical location so that when you play each market, you can personalize the message and you won’t be spamming people who live in Duluth for a show in L.A.
Go through all your friends (yes it’s a pain in the arse but spamming people makes YOU the pain in the arse) and create a separate list for each location New York, L.A, Cleveland etc etc. I also maintain a list of “Unknown City” for the people who don’t identify where they live. Send them each an individual note asking and add them to the right list.
Now when you have a show you will be laser focused in your Facebook promotion
Stay Tuned for Next Week – Community 3…
In the meantime come download my Music Marketing Roadmap – 89 steps to help you make sure your marketing is on point."
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