Bab 30: Your Music Business, Your Online Presences, Your Marketing Strategy Team Roles and Responsibilities: Manager, Marketer, Publicist, Social Media Manager, Promoter
How To Get Automatic Alerts
When You Are Mentioned
Online
You need to know what the world is saying about you. When opportunities knock, you want to be there to open the door. That way you can capitalize on great press/media coverage, reviews, comments, video
mentions, and more. Plus, you might be able to take a mention and snowball it into greater opportunities -- the next gig, more streams, or merch sales. So, don't miss a beat. Follow the instructions below so you
receive instant notifications whenever your name is mentioned online such as on a blog, tweet, or website. It's free to do and can take less than
20 minutes to complete, it provides immediate results.
Here's what to do:
1. Determine your keywords.
Define the keywords you want to track. Keywords can include:
• Your name
• Your artist name (if different)
• Your website
• Album or EP titles
• Song titles
• Other artists that sound similar to you (If they get covered, you can get covered)
2. Register and set up alerts at various search services.
Set up your alerts at Google Alerts (which is free) and any paid services you are a member of, such as HootSuite, SocialOomph or Mention. Follow each service's instructions. Depending on the service, you will get a choice as to coverage (we recommend
choosing the broadest as possible), how frequently you want to be notified (we recommend as-they-happen rather than a digest so you
can stay on top of mentions), and whether you want alerts to go to your mobile device.
3. Keep track of coverage for publicity purposes.
If you follow the steps above, you'll start receiving alerts whenever you're mentioned. Of course you'll want to keep track and organize
the best, most positive coverage for your press kit and PR campaigns.
4. Contact them and establish a relationship.
If you get a positive mention such as a review or comment, consider doing the following:
• Contact the person and send a "thank you".
• Post a link to the mention on your site and blog to help cross-
promote the person.
• Add the person to your press contacts for future publicity and PR campaigns since people who write about you are the ones most likely to write about you again in the future.
• Send the person some music or a sneak preview of your next release.
Once you've completed the steps above, simply monitor your email to be alerted. Use these to get ideas on the next opportunities for your shows, music plays, and publicity.
One Simple Technique To Generate Tons Of Opportunities For Your Music Business
It's often hard to know where to start in order to generate opportunities for your music -- whether that's getting booked, getting press/media
coverage, getting heard or seen, or more. Who should you talk to? Is
there a list of places that will give you coverage? In fact, where are places that cover your genre of music?
Fortunately, there is a very simple technique that every musician should use: follow in someone else's footsteps. Someone has achieved exactly
what you're looking to do, so call them up and ask how they got to where they are. The cool thing, is you don't have to pick up the phone today -- everything's online. If you haven't tried this technique yet, when you do, you'll be flooded with new ideas for promoting yourself and your music.
Here's this simple technique:
1. RESEARCH
Find artists that have a similar sound or fanbase as your music. It's best to get at least two: one who is very famous and well-known and a second that is a more established local artist if you play live, or an up-
and coming artist online if not.
Note that you won't be doing this to be the same as another artist;
instead you'll be using these similar, established artists so you can
find the fanbase and journalistic outlets who already like your type of music. If you do this right, it's the fastest way to create your own distinctive space, get coverage, and grow your audience.
2. SEARCH
Do a web search, and categorize every place that these artists are
covered:
• Websites: Take a look at their websites, and take note of how
they describe themselves, and how they put together their work, Use these as ideas to enhance your own website.
• Articles: Create a document to track reviews of their music and articles about them. Include the publication that covered
it as well as the names of the journalists that wrote the articles.
If you've found an artist similar enough, these publications
and journalists are the most likely ones to cover your own music and are the best place to start generating publicity.
• Online presences: Make a list of all of the online presences they maintain. You likely will want to be in the same places.
Also, get a feel for how they interact with and engage their fans. Make note of what works and adapt those techniques for yourself.
• Venues: Any venues that they perform at are great targets for your live show since they're likely to book your type of music.
• Sites: Track any sites that list the artists in your genre or list similar types of music. These are places you should target to get listed.
• Message boards and discussion sites: Subscribe and participate in any message boards, Reddit forums, or websites where potential fans gather talk about artists similar to you.
These are good places to get covered.
When researching, don't stop on the first page of results. You should
keep researching and cataloging all the sites that pop up on later search
results pages since you'll want a complete survey of the artist's coverage.
Time spent now will pay off down the road since each place you find where they've gotten coverage can be places for you.
3. ACT
Once you have a list, it's time to act on it and get some coverage for
yourself. Make a plan and submit your music to the same places. This
is a very targeted publicity campaign because you can mention the
similar artist in your post as you try to get covered. Note that once
you get some coverage, build on these successes. Use them as social
proof for other PR outlets you want to target.
4. REACT
Use tools like Google Alerts, Hootsuite, SocialOomph, and Mention to
track the artists most similar to you on various web and social
presences. These services will notify you of recent coverage and
activity for them either through an activity feed or email or text
notifications. Use this new information of coverage to keep up the
campaign. Submit to the same places. Getting these alerts will give
you a constant stream of fresh ideas as you piggyback on their
successes.
If you follow this technique, you'll be able to create action plans for your
music business simply by borrowing from successful ideas from other
artists. Mixed with a little creativity, you'll be able to boost revenue,
bookings, streams, marketing, publicity, and much more -- including what
press/media people to target who are likely already interested in the type
of music you create.
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