In the last post I spoke about getting people to believe in what you’re doing by building context. By building context you bring people towards what you’re trying to do without looking like you’re trying to sell something. Back in the day, spam wasn’t bad because there wasn’t so much of it. As marketing evolved, people started getting annoyed with spam. We’ve now moved to a place where people don’t want to be sold to at all. People want to discover you in their own time, digest you at their own pace and fall in love with what you do in their own stride. This is the organic process that so many people overlook when they just put their music/product out there.
The next thing you’re going to need to do is choose how you plan on delivering your messages. To do this you’ll need to profile your target market. Be specific. What does your ideal fan/customer/client look like? Do they own animals? Are they male/female? How old are they? People tell me things like “my music is for everyone” or “I don’t want to be placed in a box”, but unfortunately that’s the only way you’re going to find your super audience. Be very specific when you define your target market.
Once you’ve done that, find out where they live on social media and in the world. Are they 55 year old males? Would they more likely be on Facebook or Pinterest? Are they students who spend a lot of time on campus? What type of content are you going to deliver to them? In essence, you’ll have a few choices namely; written content, video, pictures and audio. Don’t be so quick to say audio just because you’re musicians. “I’ll deliver my content through putting out lots of links to my songs” is not what I mean. You’ll need to switch it up between songs, podcasts, pictures, video content, written posts (like this one), blog posts (not just posting your song, I’m talking about actual content like this post). We aren’t all good at all forms of media, but we should definitely try all mediums. I know my strengths lie in written posts and podcasts so I work with those mostly. My video presence has improved, but it’s not as strong as the other forms. Every platform is very strong if used correctly. Gone are the days where video alone is stronger than text or audio. Try to get a good mix of content and learn what types of content do better on certain platforms. There are a lot of articles on Google detailing what does well and things are always changing so experiment too. Look at twitter and how changing the letter limit has changed our experience. Personally, I’m scrolling through my feed a little slower now because of all the added text. I’m going to use that to my advantage somehow, but this is what I mean. Watch where people aren’t taking advantage and do something about your discovery.
So set your target market, learn the various mediums and choose your ideal mediums so that you cut through the noise. If you aren’t getting the engagement you want on your social posts, you need to switch things up.