You spend money throughout the process of creating music, and now that it’s finished, you have to promote it – this also carries a cost. Check out these tips on how to promote your music with just $100.
Your band is an investment. You’ve probably already spent hundreds or thousands of dollars on equipment like PA systems, stands, strings, new instruments, and a lot of diverse equipment, right? It’s normal to put money into something you’re interested in and invest in something that helps you pay your bills. So, just as we put money into our equipment and sound, we should set aside some money to promote our work.
Naturally, this is a daunting task, as no one wants to risk marketing if the results are uncertain, especially when powerful labels and artists spend thousands and thousands of dollars on their marketing. But it’s really easier than you think. Even better, it can also be cheaper than you think.
Let’s just say you only have $100 a month to spend on promoting your music. If you have no idea where to start or how to get the most out of your money, here’s how you might want to distribute that money:
Facebook Advertising: $25 to $50
Yes, this can eat up to half of your monthly budget, but it’s an important facet of marketing. The way Facebook’s current algorithm works is that unsuccessful posts won’t appear in your fans’ timelines. Even if you have 15,000 fans, if your post gets zero interactions, most of those fans won’t even see it. Is this Facebook’s way of forcing brands to pay for their audience? A little, yes. But fortunately, even $5 or $15 can give you significant reach on Facebook.
There are several ways to approach Facebook advertising. One is to promote your site for $5 or $10 a day for five days. Make sure you’re reaching your audience. You can select people by interests, so include your style, similar artists, and any other important details in the information on your page.
Another way could be to promote a clip on SoundCloud or YouTube that is posted on your Facebook page. This way, you can keep track of visits on YouTube and SoundCloud. For $10 a day for five days, your post could easily reach a minimum of 2000 to 5200 people a day. Does this necessarily lead to a corresponding number of likes, views and listeners? Potentially yes! If your content is well done, it will get some attention. And if you can’t make it to $10 a day, even $5 a day isn’t a bad business, since you’ll make between 980 and 2600 people a day.
Google AdWords for video: $25 to $50
Obviously, you will have to adjust your spending here depending on how much you put into the Facebook campaign. Anyway, Google Adwords is a great way to invest a good part of your marketing budget, specifically in TrueView YouTube, which is AdWords for video. This creates sponsored video ads on YouTube that can bring people to your video, channel or website.
You also have an easy and effective guide when creating an ad, which makes it easy to use and customize. I’d recommend a total of $5 or $10 for five days. As it works by PPC (pay per click), you will only pay when you click on your ad, and you can also choose the maximum amount you are going to spend (for example, your $5). With a budget of $5 to $10 per day you can easily reach up to 1000 impressions per day.
Of course, if you have more budget, Google Adword is a very good tool to promote your music. And there are agencies like Instaon that can help you to set up your first campaign.
Website, social networks, or updating your EPK (electronic press kit): the rest of the budget
Let’s say you’ve spent $25 between Facebook ads and Google Adwords, or you decide to postpone YouTube TrueView because you don’t have a video to promote. Now you have $25 or $50 left over. Think about investing it in a good design for your next concert, or even hiring someone to rework it. Now I’m sure that designers who read this are outraged by the idea of working on a design for $25, but for one or two simple images for social networks, or a new cover photo, that’s probably reasonable.
One last word of warning: when you start promoting your work, people will see it – a lot of people – so make sure everything you show is perfect. The last thing you want is to spend money on promoting a poorly written or poor quality post or video. So get ready!
Bio: As a music marketing strategist, Tyler Allen works with a wide range of artists, labels, sales and music technology companies. Tyler began his career in the music industry with Sony Music Entertainment and RED Distribution, as well as in the advertising industry. It is dedicated to offering veteran artists the tools to preserve their work, and new artists the tools to start their own (and everything in between). Learn more at wtylerconsulting.com.