(Hypebot) – Despite all the social media marketing advice, there are a few tips and tricks that, while important, you may never have heard of. Here we shed a little light on the situation.
Guest post by Bobby Owsinski of Music 3.0
I’ve posted this before, but now seems like a good time to bring it up again. Social media marketing is the lifeblood of artists and bands everywhere, because your audience is there except for live performances. The problem is that it’s easy to fall for a number of misunderstandings about what it can do for you, but that soon becomes very apparent after you’ve spent some time actually doing the work involved. When you’re there, you know this can be a great job and it may make you feel a little overwhelmed. Here are 7 social media marketing secrets that you probably won’t see anywhere else that will hopefully calm you down when those doubts creep in.
1. Social media has a cost. It’s easy to believe it’s free, and there are thousands of articles online that tell you so, but the fact is, you are paying for it with your time. To do this well, you need a strategy to do this, and one that doesn’t just fall out of the trees – it takes some real effort to create it. If you really want to step up your marketing, you will find that paying for the advertising gets much better results, which requires another level of strategy and effort.
2. There is more than one way to do this. If you need help with your social media marketing, you can use it online for free and for a fee. Note, however, that there is no single path that works for everyone. In fact, you will find that what actually works for you is a mix of different strategies that have worked elsewhere in the past. This is especially true in the music business, which is usually not addressed by the many online marketing gurus (this is one of them).
3. Your success depends on the number of your followers. When it comes to social marketing, volume is everything. For example, it’s quite difficult to start a successful crowdfunding campaign unless you already have a pretty good following to market to. Same goes for Facebook, Twitter, Snapchat, Instagram, YouTube, Email lists, and almost any other platform of your choice. Success comes from followers, and building that list takes time.
4. Social platforms are not as effective as your personal platforms. One of the problems with relying on a social platform is that you are limited by the terms of that platform and its layout, format and features. These are things that you can’t change, but the platform can change them at any time. Also, social followers can be deceiving. For example, Facebook doesn’t even allow you to reach more than 3% of your followers unless you pay for it! The online presence that you can control is your website which is still the best place people can go to discover the real meat and potatoes about you and your music. Next up is your email list and newsletter, which are still number 1 when it comes to fan communication, although the concept feels out of date to many.
5. The social world is constantly changing. Don’t be too comfortable with anything you do because it is guaranteed to change by next year. What works great on a platform today is going to be obsolete very soon as both the platform and audience evolve. Maybe your audience loved Facebook 6 months ago, but it’s on Instagram today and 18 months from now, who knows? You need to stay up to date as often as possible and adjust your marketing as needed to keep up.
6. You can’t be everywhere. It would be nice to be on Facebook, Twitter, Snapchat, Instagram, YouTube, Tick tock and any of the other top 50 social platforms, but the fact of the matter is, you need time to do what you do best, which is making music. It’s too easy to burn yourself out with the full time job that can be social marketing. And the fact that you have to constantly adapt to the various platform changes means that when it comes down to it, you’d better choose some that most of your fans hang out and focus on. Then you at least have the chance to keep up without burning out.
7. You won’t always get it right. They get really good on one or two platforms and just float on other platforms that are used for marketing. Don’t kick yourself – let go of the regrets, that’s the way it is. If you can’t hire a team of specialists for every platform, you will be left with some of them. Don’t get ready – it happens to everyone.
This post is more about the overall perspective of social media marketing than the basics. It’s supposed to calm you down when you find yourself falling behind. Just take a step back and take a deep breath. If you do at least a little bit of social marketing every day, you’ll be fine. If you don’t feel at least a little overwhelmed, it’s time to worry.