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A Marketing Plan That Works For You - Part 2

Craft a melody of success with a tailored music marketing plan. Define goals, understand your audience, and harmonize with competitors to set the stage for a symphony of strategic brilliance.
A Marketing Plan That Works For You - Part 2

In the intricate realm of music, where creativity converges with commerce, mastering the art of effective marketing is paramount. Part 2 of this blog post delves further into the intricate process of constructing a robust music marketing plan tailored to your unique identity as a musician.

Read Part 1 for a better understanding of the preceding steps

Step 4: Formulate Your Strategy

The fourth step of creating a music marketing plan is to develop your strategy. How will you achieve your goals and reach your audience? What are the tools and tactics that you will use to execute your plan? Some examples of music marketing strategies are:

  • Branding: How will you present yourself and your music to your audience? What are the elements that define your identity and personality as a musician? Some examples of branding elements are:
  • Name: What is the name that you use as a musician?
  • Logo: What is the symbol or design that represents you as a musician?
  • Colors: What are the colors that reflect your mood and vibe as a musician?
  • Fonts: What are the fonts that convey your style and tone as a musician?
  • Slogan: What is the phrase or sentence that summarizes your message or mission as a musician?
  • Story: What is the narrative or background that explains who you are and why you make music?
  • Values: What are the principles or beliefs that guide your actions and decisions as a musician?
  • Voice: What is the tone or manner that you use to communicate with your audience?
  • Visuals: What are the images or videos that showcase your look and feel as a musician?

Your branding should be consistent and coherent. This means that all of your branding elements should match and support each other, and create a unified impression of you as a musician. Having consistent and coherent branding will help you build recognition and trust with your audience.

  • Content: What kind of content will you create and share with your audience? What are the formats and platforms that you will use to distribute your content? Some examples of content formats are:
  • Music: The core product that you offer to your audience. Your music can be in various formats, such as singles, albums, EPs, mixtapes, etc. Your music can also be in various genres, styles, moods, tempos, etc.
  • Videos: The visual accompaniment that you provide to your audience. Your videos can be in various formats, such as music videos, lyric videos, live performances, behind-the-scenes, interviews, etc. Your videos can also be in various genres, styles, moods, lengths, etc.
  • Blogs: The written commentary that you provide to your audience. Your blogs can be in various formats, such as articles, reviews, stories, tips, etc. Your blogs can also be in various topics, such as music, lifestyle, culture, etc.
  • Podcasts: The audio commentary that you provide to your audience. Your podcasts can be in various formats, such as episodes, interviews, discussions, etc. Your podcasts can also be in various topics, such as music, lifestyle, culture, etc.

Your content should be valuable and engaging. This means that your content should provide something useful or interesting to your audience, and encourage them to interact with you or your music. Having valuable and engaging content will help you attract and retain your audience.

  • Promotion: How will you spread the word and generate buzz about your music and content? What are the channels and tools that you will use to market your music and content? Some examples of promotion channels are:
  • Social media: The online platforms that you use to connect and communicate with your audience. Some examples of social media platforms are:
  • Instagram: A photo and video sharing app that allows you to post and stories and reels about your music and content.
  • TikTok: A short-form video app that allows you to create and participate in viral challenges and trends related to your music and content.
  • Facebook: A social networking site that allows you to create a page and a group for your music and content.
  • Twitter: A microblogging site that allows you to tweet and retweet about your music and content.
  • YouTube: A video sharing site that allows you to upload and stream your music and content.
  • Email: The electronic mail that you use to send newsletters and updates to your audience. You can use email marketing tools, such as Mailchimp, ConvertKit, or AWeber, to create and manage your email campaigns.
  • Website: The online site that you use to showcase your music and content. You can use website building tools, such as Wix, Squarespace, or WordPress, to create and design your website.
  • Ads: The paid advertisements that you use to reach new and potential audiences. You can use ad platforms, such as Facebook Ads, Google Ads, or Spotify Ads, to create and run your ads.

Your promotion should be targeted and effective. This means that your promotion should reach the right people at the right time with the right message. Having targeted and effective promotion will help you increase your visibility and conversions.

  • Engagement: How will you interact and build relationships with your audience? What are the ways and methods that you will use to communicate with your audience? Some examples of engagement methods are:
  • Comments: The feedback that you receive from your audience on your music and content. You can reply to comments on various platforms, such as social media, email, website, etc., to acknowledge and appreciate your audience’s opinions and suggestions
  • Messages: The direct messages that you receive from or send to your audience on various platforms, such as social media, email, website, etc., to answer or ask questions or requests
  • Reviews: The ratings or testimonials that you receive from or give to your audience on various platforms, such as streaming services, blogs, podcasts, etc., to show or request support or feedback
  • Contests: The competitions or challenges that you create or join for your audience on various platforms, such as social media, email, website, etc., to reward or incentivize your audience’s participation or loyalty
  • Live events: The online or offline events that you host or attend for your audience on various platforms, such as social media, website, venues, etc., to showcase or experience your music or content

Your engagement should be frequent and authentic. This means that you should communicate with your audience regularly and genuinely. Having frequent and authentic engagement will help you build trust and loyalty with your audience.

Step 5: Evaluate Your Impact

The fifth step of creating a music marketing plan is to measure your results. How will you know if your plan is working or not? What are the metrics and indicators that you will use to evaluate your performance? Some examples of music marketing metrics are:

  • Streams: The number of times your music is played on streaming services, such as Spotify, Apple Music, YouTube Music, YouTube Music, etc. Streams can indicate your popularity and reach on streaming platforms.
  • Followers: The number of people who follow you on various platforms, such as social media, streaming services, email, website, etc. Followers can indicate your fan base and loyalty on various platforms.
  • Views: The number of times your content is viewed on various platforms, such as social media, YouTube, website, etc. Views can indicate your visibility and interest on various platforms.
  • Likes: The number of times your music or content is liked on various platforms, such as social media, YouTube, website, etc. Likes can indicate your approval and satisfaction on various platforms.
  • Shares: The number of times your music or content is shared on various platforms, such as social media, YouTube, website, etc. Shares can indicate your virality and word-of-mouth on various platforms.
  • Comments: The number of comments that you receive on your music or content on various platforms, such as social media, YouTube, website, etc. Comments can indicate your engagement and feedback on various platforms.
  • Reviews: The number of reviews that you receive on your music or content on various platforms, such as streaming services, blogs, podcasts, etc. Reviews can indicate your reputation and credibility on various platforms.
  • Sales: The number of units or copies that you sell of your music or merchandise on various platforms, such as Bandcamp, CD Baby, TuneCore, etc. Sales can indicate your income and demand on various platforms.
  • Fees: The amount of money that you receive from performing your music live on various venues, such as clubs, bars, theaters, festivals, stadiums, etc. Fees can indicate your income and value as a live performer.
  • Merchandise: The amount of money that you receive from selling your products at your live shows or online platforms, such as t-shirts, hats, stickers, etc. Merchandise can indicate your income and brand awareness as a musician.

Your results should be tracked and analyzed regularly and systematically. This means that you should use various tools and methods to collect and interpret your data and compare them with your goals and benchmarks. Some examples of tools and methods that you can use to measure your results are:

  • Analytics: The online tools that you use to monitor and report your metrics and indicators on various platforms, such as Google Analytics, Facebook Insights, Spotify for Artists, YouTube Analytics, etc. Analytics can help you understand your performance and trends on various platforms.
  • Surveys: The online or offline tools that you use to gather and analyze feedback from your audience or customers on various aspects, such as satisfaction, preferences, needs, wants, etc. Surveys can help you understand your audience or customers better and improve your products or services.
  • Tests: The online or offline tools that you use to experiment and compare different versions or variations of your music or content on various aspects, such as titles, covers, descriptions, genres, styles, moods, etc. Tests can help you optimize your music or content for better results.

Conclusion: Navigating the Harmonious Path

Crafting a music marketing plan is a nuanced journey that demands meticulous planning and agile execution. Following the outlined steps—defining goals, identifying the audience, analyzing competition, formulating strategy, and evaluating impact—enhances your prospects in the dynamic music industry of 2023. While these steps provide a solid foundation, staying attuned to emerging trends like streaming services, AI coaching, and synch licensing is equally crucial. Flexibility, creativity, and persistence are your allies in this ever-evolving symphony of music marketing.