Music marketing planning is definitely a challenging step to take. While it may sound boring and too business-y, keep in mind that getting your brand off the ground is not all about the fun, creative stuff.
With that being said, the most effective marketing plans for musicians are creative and require profound introspection. Let’s look at how to build an efficient marketing plan for your music. The five sections here will guide you to a sense of clear structure about your marketing efforts.
- Establish Your Goals
A music marketing plan without a definite purpose is useless. So before you do anything else, ask yourself: Why do I need to create a marketing plan?
Once you identify the purpose, you need to research more to locate the useful goal. This is the first step in moving your marketing efforts from reactive to proactive. More importantly, do not leave any room for ambiguity; make sure your goal is clearly defined, actionable, measurable, and timed.
- Define Your Brand
This may be one of the most challenging tasks of your music career journey, but it also one of the most rewarding. Every marketing decision you take will move from how you clearly define your brand. While it may be tempting to skip this part and let your brand figure its path out, taking the time to determine who you are and what you stand for as an artist will save you from the trouble of making a thousand little decisions later. Write down whatever feels most authentic to you and not what you think your brand should be or what others perceive as cool.
- Recognize Your Audience
Identifying with your fans is the key to success. When you truly know your audience, you’ll know where to find them, online and offline. This also means you will be able to communicate with them, and offer value to them effectively. Try to paint a clear mental picture of your ideal fan; this can be the superfan who preorders your new album without hesitation. Don’t drive yourself to analysis paralysis, just think through the different aspects of what makes your ideal fan stand out until you feel like you have a strong enough grip on the bigger picture.
- Lay Out An Action Plan
Now that you have certainty with your goals, brand, and audience, it’s time to dive into the nitty-gritty aspects. This segment of the music marketing plan is all about the where and the how. The specifics vary depending on the size of your team, your budget, your strengths, and how much time you are able to commit. The marketing channels you choose to focus on should be notified by the work you did in the previous steps.
This is where you can let loose and have fun, experiment, and let your creativity shine. Think about how you can use assets like your website, social media channels, and email list to your advantage. Depending on your bandwidth, you may also want to consider efforts around publicity, playlisting, advertising, content creation, touring, strategic networking, or whatever else you think will have a significant impact.
- Create A Realistic Budget
Similar to new businesses, music growth will take time and money to see an increase. Planning around a realistic budget is essential; otherwise, you will find yourself making hasty decisions out of worry and inevitably falling short on your goals. Carefully revise every item on your action plan and estimate the cost in terms of money and time. If you find that it does not necessarily match your abilities, then cut down your efforts to just what you think will make the biggest impact relative to the size of the investment.
Marketing for musicians can shift at the drop of a hat, so do not be afraid to adjust your straps as you go.
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