MARKETING BEST PRACTICESWhat Would you do without social media?
Learning to use social media to market is an important skill but don’t put all your eggs in that marketing basket.
It’s a fact; it is becoming increasingly harder and more expensive to reach your followers on social media. Plus, the followers you can reach have shorter and shorter attention spans. On top of that, every time you turn around, Facebook is violating their user’s data pushing more and more of them to leave the platform for good and experts are predicting a mass exodus of users will soon start. Lastly, what if you decide you need a break from social media. It’s no secret that social media can be a toxic place and isn’t a healthy or safe place for everyone.
I 100% value social media for reaching your community and I am not suggesting you leave social media or even put it on the back burner, but I want to purpose the question, “What would you do without social media?” If social media is the ONLY place, you find yourself actively promoting your work you might be setting yourself up to be at the mercy of those platforms.
My Favorite Marketing Techniques That Are Not Social Media
Email marketing has always been the most effective form of digital marketing. Email marketing is a direct line between you and your community. This type of marketing can be tricky for musicians and artists because it’s still not common practice to subscribe to your lists, but that doesn’t mean it is impossible. Collecting emails is worth the effort and cost.
Try this —
- Offering an exclusive single in exchange for an email address.
- Create a prize pack giveaway to collect email address.
- Release tickets to your shows early and at a lower price to email subscribers only.
- Collect emails at an event.
Whether it is in print or online, Press is still a way to grow and connect with your community. I won’t lie, media isn’t the easiest marketing channel. You have to be doing something exciting and specific or have a connection with the publication to get on their radar. It’s tough but when it works it really works.
Try this —
- Network with local press in your area.
- Submit (follow their directions exactly!) every time you have a new project, it never hurts!
- Ask for an introduction to a press connection.
- Hire a public relations firm.
Nothing compliments social media marketing like experiential marketing. Experiential marketing is about immersing your community in a memorable experience. This marketing technique is one of my favorite ways to connect with my audience because I love meeting them in person and sharing in an experience together. You might be reading this because of one of my experiential events like my summer music series I hosted in my home in the summer of 2018.
Try this —
- If you already throw events, consider what you can do to make each occasion one of a kind.
- Throw a free event that targets your ideal community.
- Sponsor or partner on an event with strong annual attendance and participate in an authentic way.
Diversify Your Marketing to Create a Stronger Marketing Foundation
If the survival of your project solely relies on social media, I recommend expanding your marketing techniques to create a more stable foundation. You never want to put yourself in a situation where you are not on control of how and when you reach your audience.
Hey! I’m Nikki! I am a marketing expert with over a decade of experience. I hold a technical degree in graphic design from North Seattle College. I’ve been a photographer for over 15 years. I offer short-term marketing and business coaching to creatives as a way to help as many creatives as I can, while still going after my own career goals as the Head of Marketing at Mastin Labs.Nikki Barron
Building a community is all about creating long-term sustainable growth for your project. There are no shortcuts to building an engaged audience, just like any relationship you have to show up to find success.