No matter where you live and what kind of music you make, the bottom line is this: marketing yourself requires resources!
For the majority of young artists trying to break into the music industry today, resources are generally quite limited – money supplies are low, and free time is scarce (these two factors are often heavily dictated by how long your parents are willing to tolerate your mooching ways).
For this reason, effectively assessing and managing your resources is one of the absolute keys to staying afloat in the short-term, and achieving financial stability and success in the long-term.
There are several key resources you should consider before jumping into any type of online self-promotion:
1. Time – building and maintaining an active online presence is a long-term commitment, and one that requires a substantial daily investment of your time. If your time is limited, it is far better to focus your energy on effectively managing one channel, rather than ineffectively managing five.
2. Money – effective promotion on certain Social Media platforms such as Facebook, requires a budget for pay-per-click advertising in order to reach and grow your fanbase. If money is not readily available to you, it is better to focus on platforms which allow you to reach your target audience at no cost, such as Twitter and YouTube.
3. Equipment – certain Social Media platforms require a particular type of media to effectively engage your audience, such as videos for YouTube. If you don’t have the necessary equipment to regularly produce high quality media that is relevant to the channel, stick to more accessible image or text based-platforms eg. websites, blogs, forums, Twitter etc.
4. Content – content is the main currency used in Social Media interaction. Each platform focuses on particular types of content (Twitter = short 140 character messages, YouTube = videos). It is important to understand what type of content you will primarily be creating (or that you have access to). This will determine which platforms are best for connecting with your target audience.
Regardless of how little or how much you have to work with, I promise you some careful thought and planning will help you get the most bang for your buck.
Remember, it’s not what you’ve got – it’s how you use it!
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