A Message from the founder of EvO:R
Welcome to EvO:R Entertainment
The EvO:R-Pedia Musicians Tips Section
Welcome to the EvO:R Tips Section. We call this section EvO:R-Pedia because it is like a complete
reference library for Indie musicians...Just about every tip has been used so you won't find false
promises and a series of books to buy after reading each tip. This section was put here by musicians
so that people that followed can take this knowledge and use it's power.
Indie Music Promotion Strategy: Email List + Google Traffic
By Adam Nicholson
An article about how musicians apply 2 simple internet marketing techniques in order to promote themselves online.
Indie music promotion strategies are the same as the music promotion techniques used by major
artists. The main difference, however, is that indie musicians do not have as much financial
resources at their disposal as the major record labels do.
The Email List
As an indie artist, you may not get your music advertised to millions via the various forms of
offline media, such as in a TV, radio or magazine. You might not even be able to afford to be
able to create your own CDs to sell at gigs. But the good news is that no-matter how limited your
resources, you can still reach a large audience and make good money using indie music promotion strategies on the Internet.
Whether an indie musician or an artist with a major label behind you, the primary aim of the online
music marketing techniques is the same: to develop a relationship with fans to help make sales. When
you have developed a relationship with people, it is then much easier to make sales from them.
OK, so let's look at how indie musicians can promote their music on the Internet by using search e
ngine traffic and an email list.
The email list is the best way to make sales of your music. The email list is so powerful because
the people that have joined your email list have an interest in your music - otherwise they would
not have signed up! It is especially important for indie musicians who do not have all the promotional
resources in the world at their disposal. Even with a small list of subscribers, you can make good
sales if you handle your email list correctly.
Search Engine Traffic
The email list should be used to develop a relationship with your fans. You should be encouraging
discussions of music in general with them, asking their thoughts, giving them cool members-only gifts
and special offers, and announcing general news in the music world that is likely to interest them.
When you have developed a relationship with the readers of your email list and gained their trust, then
they will be so much more likely to buy your music and merchandise when you promote this to them.
Many bands just use the email list as a way of sending out the monthly newsletter. A monthly newsletter
is very important (and you should have one), but I think the contact with your fans should be more frequent
than just the monthly newsletter. Nor does the communication need to always be promoting something. Just
sending out general emails to discuss interesting topics is a great way to develop a rapport.
OK, great, "but how exactly do I build my email list if no-one knows about my band in the first place?!"
I hear you ask. Fear not, we will get on to this. But it is important for you to first understand that you
should have a means to capture the email addresses of your fans before you start an indie music marketing
So presuming you have your own website with an email opt-in box in the sidebar, we can now get down to
business with getting people to your website. This will be done by using search engine traffic.
Having your website rank highly on Google for certain keywords can do wonders for your exposure. The good news
for musicians is that it does not cost any money to get a high Google ranking and it can be relatively easy to
achieve high rankings for certain keywords.
I am sure if you type in your band or musician name into Google, your website will already appear on the first
page if you already have http://www.yourbandname.com domain and/or social networking page.
This is great, people who already know that your band exists can now click through to your website and learn more.
But what if people don't know that you exist yet?
It can be very powerful to have your band website appear on the front page of Google for a wide range of search
terms other than just your band name. You should try to get your website ranked highly for more generic terms such
as the genre of your music, the geographical area of your band, the type of gigs you perform etc. This way people
who are trying to find a new artist in a certain part of the world can find you with a generic search such as
"New Jersey Punk Band' or 'Rock Music Gigs in Ontario'.
For certain keywords on the Internet, it can be very hard to rank for them. For example, it would be hard to rank
highly on Google for terms related to the iPhone as many businesses are in competition for these terms. But music
related keywords are much easier to rank for because they are not directly related to selling a certain product.
Also, most musicians are not aware of the Internet-based indie music marketing techniques that can be used to help
them to rank highly on Google.
Think of as many relevant keywords as possible that people could type into Google in order to help them stumble
across your band. Then you can try to make your band website (or separate blog posts on your website) rank on the
first page of Google for as many of these keywords as possible.
You may find it impossible to rank for very generic terms such as 'indie band' or 'rock music', but more specific
terms such as 'indie band Pittsburgh' or 'wedding band Cambridge' or 'singer-songwriter similar to Nelly Furtado'
will be more achievable.
In order to rank highly for a certain keyword term you need to have this keyword phrase appear a few times (or at
least once) in the text of your website and you also need to have other websites on the Internet linking to your
website using your keyword as the anchor text link.
The anchor text is the keyword you wish to rank for, and appears as a link that is highlighted in blue and underlined
on a webpage. If many other web pages around the Internet link to your website with this keyword, then Google will
rank your band or musician website highly for that term. The link to your website from another website on the Internet
is known as a backlink. The more backlinks you have, the higher your website will rank.
Then as you get more and more traffic to your band website from Google, you will start to build you email list, develop
a relationship with more fans, and make more sales.
The Independent Music world has become so fragmented that anyone entering into this arena will be lost without
having a chance of survival. What every independent musicians needs is information, understanding and a
path that leads to success. Sure, you can buy a few books from authors that never played a note or loaded
a single amp into a moving van. Pipe dreams are all over the Internet.
Thank-you for visiting EvO:R and tell the world that we are out here..
At EvO:R we pride ourselves with sections dedicated to Independent Music News
called (The EvO:R Street Journal),
Musicians Success Stories and Tips called (EvO:R-pedia) and a
Musicians Testimonial Section called (The Goods) dedicated to Internet based companies that deliver on
All this news and information and we don't charge a single penny. We also respect your online privacy by refusing to
track your browsing habits while on our website. We simply want to deliver the BEST news, information and success
stories for the Independent Musician.
Founder of EvO:R