Introduction to Online Marketing for Musical Artists and Bands

MARY MCKNIGHT SACRILICIOUS MARKETING PRIVATE CONSULTING CONTACT INFO: [email_address] WWW.SACRILICIOUSMARKETING.COM PHONE:: 321-442-3872 HTTP://WWW.FACEBOOK.COM/MARYTMCKNIGHT HTTP://FRIENDFEED.COM/REBLOGGIRL HTTP://TWITTER.COM/REBLOGGIRL Intro to Online Marketing for Music Artists and Bands Mary McKnight, rebloggirl@gmail.com

2009 State of Technology Mary McKnight, rebloggirl@gmail.com

Outbound Marketing
Inbound Marketing
The Shift in the Sales Process Mary McKnight, rebloggirl@gmail.com

Where do leads come from? If 51% of your leads come from your online efforts, 51% of time and money should be dedicated to your online strategies. Mary McKnight, rebloggirl@gmail.com

On Page SEO
Off Page SEO
Domain & URL structure
Title tags & meta data
Rich, relevant content with strong internal and external linking
Backlinks from authoritative domains with quality anchor text
SEO – 16% of leads Mary McKnight, rebloggirl@gmail.com

Search Volume
Google :: 70.93%
Yahoo :: 16.58%
Bing :: 8.91%
Ask :: 2.54%
AOL :: .28%
*Data from Hitwise.com 2009 Search Study
*Chart from SEOmoz 2009 Ranking Factors
Mary McKnight, rebloggirl@gmail.com

What is natural first page Google placement worth?
1. 56% of clicks
2. 13% of clicks
3. 10% of clicks
4. 4% of clicks
5. 5% of clicks
6. 3% of clicks
7. .4% of clicks
8. 3% of clicks
9. 1% of clicks
10. 3% of clicks

Finding the right keywords
Make sure the keywords you are targeting have value.
Use research tools like SEO Book’s Keyword Tool
Determine the traffic value of #1 position for a prime keyword using this formula ::
Total Daily Traffic for Keyword x 56% = Total Estimated Traffic to Site
Ex. 159 x 56% = 89 visitors per day from Google
Mary McKnight, rebloggirl@gmail.com Consider that the search term “Lady Ga Ga nude” is the second most popular search for her. From a reputation management standpoint, her team may want to flood results for that term with “clothed pics” so any nefarious pics can be pushed to the bottom of the results and rarely seen. THIS CONTENT FLOODING TECHNIQUE IS KEY TO REPUTATION MANAGEMENT AND REPAIR ONLINE BUT SHOULD ALWAYS BE DONE FROM NON ARTIST RELATED DOMAINS. EXCELENT USE FOR BAD REVIEWS!

Database Collection
Outbound Efforts
Website/blog RSS feed
Newsletter
Twitter
Facebook fans and groups
Specialized db of fans
Prove your fan base with social sites
Prove your salability with iTunes
Only send something when you have something important to say
Group contacts based on interest or type and message them with targeted content
Always include a call to action that links back to your lead generator
Keep messages short and use accepted copywriting practices
Email Marketing – 14% of leads Mary McKnight, rebloggirl@gmail.com

Fast Facts
80% of consumers subscribe to permission-based email messages from companies.
71% of U.S. online marketers have used email marketing in the past 12 months, and an additional 12 percent plan to use it within the next 12 months.
U.S. Internet users spend 15% of total Internet time one mail.
JupiterResearch forecasted that email marketing spending will grow to $2.1 billion by 2010 in the United States.
According to Forrester, the value of the email marketing market will grow by 12% per annum, hitting $2.3 billion in 2012.
Email has among the highest return on investment (ROI) index of all marketing channels.

Resources
www.salesforce.com
www.zoho.com
www.constantcontact.com
www.getresponse.com
www.emailflyerads.com
www.verticalresponse.com
Be sure to include a link to your property search and lead generator in the signature line of your email (this link is 10 times more likely to be clicked than a link to your homepage)
Make your email signature a call to action! The best call to actions are specific like “see us live at Firestone on Oct 23” or “Check out our new music now on iTunes”
Graphical call to actions are 10 times more likely to be clicked than text links on both email and your website
Touch or drip email campaigns of 8 emails per year create 30% more business per annum from your existing database.

Authentic Messages Create Customers Mary McKnight, rebloggirl@gmail.com

Why Pay for Traffic?
Best Practices
Pay Per Click Campaigns on Google generate immediate targeted traffic to your site
If implemented correctly they have very high conversion rates
Set a budget based on keyword value
Hire an AdWords professional (typical fee 15% of campaign)
Direct PPC traffic to conversion landing pages, NOT your home page!
Use split testing for ads
Use geo targeting for ad buys when touring
Measure your results with analytics programs
PPC – 13% of leads Mary McKnight, rebloggirl@gmail.com

Conversion Page
Conversion Paths
Conversion pages are designed to “convert visitors to customers”
They offer little text and many places to “take action” that result in generating a fan in your marketable database or a sale over at iTunes
Ideally, there is little else a visitor can do on a conversion page other than take action and convert on EVERY single LINK they click.
What Kind of Pages Do You Buy Traffic To? Mary McKnight, rebloggirl@gmail.com

Facts & Tools
Adwords Traffic Estimator
28% of all search traffic in Google goes to the sponsored paid links
The #1 position is not always the most profitable in PPC
The combination of first page natural and paid search can increase your traffic by more than 300%

The Networks To Use
Productivity Tools
Facebook – 300M
Personal Page
Business Page
Group
Twitter – 44.5M
Sharing
Conversation
LinkedIn – 43M
Business Growth
Talent
Employment
49 Amazing Social Networking Stats
Friend Feed
Aggregates social content
Pushes content to Twitter
Google Reader
RSS reader
Allows you to share content
Tweet Deck
Desktop/mobile Twitter client
Allows you to publish to multiple accounts
Social Networking – 8% of leads Mary McKnight, rebloggirl@gmail.com

Action Items
ALWAYS fully fill out your social profile and include your web address.
Talk to others 12 times more than you talk about yourself
Aggregate and distribute your content among your social profiles for efficiency
Network UP not laterally (AKA DON’T SOCIALIZE WITH OTHER REALTORS)
Prior to the advent of online social networks, the accepted Dunbar number (average number of friends a single person can keep in touch with) was 150
Tools like Facebook, MySpace and Twitter, when used correctly can increase that number 10 fold
Social networks can be used effectively to drive traffic and business back to you and your website

Facebook
Most affluent users of any social network
300 million users
The largest group of users is over 25 years old
System offers advertising, group and business page creation and the ability to segment “friends” for targeted messaging

Facebook Strategies
Personal Page (Wall)
Business Fan Page ( hire Sacrilicious for Fan Page Customization )
Local business or real estate group with regular messaging
Continued “friend” acquisition
Organize your friends into lists so you can message them appropriately
The name of the game is sharing things that interesting to your industry and business and to you personally!
Mary McKnight, rebloggirl@gmail.com Sacrilicious’ fan page welcome page and content were specifically designed to interest ANYONE, not just musicians and labels, but people in general. We want to be able capture the interest of anyone so when we promote a band, we can use our own fan pages. Think like a consumer. Don’t be all self serving and self promotional – provide content that is INTERESTING – it can be about your life and the things you like. Sharing more general info they will be more likely to listen to your album, chart and event updates.

Twitter
44.5 million users
1382% growth in usage from Feb 08- Feb 09
81% are 25+ years old (median age – 31)
58% have a college degree
53% female
35% live in urban areas
55% live in suburban areas
83% of users earn more than $30K/year
10% of users earn more than $75K/year
* Twitter Statistics
This is Twitter on the web
Not easy to use
Does not update in real time
This is Twitter in TweetDeck
View conversations
Multiple column views
Multiple accounts
Real-time updates

What to Tweet
Talk to others 12 times more than you talk about yourself
Share content you find online (select a mix of things you find personally and professionally interesting)
NETWORK UP by talking to people you would LIKE to meet.

Viral Videos Create Traffic & Brand Value Mary McKnight, rebloggirl@gmail.com

Viral Content
Very little of what goes on in the RE world is “viral”
Here are some examples:
Puke in My Mouth
OK GO: Here it Goes Again
Lindsay Lohan’s eHarmony Profile
When creating viral content – look for inspiration from sites that do it all the time:
www.cracked.com
www.twitter.com/shitmydadsays
www.textsfromlastnight.com
www.collegehumor.com
http://digg.com (look in the offbeat section)
Often, retweeting or sharing funny youtube or posts from around the internet is good enough to garner some viral value in your sphere.
Find sites you like and use RSS to Twitter to auto post updates from them.

Measuring Your ROI
Use a tool like
www.VisiStat.com & www.Mint.com to track web traffic, clicks and conversion
Regularly check your competitor’s sites on www.Alexa.com & www.Compete.com
Monthly check your website’s SEO with www.WebsiteGrader.com & www.SEOcentral.com
Closely monitor your search position for keywords, incoming links and traffic from search engines
If your traffic grows but your conversion does not, consider hiring a professional to analyze your website for landing page optimization and conversion psychology
If your traffic begins to decrease, immediately hire an SEO to analyze your site as this can be an indicator of serious problems

BOOK ME TODAY FOR A FULL ONLINE MARKETING & REPUTATION ANALYSIS AND IMPLEMENTATION PLAN.
TO BOOK MY TIME, PLEASE EMAIL ME AT [email_address]
Mary McKnight Mary McKnight, rebloggirl@gmail.com

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Introduction to Online Marketing for Musical Artists and Bands

by Mary McKnight on Oct 25, 2009

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Introduction to Online Marketing for Musical Artists and Bands — Presentation Transcript