Music e marketing workshop

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Find out the latest in online technologies to help and enahnce your audience development, marketing and promtion. A web marketing music special delivered by HI-Arts.

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Music e marketing workshop

  1. 1. Web Marketing Music Special Sian Jamieson Audience Development Coordinator e: sian@hi-arts.co.uk T: @HIArtsAudiences Fb: www.facebook.com/HIArtsAudienceDevelopment Blog: sianjamieson.wordpress.com
  2. 3. Today’s Workshop <ul><li>Where to start with Website Development </li></ul><ul><li>Effective Website Design </li></ul><ul><li>Getting Seen: Search Engine Optimisation </li></ul><ul><li>Using Social Media and Social Networks </li></ul><ul><li>Effective Email Campaigns </li></ul><ul><li>Setting up to Sell </li></ul><ul><li>Insights into Analytics </li></ul>
  3. 4. Getting Started: Website Development First Things First How do you envisage your website? What do you hope to achieve with your website? Who do you want to visit your website? In other words… VISION, AIMS, & AUDIENCE
  4. 5. Who is going to develop your website? Doing it yourself Versus Getting someone in the know to do it for you
  5. 9. Content Management System (CMS) A collection of tools designed to allow the creation, modification and removal of information from a website.
  6. 10. Open Source CMS Solutions
  7. 11. Effective Website Design It takes less then 10 Seconds to grab peoples attention Less if your website takes 4 seconds to download
  8. 12. Aims & Audiences Targeted and Segmented Disseminate Information Sign up to Mailing List Buy
  9. 13. AIDA A ttention I nterest D esire A ction
  10. 14. Attention Be Honest, Relevant, Tasteful; and Clear. Make a statement Make an offering Ask a question Tell them something
  11. 15. Interest Why should I stay?
  12. 16. Desire Appeal to personal needs and wants.
  13. 17. Action Purchase a Ticket. Sign up for a Newsletter. Buy your album. Recommend to a friend.
  14. 18. http://www.mhairihall.com/
  15. 19. http://www.salsaceltica.com/
  16. 22. Myspace Or nospace?
  17. 23. http://www.myspace.com/comeongangmusic
  18. 25. Be Seen: Search Engine Optimisation <ul><li>Do people know who you are well enough to search for you? </li></ul><ul><li>Do Search Engines know you well enough to recommend you? </li></ul><ul><li>What have you done to get noticed? </li></ul>“ If I built it, they will come” The process of increasing and improving the volume and quality of traffic to your website through natural or organic searches. So What is Search Engine Optimisation or SEO?
  19. 26. What are your keywords?
  20. 28. What are your keywords? Leddra Chapman : Leddra Chapman, Anna Leddra Chapman, Leddra Music, Leddra Story, Telling Tales, Leddra Quicksilver, Buy Leddra Chapman, Leddra Chapman Official. The Doves: Best, Doves, 2cd, dvd, news, toursdove, the best of doves, virgin.
  21. 30. A Sneaky Tip Source Material
  22. 33. Using your Keywords Headlines News articles Content Images Descriptions of songs/ albums All your marketing material Social Networks
  23. 34. Email Campaigns <ul><li>Benefits </li></ul><ul><li>Grow and expand your career. </li></ul><ul><li>Communicate important news. </li></ul><ul><li>Keeps you on the minds of potential audiences. </li></ul><ul><li>Make your sales process easier and more productive. </li></ul><ul><li>Helps people get to know you in a light and informal way. </li></ul><ul><li>Helps start conversations with your target audience. </li></ul>Target and structure your mail outs
  24. 35. Five Tips <ul><li>Focus on one message </li></ul><ul><li>Customise your message </li></ul><ul><li>Include a call to action </li></ul><ul><li>Use a template </li></ul><ul><li>Watch your stats </li></ul>
  25. 36. Email Campaign Solutions
  26. 37. http://www.colinmacintyre.com/cm/WELCOME/WELCOME.html
  27. 38. 400,000,000 active users on Facebook 77% of active internet users read blogs 24 Hours of YouTube Videos viewed every minute Average of 250,000,000 Tweets a day Get Chatting: Social Media & Networks
  28. 54. http://search.twitter.com/advanced
  29. 55. Schedule your Social Messages
  30. 57. http://issuu.com/sebastien.casanova/docs/bandphotos
  31. 58. Blogging <ul><li>To build base of regular readers, subscribers and customers </li></ul><ul><li>Human face for your business </li></ul><ul><li>Engage with your readers </li></ul><ul><li>Produce new content and SEO </li></ul><ul><li>Traffic generator for your website </li></ul><ul><li>Cost effective marketing tool. </li></ul>Why do we use blogs?
  32. 60. http://thepopcop.blogspot.com/
  33. 61. http://www.new-music-scotland.co.uk/
  34. 62. http://www.footstompin.com/radio
  35. 63. What Are People are Saying about You?
  36. 64. Alternative Networks and Online Resources
  37. 65. http://www.musicmarketinguk.com/
  38. 66. http://www.recordoftheday.com/www/
  39. 67. Free advice and guidance http://www.generator.org.uk/
  40. 68. http://newfoundsound.co.uk/
  41. 69. Sell Sell Sell: eCommerce The buying and selling of goods on the Internet! <ul><li>Benefits: </li></ul><ul><li>Increases sales without increase the budget </li></ul><ul><li>Expands the size of your potential market </li></ul><ul><li>Reaches a more targeted market </li></ul><ul><li>Gives you a competitive advantage </li></ul><ul><li>Reach people around the world 24 hours a day! </li></ul>
  42. 75. Then What?
  43. 76. Who your website visitors are Where they are coming from What they were interested in What keywords people are using to find you Who is linking to your website Precisely who your ‘Fans’ are Where they come from What they like and dislike Who is watching your content Who is listening to your content Who is buying your singles/ albums When people buy from you
  44. 77. Everything is linked together…. Are you actually going anywhere?
  45. 78. Insights into Your Audience Web Analytics is a great way of capturing data, you would not normally be able to capture, on your online audiences. <ul><li>How they got there and where they came from. </li></ul><ul><li>What pages they went to. </li></ul><ul><li>What they clicked, downloaded, viewed. </li></ul><ul><li>What they bought. </li></ul><ul><li>- How they interact with you. </li></ul>What data?
  46. 80. Translating that into Insights?
  47. 81. WHY? 80% Bounce Rate on your home page 50% of your sales seem to be driven from social media. 1 of your pages is extremely popular ranking 2 nd to your homepage.
  48. 89. http://www.blazininbeauly.com/
  49. 90. http://www.blazin-fiddles.co.uk/
  50. 92. http://americansongbook.blogs.com/mmm/ http://www.newmusicstrategies.com
  51. 93. http://mashable.com/2009/02/19/musician-marketing-tools/ http://www.generator.org.uk/

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