6 Steps to a Successful Online Strategy

Here are the six basic steps for designing a modern online strategy:

1. Make your website your main online focal point. Make sure that all your

important information is curated there and is easy for a site visitor to find.

2. Create accounts on the “Big 3” social networks (Facebook, Twitter,

and YouTube). You can’t be everywhere at once. Even if you could, it

would take so much time that you’d never have any time to make music,

which is what you want to avoid. That said, in order to get the most out of

social media promotion, you need the following:

• A Facebook page. Regardless of how you feel about Facebook, you still

need a presence on it if for no other reason than its easy proximity to lots

of potential new fans. If you’re just starting out, you might want to start

with a personal page instead of a fan site, though. It can be embarrassing

to have a fan page with only a few followers, and a personal page is a way

to gain some momentum before you make the leap.

• A Twitter account. The people who dismiss Twitter simply don’t know

how to use it for promotion. It’s extremely powerful for attracting new

fans and keeping your current ones instantly informed.

• A YouTube channel. Videos are such a major part of any musician’s,

artist’s, or band‘s online presence that you really need your own channel

to exploit them successfully.

• A look at other networks. There are many other significant social

networks, and some of them might deserve your attention. There comes a

point when the amount of time invested versus the potential outcome just

doesn’t balance out, which is why you should probably stay with the

previous three networks until you reach a level of comfort before you take

on another one. The only exception to that would be if a big portion of

your audience is on a particular network other than the “Big 3” (like

Instagram or Pinterest, for example); then you might want to substitute

that network for Twitter.

3. Use a social media broadcast app for all your updates. An app like

Hootsuite or Buffer is one of the keys to streamlining the process that saves

time and makes what you do online more efficient.

4. Develop your social media sites so they all feed viewers into your main

site. The key is to make sure that any viewer on any site is aware that you

have a website and knows that it’s the main repository of information about


5. Be sure that email list subscribers from all sites go to same email

service. Having different mailing list services won’t do you much good if

you have to create a separate newsletter blast for each one.

6. Get third-party help when you get overwhelmed. At some point, social-

media management gets too complex for the artist to maintain, and third-

party help is needed. This is usually a good thing because it means you’ve

progressed to a point that things are so massive that you can’t keep up.

Furthermore, a company that specializes in social-media management can

keep you current with new tools and techniques that you might not be

aware of. Even when outside help arrives, remember that you’re still the

one who drives the bus. Be sure to take part in all strategy discussions, but

leave the actual facilitation to the company you’ve hired.

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lambertogabrieli@gmail.com | Bologna, Italy