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.