This guide provides advices about growing a fan base and selling your albums and singles online.
Every artist would like to be able to share their music easily to millions of followers on social networks. In this case, a simple tweet or post could be enough to announce your next album.
However, you may not be able to reach millions of followers.
So what to do as an independent artist if you want to gain more visibility?
Promote your posts with social media ads (instagram, facebook, twitter...).
It works but will take a lot of time and requires to be consistent.
The problem is that you will start being dependent of your social networks in terms of reliability and costs.
Indeed, when your preferred social media goes down you will lose the only contact you have with your followers. Another scenario is when a new algorithm prevents you from promoting your projects without ads. From time to time, you may have to spend more in ads to reach the same audience.
So major labels use one or many networks of websites, they contact musicians, artists and medias to promote their artists. With a way lower budget, it is still possible to make it work for you if you have your own website. You will still have to run some ads but can build a mailing list and then start promoting your offers by email as well, which is... FREE.
The importance of email campaigns
Indeed when artists manage to get millions of views on Youtube, they run different ads for different purposes: drive traffic to Youtube, to their social networks, and collect email adresses.
Email marketing is still one of the best method to generate leads for any kind of business. With email marketing, high opening rates (56.62% from mobiles and 54.32% from desktops) along with engagement rates (11% - 21%), as well as low unsubscribe rates (0.29%) were still observed in 2018 and 2019.
So this is at least 3 different ads. But with your budget, you can decide to run (very) cheap ads to collect email addresses from your website, then with these email addresses, ask people to follow you on your favourite social network or to visit your Youtube channel to watch your latest video, listen to your new songs, etc.
Of course, this is just an example. With landing pages on your website, you can use the same strategy to get more active followers in Facebook, Instagram, Twitter… or to get your visitors to stream your music.
So having your own website gives you multiple possibilities to promote your projects and grow your audience without being tied to social networks. All this will definitely help you reaching more people and generating more streams to grow your income.
To sum it up, the benefit of having your website is to be able to reach your subscribers easily to promote your offer. For free.