{"id":4948,"date":"2022-06-15T16:45:48","date_gmt":"2022-06-15T16:45:48","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/06\/15\/9-things-to-expect-when-you-market-your-music\/"},"modified":"2022-06-15T16:45:48","modified_gmt":"2022-06-15T16:45:48","slug":"9-things-to-expect-when-you-market-your-music","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/06\/15\/9-things-to-expect-when-you-market-your-music\/","title":{"rendered":"9 Things to Expect When You Market Your Music"},"content":{"rendered":"<p class=\"p3\">Marketing your music can be a nerve-wracking experience, especially if it\u2019s your first time.<\/p>\n<p class=\"p3\">You\u2019re putting your new music in the spotlight, and it\u2019s going to get a reaction.<\/p>\n<p>Music marketing can be stressful \u2014 even when you\u2019re successful. So we thought we\u2019d help you mentally prepare.<\/p>\n<p><strong>Here are nine things to brace for as you build a marketing campaign, run ads on social, or share your songs with new listeners:<\/strong><\/p>\n<div class=\"embed-responsive embed-responsive-16by9\">\n<div class=\"iframe-container\"><\/div>\n<\/div>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/06\/15\/9-things-to-expect-when-you-market-your-music\/#1_Indifference_and_rejection\" >1. Indifference and rejection<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/06\/15\/9-things-to-expect-when-you-market-your-music\/#2_Develop_thick_skin\" >2. Develop thick skin<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/06\/15\/9-things-to-expect-when-you-market-your-music\/#3_Spend_money_to_make_money\" >3. Spend money to make money<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/06\/15\/9-things-to-expect-when-you-market-your-music\/#4_Work_and_analysis\" >4. Work and analysis<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/06\/15\/9-things-to-expect-when-you-market-your-music\/#5_Your_assumptions_will_be_challenged\" >5. Your assumptions will be challenged<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/06\/15\/9-things-to-expect-when-you-market-your-music\/#6_The_feeling_of_%E2%80%9Cnow_what%E2%80%9D\" >6. The feeling of \u201cnow what?\u201d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/06\/15\/9-things-to-expect-when-you-market-your-music\/#7_Changes_in_advertising_and_algorithmic_trends\" >7. Changes in advertising and algorithmic trends<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/06\/15\/9-things-to-expect-when-you-market-your-music\/#8_CTAs_and_external_links_will_cost_you\" >8. CTAs and external links will cost you<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/06\/15\/9-things-to-expect-when-you-market-your-music\/#9_Niche_will_cost_you_more\" >9. Niche will cost you more<\/a><\/li><\/ul><\/nav><\/div>\n<h3 class=\"p3\"><span class=\"ez-toc-section\" id=\"1_Indifference_and_rejection\"><\/span>1. Indifference and rejection<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p3\">It\u2019s just part of the math. Good marketing is a process of winnowing to find your true fans. And chances are <i>most<\/i> people will not like you or your music.<\/p>\n<p class=\"p3\">The same is true for mega-popular artists. While they have millions of fans the world over, there are far more people who either haven\u2019t heard of them, or who don\u2019t like their music.<\/p>\n<p class=\"p3\">Even when your audience starts to grow and you gain tons of fans, many more people will simply not care. You can\u2019t please \u2019em all. And for that reason you\u2019ll need to\u2026<\/p>\n<h3 class=\"p3\"><span class=\"ez-toc-section\" id=\"2_Develop_thick_skin\"><\/span>2. Develop thick skin<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p3\">Whether it\u2019s plain old indifference or outright rejection towards your music, you\u2019ll receive some negativity when you start to market. It\u2019s easy (and understandable) to take that criticism personally. You\u2019ve spent the time to craft music you\u2019re proud of. You have a special attachment to it. Now some anonymous person online is saying it sucks?<\/p>\n<p class=\"p3\">There are a few ways to respond to negativity. The first is that you can simply not respond at all. Ignore the haters and move on. But if you choose to respond, make sure you don\u2019t burn any bridges when you do. Taking the \u201cSo you think you can do any better?\u201d approach can come off as petty. If you must react to criticism, do it diplomatically and then move on. Don\u2019t dwell on the haters.<\/p>\n<h3 class=\"p3\"><span class=\"ez-toc-section\" id=\"3_Spend_money_to_make_money\"><\/span>3. Spend money to make money<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p3\">The old business adage is true. You can\u2019t reach the world for free. Most new startups plan to \u201close\u201d money before they turn a profit. There are customer acquisition costs, infrastructure costs, and so forth.<\/p>\n<p class=\"p3\">If you want to launch an effective digital marketing campaign, you usually need to pay.<\/p>\n<p class=\"p3\">And early on, there\u2019s a pretty good chance you won\u2019t recoup those costs even IF your campaign is successful.<\/p>\n<h3 class=\"p3\"><span class=\"ez-toc-section\" id=\"4_Work_and_analysis\"><\/span>4. Work and analysis<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p3\">Music marketing isn\u2019t a \u201cset it and forget it\u201d venture. When you launch a marketing campaign, it must be managed and optimized.<\/p>\n<p class=\"p3\">This means some early morning and\/or late nights, which can be tiring if you\u2019ve already got a full work schedule.<\/p>\n<p class=\"p3\">But invest those extra hours in your marketing. If you don\u2019t take it seriously, no one else will.<\/p>\n<h3 class=\"p3\"><span class=\"ez-toc-section\" id=\"5_Your_assumptions_will_be_challenged\"><\/span>5. Your assumptions will be challenged<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p3\">These assumptions could be about anything:<\/p>\n<ul>\n<li class=\"p3\">what constitutes \u201csuccess\u201d<\/li>\n<li class=\"p3\">who your target audience is<\/li>\n<li class=\"p3\">where in the world your music performs best<\/li>\n<li class=\"p3\">which song or video is the hit<\/li>\n<li>how much an average conversion will cost<\/li>\n<\/ul>\n<p>You might have a hunch before you start. But the answers are shaped by your audience, not you as the marketer.<\/p>\n<p class=\"p3\">This can be jarring at first. You might think your target demographic is college kids, only to find out it\u2019s Gen Xers who are listening most.<\/p>\n<p class=\"p3\">Or that new track you\u2019re proud of and so sure it\u2019s <em>the<\/em> one? It may get a lukewarm reaction compared to a deep cut that takes off thanks to some random TikTok video, sync placement, or playlist.<\/p>\n<p class=\"p3\">When you can, have a few options, and test them against each other. You don\u2019t always know what will take off \u2014 or with what audience.<\/p>\n<h3 class=\"p3\"><span class=\"ez-toc-section\" id=\"6_The_feeling_of_%E2%80%9Cnow_what%E2%80%9D\"><\/span>6. The feeling of \u201cnow what?\u201d<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p3\">This is common after marketing campaigns big and small, from major companies to self-run businesses. After all the buildup and anxiety of launching a campaign, there\u2019s a letdown afterwards that can hit hard \u2014 even when your marketing has gone well.<\/p>\n<p class=\"p3\">Have a followup plan in place so you avoid plateauing. You\u2019ve got your audience\u2019s attention. Now lead them to the next step on the journey.<\/p>\n<h3 class=\"p3\"><span class=\"ez-toc-section\" id=\"7_Changes_in_advertising_and_algorithmic_trends\"><\/span>7. Changes in advertising and algorithmic trends<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p3\">The strategy you used for your last campaign might not work the next time you attempt it. Trends are\u2026 trends. Returning to the same well too many times (or even just more than once) could mean you\u2019re pouring resources into something that will probably have fewer returns.<\/p>\n<p class=\"p3\">Don\u2019t get stale. Stay nimble.<\/p>\n<h3 class=\"p3\"><span class=\"ez-toc-section\" id=\"8_CTAs_and_external_links_will_cost_you\"><\/span>8. CTAs and external links will cost you<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p3\">Social media platforms don\u2019t want people to leave. If an ad contains a link to your artist website or another external site that takes someone away from the platform they\u2019re on, that ad will cost you more.<\/p>\n<p class=\"p3\">Also, content with \u201ccalls-to-action\u201d tend to LOOK more like ads, which will cost you more since the social platforms want your ads to appear like native, organic, viral content.<\/p>\n<h3 class=\"p3\"><span class=\"ez-toc-section\" id=\"9_Niche_will_cost_you_more\"><\/span>9. <em>Niche<\/em> will cost you more<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"p3\">Often the more targeted you want to be with your audience, the more expensive your campaign will be. Going after specific age, region or gender demographics can cost more than marketing to a broader audience.<\/p>\n<p class=\"p3\">This isn\u2019t always the case of course, depending on your objectives; but when possible, think wider when you market your music.<\/p>\n<p class=\"p3\">Marketing content that has a broader emotional appeal (while still speaking to the target audience) will bring in more people from across all demographics, which will in turn grow your fanbase.<\/p>\n<p>In other words, if appealing to people who are adjacent to your target audiences gives your content more actual viral power, you\u2019ll get greater reach than you would going niche.<\/p>\n<p>Greater reach for less money means you\u2019re also bound to find more of your true fans too.<\/p>\n<hr>\n<p><strong>Want to learn more essential info on marketing your music?<\/strong><\/p>\n<p>Watch the full podcast episode \u201cMusic Marketing 101, Part 1\u201d (or listen below):<\/p>\n<div class=\"embed-responsive embed-responsive-16by9\">\n<div class=\"iframe-container\"><\/div>\n<\/div>\n<div class=\"iframe-container\"><\/div>\n<p>The post <a rel=\"nofollow noopener\" href=\"https:\/\/diymusician.cdbaby.com\/music-promotion\/music-marketing-expectations\/\" target=\"_blank\">9 Things to Expect When You Market Your Music<\/a> appeared first on <a rel=\"nofollow noopener\" href=\"https:\/\/diymusician.cdbaby.com\/\" target=\"_blank\">DIY Musician<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing your music can be a nerve-wracking experience, especially if it\u2019s your first time. You\u2019re putting your new music in the spotlight, and it\u2019s going to get a reaction. Music marketing can be stressful \u2014 even when you\u2019re successful. So we thought we\u2019d help you mentally prepare. Here are nine things to brace for as you build a marketing campaign, run ads on social, or share your songs with new listeners: 1. Indifference and rejection It\u2019s just part of the math. Good marketing is a process [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-4948","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/4948","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=4948"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/4948\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=4948"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=4948"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=4948"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}