If you missed Part 3, check it out here
This is very important so pay attention. Without Marketing there is no business. You can’t expect to sell any beats if people don’t know they exist. And how you get people to take notice is all about your marketing efforts. I use the word efforts because that’s what it takes – a lot of effort, hard work and time. You will not become an overnight success. But with the right marketing strategies, and a lot of work put into your business, you should be able to (at the very least) make a living off your beats.
One of the easiest and most common ways to promote your beats is on social media. You should be on at least 2-3 different social media networks, however, if you’re not even on one then you’re doing it wrong and missing out hugely. People spend their lives on social media and these people are your potential customers.
Social media is great because not only can you use it drum up business, you can also use it to show your personality. You can be yourself, share whatever funny content you want to, and it’ll likely only help you gain followers. Compare that to you something like your website, which you want to be clean and professional, it’s a no brainer to make use of them both.
The main platforms are Twitter, Instagram, Facebook, Snapchat, and – if you’re willing to consider these social networks, which I do to some degree – Youtube & Soundcloud also. Everyone runs their beat selling business differently and has varying levels of success with different channels, but I’d say the most important networks to be on are Instagram and Twitter. (Facebook is of course good, but it’s so hard to get any reach & engagement without shelling out $$).
And you need to be at it every. day. That doesn’t mean saying “buy my beats” everyday, because that doesn’t work. Sure you want to advertise on your channel, but you need to give people a reason to follow you, and stay following you. So, be yourself. Talk about the game that’s on right now, a new album that’s just dropped, there’s always some beef or drama in the Hip Hop world, and so on. People want to engage with a real human being, so let them.
You can integrate your Twitter, Facebook and Youtube accounts into Airbit, so not only can you automatically post to Twitter & Facebook when you upload a beat but you can also exchange free downloads for a Twitter follow or Youtube subscription. How good is that?
Email is still one of the best ways to communicate with your customers. Email creates a direct link between you and your customer, meaning you can market directly to them, without competing with others for space. Compare this to any social network, paid advertising, etc. where you’re competing with hundreds of other distractions for a potential customer’s attention. How will someone listen to – and buy – any of your beats if you don’t have their attention?
Building your list is relatively straight forward. You’ll want a sign up form on your website, preferably on your homepage, and a reason for them to join. Many people use pop up forms (you know, the ones that you immediately click ‘x’ to get rid of?) to capture email addresses, and offer free beats as a reward for signing up. This is a tried and tested method, as people are happy to hand over an email address in exchange for a free beat or two.
Building an email list is one thing, but you also need to be providing them with quality content. As I mentioned when discussing social media, you can’t just bombard them with sales emails, otherwise they’re likely to unsubscribe. Mix it up and provide valuable content – such as technical advice (e.g. how to get the best mix, how to effectively record vocals, etc.), marketing advice, etc.
You can integrate your GetResponse, Aweber or Mailchimp account into Airbit to automatically add customers to your email list. Once you’ve done this, anyone who purchases or downloads a beat from you will automatically be sent an opt in email asking if they want to join your email list. This is a great way to increase your subscribers without lifting a finger!
You can find the tutorial to integrating your mailing list here.
If you’ve already got some kind of marketing strategy in place, you’ve probably been using inbound marketing without realising. Inbound Marketing is everything you do to bring customers to you, rather than seeking out customers. This includes creating shareable content, your SEO (Search Engine Optimisation) efforts, etc. This kind of marketing is usually free, compared to outbound marketing is which consists mainly of paid advertising – going out and trying to grab customers not already part of your network.
‘Content’ refers to anything you create and/or share – it could be videos, blog posts, podcasts, interviews, etc. This is what will bring people in (aside from your beats). An example of how it works: you create a blog post about how to create a dark trap beat, a producer comes across your page after searching for this in Google. Then they see a link at the bottom of your post to buy a dark trap kit – and boom! You’ve got yourself a sale without going out and looking for a customer!
Analytics, Testing & Measuring
This topic is essential to the success of your business, yet many don’t have an analytics software in place, and aren’t testing their marketing/business strategies. It’s essential because it stops you from wasting your time and money on avenues that aren’t benefitting you. Imagine investing money into Facebook advertising, but because you’re not tracking the results you don’t realise that this isn’t converting into sales or even leads, so you continue pouring money down the drain.
This doesn’t mean you’ll never spend money on fruitless ventures, but it does mean you’ll realise a lot sooner, and therefore put your money into something that will truly benefit you.
Your Dashboard provides you with analytics and data so you can keep track of how your business is doing – where your sales are coming from, what beats are selling, who are your best customers, etc. and for more advanced analytics you can integrate Google Analytics.
Earning Repeat Customers
I’m sure you’ve all heard the of the 80/20 rule. It’s one of those old clichés that still rings true. So I won’t go on about it – basically it means that 80% of your custom will come from 20% of your customers. Because returning customers will always contribute to most of your business. This is why it’s so important to focus on turning website visitors into loyal followers of your craft.
So what does that mean, and how do you do it?
As mentioned earlier, building an email list will be crucial to building a successful business. You should be trying to get email addresses more than you should be trying to get one-off sales, (unless of course you’re using email integration to get your customers signed up to your email list), then using this opportunity to stay in contact with your subscribers by notifying them of new blog posts, videos, beats, etc. You need to weigh up getting a quick $20 from a customer vs. earning $200 from them over the course of a few months/years/whatever.
The same goes for social media. Rather than always trying to push your beats and maybe getting a one-off sale out of it, you want to connect with your audience so they become a loyal follower, then you can continue to sell to them over the span of your career.
Paying for promotion/advertising is a wise investment, as it’s a surefire way to get your beats front and centre on your chosen platform. You can Promote your beats on Airbit, which will get your beats displayed on the homepage, at the top of browse & search results, added to our Soundcloud channel and also promoted on Twitter.
There are other platforms like Facebook, Twitter, Google, etc. where you can promote your beats and/or your brand and they all require different strategies. Before you start promoting on a chosen platform, do some research as to what works best. This includes wording, images, even down to the display URL (if you can choose this).
As mentioned previously, before investing in promotion it’s important to have your tracking & analytics in place so you can properly analyse the results and make sure you put your money in the right place.