With so much new content coming out this summer, it's been very important to us to reach new people and groups to share it with!
Advertising your stuff can be a big, scary, overwhelming beast. Where on earth do you start?
Thankfully we have had some guidance from our friends in the Biz, and we want to share with you what we took from that advice and how we use it.
What's your goal?
First off, what the heck do you hope to gain by advertising? There are so many different things that can be achieved, and it's important that you establish what you want to happen with this exposure.
- Website traffic
- Selling products
- Event turnout
- General exposure (fanbase growth)
These are all really common goals, and with good reason! Especially for bands, these are your bread and butter (if you don't have a website, product to sell, or events to share, that's a good place to start before you start giving someone your money to advertise you).
With so much going on for us right now, we have several different campaigns running for us.
We have four separate releases in the coming months to share, so while individual campaigns are running for each release, they do overlap! We also have a few ads running just to expose new people to what we are doing and to lead them to the website to learn more about us and our summer plans.
It's important to establish what your goals are first, so that you have a better idea of where to start with your first ad.
As it turns out, there are multiple platforms to place your ad...
Physical or Digital?
The answer to this changes every day, and again, entirely depends on your goal. We are running both digital and physical advertisements right now, with different goals.
We recently had the pleasure of meeting with the head of a magazine that covers the whole of the music scene in northern Colorado, The Scene Magazine.
While we have had VERY good luck so far on our digital front, it's always important to focus on your physical/local fanbase as well. These people attend your shows and are entirely more likely to buy any product you may be selling. While digital fans are amazing, especially in an incredibly digital time for humanity, having a face-to-face interaction is absolutely crucial.
That's why this magazine appealed to us so well! We are still relatively new in the area, and are working hard to book more gigs in the area and meet our neighbors. The Scene has more than 600 locations throughout the Front Range, making it ideal for our goals.
We went all in with this, with a plan in mind! We have signed up for 12 months of a half-page ad, which is huge compared to what normally is done (which apparently for bands in this area is none). Yes, it costs money. But the gain from doing something seemingly so bold can be huge. :)
With this, we can reach so many different goals simultaneously! Website traffic, news updates, you name it. Whatever is going to be most relevant to us month-to-month can be showcased here in something that you can hold (which is a pretty amazing experience!).
Human psychology is a funny thing, and having something tangible can make an idea so much more real and valid.
"What if I can't afford it?"
Then absolutely don't do it. Many places will be more than happy to work with you to find what is in your budget, but if you find yourself becoming uncomfortable with how you are being treated, then find something else. There is always something else!
The representative for The Scene Magazine really was amazing to work with and entirely there to help us reach our goals and make relationships, and that's the difference here. Had we, for even a second, thought that he was trying to take advantage of us, we would have dropped it and moved on to something else.
There is a lot to consider when starting a digital campaign as well!
Please, Please, PLEASE, PLEASEPLEASE!! DO NOT JUST HIT "PROMOTE" ON FACEBOOK OR INSTAGRAM.
These places are notorious, especially lately, for clearly taking advantage of small businesses. Yes, that means you.
There are ways to advertise on these platforms without you getting entirely screwed over. When you hit that promote button, they assign an "automatic" audience to show it to. Which in this industry means a WHOLE bunch of totally non-applicable people in other countries that Do. Not. Care.
Your ad will show promising numbers, but in reality the effect will be soooo, so minimal.
Take the time to go through your social media analytics. Who are your fans? Men, women? How old are they? What are their interests? This information is all available to you! And when you have that info, create an audience on your promotional page that reflects it.
Facebook owns Instagram now, and you can manage your promotions for both through your business profile. I won't get too much more into this on this blog post, so please leave a comment or send me a message if you have specific questions! I'm hardly an expert, but I have a start on it! ;)
So, now what?
The point here is: be thoughtful. There is never going to be a perfect way to do anything, but a little forethought can go a long way. There are people to ask, and resources to look through.
Please, don't just guess! Someone else already has, and has experience you can draw from.
As always, thank you so, so much for your continued support. Without you, we wouldn't have much!!
From all of us in Fat Stallion-