So, you’ve got a fancy new website… now what?
There’s no point in having a website if no one is visiting. In this blog, I’ll discuss 5 different ways you can drive more traffic to your music website.
Attention Is King
The music industry is an attention industry. Meaning; The more eyes (or ears) on you, the more success you will see.
But, there are some caveats to this.
First, never buy plays, likes, or follows. (most of these accounts will be bots or surface fans)
Research, understand, and invest in paid ad platforms instead.
Second, you must provide value to your visitors.
Otherwise, you will not generate engagement with your music brand.
The Funnel Effect
If you feel like you’ve not been seeing results from your website. The main problem is likely due to a low volume of new visitors reaching your site.
Good websites should be like a funnel.
You need a high volume of traffic at the top end of the funnel. This is the attention.
You should aim to convert a percentage of this attention into an action (i.e. a “call to action” or CTA).
This is usually something of value given away in exchange for contact details.
Then, you should convert another percentage of those who opted in for your offer to a product or service. This is how to generate income for your brand. As a musician, this can be CD’s, t-shirts, hats, live shows, subscriptions etc…
So, increasing your top end traffic… increases your conversion numbers (i.e. sales).
How To Drive More Traffic To Your Music Website
From my experience as an independent musician, digital marketer, and website developer. I’ve listed some ideas that you can do to increase your numbers. If done well, I guarantee you will see better results from your online music marketing.
More than a music streaming platform. Spotify’s algorithms help the discovery of new music.
Whether you love or hate them. Spotify has the largest market share of listeners. Plus, getting your music onto their platform (and others) is so easy.
Why not generate new traffic to your website at the same time as making some pennies per stream?
Having a well written and engaging Spotify profile is key.
Professional photos, profile pics, and links to your website and social media are a must too.
If you don’t have control of your artist profile… you should.
If your website only has text & images with a few links to social media… your domain authority will be low. Plus, people won’t hang around long if there is nothing to engage with.
To drive more traffic to your music website, you will need engaging content.
The most successful websites choose a niche for a subject that will help their audience.
As musicians, we don’t solve actual problems as most businesses do. We solve existential problems and can empower and inspire people through our work.
This means you’ll have to come up with a niche for your content that resonates with your audience.
You could create motivational type content (e.g. like Prince EA). Or, something more particular to your culture you’re trying to build around your music. (e.g. the ins and outs of morris dancing).
Social Media Content
In a similar thread to creating engaging blogs. Having engaging social media content is also a must.
While I’m a fan of Gary Vee’s approach to creating content. You should always take anyone’s advice for posting to social media with a pinch of salt. (even mine)
What works for them, may not be ideal or you.
Yet, being consistent with your efforts is priority.
If you can’t post 64 pieces of content a day (a la Gary Vee). Find what you can create with consistency. Aim to post once per day over at least 4 platforms (e.g. Facebook, Instagram, twitter, youtube).
You don’t need to overthink your social content. It’s easy to repurpose one piece of “pillar content” into lots of pieces of “micro-content” for social media. (e.g. a long-form blog into quotes, or a youtube video into short clips).
Again, find what works for you and be consistent.
Search Engine Optimisation (SEO)
Having a strong online presence is one of the simplest ways to increase traffic to your website.
This is where search engine optimisation (SEO) comes in.
The more links, verified profiles, and keyword dense content on your website. The greater your authority on the internet.
There are many different approaches to SEO. But for musicians, there are a few key ones that you should learn about or have someone do for you.
You will need to make sure you have an unique & searchable name on all your platforms. (e.g. spotify, facebook, instagram).
Research keywords to see what others are looking for. Then create keyword dense blogs & social posts.
Plus, make sure that you have consistent social handles and domain names. (i.e. @myawesomemusic = www.myawesomemusic.website).
This is a quick overview of the basics of SEO. But, if you are still unsure what to do I’d recommend finding an expert to help improve your online presence.
Mailing Lists & Newsletters
Finally, once you have done all the previous steps to drive more traffic to your music website. You should have some way of capturing your visitors email address or contact details.
This can be a simple form with a spreadsheet, or a more intricate system such as Mailchimp or MailPoet.
Usually, you would include something of value in exchange for their details. This will be your lead magnet.
Your lead magnet could be a free exclusive song available nowhere else, an ebook, or a video. A digital product is best. Plus, the more value you can provide to your audience, the better.
Once you’ve begun collecting emails, you can share newsletters on a regular basis. Make sure not to spam people’s inboxes daily and try to be as personal as possible when writing them. Weekly or monthly works well.
Simple plain text emails work well. Plus, the time spent faffing with HTML templates isn’t needed when you’re starting out.
PRO TIP: Use Customer Relationship Manager (CRM) software. This will help you keep track of lots of contacts. Plus, you can add shortcodes to import their name into mass emails, making them more personal.
Finding What Works For You
Thank you for reading this far. I hope you have found out something new to try and drive more traffic to your music website.
I’d recommend learning more about the technical aspect of using SEO. Plus, creating content like Gary Vee before putting any into practice.
Once you’re feeling ready. Try your new tactics in short bursts, a few weeks at a time, and analyse your results. This will allow you to tweak your approach and find what works for you.
If you’re feeling overwhelmed with managing your website, or don’t have a clue about any of this. Get a FREE online presence report.
Have a great week.