4 Beginner Web Optimization Tips For Indie Music Professionals

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Need higher quality online exposure for your new record label, rock band or EDM production studio?

For most indie music professionals this can be a challenge. Perhaps it might have something to do with the music industry being rife with thousands of members (some with more lucrative budgets than others) all vying for the same goal: to reach music consumers. While it’s quite a feat to distinguish yourself from the millions of competing music-themed brands on the internet, there are a variety of website strategies and tactics at your disposal to help you close in on your goal.


Below are four beginner web optimization tips to help improve your online presence and attract more music fans.


Here are the beginner web optimization tips in short form.

1. Upgrade To An SEO-Friendly Website

2. Produce Blog Content

3. Start Building An Email List

4. Test And Measure Your Online Performance


Here are the beginner web optimization tips in greater depth.

1. Upgrade To An SEO-Friendly Website

It is a basic must for any music industry professional to have a website. However, since working with clients in the music business, I have witnessed how decision makers go wrong with this first step. From maintaining flash sites instead of upgrading to something more SEO-friendly, to archaic web designs circa 2007, there are still music producers, record label owners and other industry members who are making a poor first impression.

A solid example of a music industry professional with a great web presence is my friend, Azar Bogan, whom I have known for over 20 years. Azar is the founder of enig(ma)nagement based in New York City. She also has web design skills, which means she doesn’t need to rely on others to develop her web presence. Like enig(ma)nagement, you need to have a professional face on the web, especially if you’re representing artists.

Begin with a sitemap, then start incorporating the essential elements: a theme from WordPress, Drupal or some other CMS platform; a short menu bar; a responsive design to accommodate any desktop, tablet or mobile device; relevant and quality content; and properly structured URLs that will be crawled and indexed by search engines. Don’t forget to add your brand’s personality to your site. Distinguish yourself from the competitors in your field. This is just a first step to welcoming new music fans online.


2. Produce Quality Blog Content

According to Hubspot, an expert in inbound marketing, “companies that blog get 55% more web traffic and 70% more leads than those that don’t.” If you want to attract more fans to your music business website, then it’s time to start blogging. Not sure what to publish? Here are a few ideas:

  • 3 Fan Benefits Of Subscribing To Nu Media Music Group
  • Q&A With Singing Sensation Abigail
  • Contest: Win Our Trouble-T Gift Basket (T-Shirts, Hats, CDs & More)


Feel free to steal these ideas and tailor them for your own blog content. Take it a step further and think of 10 blog ideas that you could publish in the next six months. Also, try embedding Soundcloud audio and YouTube videos for more content-rich posts.

Forget about connecting with popular music bloggers. They are already inundated with music review requests from thousands of record labels, publicists and artists. If you add a blog to your own website today, you can start reaping the benefits of creating original content and receiving inbound music fans tomorrow. Your audience will eventually grow organically and come directly to you instead of the other way around. And yes, that audience eventually will include popular music bloggers.


3. Start Building An Email List

Facebook, Twitter and Instagram are all wonderful tools to connect with fans. However, your biggest fans are the ones who subscribe to your emails. Email is an excellent channel for connecting with your targeted audience. With your preferred email marketing platform (e.g. AWeber, Campaign Monitor or MailChimp), you can deliver news directly to the people who want to know what’s new with you. Not sure what message to craft in an email or newsletter? How about using content directly from your blog, video interviews or press releases.

Start with a simple subscription box and a platform to help you build your list of emails. Place the subscription box above the fold in your sidebar or build a form on an entirely separate web page, if you wish. Most importantly, once you commence sending news to your subscribers, do not abuse them with spam. You’ve earned their trust with an email sign up. Don’t ruin those relationships by sending irrelevant content, especially in high frequency.


4. Test And Measure Your Online Performance

Though I’ve listed tips that I personally think can enhance your web presence, none of these will matter unless you test them and record the results yourself. Use tools to collect data and measure the success of your web presence. Google Analytics provides intelligence on unique and recurring visitors to your website, your most popular content and other insightful data. If you have a Facebook company page, review your Facebook Insights to determine the quality of follower engagement. Experiment with changes and observe the effects. Use search engines to determine just how well your website and content are ranking for keywords and terms. Ultimately, you are the best judge of how digital media tactics work best for you.

Now, over to you. How do you promote your music industry business? Are you using social media to collaborate with others instead of selling? Do you maintain a unique SEO-friendly site? Leave your comments and questions below.