MBP004: How To Increase Traffic To Band Websites

How To Increase Traffic To Band Websites

Welcome to Episode 4 of The Music Business podcast. In this episode, we look at how to increase traffic to band websites.

Listen to the Audio

In this episode James talks about:

  • Different traffic sources
  • Your website as your home base
  • Multiple traffic sources

Please leave a comment below and tell me what you think.

Sponsors

Lynda.com 

Audible.com 

Transcript

In a world where most everyone stays connected via the Internet, it makes sense that to connect with new people, the Internet is the way to go. Gone are the days where newsletters delivered by snail mail were the norm. Today, bands can garner more fans – and stay connected with them – digitally.

Band websites are the digital calling cards of today’s musicians. Where once you had to give out business cards, now, you can just give a web address and everything they need to know about your band can be seen in one place. But what use is a band website if no one is visiting it? How can you increase traffic to your band website?

The past years, we’ve seen a social media explosion where anyone can set up fan pages for bands. Micro-blogging has been a huge hit as well, with many artists documenting their daily lives in less than 147 characters. All these social media channels help create and grow awareness for your band.

But when it comes to increasing traffic to your band website, “there are three things to think about,” according to James Taylor of the Music Business Institute.

The Three Things To Consider (What NOT to do)

The first one, is that “you shouldn’t have just one traffic source,” says Taylor. Think about it, if you only use, say, twitter, to drive traffic to your site, you are leaving many other potential fans who don’t use twitter out of the loop.

James tell of a friend of his who focused on SEO to bring his website up to the first page of the search rankings. However, when Google changed its algorithm, the page suddenly got driven back to the fourth page, causing the artist to lose a ton of business overnight.

Do not put all your traffic eggs in one basket.

The second is on the other end of the spectrum. There are artists who use 5 or more social media accounts to try and gain traffic, sometimes to the extreme by “posting 40 tweets a day” and generally flooding their fans’ feeds. However, by doing so, “unless you have your team to manage these pages,” Taylor says, “you might spread yourself too thin.

A much better way,” James continues, is to “focus on two or three traffic sources, and get really good at building your audience from those.”

The third point to consider when increasing traffic, is to only employ “traffic sources where you know your fans and prospects spend time,” says Taylor.

Say, there’s a new social network where most of its user’s are metal fans. While exciting, problem is you play, say, folk music. By continuing to use that new social network you are only wasting your time.

What you can do is to “survey your fans and find out which channels they spend their time on,” Taylor suggests. If it’s YouTube, Facebook, and twitter, focus on those instead. Don’t waste time and effort trying to market yourself using channels which none of your potential fans and prospects use anyway.

What You Can Do

These are three things NOT to do when considering building traffic to your web site. Now, here are the things you should do. But before we get on with it, you should think about how people prefer to communicate first. Some may prefer writing while others prefer to speak instead. Which type are you? If you prefer to talk to people, then podcasts and radio guestings are recommended. If you like to write, you might want to start a blog instead. If you’d rather show your face while talking, then YouTube is the way to go. “The main point is,” Taylor says, “is to work to your strengths.”

What you should do now, is to think about what works for you. Find the channels you are most comfortable with and what you think might work. Choose maybe one or two for now, and focus on that. Your first choice can be the channel where most of your fans and prospects frequent, while the second can be the channel where you are most comfortable expressing yourself, be it YouTube, blogging, or podcasting.

By focusing on the channels that you know will work for you and your fans, the chances of increasing your band website’s traffic grows exponentially as well.

To help get you started on your musical journey, get the free Music Business video training series from James Taylor here.