Sales and Marketing

Niche Marketing – How Thinking Small Can Payoff Big

Artists MBA, Professional ProgramWhat is a Niche, really? And why is everybody talking about Niche Marketing?

Many business owners are afraid to define their niche on the mistaken premise that they will lose business as a result.

The truth is just the opposite.

Designing your marketing around a Niche can enable you to have a major impact on a small budget. Since most business owners are working with a limited to non-existent marketing budget – Niche Marketing can give you a tremendous advantage over your competition.

In this class, you’ll learn:

  • What is a niche, really and how does it apply to my business?
  • How do I pick my niche?
  • OK – I’ve chosen my niche, now what?

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Music Licensing with Sarah Gavigan – An Insider’s Guide to Getting Your Music Placed in Films, TV Shows and Ads

artists-marketing-business-academy-interview-with-expertsIn these times of Music Industry upheaval and uncertainty, Music Licensing is one of the few areas of the industry that offers clear income potential to the entrepreneurial artist.

I’m thrilled to have Sarah Gavigan as a guest this month, to give us an insider’s look into the Music Licensing business.

 

In this class you’ll discover:

  • The range of opportunities in Music Licensing
  • The top 3 mistakes people make with when submitting music to a Music Supervisor
  • How to create a strategy allowing you to target the people who are looking for your music

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Sarah Gavigan

music licensing, music businessSarah Gavigan founded Ten Music in the winter of 2000; the first company of it’s kind to represent Indie Artists and Labels to Advertisers and Brands. 9 years, 45 labels and thousands of placements later, Gavigan is one of the foremost leaders in the field of music licensing.

In 2008 Gavigan developed and taught a course at UCLA entitled “How to get your music licensed in a Commercial.” Today Gavigan Music Supervises, and teaches Musicians and Music Industry professionals how to successfully license their music through her online education program GET YOUR MUSIC LICENSED.

Niche Marketing – How Thinking Small Can Payoff BIG!

What is a Niche, really?  And why is everybody talking about Niche Marketing?  According to About.com a Niche Market is a narrowly defined group of potential customers.  Let me be really clear about this – Niche is not about you.  It’s not about your product or your genre.  It’s about them, your customers/clients/fans.  It’s about the folks you want to draw into your circle of influence.

In today’s world, we have available to us literally thousands of marketing tools, marketing avenues and technologies that were not available to us 10 years ago (even 5 years ago).  Just watch a rerun of the X-Files and you’ll realize how far we’ve come in the first decade of this century.

But these technologies are both a blessing AND a curse.  They’re a blessing because you can market very effectively without a lot of money.  They’re a curse, because everyone has access to them.  So, you can build a website – but so can billions of other folks (including your competition).  You can participate in social media like Facebook, Twitter and YouTube – but so can everyone else.  From your customer’s perspective – it’s like watching a raging river – no single drop of water stands out.  How could it?

How You Stand Out in the Crowd

Many business owners are afraid to define their niche on the mistaken premise that they will lose business as a result.  The truth is just the opposite.  There’s just no way that you, as a small business owner, with a limited marketing budget can effectively market to everyone.

Because what you can afford to do is just a drop in the bucket of all the information each one of us is exposed to on a daily basis.  And so, in order to make an impact – you need to be exposed to your market multiple times, in order to even be noticed.  The old marketing adage was the Rule of Seven – seven exposures to your product before they buy.  But I believe the rule should be more like 15 because of the sheer quantity of marketing messages we are exposed to every minute of every day.

In Marketing Shortcuts for the Self-Employed: Leverage Resources, Establish Online Credibility and Crush Your Competition, my friend Patrick Schwerdtfeger says, “go an inch wide and a mile deep.”  What this means is to narrow your market down to a very specific group of people who are uniquely defined.  And while you don’t want to define them by your product or service, you can define them by the problem (pain/need) your product or service solves.  Designing your marketing around a Niche can enable you to have a major impact on a small budget.  Since most business owners are working with a limited to non-existent marketing budget – Niche Marketing can give you a tremendous advantage over your competition.

Switching from Push to Pull

Once you’ve defined your niche, what their problems/needs/desires are and how you uniquely solve them, you can set about getting in front of them.   And that’s a lot easier to do if you know specifically who they are and where they’re hanging out.  Because then you are pretty much guaranteed that the people you’re getting in front of actually want and need what you provide.  Instead of what most small business owners do – throw lots of spaghetti against the wall and hope some of it sticks.

And here’s where the magic comes in – if you design your message on their terms, in their language and in a way that gives them an experience of the benefits, then they will have the “Oh, that’s just what I need!” response.  If your market recognizes you as exactly what they’re looking for, they will flock to you, easily and effortlessly.  And isn’t that what you want?

Want to learn more about Niche Marketing and how to apply it to your unique business or career?

Listen to Niche Marketing

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If You Build It, They Will Come

Or Will They?

Many artists in the music industry believe that all they have to do is record a CD and their audience is sure to show up.  I believe that this mythology has had a detrimental impact on the DIY musicians’ success promoting their music.

So, let’s deconstruct this idea and really take a look at it.  One thing I think we can all agree on:

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WordPress Website Essentials with Jesse Petersen

artists-marketing-business-academy-interview-with-expertsYou’ve heard me say it again and again, you need your own website. A Facebook or ReverbNation page isn’t enough. To succeed in the 21st Century, you must have a web presence all your own.

For most people there are 3 obstacles to creating their own website and in my experience, WordPress solves all three.

In this Interview with an Expert call, I’ll be talking with Jesse Petersen. We’ll look at how WordPress dissolves the biggest website obstacles. And answer the biggest questions you have about creating a WordPress Website that announces your business on the Internet and makes it fun, easy and attractive for your fans, clients and customers to play with you and buy from you.

In this Interview you’ll learn:

  • The three obstacles to a web presence and how WordPress solves them
  • How to get started with WordPress
  • The 5 most important WordPress Plugins

And so much more. Take it from this died-in-the-wool technophobe – WordPress makes the website manageable!  And Jesse makes it understandable!

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Jesse Petersen

Debra Russell, Artists Marketing and Business Academy, internet marketing, Website, WordPress, sales and marketing

Jesse has been using WordPress since “the good old 1.x days” of its development and has seen it grow from something that once took a moderate amount of techno-savvy to choose a theme into the wonderful software that it is now; with one-click updating and uploading. Over the years, he has broken his sites and his themes hundreds of times and learned a new trick every time.

In 2008, he left corporate America to become the Support Manager at iThemes, a theme development shop out of Oklahoma; working remotely from his home in sunny Florida. It was during this time that he encountered thousands of bad WordPress installation issues, server issues, theme issues, and more.  That found him quite the following of people eager to get quick, easy fixes to their WordPress problems and he always seemed to have an answer within minutes.

In February 2009, he went out on his own, forming Petersen Media Group, LLC to launch his own WordPress services company. He currently has over 100 small business and blogging clients from England to Hawaii to Tibet. His services, while very specialized in his area of greatest expertise, draw from many areas of his experience and allow him to be the complete package for those clients who want it all: logos, branding, social media training, and website design and development. This breadth of knowledge makes Jesse an excellent choice for drawing in the big picture for his clients and guiding them in the right direction, whatever their needs are or budget allows: they are certain to get a straight answer.

How to Build Your List with Elizabeth Edwards

artists-marketing-business-academy-interview-with-expertsList Building might not be the sexy topic that Social Media is however “The List” is a key ingredient to the success of your business.

Independent artist and small labels alike need a large list of raving fans if they want to be successful.

 

In this class, you’ll learn:

  • Why you MUST have “The List”
  • What “The List” is and isn’t
  • How to create “The List”
  • And ways to grow and use The List to build your audience without breaking the bank.

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Elizabeth Edwards

Elizabeth Edwards, Music, create a fanbase
Award winning singer-songwriter and author Elizabeth Edwards has worked for several nationally distributed magazines and media companies in the design, video and music markets. She’s recently released Create A Large List Of Raving Fans – Seven Simple Strategies, a book and marketing course that addresses the needs of independent musicians and small labels with regard to list creation and audience development.

For more about her music visit http://www.elizabethemusic.com/

Self-Promotion for Performing Artists with Peter McDowell

artists-marketing-business-academy-interview-with-expertsNot sure about how to write a press release or to approach press?

Unable to move forward in promoting an upcoming live performance or CD release?

Armed with the advice of seasoned performing arts presenter, producer, and publicist Peter McDowell, you will leave this session with:

 

  • Simple tools and strategies for marketing and publicizing your careers, creations and performances.
  • How to create a promotional PDF, a bio and a press release.
  • A clear process for contacting critics, reviewers and bloggers and the media
  • How to get events listed and CDs or video promoted on the internet.

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Peter McDowell

music business, self-promotion, promotionNew York and San Francisco based Arts Consultant Peter McDowell has built a solid career on high-level, strategic, and effective service to performing arts organizations and performing artists. As a publicist, Peter has placed interviews, reviews, critic’s choices and listings in media such as Time Out New York, The New York Times, The New Yorker, The Village Voice, Opera News, The Baltimore Sun, and The LA Times, as well as blogs and web publications. From 1997-2006, Peter was Program Director for the Chicago Department of Cultural Affairs. He recently served as Director of Programs at OPERA America in New York.

Mining the Gold from Your Contacts

Artists MBA, Professional ProgramHave you ever noticed that some people are just good at networking?  They seem to take to it like ducks to water – and then there’s the rest of us who flounder like a fish out of water!

But we also know that success depends on who you know, right?  So we better get good at this networking stuff – sink or swim!

Here at the Artists Marketing & Business Academy, I teach you about relationship marketing.  This class will cover the heart of relationship marketing (pun intended).

Making that initial contact with a prospective client, customer or fan is just the beginning of a long and beautiful and hopefully productive relationship.  Knowing how to turn an initial contact into a relationship  is a key success skill.

In this class you’ll discover:

  • The 3 things to do in that initial contact to set up a successful relationship
  • How to nurture and grow a relationship into a fruitful partnership
  • How to handle rejection without losing your heart or your head

This class will provide you with the skills you need to go out into the world and build your connections and increase your opportunities.

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Top 5 Twitter Mistakes

I’ve been using Twitter for just over a year, now.  And I admit it, I’m hooked.  Twitter represents an unprecedented opportunity for connecting with your fans, creating new fans and promoting your music or business for little or no money.  But I see a lot of people making the same mistakes over and over.  And it’s such simple stuff to fix.  Here are the top 5 Mistakes and how to fix them:

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How to Get Started on Twitter

Artists MBA, Professional ProgramI’ve done several calls over the last 2 years that refer to Twitter directly or indirectly, and there have been folks on those calls who either JUST started or have not yet started their Twitter account.  If this is you, what are you waiting for?

Feeling overwhelmed and just don’t know how to get started?  Well, this is the class for you.

In this class you’ll discover:

  • How to set up your Twitter account and page to maximize your key words
  • The basic Do’s and Don’ts with Twitter
  • A few irreplaceable tools for Twitter

This is a beginner’s How To class.  I recommend you listen to this class in front of a computer so that you can follow along on the screen.  Also, if you haven’t yet joined Twitter, definitely create your account by going to Twitter and clicking the big yellow “Signup” button.

I look forward to introducing you to this invaluable tool for building your business.

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