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PR vs. Advertising

Small Business owners who do not have a background in marketing often confuse PR (public Relations) and advertising.  Advertising refers to a very specific thing – buying space/time in a public medium such as print, radio, TV, or billboard.  Public relations refers to everything else we do to promote ourselves and our business.

Frankly, unless you’ve got a serious marketing budget, it hardly pays these days to advertise.  The point is to create name recognition and visibility.  And in order to do that with advertising, even in a small market, you have to spend serious cash over a long period of time.   The generally agreed upon statistic is 7-15 exposures to your name/brand to even begin to create name recognition through advertising.

So, as a small business owners – the key is niche marketing (not niche advertising) using a global approach to reach a very small targeted niche segment of the market.  By global I mean – all the avenues within your reach:

  • Live events
  • Media Exposure (print, radio, tv) through press releases, interviews, etc.
  • Social Networking (FaceBook, Twitter, MySpace, Linked-in, etc)
  • In person networking (going to where your niche is hanging out)
  • Internet Marketing (including blogging, pay-per-click, SEO, etc.) driving people to your website (where you have created a single action for them to take – that gives you their name and email)
  • Sponsoring, volunteering and community service

How do you do all of this while working a job, raising a family, having a life?  You absolutely must have a plan and time management/project management systems in place.  Because these things all need to happen with some consistency in order to create success.

And you need to include follow-up for the leads that these things create.  Because if you don’t follow-up, the energy that you initiate with these activities will very quickly dissipate.

Debra Recommends AWeber – Email Marketing at it’s Best

email, marketing, InternetAWeber is a supercharged email marketing tool. Priced competitively, it allows for more targeted marketing than some of the other tools I’ve recommended. However, if you tend to get completely overwhelmed by technology, I wouldn’t recommend starting here. They’ve significantly improved their interface friendliness, but it can still be a bit overwhelming. But take a look, it’s free to try.

Aweber is a very powerful tool with backend interface with WordPress and 1ShoppingCart, and the ability to really parse your contacts into different lists.

But it’s a learning curve.

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Multiple Streams Step 5: Generate Traffic

Artists MBA, Professional ProgramThe temptation is to start building your Multiple Streams of Art/Music Business here. But the magic of this process is created in Steps 1-4.

Do you have a website?  Or is it a cobweb?  Are you a rest-stop or did your site get bypassed by the information super-highway?

Do you have a mailing list (either email or snail mail)?  When you have an event, do people show up?

The major purpose of marketing, for any business, is to create awareness and desire for you and your product.  You can have the finest quality product.  But if no one knows about it – how can you create a prosperous living?

This isn’t about forcing people or manipulating people.  It’s about giving people the information they need to make up their own minds and then making it easy for them to take action.

But how do you do that?  In this class, we explore:

  • The three main sources of traffic
  • How to use your knowledge of your niche (established in Steps 1 through 4) to create awareness and desire
  • How to generate high-quality traffic
  • How to use the internet as the least expensive and most expansive traffic generating tool.

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Ready to get serious? Enroll in the Artists Marketing & Business Academy Professional Program to access these classes today!

Your Tuition ($79 per month) includes all Foundation level classes PLUS the Professional level classes PLUS the Time Management Mastery Course & App.

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Next Class:

Ready to get serious? Enroll in the Artists Marketing & Business Academy Professional Program to access these classes today!

Your Tuition ($79 per month) includes all Foundation level classes PLUS the Professional level classes PLUS the Time Management Mastery Course & App.


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Debra Recommends Blogwild! – Key to a Successful Business Blog

by Andy Wibbels

blogging, InternetThe world seems to have gone blogwild. More and more personal blogs appear every day, and businesses large and small are realizing that blogging can be a dynamite sales, marketing, and communications tool. Blogs are cheap to set up and operate, and they can humanize a company’s image, start the buzz on a new product, and get instant customer feedback.

Do you have a blog? Does your business? It’s not too late to get started. Written by a well-known blogging expert and evangelist, Blogwild! walks would-be bloggers through the entire process and shows you just how easy it is to get up and running. More than just Blogging for Dummies, this humorous and indispensable book includes:

  • a brief history of where blogs came from, where they are now, and where they’re going
  • eight keys to a successful business blog
  • everything you ever wanted to know about blog software
  • the latest trends in multimedia blogging with audio and video
  • five necessary elements of your blog’s persona,

and lots more!

With Blogwild! you’ll discover that wildly effective blogging is within the reach of every business.

Buy this book now

Website Maximizer: Is your website selling you?

artists-marketing-business-academy-interview-with-expertsIn this month’s Interview with an Expert, I am honored to welcome back as a guest speaker, Jeri Goldstein, author of How to Be Your Own Booking Agent: The Musician’s & Performing Artist’s Guide to Successful Touring.

In this workshop, Jeri Goldstein helps you to focus on your unique audiences, and create a unique experience for each of your audiences by making small and sometimes huge changes in your web presence set up.

In addition to your main web site, we touch on your blogs and your social marketing sites.  This class is applicable to any area of the Arts and Entertainment industry as we create a focus on your own unique audience or multiple audiences.

Jeri Goldstein, former agent and manager, now author and music business and performing arts consultant offers strategies and techniques on booking tours, negotiation techniques, marketing, music business and performing arts career development.

Jeri’s award-winning book, How To Be Your Own Booking Agent, The Musician’s & Performing Artist’s Guide To Successful Touring now in it’s 7th printing, is used as a text book in Music Business courses at Universities across the US and in Canada and by musicians and performing artists world-wide. Jeri Goldstein now provides valuable resources, instruction and consulting to musicians and performing artists as they navigate the entertainment industry on their way to creating a successful performing arts touring career.

Additional Resources for this Interview:

Additional ArtistsMBA Classes on this Topic:

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Ready to get serious? Enroll in the Artists Marketing & Business Academy Professional Program to access these classes today!

Your Tuition ($79 per month) includes all Foundation level classes PLUS the Professional level classes PLUS the Time Management Mastery Course & App.


Thank you for your interest. This content is visible to ArtistsMBA Foundation Program members only. Click here to login.

Read the Interview Transcript

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Jeri Goldstein

Debra Russell, Artists Marketing and Business Academy, Jeri Goldstein, Internet Marketing, Social Media MarketingJeri Goldstein, often referred to by her students and clients as Dr. Gig, teaches self-motivated musicians and performing artists how to Get Great Gigs and create tours that make more money. Become a Gig Magnet using the artist-tested strategies and resources Jeri has developed. Learn how to book more events in your uniquely targeted niche market more easily. Jeri helps you narrow your focus to expand your audience and build a larger, more appreciative fan-base. Touring is often the life blood of a performing artist. She is committed to providing you with the tools you need to create profitable tours and achieve your career goals.

The Internet Marketing Expert – an Interview with Patrick Schwerdtfeger

artists-marketing-business-academy-interview-with-expertsHaving seen Patrick speak, I’m absolutely thrilled to have him join us and teach us about Multiple Streams Step 5 – Generating Traffic:

Over 98% of websites get fewer than 5 visitors each day and a fantastic website without traffic does nothing to build your business. Attracting high-quality website visitors doesn’t have to cost a fortune. With some time and a little direction, you can accumulate strategic one-way inbound links and watch the targeted traffic pour in! This presentation will show you how.

Patrick Schwerdtfeger is the founder of Tactical Execution; a company that leverages progressive marketing strategies to build credibility and exposure for its clients. Patrick is an award winning speaker and was an instructor at the 2007 Internet Marketing Conference held in Stockholm, Sweden.

With a diverse background in marketing and finance, Patrick has a gift for explaining complicated subjects in simple language, making his presentations insightful and empowering.

I want to thank Patrick for being so generous with his time and expertise. This was a full 90 minutes, jam-packed with information on how to market yourself on the internet. Really incredible!

Additional Resources for this Class:

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Patrick Schwerdtfeger

Patrick-Schwerdtfeger1

Patrick Schwerdtfeger is a leading authority on global business trends including ‘big data’, self-employment and the social media revolution. He’s the author of the award-winning book, Marketing Shortcuts for the Self-Employed (2011, Wiley) and a regular speaker for Bloomberg TV. Patrick has spoken about global mega trends, big data and the social media revolution at conferences and business events around the world.

Patrick spoke about “Learned Intuition” at TEDx Sacramento in August 2012 and was asked to come back for another appearance in June 2013.

Patrick’s books include Webify Your Business, Internet Marketing Secrets for the Self-Employed, Make Yourself Useful: Marketing in the 21st Century and Marketing Shortcuts for the Self-Employed: Leverage Resources, Establish Online Credibility & Crush Your Competition. He has been featured by the New York Times, CNN Money, LA Times, San Francisco Chronicle, Inc. Magazine, Fortune, Bloomberg Businessweek, the Associated Press, MONEY Magazine and Forbes, among others.

Patrick maintains a video blog entitled Strategic Business Insights and you can watch past episodes (and subscribe to be notified of future ones).