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Web Marketing for the Music Business by Tom Hutchison

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CHAPTER 11 Successful Promotion on the Web

 

 

INTRODUCTION

From a business standpoint, it wouldn't make any sense to open a restaurant— to put all that effort into designing and building a fine establishment—without a strategy to promote the restaurant to potential customers. But that is what people do when they spend their entire Internet budget and effort on building a perfect web site with no plans to promote it.

In the restaurant analogy, management must make certain obvious marketing efforts to become successful, including advertising, getting reviews, creating word of mouth, and offering coupons, to name a few. There is a common expression: “No one wants to eat at a restaurant with no cars parked out front.” The presence or absence of ...

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