Web Marketing for the Music Business, 2nd Edition

Chapter 11

Successful Promotion on the Web

INTRODUCTION

A musician’s career is like any other business. Creating the perfect product does not guarantee success. In fact, marketing expenses often can outweigh production expenses. 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, ...