• Phil McDonald

Marketing during a pandemic

As we near the end of 2020 it's clear that there's going to be no return to live music for most of us before the year is out. At the end of the summer I was hoping, with everything crossed that we may see a return to gigging before the end of the year. But alas, Covid has struck back with a vengeance with many places returning to lock down. There is a glimmer of hope though with the news this week that a potential vaccine is 90% effective and could be rolled out early next year. Please, please, please! So as very few of us are managing to play live, how do we go about marketing ourselves? How do we increase our presence without being out there?

One of the most important things you can do right now is to set a marketing goal. One thing you want to achieve and can do so without gigging. Perhaps do one live stream a week? Maybe put out a YouTube video every week? Or try and attract more Instagram followers? There are loads of things you can do and there are lots of tool available to help you do it. Use social media to it's full effect. Interact with your followers and make sure the conversation is two way. It's also important to think about your brand. Do you have a logo? Is there a font you use on your website or any colour scheme? It's important to have a uniform approach and use the same branding across all platforms. Be consistent.

You can also think about what you can do differently as part of a marketing plan. Loads of people post pictures and videos here and there, but how about doing something like a giveaway or a competition? People like to win things and the idea of this will draw people to your site/socials. Be as creative as you like but doing something different will get noticed. If you have a home studio set up how about live streaming a recording session? Show your supporters behind the scenes as it were.

When we eventually do get back to gigging you want to be in a position where you can hit the ground running, or at the very least, pick up where you left off. If you're not doing any kind of marketing and obviously not playing live then your support and any interest in you is going do drain away and you're going to have to work hard to build that back up. But with a clear marketing plan you can take that support and move up a level when we do get back to playing.

I discuss this in more detail on this week's podcast which you can listen to here. Do you have a marketing plan currently? What do you hope to achieve?

Thanks for reading.


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