Building a presence on the web is not hard but it does take some work on your part. Just posting a video to Youtube and hoping for the best is not the way to do it. Yes there are a million and one sites out there that promise you all kinds of success if you put your information on their site but for the most part those sites are looking to build a large user base and they don’t really do much on an individual level so you become just one more page in a site with thousands of pages and no one notices you. If you set things up properly to start with you can get more out of your efforts on the web.
Many artists come to me looking to improve what they already have and I tend to see the same things over and over again. They have a decent website, they have profiles on several social networks and they have a Youtube page. The problem is that nobody is noticing them. They might have a thousand friends on Facebook, a few hundred on Twitter and their videos on Youtube have only been viewed a few hundred times. If I search their name on Google or Bing they are often not even on the first page of the results.
The first thing to think about is how people are going to find your website. Most site building platforms have some kind of SEO (search engine optimization) tools built into them. If you have a webmaster it usually falls to them to build keywords into the site. Using a few of the right keywords is way better than using a mass of bad keywords. Here is a tutorial on how to do SEO on your website and the Google Webmaster Tools can help you find the right keywords to use.
Ideally you should also have links to your social networks on your website and a link to your website on the individual pages of your social networking sites. Once you have your SEO finished the next step is to submit your site URL to the main search engines. All of this helps you to climb up the ladder of search engine recognition for your own brand name. That isn’t always easy as there are few names these days that someone isn’t using. I have recently worked with an artist who had the same stage name as a street and that made it hard for him to get onto the first page of search engine results. Another had the same name as a chocolate company and a third the same name as another band, a play, a film, 2 songs and a book.
The next order of business is to submit the URL of your website to the search engines. Adding a site map to your site makes for better results whenever the search engines crawl your site. Links to submit your URL to the main search engines:
Every link out there on the web that points to your website also helps your SEO. There have been some changes to the importance that search engines give to some kinds of links. However links from social networks where people mention you or share your posts that contain your site URL are still good as are links from blog posts that talk about you.
I am not going to add anything specific here in regard to promoting videos. That topic is deserving of a post of its’ own. Instead I would like to point out that there are a lot of websites out there now offering free business listings. This includes the search engines and some social networking applications. Remember as a band or filmmaker you ARE a business and free local listings can only help.
I will list some of the best sites for you to use. There are hundreds of them but submitting to them all is a huge pain and takes a couple days of your time. There are services who will submit for you but they are kind of pricey and have a monthly fee attached. For now lets just give you some of the bigger free sites that you can manage individually without a lot of effort and that will allow you to publish “specials” or “updates” when you are out doing a live show.
The search engines have local business listings. For them you will need a valid address (not a PO box) and a phone number, website url and email address. Along with that a brief description of the business (you) and some let you put up pics and videos. Here too keywords are important and you need to try to think of some that someone might be using when they search for local music. Some ideas: live band, live music, live rock, music, local music, local band, band. When deciding on keywords to use you can again make use of the Google Keyword Tool to see how many times your keywords are searched for each month.
aol uses yellowpages.com: http://www.yellowpages.com/?re=yp
Foursquare for business is a pretty awesome tool:
So there you have it. I hope that helps. Once you get all this done and you have a budget we can talk about the options available with paid advertising. I can run a youtube promoted videos campaign and put your name in front of (literally) millions of pairs of eyes for about $11 per thousand views (this varies depending on geographic and demographic targeting). I can also do search campaigns and graphics based campaigns on music blogs and sites. I can even put your video on music blogs and sites as a click to play video.
I can also manage any promotional ad campaigns on facebook, twitter or linkedin.