Promoting Your Web Site Offline

Whether your industry is music, professional services or manufactured goods, many businesses that set up Web sites initially suffer from the same misconception: "All I have to do is publish a Web site and the world will find me."

 

The truth, however, is another story entirely. Publishing a Web site takes careful preparation, including (but not limited to):

Initially, the quickest way to hit the ground running with your new site is by going out and networking with real people. Not only will this help place some human recognition behind your domain in the ocean of faceless artist and band Web sites, but it will subtly and effectively feed into your public persona.

 

This will help you become a more formidable local (and hopefully national) personality. Every time you make a new contact (be it a booking agent, club owner, label executive or fan) mention your Web site at least three times in the conversation and watch as old fashioned grassroots word of mouth takes its course.

While spreading the word yourself is one way to promote your Web site, keep in mind that other artists can also be helpful. A classic mistake of many talented fledgling artists is to instantly dismiss other artists or bands as "competition." It's more than likely they know something or someone important that you don't and vice versa.

 

Networking is the one of the main themes of the music community and one of the primary ways in which the music scene grows. One city's musical explosion (such as the "Grunge" scene in Seattle in the early 1990s) didn't happen because there happened to be many talented individuals vying individually for a taste of success. It happened because they realized that if they worked together, the benefits they were looking for would befall everyone involved.

 

So, next time you're killing time at an open mic, band contest promotion or another "Battle of the Bands," use the time effectively to talk to other budding artists and extend your network.

 

Other good venues for physical networking and band promotion are:

Even songwriting and performing workshops can be good places to network, and they also offer the opportunity to hone your craft, no matter how adamant you are that you don't need it.

No matter what your stage persona may be, remember that performances are the best places to promote yourself and your band. While you may enjoy acting like a rock star or a street-smart rapper on stage, don't forget that you still need to promote yourself and create public awareness of your artistic endeavors.

 

Initially, you may feel a little silly mentioning your Web site in every conversation you have or in between every third song while you're on stage (some nicer artists are even embarrassed because they worry about coming off as too self-centered). However, if you neglect this relatively easy, yet critical approach, you will go home and continue your existence as an unknown brooding rock-star or street-smart rapper.

 

Whether you're aiming for a small blurb in your local alternative news weekly or readying for a major interview in a national publication, always include your Web site's URL in any communication with the publication or its individual reporters.

 

If your communication is purely by e-mail, this can be attained simply by setting up a template for your signature in the e-mail footer that includes a live hyperlink. Not only will your Web site then be promoted with every e-mail you send, but you'll also never have to worry about forgetting to include it.

 

If communication is conducted through the mail or over the telephone, make sure the URL is clearly printed on each sheet of paper and mentioned during every conversation.

While promoting your Web site, be sure to get feedback on it, especially from your fans. For example, a good tip while talking with a reporter is to actively involve him or her in the presence of your Web site. Ask if (s)he has a chance to check it out yet, and if so, if (s)he has any comments about it. Find out if (s)he found it easy to use and if there was any information (s)he felt it lacked. Not only will you have solidified the Web site in the reporter's mind, but you may learn a thing or two about the way people are interpreting your efforts.

 

This approach is not solely limited to reporters, though they do see enough sites on a daily basis to offer constructive criticism. Be careful of using the same questioning tactics with everyone who has seen the site, especially your fans. Remember, everyone is different and everyone has an opinion. If you ask too many people, too often you may end up confusing yourself and your goals.