Nearly a year ago, I wrote an article — ‘How to use your music sales on Bandcamp in conjunction with Facebook ads to get more fans & sell more music’, which covered how you can set up a Facebook Ads campaign to sell your band’s music. And sales are great, of course, but something that I think a lot of bands forget about digital marketing is how important exposure is.
If you play a festival or support another band, you’re getting exposure, right? You’re playing to an audience who may not typically attend one of your shows. (This isn’t to say you should do those things for free! I’m not pandering to the ‘do it for the exposure’ folk.) But online, the majority of the organic exposure you get is when you drop new music or release a music video, and your fans (hopefully) share it with their friends. Maybe you get added to one of Spotify’s Discovery playlists or you happen to rank highly when somebody searches “instrumental progressive metal” on Bandcamp (who does this?!). For the most part, you are discovered online during release cycles.
At the end of April 2018, I launched a campaign for a band who were not in a release cycle. I had a budget of £5 per day (£150 per month on average). The purpose of this campaign was purely to get exposure — to attract and engage new fans. I targeted the campaign at a Lookalike Audience (more on this…
