mobile music marketing

5 tips to make your mobile music marketing sing

By investing the time in your mobile music marketing now, you’re setting up your brand for the future. Your fans are already on mobile, so what are you waiting for?

Nearly 30 years ago, the first smartphone — the Simon Personal Communicator — was invented, and this technology has changed the face of marketing. Now, over half of all Internet traffic comes via mobile device. In fact, mobile Internet browsing overtook desktop browsing two years ago and is expected to increase sevenfold by 2021.

Modern day consumers are online — on their phones — more than ever before. If you’re not accessible by mobile, you’re missing out on a huge chunk of your potential audience.

However, there is an art to getting your mobile music marketing right. Attention spans are very limited (we’re exposed to over 10,000 brand messages every day), so you’ll need an innovative mobile marketing strategy if you’re going to grab attention.

To help you get started, here are five different ways you can use mobile to market to your potential fans.

1. Mobile-optimized websites

Having a mobile-optimized website is non-negotiable nowadays. 52.2% of website visits happen through a mobile device. Plus, Google recently tweaked its search engine algorithms so that mobile-responsive websites are prioritized when someone is searching using their phone. If a website isn’t mobile-optimized, it won’t even show up in search results.

By failing to have a mobile-optimized website, you’re alienating a lot of potential fans who could be searching for your music online. Mobile Internet traffic is going to grow a lot over the next few years, so a mobile-optimized website really is the bare minimum you can do to reach your customers.

It’s not that tricky to do. Many web developers now create responsive websites as standard (i.e. websites that can resize if viewed on a smartphone or tablet). Even self-service website tools like Wix offer a mobile version of your website.

2. Apps

Apps are ubiquitous with smartphones these days. As the saying goes, “There’s an app for that!” which means your band might benefit from creating one. Apps can be a great way to engage with your audience: Instead of sending sporadic communications, you can use your app to keep your fans updated with the latest news and what you’re working on. If someone stops using your app, you can try to nudge them to engage again with some push notifications.

Make sure your app content offers something exclusive to your fans that they cannot get anywhere else. Perhaps some discounts on music purchases, early tickets to upcoming shows, or merchandise they cannot buy anywhere else. Taylor Swift offers an app to her fans called The Swift Life. It offers behind-the-scenes content about her life, exclusive Taylor Swift products, and access to a community so her fans can chat about her music.

You might think that you’d need a dedicated app developer to create your own app, but there are many out-of-the-box solutions that allow you to create an app with no coding knowledge. As with every aspect of your marketing, make sure your app really reflects who you are. That means it needs your branding and your tone all over it.

3. Social media

Social media and smartphones are like two sides of the same coin. Platforms like Twitter, Facebook, and Instagram are automatically mobile-optimized.

One thing to bear in mind when you do post on social media is that images and videos need to be suitable for mobile devices. Square (or vertical) images appear better when scrolling through a social media feed on a phone. Likewise, vertical video is on the rise thanks to Snapchat, Twitter, and Instagram’s new IGTV app. This format is more mobile-friendly compared to traditional video because users don’t have to tilt their screen to view it.

When using social media, it’s worth thinking of your audience and the platforms they are likely to be on. You have limited resources, so it’s better to focus on doing one or two social media accounts well rather than stretching yourself across them all. Plus, any content you do share needs to be unique to each platform. That way, your fans will follow you on them all.

4. Mobile ads

When launching new music or merchandise, it might be worth considering mobile advertising. This is advertising that’s designed just for mobile devices.

Mobile-friendly ads can be placed across all kinds of websites. Plus, you can do hyper-local targeted ads. So, if you have a gig in Philadelphia, your ad will only appear to people nearby.

Then there are ads on social media. Sponsored posts can drive traffic to your social media accounts (getting you more followers) or to a specific website. It can be a good way to raise brand awareness or sell tickets.

5. Text messages

Text messages can be a personal way to stay in touch with your fans. However, make sure they have opted-in first. Because texts are so personal, if done incorrectly, they can really annoy your fans. However, if you provide enough value (through exclusive content or regular updates on an upcoming gig), there’s a lot of potential to build a deep connection.

A final tip

The principles of good marketing apply to your mobile strategy. Make sure you deliver content that is personal, well-targeted, and timely. Put your audience first and base your mobile marketing around their needs.

By investing the time in your mobile music marketing now, you’re setting up your brand for the future. Your fans are already on mobile, so what are you waiting for?


Izaak Crook is the Content Marketing Manager at AppInstitute, a SaaS App Builder platform that allows anyone to create their own iOS and Android app without writing a single line of code.

Learn How to Make Social Media Work for You

Related Posts
Music marketing strategies for indie musicians
Use a SWOT analysis to focus your music marketing
Lead generation and music marketing
15 music marketing mistakes indie artists make
How to expand your music audience in three easy steps

Leave a Reply

Your email address will not be published. Required fields are marked *