In the last post on how to promote music, we briefly discussed the concept of building your “off page network” as a method of increasing your discover-ability online. Today I want to go a little deeper into that. Let’s start by defining the term “off page network” and discussing the reason why it is one of the most important things you can do to increase the flow of traffic to your website and entice people to join your party.
Think of your website as the hub of a wagon wheel. Your goal (once your “house” has been made presentable) is to build the spokes of the wheel which will direct traffic from the rim (the entire internet) to the hub (your party). Make sense?
This simple analogy is the key to making the most out of your web2.0 properties (YouTube, Facebook, MySpace, Reverb Nation, etc). Never forget: The entire point of a Facebook fan page or a YouTube channel is to funnel traffic to your website… period. Now, with that said, you still need to be entertaining and to provide value on your Facebook and YouTube properties but, never lose focus of the reason they exist to begin with; Drive traffic from the world wide web to your party.
The “Call To Action”
The way we do this is by using a compelling “call to action” (CTA) that instructs the reader/viewer/listener to come to our party and gives them a compelling reason to do so. An example CTA at the end of a YouTube video (say, a video of your band in the studio) might go something like this: “Dig this? See more behind the scenes footage at www.YourSite.com” Simple, instructive and enticing. Try to include a call to action in everything you publish.
There’s more to the web than YouTube and Facebook
Apart from the usual channels (YouTube, Facebook, etc) you can also set up a blog network using sites like Squidoo, Tumblr, WordPress.com, Xanga and such to create even more points of discovery. This can start to seem daunting when you consider the fact that you need to publish content to all of these sites to make them worthwhile. There is however, a trick to making it extremely easy and it’s something that I will reveal in the next post (can you feel the suspense? 😉 ) In fact, if you enjoy the content here and don’t want to miss any of these posts subscribe using the opt-in form on the right and I’ll let you know when there is something new to read (how’s that for a call to action?)
There are a couple of other side benefits that come from your off page network. Firstly, they give you the opportunity to use multiple mediums to engage your audience and build trusting relationships slowly, over time (a subject I’d like to dig into in a future post). Secondly, they are fantastic for SEO (search engine optimization).
SEO is all about bringing traffic to your site by getting in front of what people are already searching for on Google and other search engines. The topic of SEO is way to broad for the purpose of this post but I will be doing a series on it in the future. Suffice it to say, it is one of the most important points of consideration (along with your customer avatar) when publishing anything on any site. You want to be found! Have I driven the point hard enough yet?
Let me know. Leave a comment.