From Prescription Music PR:
AUTOMATE YOUR E-NEWSLETTERS
When a new fan joins your mailing list– either at a gig or via your website – there are probably a few things you want to let them know about: for example, where to find you on social media; the URL for your merch store; and forthcoming gig dates. Rather than send out emails manually to every new subscriber, use autoresponders (provided by tools such as Getresponse or Mad Mimi) to schedule these in automatically – i.e., so that X number of days after signing up to your a mailing list, your new fan gets email Y. For example, a subscriber could get an email immediately upon sign-up with details of your Facebook and Twitter pages; a week later they could receive a link to an online store full of delightful t-shirts and so on. All this saves a lot of time.
Additionally, if you know that you are going to need to publicise various activities at specific points in the year, you can also schedule in e-newsletters to go out on relevant dates with relevant information. This saves you having to panic about sending tour-related e-newsletters when you’re in the middle of a rehearsal for said tour – it will go out automatically in the middle of that slightly-too-long guitar solo.
USE RSS TO POWER E-NEWSLETTERS AND SOCIAL MEDIA POSTS
RSS (Rich Site Summary / Really Simple Syndication) is a feed from a website that another website can use to publish content…and it’s your friend. If you have a blog on your site, for example, you can use its RSS feed to trigger e-newsletters, meaning that when you update your blog, your fans receive the latest content from it in their inbox. You can also use your RSS feed to send your content automatically to your social media profiles, meaning that when you add new posts to your blog, or images to your gallery, your Twitter followers see a relevant tweet as soon as the new content is live. And, if you make your RSS feed publicly accessible on your website, your die-hard-technically-savvy fans who naturally use an RSS reader (a ‘news aggregator’) to stay up to date with the music scene can enjoy news from your site in the list of publications they follow.
USE GOOGLE ALERTS TO FIND OUT WHEN PEOPLE ARE TALKING ABOUT YOUR ACT (OR NOT)
Google Alerts allow you to monitor the web for new content about topics of your choosing: in your case, the ‘topic’ is whatever your band happens to be called. Google Alerts is very easy to use: you just enter your act’s name and pick when you’d like to receive updates regarding any online mentions of the band (as-it-happens, daily or weekly). This means that whenever an influential blogger is giving your band a bad review, you’ll get a notification. The other thing that Google Alerts is good for – and I’m slightly reluctant to tell you this – is for keeping your music PR company on their toes, because you can use it to see how well they are doing with your online music PR campaign…
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