5 content metrics that should guide your music promotion
To successfully promote music, keeping track of the who, what, and where of your content engagement is essential. Here are the 5 most important metrics to keep an eye on.
by Bobby Owsinski of Music 3.0
If you’re posting on social media recreationally you probably glance at the number of likes or comments you get, but if you’re posting to promote your music brand then you have to take the metrics more seriously. Here are 5 content metrics that you should pay attention to, since they indicate just how effective your posts are.
- Traffic Sources – Where is your audience coming from? Is it from your email list? Or Facebook, or Instagram? If your audience is coming mostly from one source, it’s time to place more attention on marketing there.
- Social Shares – While average users look at likes, marketing pros look at shares. Shares are far more powerful when it comes to actually getting your message out, since most people trust a post referral that comes from a friend.
- Backlinks – Backlinks are a major driver of SEO. If someone cares enough to link to your content, that means your content is making an impact.
- Click Through Rate (CTR) – When people visit your page and take an action by clicking on a link, or “clicking through,” that shows how impactful the message of the post or page is. On the other hand, if they take no action at all, or “bounce,” that tells you that the message didn’t connect. CTR can be all over the place though. Sometimes a 2% rate will be considered good, while in others 50% might be a disappointment.
- Time On Page – The longer someone stays on your page, the more content they’re consuming. In a video, the longer they watch the more they like the content and the more you’ve captured their interest. Marketers sometimes use a heat map to determine exactly what people look at the most on a page.
Once again, there’s a big difference between just having a website or using social media and using it all for promoting your brand. It takes some thought, and it takes regularly examination of your content metrics to make it effective.
You can find out more about content metrics in a great article here.
Bobby Owsinski is a producer/engineer, author and coach. He has authored 24 books on recording, music, the music business and social media.