How do you cross promote one piece of content to various channels?
I am a firm believer of not sharing the same content to each platform. When I say this i specifically mean word for word. You can share one piece of content to each platform by changing it up a little for each social account.
How do you do this?
Here are some thoughts around how you could release an announcement for tour dates for each platform. It may take some time and effort to do it this way, rather than writing something once and publishing it to every single platform, but that’s boring and lazy. You can still be efficient by using a program like buffer to schedule posts, and by doing it in advance you can save yourself some time.
How to cross promote your tour:
Website: Update your home page with a new banner or call to action to get people to click on your tour announcement. Your website is the place where you can keep the announcement simple and informative. Include the dates, cities and where fans can buy tickets. In the announcement link a call to action to your blog.
Blog post: Don’t just announce the dates and cities and leave it at that, make it a piece of engaging content for your fans to read about, make it an actual blog. Have you been to these cities before, have you played at these venues, are there any tourist attractions the band is looking forward to seeing. Ask you fans if they have any recommendations for restaurants or sights to see in the areas.
Press release for websites: Check out this article on how to write a press release for an event and give it a go! Send this out to various online websites and music magazines with a professional photo and ask if they can write about your shows.
Facebook: There are so many possibilities for Facebook so get creative! The first thing is to create an awesome cover photo with your tour dates and updating your call to action to ‘book now’ with a link to your website to buy tickets. Facebook is a perfect place to share visual content so it would be good to share your youtube video here (see below). Another great use of Facebook could be to create polls to ask fans what songs they want to hear – maybe the winning song will be the song you close your sets with. You could also share your blog on Facebook and ask fans to give you tips about the cities you’re visiting. Fans like to feel involved with the band, so let them get involved. Ask them questions, give them reasons to comment on your posts. Share your live photos and thank you’s for attending the shows.
Twitter: This is also a good place to share thank you’s to fans attending the shows. It’s also a great place to post live reviews or retweet any photos that were taken by fans. If you retweet fan comments and photos from your shows you might just encourage more fans to do this. Anthrax are great at retweeting fan photos and tweets. They even retweeted my photos I took on my phone at a show in Amsterdam. A retweet from the band makes fans feel important and will encourage them to promote the band to their friends and followers.
YouTube: If you have the skills, create a short 20-30 teaser on Youtube. This could feature one of your songs, some live footage from previous shows and the dates you will be playing. This teaser would also be great to share on other social platforms. If you aren’t skilled at editing videos consider asking someone to record you band announcing the tour, or even doing something like a stop-motion video. You can do both of these on your phone if you don’t have access to expensive equipment.
Instagram: Use Instagram for tour merchandise teasers. Share hints of what your merch is going to look like, ramp up some hype and excitement in your fans. Ask them to tag photos of them selves wearing merch that they own. You could even give them an incentive to win something or even receive a free sticker when they show their tagged photo at the merchandise stand.
Consider using Instagram as your only photo platform during the tour for behind the scenes shots. Make sure you tell your fans on Facebook and twitter that if they want to see exclusive tour photos that they should follow you on Instagram. You can share the live shots and on stage photos on Facebook.