Visit our archive

In Part One of this article we covered what a marketing plan is, how to prepare to write one and what research you will need to conduct to fully formulate a successful plan. Please go read that first!

Welcome to Part Two of my blog series on Marketing Plans for music! I would like to discuss marketing strategy and tactics. This is a subject I could expand on for hours, but in the interests of brevity and modern attention spans, I will try to keep it concise!

Marketing Strategy

The workflow for your overall marketing plan should look something like this:

Objective > Strategy > Tactics > Result

Your marketing strategies should flow logically from the objectives you set out in your research phase and be carried out by the tactics that work best for you to achieve your desired result. I like to think of strategies as the “broad-stroke ideas” or the creating of an outline which you will later flesh out using your tactical tools.


Your tactics should be examples of the best tools you have at your disposal to effectively implement your strategy.

Your “artist toolkit” should include tactics from a variety of different promotional streams, such as Social Media, Digital Marketing, Radio Promotions, Advertising, Branding and Merchandise, Traditional Media, Film & TV licensing, Live Performance, Publicity, and so on. Each tactic should be matched to your brand and be an activity you can realistically carry out.

The following example is taken from a sample marketing plan I created for a fictional band:

Objective: Increase total fanbase reach by 150% by end of album cycle.
Strategy:  Utilize social networking to engage current fanbase and reach new followers.

  • Tactic: Grow Twitter profile & followers by sharing valuable content and interacting with tastemakers and industry professionals via follows, favorites and retweets.
  • Tactic: Provide fans a window into the lives of their favorite band, via sharing interesting, intimate or behind-the-scenes content via Instagram.
  • Tactic: Deliver high value or exclusive opportunities via engaging fans on Facebook via ticket giveaways, vlogs and band-related polls.

Result: We will measure the success of these tactics via Twitter, Facebook and Instagram follows, likes, retweets, favorites and shares.

You would of course, include the relevant tactics under the appropriate headings. They wouldn’t necessarily occupy the same parts of your marketing plan if they fall into different categories of promotion.


Measuring your results is an important step that should be outlined in your initial plan and will be needed to report on your success should you receive funding. Often funders will only issue half your allotted award amount up front, and receiving the remaining half depends on issuing a completion report. Tracking your results as you progress through your album or project cycle is a critical task that should not be ignored or dismissed.

Keep your eyes peeled for the next installment in this series, which will cover editing, layout and formatting your marketing plan.

If you would like more information or help writing your marketing plan please contact us. We would love to help you with your next application!