As an artist, one of the greatest challenges you may face is visibility. In a world where there are countless other artists vying for attention, it can be challenging to stand out and get your work seen. This is especially true in the digital age, where the Internet has made it easier than ever for artists to share their work but also harder to be discovered among the vast sea of content. All the posts on twitter asking followers outright to “please engage with this post” and “does anyone see this” tells you the state of things. It can feel especially hard to see other posts with high engagement. Especially if social media is a part of your marketing strategy, and the success of your business depends upon it because it’s how you reach out to your global communities, it can feel scary not to have the recipe for the secret algorithm sauce.

But as we move further into the 21st century, new technologies are emerging that allow us to better understand and use our own data in meaningful ways. In the past, web2 was all about understanding that data has value and can be used to improve our online experiences. Now, as we enter the age of web3, we are finding new and interesting ways to engage with and put our own data to use for ourselves.

As an artist, this means that you have more tools at your disposal than ever before to help you build visibility and reach new audiences. By understanding and utilizing your own data, you can create more targeted and effective marketing campaigns, engage with your audience in more meaningful ways, and ultimately create a larger and more loyal following.

So if you're an artist struggling with visibility, don't despair. The future is bright, and there are many ways that you can use data and new technologies to your advantage. Embrace the power of web3 and take control of your own data to build the career and reach the audiences you deserve.

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As an artist, it's important to understand how to track the performance of your online marketing efforts. One way to do this is by using UTM parameters in combination with a link shortener.

So, what are UTM parameters and how can they help you as an artist? In short, they are custom tags that you can add to the end of a URL in order to track the performance of that link in Google Analytics. These parameters allow you to see how much traffic a specific link is generating, as well as where that traffic is coming from.

Artist use-cases for UTM parameters

Now, let's say you want to promote your latest album on social media. You might create a link to your album's page on your website and then use a link shortener like Bit.ly to create a shorter, more shareable link. However, you also want to track the performance of this link in Google Analytics. This is where UTM parameters come in.

By adding UTM parameters to the end of your link, you can track the performance of that link in Google Analytics. For example, you might add the following UTM parameters to your link:

&utm_source=twitter&utm_medium=social&utm_campaign=new_album

This would tell Google Analytics that the traffic coming from this link is coming from Twitter, through the social medium, and is part of the new album campaign.

By using UTM parameters in combination with a link shortener, you can track the success of your online marketing efforts and understand where your traffic is coming from. This can help you make informed decisions about how to promote your art and reach new audiences. So next time you're looking to promote your work online, consider using UTM parameters and a link shortener to track your performance and make the most of your marketing efforts.

Five UTM parameters most artists can use to fine tune marketing strategies:

Campaign Source: This parameter allows you to identify the source of your traffic, such as Google, Facebook, or a specific website.
Campaign Medium: This parameter allows you to identify the medium through which your traffic is coming, such as organic search, paid search, or email.
Campaign Name: This parameter allows you to identify the specific campaign or promotion that the link is a part of.
Campaign Term: This parameter allows you to identify the specific keywords that are being used to drive traffic to your link.
Campaign Content: This parameter allows you to differentiate between different versions of the same ad or link.

To use UTM parameters, all you need to do is add them to the end of your URL. For example, if you wanted to track a link that you were posting on Facebook, you might add the following UTM parameters:

&utm_source=facebook&utm_medium=social&utm_campaign=summer_sale

This would tell Google Analytics that the traffic coming from this link is coming from Facebook, through the social medium, and is part of the summer sale campaign.

By using UTM parameters, you can gain valuable insights into the performance of your links and understand where your traffic is coming from. So next time you're looking to track the success of a specific link, let technology do the heavy lifting for you; try out UTM parameters on the next link to your content or product.

Use all the free tools available to you to focus your efforts and resources where they work best for you; stop loss. Pure gains. Full stop.

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The Secret Not-Secret Weapon for Most Artists Looking to Boost Their Online Presence