All independent musicians should have a marketing plan. This is a medium to long term document which outlines your goals and how you are going to obtain them.
It sounds very ‘corporate’ I know but trust me on this. Over at Hypebot, Bobby Borg has listed thirteen essential elements of this plan. You should read the article in full however here’s what I think are the most essential points you should be looking at:
Your vision: Wheere do you want to be in 10 years time.
SWOT Analysis: Strengths, weaknesses, opportunities, threats. This should establish whether you can occupy a specific ‘niche’ and make money from it.
Fan analysis: Who is your ‘most likely’ fan? How old are they? What are their interests? How are you likely to contact them?
Competitor Analysis: Look at their recordings, performances, merch and…
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