Boost Your Business: Marketing Tips Every Studio Needs

Running a studio is both challenging and rewarding, but,
unlike a typical nine-to-five job, work is not guaranteed — you’re always
looking to book the next session to keep the proverbial lights on. That’s why
it’s vital to have a strong marketing strategy in place to constantly attract
new clients and to stay present in the minds of previous clients. At
Sweetwater, we know that most folks who open a recording studio do so because
they have a passion for helping musicians bring their artistic visions to life,
but that doesn’t mean they have a passion for marketing or have invested the
time to master that skill set. On top of that, when you’re just beginning to
build your client base, you may not have a budget to outsource your marketing
efforts. With that in mind, we at Sweetwater put our heads together to create a
list of six marketing tips for studios that are effective, affordable, and easy
to implement. Check them out!

Invest in a High-quality WebsiteMaximize Social MediaGot New Gear? Let Everybody Know!Build a Referral NetworkFollow Up on LeadsFind Your Niche and Own It

Invest in a High-quality Website

When planning a website for your studio, consider giving clients of glimpse of what they can expect from the experience. Some basic things you’ll want to include are a comprehensive gear list, room layouts, and staff profiles — or a bio if you’re the sole operator.

A gear list is important because clients will definitely want to know what tools will be available to them; it’s one of the primary considerations when selecting a studio. As you assemble your gear list, make sure to be thorough and organize the gear according to type. For instance, make sublists of consoles, dynamics processors, EQs, microphones, instruments, amplifiers, pedals, and other effects. Plus, keep your list up to date when you acquire new gear or sell off old gear. New gear purchases also provide an opportunity to generate social media content — more on that later. Additionally, when you sell gear, consider listing it for direct sale on your site or linking from your site to your listings on third-party marketplaces such as the Sweetwater Used Gear Marketplace. For an example of how to organize your gear list, take a look at the Sweetwater Studios Equipment & Gear page.

Sweetwater Studios Gear LockerFrom our Rupert Neve-designed console in Studio A to our on-site vault dedicated to our 100+ microphones, you can be sure that we have the means to capture the perfect sound for every project. In addition, our world-class facilities are located in the heart of Sweetwater’s campus which means we have access to a massive gear inventory tens of thousands of products strong.

While gear and expertise play a big role in generating
interest in your studio, clients will also want to see that your space has a vibe
that’s comfortable, inspiring, and conducive to their creative processes. Since
you’ve taken the time to create such an environment, bring in a professional
photographer to take some glamour shots of your studio looking its best.

When you’re selecting a photographer, focus on individuals
who have experience photographing interior spaces — it’s trickier than it
looks. You’ll want to convey an accurate sense of scale and dimension so that
clients aren’t underwhelmed if the photos make the space feel larger or,
conversely, more intimate than it is when they show up for their sessions.
Capture amazing images of your most drool-worthy gear and, if possible, include
images of you and the artists that have worked in the studio.

Your website is also a great place to host an audio portfolio. This can be as simple as embedding a SoundCloud or Spotify playlist featuring songs that were recorded or mixed at your studio on your “About” page. Not only will people be able to hear how awesome your studio sounds, but they’ll also get a sense of the types of genres you specialize in — another important aspect of marketing your studio that we’ll dive into.

“Two photographs of the same room can look like two completely different spaces, depending on differences in camera position, lighting, or a multitude of other variables. Using photos that don’t reflect the aesthetics of your space can give potential clients an inaccurate impression of your studio. It’s crucial to hire a photographer who can capture both the vision and mood of your space while showing off the amazing gear clients will get to use. Taking the time to find the right person for the job can make a fundamental difference in how prospective clients will perceive your studio prior to booking.” Chad Jenkins, Creative Director — Photography

Maximize Social Media

Social media is a powerful and cost-effective way to market
your studio. With the artist’s consent, you can use social media platforms like
Twitter, Instagram, and Facebook to show your studio in action and to give
potential clients a peek behind the curtain. Plus, you can cross-promote with
your artists for their album and song releases. It’s a win-win.

YouTube presents a unique opportunity to create
attention-grabbing marketing content. Several world-famous recording studios,
including Abbey Road and Electrical Audio, host YouTube channels, where they
provide tutorials and other educational material. Plus, some of the
most-watched YouTube recording experts, such as Graham Cochrane from the
Recording Revolution, Warren Huart from Produce Like a Pro, and Wytse
Gerichhausen from White Sea Studio, started channels to promote their studios
and ended up creating a new revenue stream to support their work.

Producing high-quality YouTube videos is time-consuming; so,
if you already have a packed schedule, putting out a steady stream of content
on that platform may be challenging. Instagram, on the other hand, is a
low-effort, high-impact platform for strengthening connections to past clients
and creating new connections with prospective clients. Remember the
photographer you hired to shoot your studio? Well, while they’re there, have
them take a boatload of pics. Not all of them will make it onto your website,
but you can use the additional photos on your Instagram page. When it comes to
using Instagram successfully, the key is to consistently post fresh content and
attract attention to your posts by choosing appropriate hashtags. No less than
three posts per week is a good rule of thumb, but you may want to consider
posting daily if you have enough compelling content to share.

And, speaking of compelling content...

Getting in the studio is an exciting time for artists. I would encourage them to share those big moments on their own profiles while also tagging your studio. Doing so makes them an advocate for your business and gives you the chance to reach a brand-new audience! For social media posts in general, consistency is key. Once you decide on a posting cadence, stick to it! Creating a series based on specific topics or themes is a great way to give your content structure and flow to start, then ask your audience what they want you to cover in the next post to give them investment in future content. Don’t be afraid to join the conversation in the comments either. Communication is a two-way street! Gabriel Tucker, Social Media Coordinator

Got New Gear? Let Everybody Know!

In an unscientific and completely fabricated poll, Sweetwater found that 10 out of 10 studio owners got into the studio business as an excuse to acquire more gear. Sure, we made that up, but there’s a Fairchild 670–size nugget of truth in there! The fact is musicians dig gear. So, if you’ve recently added a Manley Reference Cardioid to the mic locker, filled out your amp collection with a Tone King Imperial Mk II, or installed a Rupert Neve Designs 5088 console, then make sure to crow about it! The usual suspects — Facebook, Instagram, and Twitter — work great for this, but you can also share the new-gear news, along with any other studio updates, via an email newsletter to previous clients and others on your mailing list.

Build a Referral Network

Music-making is a collaborative effort, from the musicians and technicians to the business-savvy folks that help them get their music out in the world. Take advantage of the relationship-based nature of the industry to build a healthy referral network with your collaborators. This can include local performance venues, music educators, houses of worship, and more. Plus, depending on your studio’s focus, you can extend your referral network to include other audio professionals. For instance, if you’re primarily a tracking studio, network with producers, studio musicians, freelance engineers, and mixing and mastering engineers whose work you like and respect. Networking might not be everyone’s cup of tea, but word-of-mouth recommendations are still the lifeblood of recording studios. So, get out there and find an awesome group of creatives who are all about mutual support.

“This industry is very much driven by word-of-mouth recommendations. Having a network of local businesses, venues, live sound engineers, and booking agents not only helps us identify potential clients, but it also makes it possible for us to help our clients connect to opportunities in the community. That adds value to our relationship with those musicians. We want them to come back and record more with us. So, the more we can help them grow their audience and discover opportunities through our network, the better the chance that they will return and maybe even bring their friends back with them.” Julie Doust, Studio Operations Manager — Sweetwater Studios

Follow Up on Leads

It may go without saying that following up on leads is critical to the success of your studio. But we’re going to go ahead and say it anyway! Like networking, following up on leads doesn’t come naturally to everyone. You might feel like you’re imposing on people by continuously reaching out to a prospective client who hasn’t responded after showing interest in your studio. However, the reality is there are myriad reasons why people don’t respond, and, unless you get a hard no, it’s in your interest to continue following up. For your initial follow-up response, wait no longer than 48 hours — 24 hours is ideal. After that, continue to follow up weekly for a month or two. At that point, you may decide that the prospect has gone cold and it’s time to move on. But it’s not a bad idea to send out a gentle reminder every few months. You might get lucky and hit the client right at the point when their songs are written, their budget is in place, and they’re ready to go into the studio.

“Everyone is busy these days, which sometimes interferes with being responsive. Think about experiences you’ve had with service providers, whether it be a landscaper, house painter, or any other service. Professionals respond in a timely manner. Those who don’t send a signal that they’re either too busy for your business or not organized enough to do a good job. The key to successful follow-ups is to develop a system that enables you to get back to inquiries 100% of the time — and quickly! You don’t need to invest a massive amount of time; just be consistent and thorough. Your system should include automated follow-up reminders (something as simple as Google calendar notifications), and, generally, three follow-up attempts are considered the minimum. Don’t be pesky or pushy. Simply remind the lead that you’re interested and eager to help.” David Stewart, Executive Vice President of Marketing and Chief Marketing Officer

Find Your Niche and Own It

When you’re running a recording studio, it can be tempting
to try to be all things to all people. Of course, it’s important to fill up
your studio schedule, and you never want to turn away work, but there is power
in identifying your niche and building a brand around it. For example, if
you’re a die-hard analog-gear lover, then lean into that. Or get an actual
“tape” machine and use that as a selling point. The market may not be as large
for musicians interested in old-school recording techniques and technologies,
but the artists who gravitate toward that style will be grateful to find a
studio run by like-minded people, and they will be more likely to become loyal,
returning clients.

Another way to focus your studio’s efforts is to specialize
in a certain genre (or genres), whether it’s hip-hop and R&B, bluegrass and
folk, or anything in between. Deciding on the types of music you prefer to work
on will guide your gear acquisitions and help you streamline your marketing
efforts to target musicians working in those genres. On top of that, different
genres require different recording techniques, so concentrating on a handful of
related genres can help you establish an efficient recording workflow. And, as
you’re developing marketing materials, you can tailor the aesthetics of your
advertisements and social media content to appeal to the sensibilities of your
clientele.

Conclusion

There you have it! Six tips for boosting your studio’s
marketing. If you’re a studio owner, then we’d love to hear how you’ve tackled
the challenge of attracting and retaining clients. Give your Sweetwater Sales
Engineer a call at (800) 222-4700 and share your stories of marketing success! We
might even feature your studio in a Customer Spotlight article right here on inSync!
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