“Buy my album….stream my new single…. visit my concert…”
As an artist it’s all too easy to approach your posts on Twitter, Facebook, Instagram like this. Tell people where you will be performing or when your new release hits the stores, it is part of so-called transactional marketing activities.
But what if you use social media to contact your fans, shouldn’t you start with focusing on the ‘social’ part first? This is where relationship marketing proves its value. Traditional ways of selling music have changed over the years, so isn’t it about time we changed the way we market our brands? Instead of asking people to purchase our product (part of transactional marketing) it’s better to focus on building and maintaining a strong relationship with your fans. Building long-term relationships, loyalty and improved insights into your fans are key elements to focus on if you’re an artist.
The role of social media in relationship marketing: data analysis
Social media should be used to send and receive messages with fans, and not exclusively as a channel to advertise your latest products. Data analyses is crucial: analyse the data from your social media accounts and discover what people talk about, what they share and what messages they send to you. If the data you collect is analysed, you’ll have a better chance of exceeding your fans expectations. For example; if reports show that one of your tweets has an enormous engagement rate, try sending direct messages to all your followers that engaged with that tweet. Let’s take the day after a big gig, run a report and find all the people who commented or posted during the performance and then send them a personalised message, by means of a direct message campaign, thanking them for their support. A personalised message from your biggest idol; who wouldn’t value that?
Shift from transactional marketing to relationship marketing
The past decade has seen a huge shift in marketing activities in the music industry. From CDs to downloads, from downloads to streams. Lower income per transaction.
Asking your fans to stream your new single, how many streams are needed to get a decent amount of revenue? This is exactly the reason why artists over-do it on these kinds of posts: a greater transaction rate is required, therefore more communication is needed. Build a long-term relationship with your fans, easing accessibility and ensuring long term loyalty
Long-term goals are more valuable than short-term goals
Obviously, a short-term goal in a marketing plan are sales via Tickets, CD’s, downloads and streams. An artist has to make a living. But relationship marketing goes beyond that short-term perspective: you can’t buy the loyalty of your fans. Don’t ask them to ‘Like’ you, give them a reason to ‘Like’ you. Give before you start asking, this will pay out in the long run.
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