“Buy my album….stream my new single…. visit my concert…” All too easy to use as posts on Twitter, Facebook, Instagram if you’re an artist. Tell people where you will be performing or when your new release hits the stores, 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?
Here’s a guide for creating the best relationship marketing strategy for the music business.
This is where relationship marketing proves its value. Traditional ways of selling music have changed over the years, wouldn’t it be about time to change 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 fans. Building long-term relationships, loyalty and improved insights in 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 both send and receive messages with fans. Not as a channel to advertise your latest products. Data analysis are crucial: analyze the data from your social media accounts and discover what long term customers talk about, what they share and what messages they send you. If the data you collect is analyzed, you’ll have a bigger chance of exceeding the expectations of your fans.
For example; if reports show that one of your tweets has an enormous engagement rate, try sending direct messages to all followers that showed engagement with that tweet. Let’s take the day after a big gig, run a report and find all people who commented during the performance. Send them a personalized message, by means of a Direct Message Campaign, thanking them for their support. A personalized 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 overdo it on these kinds of posts: more transactions are needed, therefore more communication is needed. Build a long-term relationship with your fan, increasing loyalty means that the fan will eventually find you when he’s ready.
Kwettr offers a wide range of products or services aimed to improve customer experiences. Using social media channels and content marketing, Kwettr developed tools for unlocking free exclusive content such as music videos. Our Unlock Tools offer games, puzzles, and social unlocks.
Our music marketing Unlock Tools are most frequently used in combination with direct message campaigns on social media. Of a complete customer base, the most loyal customers are filtered out and they receive a direct personalized message through Twitter or Instagram. Record labels offer their fans free giveaways when they share music or links to f.e. Spotify, Beatport or YouTube.
Learn from our satisfied customers by reading their users stories, and find out how they used our online marketing tools to improve relationships with their customers.
|The importance of relationship marketing in the music industry||Music marketing: a guide to improve artist-fan relationships||Coronavirus: How to adapt music marketing for artists and record labels|