15 Mai The keys to online music marketing: Attract, Engage and Retain your audience
In an ever-changing music industry, simply creating quality music is no longer enough. To make your voice heard, it’s crucial to adopt an effective marketing strategy, built around three fundamental axes: attracting new listeners, generating engagement and turning fans into loyal ambassadors.
1. Recruitment : Attracting new auditors
The first challenge in music marketing is to bring your project to an ever-growing audience.
Short, engaging formats enable rapid, mass distribution. Reels (Instagram), Shorts (YouTube) and TikTok are the preferred channels for users to discover new tracks. Trends and challenges engage the community and maximize the reach of content. Last but not least, collaborations with other artists or influencers promote virality and multiply opportunities for recruiting new audiences.
As a back-up to content production, paid digital marketing enables us to precisely target potential listeners and accelerate the growth of our fanbase. Advertising on social networks (Facebook, Instagram, TikTok, YouTube), or on streaming platforms such as Spotify, Deezer or Apple Music, enables the artist to reach a larger number of listeners. The secret lies in using user demographics, interests and behaviors to maximize the impact of campaigns.
2. Engagement: Turning listeners into active fans
Attracting listeners is the first step, but it’s just as essential to get them involved and turn their interest into concrete action: listening to a track, subscribing to a profile, or sharing a track.
Today’s smartlinks make it possible to centralize streaming platforms into a single link and facilitate conversion. Connecting via these links makes it easier to manage the customer relationship between an artist and his fans, but also to create discord groups, Instagram and WhatsApp channels.
Fans like to feel close to their favorite artist, so you can share behind-the-scenes stories about your tour, personal anecdotes…
Targeted advertising campaigns will help to highlight these smartlinks or more personal content and multiply fan connections.
3. Loyalty: Turning fans into ambassadors
A loyal, engaged audience is a valuable asset to an artist’s career. Building fan loyalty requires exclusive experiences and active recognition. This is where customer relationship management (or CRM) comes in, as it centralizes the information collected on fans, and thus promotes the artist’s interactions with them.
The data collected (e-mail addresses, listening data, etc.) makes it possible to launch targeted actions, such as pre-sales for concert tickets, saving tracks as soon as they’re released in fans’ playlists, contests to win merchandise, etc.
In addition to marketing activations, this information on fans also enables us to analyze their behavior, and thus refine the targeting of marketing campaigns, and understand the type of content that generates the most engagement.
For example, if an artist notices that a group of fans mainly listens to his tracks at weekends, he can schedule his releases or promotional campaigns to coincide with these high consumption times.
Base for Music: one of the best platforms for automating your music advertising campaigns
A successful marketing strategy relies on a combination of organic and paid strategies, and above all on a good understanding of an artist’s community.
To maximize the impact of your music promotion strategies, the automation of paid campaigns is a major asset. Base for Music is a made-in-France application specially designed to acquire fans through the management of your digital advertising. Thanks to its dedicated tools, it simplifies the set-up and tracking of your advertising campaigns, enabling you to reach your target audience effectively.
You can automate your advertising campaigns and better manage your relationship with your fans. Whether you’re launching a new title or looking to maximize the visibility of your existing catalog, this solution also lets you precisely track the performance of your outputs, and optimizes every action for a better return on investment
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