In the digital marketing world, success is often defined by those moments when we create magical, unique ideas that catapult an artist’s career. The reality is, however, we aren’t always able to change the world. And that’s OK. Sometimes, all that’s needed is to just get on base.
But what is it that truly defines successful digital marketing?
Yes, we love to highlight those grand slam moments, but success can also be the steady day-to-day growth and development of ACTIVE, ENGAGED fan bases. In fact, growing a community of dedicated, loyal, responsive fans may well define a winning digital campaign more than any other single factor.
What’s the best way to create and discover these loyal fans?
Content is king. Let me repeat—content is king. We have to help create and promote content that fans find engaging. Resist screaming at fans to purchase every five minutes, like everyone else is doing. Eventually the noise becomes one loud fighting match and if you keep shouting you will go hoarse, having no marketplace impact.
A better plan is to foster authentic artist/fan relationships. Part of the struggle is in finding a way to sell music without shoving it down the fan’s throat. The objective is to have your message heard without screaming. Consumers do not want to hear a sales pitch all the time, they want fascinating content. They want backstage pictures, lyrics, updates on the artist’s life, and personal posts. The content we post shouldn’t come across as fake or begging for engagement either, but rather truly fun! Honestly, take a look at your artist’s target demographic then see what they are into and create content that appeals to that group. It’s easy to overanalyze each detail, when it’s really quite simple. Keep asking yourself, What appeals to the audience?
So, as digital marketers, if we do our best to at least get on base each time we go up to bat then we’re giving someone else on our team a chance to bat us in. It’s not about home runs, it’s gotta be a team effort—traditional marketing, PR, promotion, and digital marketing. If each of us does our best, we will score over and over. Scoring is how we win.