For musicians and music marketers, knowing where to reach your audience is just as important as knowing when to reach them.
As many readers may know, Facebook analytics provides a plethora of valuable information about fans and how they interact with an artistâs Facebook page - from how many âlikesâ the page has, to charts that graphically depict user/fan engagement.
But have you ever taken into consideration why people may have unliked your page over time?
The potential reasons are endless, but the most affinitive reason is this:
Youâre sending out messages that are not relevant to them.
For instance, if youâre playing a show in San Francisco and you blast your entire audience with that update, fans outside of the San Francisco Bay Area may interpret your post as useless and âspammy.â
Theyâve already chosen to âlikeâ you, which means they want to stay informed about you, but over time theyâll begin to lose interest if you continue to blast their wall with irrelevant posts. The more you do this, the more likely a fan will âhideâ you from their Wall. They may still âlikeâ you, but the communication channel has effectively been rendered useless.
Reaching out to your entire audience is OK when you have something more general to say like a new album release date, a new line of merchandise, or a magazine feature. Geo-targeting is more useful when creating region-specific campaigns and initiatives that are designed to ignite fans in a given area.
Hereâs How To Do It
In Facebook, create your post as you normally would, but right before you send it out, click the icon below the text box that looks like a padlock. Itâll then display a drop-down where you can select the option to âCustomizeâ your post. From there, enter the region where you want your message to be geo-targeted to.
When done effectively, geo-targeted campaigns result in higher fan engagement/retention numbers and hopefully higher sales figures, as well.
This post is by regular Hypebot contributor, musician and music marketer Hisham Dahud (@hishamdahud).