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Guest Post by Kevin Rankin of The Orchard on The Daily RindThe digital marketing landscape is ever-changing, and with a plethora of new tools, gadgets and gizmo’s, there are always new ways to connect with your audience and market music to them.In the build up to a record’s release, consider your marketing and advertising strategy and whether you have direct access to the people that matter: the fans. Email is still an incredibly valuable resource for the marketer, giving you direct access into a fan’s inbox, and thus should be utilised within your campaign.Asking for a fan’s email and offering nothing in return will only go so far. Yes, there will be those die-hard fans who’ll give that up straight away, but don’t expect significant results. Instead, there needs to be a clear incentive for an individual to part with their information, and a surefire way to do this is to offer something exclusive. Consider an alternative version of a song, a never before heard track, b-side or a remix to improve your results. Not only does this strengthen the relationship with your consumer base, but it also shows them there is value in sharing their contacts. It’s mutual and over time can provide you with a very healthy list of people who will engage with your content.Chances are, the people who have opened up their inboxes will be more likely to buy your records, since they’ve shown a genuine interest in you and what you are doing. Capitalise on this, treat these fans as super fans and ensure the content you push to these people is relevant, engaging, and of genuine value. Remember that you also have the ability to incorporate emails into your advertising campaigns, allowing you to specifically target these individuals and monitor their interaction with what you’re putting forward. Do not miss out on these valuable opportunities.Related articles
