A million people seeing your name means very little if none of them become supporters.
That is why musicians should understand the concept of a marketing funnel.
The objective is to move people through stages.
Stranger → Viewer → Listener → Follower → Subscriber → Supporter → Customer → Superfan
Not everybody reaches the final stage.
That is normal.
STAGE 1: ATTENTION
First, someone has to notice you.
Attention may originate from a video, advertisement, performance, interview, playlist, collaboration, search result or recommendation.
Your job is to create a compelling first interaction.
STAGE 2: INTEREST
Now give the person a reason to investigate.
Who are you?
What makes the music different?
What is your story?
What other songs exist?
This is where consistent branding and strong profiles become important.
STAGE 3: LISTENING
The person presses play.
Now the music has to perform its primary job.
Marketing can create the introduction.
The record has to create the relationship.
STAGE 4: CONNECTION
A listener follows.
Comments.
Saves a song.
Shares something.
Watches another video.
Visits your profile.
These behaviors suggest increasing interest.
STAGE 5: OWNED AUDIENCE
This is where musicians should pay close attention.
Try to create legitimate opportunities for supporters to voluntarily join an email list, SMS community, membership program or another direct communication channel.
A social follower belongs to an audience controlled largely by a platform.
An opted-in subscriber gives you a more direct relationship.
STAGE 6: CUSTOMER
The supporter purchases something.
A ticket.
Merchandise.
Music.
Membership.
VIP experience.
Or another legitimate offering.
The relationship has moved from attention to economic support.
STAGE 7: SUPERFAN
Superfans are powerful.
They share releases.
Attend performances.
Purchase merchandise.
Tell friends about you.
Defend the brand.
Follow the journey.
They become voluntary ambassadors.
Treat them with respect.
Do not view supporters merely as numbers.
BUILD THE JOURNEY
Your social post should lead somewhere.
Your advertisement should lead somewhere.
Your interview should lead somewhere.
Your website should lead somewhere.
Every piece of marketing should have a purpose.
That does not mean every interaction needs to sell something.
Sometimes the objective is simply:
Watch.
Listen.
Follow.
Subscribe.
Reply.
Share.
Register.
Purchase.
Know the desired next action.
MR. DOPE CHEF MOGUL TIP
Don’t ask how many people saw you. Ask how many people moved one step closer to becoming part of your career.
IMPLEMENTATION CHECKLIST
Draw your current fan journey:
- Where do strangers discover you?
- Where do they hear your music?
- Where do they learn your story?
- Where can they follow you?
- Where can they subscribe directly?
- Where can they purchase?
- How do you reward loyal supporters?
- How do you reconnect with previous listeners?
Once you can answer those questions, you are beginning to build more than a promotional campaign.
You are building an audience ecosystem.