Digital Strategy
Our Process
Our approach to marketing is tied together by T/M/BOFU marketing framework and Jay Abraham’s three-pronged approach to income growth.
Though dependent on the project, we typically focus on two main challenges that are typically undervalued by independent artists:
1) Balancing conversion rate optimisation with reaching new audiences.
2) Approaching media platforms according to their cultural dynamic and long-term value for artists
This is then translated to a thought-through, educated approach to content creation and music promotion.
How It Works
In tandem with a creative service (such as music or video production) or a relevant profit-split deal (such as merchandising or live show planning), we offer social media analysis and planning. Alternatively, you can book a starter session for a flat fee, which covers only the analysis of your social media, pinpointing areas for improvement and giving outlines for future work.
The goal of this is to assess your digital and physical marketing presence and put together a structured, educated plan that not only reaches new audiences, but effectively communicated your brand to audience in the awareness bracket and entertains followers, strengthening loyalty and opening doors to a stable career.
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A Full Breakdown of Audience and Income Growth Strategy
Here is the text-heavy breakdown on our approach and the marketing theories that uphold it.
Our approach, as mentioned above, is built on Jay Abraham’s 3-pronged approach to income growth and the funnel approach to audience building. This is what we are currently working with based on a standard set of goals:
- Building a fanbase that is owned outside of social media, meaning artists maintain contact with their fans, bypassing the power of major platforms like Instagram
- Securing regular income for independent artists that is minimally dictated by rollout cycles
- Making sure there is as small a gap as possible between the actual income of an artist and the potential income as dictated by fans
“The goal of social media is to turn fans into customers, and customers into advocates.” – Jay Baer, marketing consultant.
(Source: “Hug Your Haters”)
These goals are built into our strategy at several phases of the funnel approach. While this changes case to case, there are 4 main stages to the funnel that we use for reference:
- Building attention: getting your art and brand in front of people who may be interested in what you make but have never heard of you or your project before. This section puts emphasis on reach on social media.
- Turning attention into awareness: delivering consistently recognisable imagery to build brand recognition in audiences that are sitting around the “attention” stage of the funnel. This will bring people in to follow your profile and be regularly reminded of your project.
- Turning awareness into followership: Bringing people who follow you one step further into being connected to your work. This means bringing them over to other platforms – maybe that’s YouTube so they can see bts documentaries or to your mailing list so they can stay up to date with shows.
- Turning followership into fandom: In this final stage, we want to create content and experiences that allow the fan to engage with your project and contribute to supporting it. This means creating first-time show visitors, merch buyers, and patreon subscribers that care about your project enough to support it and help you keep making music.
“Social media is about the people! Not about your business. Provide for the people and the people will provide for you.” – Matt Goulart, founder of Ignite Digital.
(Source: Ignite Digital blog)
Each stage of this funnel means a separate set of content, at each level making sure that it is authentic to you and your music. Authenticity is often pushed as intimate, handheld videos but we do not stand by that message at all. Authenticity, above all else, means that you like making your social media content and you are proud to share it with your audience.
This funnel, while securing audience ownership and getting everything in line for monetisation, does not complete the three goals alone. As mentioned, our marketing strategy is greatly influenced by the three-pronged approach to income growth outlined by renowned marketing strategist Jay Abraham in his book, “Getting Everything You Can Out of All You’ve Got”. This defines the three definitive ways to grow your business’s income:
- Increase the Number of Customers – as Abraham says, “The easiest way to grow your business is to get more customers.” This can be achieved through targeted marketing, partnerships, or expanding your reach.
- Increase the Average Transaction Value – Abraham emphasizes, “The profit is in the upsell.” Strategies include offering premium products, bundles, or add-ons.
- Increase the Frequency of Transactions – Abraham advises, “The best customer is the one you already have.” Implement loyalty programs, subscriptions, or regular promotions to keep customers coming back. This is especially relevant to music when looking at live show frequencies or capitalising on downtime in release cycles.
If you have any questions, feel free to reach out by email to book a strategy session!
Sources:
Abraham, J. (2000) Getting Everything You Can Out of All You’ve Got: 21 Ways You Can Out-Think, Out-Perform, and Out-Earn the Competition. London: Truman Talley Books.
Baer, J. (2016) Hug Your Haters: How to Embrace Complaints and Keep Your Customers. New York: Portfolio/Penguin.
Goulart, M. (n.d.) ‘Social media is about the people! Not about your business. Provide for the people and the people will provide for you.’ Ignite Digital Blog. https://ignitedigital.com/resources/blog/
Chaffey, D. and Smith, P. (2022) Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. 6th edn. London: Routledge.