The biggest challenge that a marketer faces in creating brand presence online is balancing brand, voice, and calls to action. The very most important thing that a brand (band or otherwise) can do is ensure that its social nets, as well as its website, are a destination for repetitive visits; that fans make following an artist and checking in on their pages part of their daily routine. In order to do that, content needs to be fresh and engaging. As a marketer, however, we also need content to be repetitive so that people remember the messages that we wish to convey. Fans, even the most engaged, need to be reminded that shows are coming up in their town, that there is merchandise for sale, that there is a record to buy. Not only do they need to be reminded, then they need to be guided to action. They need to be coaxed into laying down money for that record, in whatever format they choose, to allow the artist to continue to make music as a living. I often find it ironic that, theoretically, the followers of an artist on Facebook or Twitter likely consider themselves a fan of that artist. However, there is a vast difference between the number of followers an artist has, and the number of records they’ve sold. More often than not, it’s an exponentially large gap. So, our job, as marketers, is to convince that person, who has already identified himself as a fan, to put his money where is mouth is. To vote, as it were, for this artist to continue to make music. And to do that, we need to continually remind them to make an action.
The way I look at it is this: I do not have to donate to a political campaign in order to vote. I do, however, contribute, regularly, for the candidates in which I believe, in order to hopefully contribute to their success. We build communities, and then move them to action…and a lot of that will be through repetitive calls to action. The number one reason people don’t attend shows of the artists they love is because they don’t know about them. People on my clients pages’ post all the time “when are you coming to ____________?” Despite the fact that all the tour dates are listed on multiple tabs on facebook, on the website, on the last.fm page, the eMusic page, the newsletter, etc, and google is at their fingertips. How do you constantly remind people of the messages you wish to convey, while not turning them off of your pages? The pages need to function more like a conversation, and a community to be successful, while also being repetitive and “remindful. Once you’ve succeeded in that balance, they need to be seductive to encourage action.
Here is the challenge, and I don’t have an answer, but i sure am trying a lot. What I encourage you to remember is – drop in a reminder. Don’t be afraid to post about something again…though you might try to switch up the language. Laugh about it, engage, but remind, remind remind. There’s a lot going on in the world, and it’s important to give people a little string, as it were, to tie around their finger. Simply by following your fan has identified interest. Encourage him to “vote.” And just like politics, find new ways to communicate your “policies” – my record is amazing, I’m going on tour, so buy a record or a ticket. Be with me. So here we go. When it comes to modern marketing…engage, seduce, remind.