So, I know what you’re thinking: what on earth can a digital marketer possibly learn from a musician? After all, while you’re busy sipping coffee and crafting a library of industry knowledge and experience, they’re drinking a bottle of Jack Daniels and waking up at 3pm, right? Well, OK – I guess that’s sometimes true (Pete Doherty, I’m looking at you).
But the fact of the matter is that there’s plenty the digital marketing industry can take from musicians, both in the art they produce and the way they have dynamically adapted in an increasingly digital industry landscape. With that in mind, let’s take a closer look at how, from content marketing to social media management, digital marketing can learn a lot from that ol’ time rock ‘n’ roll…
The importance of finding your voice
Arguably the most important aspect of any musical artist is authenticity, which is best achieved through the discovery and development of an honest and relatable voice. The most successful musicians craft this voice through asserting distinctive lyrical styles and motifs that become synonymous with the artist. From Alex Turner’s observations of the working-class North to Bruce Springsteen’s fictional depictions of blue-collar America, it’s this authentic voice that listeners relate to, and is a key ingredient in building a large, engaged following.
Likewise, establishing an authentic brand voice in written content across various digital platforms is a vital part of any successful digital marketing campaign. In much the same way as musicians find their audience through relatability, a defined brand voice will assist in marketing your brand to its target audience by establishing a powerful, memorable brand image.
Whether it’s fun, colloquial language for a new tech-savvy startup or a more formal, professional tone for a governmental body, strive to ensure that your brand voice is as identifiable, consistent and appropriate in everything from social media messaging to blog content to successfully relate to your target demographic.
The value of social media interaction
Big-name stars often have their social media accounts run by an in-house digital marketing team. After all, Paul McCartney probably has better things to do than tweeting what he had for breakfast, right? For unsigned DIY acts and up-and-coming ‘ones to watch’, though, social media is a powerful marketing tool that can play a major role in reaching, retaining and growing a fanbase – and they’re well aware of this fact.
20 years ago, without the financial backing of a record label, local bands would be lucky if news of their Tuesday night headline slot would reach beyond the smoking area of the nearest pub. Fast-forward to 2019 and, thanks to the evolution and accessibility of social media, there’s the potential for artists to reach quite literally millions of people with the tap of a touchscreen. Of course, the downside of this is that the music industry has become saturated with artists all competing for your attention online – meaning it really pays to stand out from the crowd.
There are various approaches to social media strategy that you can use to achieve this – all of which can be readily applied in virtually any sector. Social-savvy artists look to use their accounts as a means of building a community between fan and artist, as opposed to a simple means of marketing upcoming shows or releases.
From encouraging user-generated content by sharing fan photos and videos on Instagram to posting behind-the-scenes content from gigs or recording sessions on Facebook or YouTube, the trick is to make your audience feel part of the brand itself by encouraging interactivity, blending the lines between product and consumer in the process.
For your own brand, this can be as simple as reposting and retweeting customers who send in pictures of themselves with your product, or offering ‘sneak previews’ of products before the release of a new range. This way, your audience becomes a community with your brand at its heart – meaning you have an active consumer base that’s thoroughly invested in both your product or service and your brand.
Photo by freestocks.org on Unsplash
How to build brand loyalty
On that note, building this unique brand loyalty is a valuable digital marketing lesson in itself. Musicians don’t just have consumers – they have fans who are just as invested in the artist themselves as they are the product they release. While social media can be a great tool to establish and build this fanbase, brand loyalty has to be fostered through some smart marketing tactics that can be readily applied to the digital marketing sector.
Essentially, this brand loyalty is achieved by illustrating and nurturing a link between the brand and consumer identities. In the music industry, this can be achieved in a variety of ways – from merchandise such as t-shirts that fans proudly wear to the newer trend of fanbase names, like Lady Gaga’s ‘Little Monsters’ or One Direction’s ‘Directioners’.
In a digital space, a similar sense of brand loyalty can be achieved through the creation and upkeep of an engaging blog. By providing your audience with fresh, informative blog content on a regular basis, you’ll see your customers evolve from consumers to fans by becoming regular readers. As a result, you’ll begin to build a passionate and active community within your relevant sector that has your brand at its heart.
In such a saturated and unpredictable market, the success of a musical artist is heavily reliant on smart and innovative marketing tactics that help them stand out from the rest – and as a result, there are many lessons that can be learned and applied to the world of digital marketing.
To find out how Land Digital can take your business’s digital marketing strategy from open mic night to Wembley stadium, give our headline-worthy team of digital marketers a call on 0191 5111014.