The online space is filled with ideas of ‘community’. The problem is, the idea of community being promoted frequently revolves around the click of button rather than genuine interaction. Authentic engagement with your audience is something that has been discussed in our blog posts before, but it is important now more than ever for building a supportive and sustainable fan base.
To improve connections with your fans a combination of approaches is best. This is includes broader engagement through social media, for example, as well as more direct communication through email lists and, where appropriate, through direct messages.
Quick Tips For Building Genuine Engagement Online
Note: emphasis on ‘genuine’ here. Inauthentic engagement is easily detected and can cause more harm than good.
– Reach out to friends and fellow local/genre-related bands and build a network of support for each other’s content. This can involve actively commenting on their social posts and story shares, for example.
– Look into relevant fandoms, themes, related (sub)genres and engage with social media content and individuals involved with them.
– Ensuring to keep it professional, begin to interact with music journalists and other industry professionals.
– Fundamentally, make use of each social media platforms’ features. For example, Instagram’s ‘Collaborator’ tool is a great way to have your content viewed by wider audiences.
– Spend 10 minutes a day, for example while on the train or waiting for your pasta to cook, engaging with both your existing audience and finding potential new fans.
Mailing Lists
Mailing lists can be an effective way of cutting through the noise to reach your audience. This is especially important for promoting a new release both pre- and post- launch, assisting with driving sales and building some exclusivity with offers in the form of discount codes and BTS content.
Services such as Mailchimp and Substack are good options for operating a mailing list. Avoid simply using the BCC function on your email, especially with a large number of recipients, as it will most likely be marked as spam.
Note: do not collect email addresses without permission. You must also ensure there is an ‘unsubscribe’ option. All major mailing list services *should* have this function.
To encourage individuals to sign up for your mailing list, the following methods can assist:
– Create a landing page on your website informing visitors that you have a mailing list. Offering a merchandise discount or behind-the-scenes content can encourage sign-ups.
– Run a giveaway for music, merch or concert tickets and ask entrants to provide an email address.
– Ask audience members at your shows to join your mailing list. A framed QR code on the merch table is a quick and easy way for people to join. An offer of a discount or a free small item such as a sticker may also be appreciated.
The most successful email lists give as well as take. A newsletter format that offers the recipients something new or exclusive will keep fans on your list. Too many frequent ‘sales’ emails can be off-putting for many.
Direct Messaging
Direct messaging through social media must always be considered with caution. Always check a person’s profile for any explicit ‘No DMs’ or ‘Closed DMs’ and do not ignore these boundaries. Any messages must be polite and respectful, and it is best to avoid a hard sell. At least say hello and even wish them a nice day. These little touches can go a long way. Consider the type of messages you would feel comfortable with receiving from a band’s page.
Keep messages as concise as possible, a long wall of text can be overwhelming and off putting. Refrain from pushing too many elements in one go. Focus on simply introducing the person to your music or if you have a specific release to promote, focus on that alone.
If you choose to try using DMs to build connections, begin with your followers. Most likely they may have some interest already and, due to the algorithm, may not have seen your most recent content or news. As previously stated, be polite and considerate.
When engaging with others, whether more directly or more broadly, always be aware of any boundaries and how you are presenting your self as both an individual and a band. Inauthentic or forceful ‘sales’ behavior will reflect badly on the band. If you’re ever unsure on the tone of your correspondence, run your email or message drafts past fellow musicians or fans.
If you are interested in our hybrid marketing and PR services, find more information available HERE. For any C Squared inquiries please get in touch with Cori (corinne@csquared.info) or Curtis (curtis@csquared.info) to discuss how we can help.