{"id":3755,"date":"2021-11-08T22:01:27","date_gmt":"2021-11-08T22:01:27","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2021\/11\/08\/music-marketing-building-your-funnel\/"},"modified":"2021-11-08T22:01:27","modified_gmt":"2021-11-08T22:01:27","slug":"music-marketing-building-your-funnel","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2021\/11\/08\/music-marketing-building-your-funnel\/","title":{"rendered":"Music Marketing: Building Your Funnel"},"content":{"rendered":"<p><span>If the first thing that you thought when you read <\/span><i><span>funnel<\/span><\/i><span> was: \u201cYou mean the thing that always stops my kitchen drawer from closing?,\u201d we\u2019re with you!<\/span><\/p>\n<p><span>The term \u201cfunnel\u201d gets thrown around a lot when we\u2019re talking about marketing. You hear the term a lot when applied to big business, but what does that mean for artists marketing their own music?<\/span><\/p>\n<p><b>Let\u2019s break it down to the basics.<\/b><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2021\/11\/08\/music-marketing-building-your-funnel\/#What_is_a_marketing_funnel\" >What is a marketing funnel?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2021\/11\/08\/music-marketing-building-your-funnel\/#How_do_I_use_funnel_marketing_for_my_music\" >How do I use funnel marketing for my music?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_is_a_marketing_funnel\"><\/span><span>What is a marketing funnel?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span>A funnel is simply a map that shows you how the average person on the street becomes your biggest superfan.<\/span><\/p>\n<p><span>When we\u2019re out trying to market ourselves, it\u2019s easy to think about this map as one step:\u00a0<\/span><\/p>\n<p><b><i>If a person would just take a listen they would become a superfan\u00a0<\/i><\/b><\/p>\n<p><span>Sometimes we find those magical people who become instant fans-for-life, but in many cases, the fan-making process isn\u2019t so simple.<\/span><\/p>\n<p><b>Your fans progress through these steps:<\/b><\/p>\n<ol>\n<li><b>Awareness:<\/b><span> I know about you<\/span><\/li>\n<li><b>Acquisition:<\/b><span> I\u2019ve engaged with your content in some way<\/span><\/li>\n<li><b>Retention:<\/b><span> I keep coming back for more!\u00a0<\/span><\/li>\n<li><b>Referral:<\/b><span> I tell everyone about it<\/span><\/li>\n<\/ol>\n<p><span>Let\u2019s take this back to the old-school analog: roadside billboards. We\u2019ve all had this happen: you\u2019re walking down a street and see a billboard for something you\u2019ve never heard of before. For the sake of our metaphor, let\u2019s talk about a recent sensation, Squid Game. Now that you\u2019ve seen that billboard, you are <\/span><b>aware <\/b><span>that Squid Game exists.<\/span><\/p>\n<p><span>It would be a pretty bad billboard if it didn\u2019t have an action to take. So you see that this new TV show is available on Netflix. When you get home, you turn on your TV, log into Netflix and start the first episode. You have been <\/span><b>acquired <\/b><span>as a new viewer. You get up to cook dinner, and Netflix auto-plays the next episode. By the time dinner is done, you\u2019re on episode three and have been <\/span><b>retained<\/b><span> as a viewer. By the time you\u2019ve finished your binge-watch, you\u2019re now texting all your friends the totally unpredictable ending, <\/span><b>referring <\/b><span>them to the show.<\/span><\/p>\n<p><span>At this point, you might be saying \u201cWhat in the world does that have to do with the thing on the Tin Man\u2019s head?\u201d<\/span><\/p>\n<p><span>Well, that has to do with how many people make it through the steps! Not everyone who will know about you will engage with your content. And likewise, not everyone who engages with your content will keep coming back for more. As you move through the funnel, you will expect your audience to narrow resulting in\u2026<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-30697 \" src=\"https:\/\/diymusician.cdbaby.com\/wp-content\/uploads\/2021\/11\/Funnel-example-image.jpeg\" alt=\"| Craig Hordlow\" width=\"423\" height=\"422\" title=\"| Craig Hordlow\"><\/p>\n<p><span>As a potential fan moves down the funnel, they are getting closer and closer to a conversion point like concert-goer, repeat streamer, merch buyer, whatever your campaign goal is!<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_do_I_use_funnel_marketing_for_my_music\"><\/span><span>How do I use funnel marketing for my music?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span>Now you know the theory, but what about practice? Show.co helps you engage every step of your funnel through Awareness campaigns like Ad Builder Interactive Ads, to contest entries in your campaigns.<\/span><\/p>\n<p><span>However, the most important thing you can do with this information is to <\/span><b>plan your marketing strategy to hit every funnel stage.\u00a0<\/b><\/p>\n<p><span>Think about how someone may want to be approached in each step. For example, offering someone in the \u201cAwareness\u201d section of your funnel a discount on merch may be a wasted effort; they don\u2019t know you well enough to buy yet! But it may be <\/span><i><span>the<\/span><\/i><span> perfect thing for a fan in the retention stage to start posting pics of themselves in that rad new t-shirt you made and become part of your referral crew.<\/span><\/p>\n<p><span>The opposite may be true of your super fans! Asking them to stream your back catalog might not resonate, because they\u2019re already doing it, but for that person in the awareness stage who hasn\u2019t listened to your back catalog yet it\u2019s perfect messaging. <\/span><span><br \/>\n<\/span><\/p>\n<p><span>If you need a little help planning, here are 3 examples of marketing plans for different goals:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-30696 \" src=\"https:\/\/diymusician.cdbaby.com\/wp-content\/uploads\/2021\/11\/Funnel-marketing-infographic.jpg\" alt=\"| Craig Hordlow\" width=\"657\" height=\"575\" title=\"| Craig Hordlow\"><\/p>\n<p><span>There is one last bit of marketing funnels to keep in mind\u2026 they never end! The very last step of your funnel is re-engagement. How do you put that person who made it to your conversion point back in your funnel to keep them coming back for more?\u00a0<\/span><\/p>\n<p><span>It\u2019s all about creativity, and understanding your audience. You\u2019ve got this!\u00a0<\/span><\/p>\n<p><span>Got your plan of action?<\/span><\/p>\n<p><a class=\"co-button\" href=\"https:\/\/backstage.show.co\/\" target=\"_blank\" rel=\"noopener noreferrer\">GET GOING<\/a><\/p>\n<p>The post <a rel=\"nofollow noopener\" href=\"https:\/\/diymusician.cdbaby.com\/music-career\/music-marketing-building-your-funnel\/\" target=\"_blank\">Music Marketing: Building Your Funnel<\/a> appeared first on <a rel=\"nofollow noopener\" href=\"https:\/\/diymusician.cdbaby.com\/\" target=\"_blank\">DIY Musician<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If the first thing that you thought when you read funnel was: \u201cYou mean the thing that always stops my kitchen drawer from closing?,\u201d we\u2019re with you! The term \u201cfunnel\u201d gets thrown around a lot when we\u2019re talking about marketing. You hear the term a lot when applied to big business, but what does that mean for artists marketing their own music? Let\u2019s break it down to the basics. What is a marketing funnel? A funnel is simply a map that shows you how the average [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-3755","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/3755","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=3755"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/3755\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=3755"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=3755"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=3755"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}