Amber Horsburgh of Deep Cuts cuts right to the core of fan development in this Spotify for Artists podcast. At just under 8 minutes of actual advice time, this is a short listen packed with great advice for how to grow your fanbase by converting casual or light listeners into active, engaged fans by using Social Media as a traffic driver to your own direct marketing channels. Horsburgh also recommends prioritizing engaging your current fans over acquiring new fans.
- Social media is powerful as a traffic driver
- Get the traffic to your own direct marketing channel as quickly as you can
- Social media allows artists to tap into existing networks and acts as social proof of your reach
- On social media channels, you are at the mercy of algorithms and platform updates
- It’s more expensive to acquire new fans than to develop light listeners into engaged fans
- Focus on how you’re keeping your fans interested and primed. You want them to be ready to be sold to when you’re ready with new content or products to sell.
- The Deep Cuts newsletter is a great source of information for record marketing
If you rely on social media alone to engage your fans you’re running the risk of losing touch with people who want to engage with you at no fault of your own (I mean, other than trusting big business to have your best interests at heart. That’s on you, buddy). Don’t risk losing direct contact with your fans for it is the lifeblood of your career.
Please visit Spotify to view the full article by Erica Campbell.
