Whether you run a state-of-the-art recording and engineering studio, sell and service everything from school band xylophones to concert-quality amps, are launching a solo project or group and it’s Billboard or Bust, or in any other way provide goods/services in the multi-billion dollar music industry, this much is undoubtedly true: the worst thing that can happen to your business is that you become the “best kept secret in your marketplace.”
Indeed, while this cruel fate befalls specialists and companies everywhere, it’s especially prevalent in the music industry, because so many connections are based on word-of-mouth referrals and personal relationships. Standing out from the crowd and generating attention is tough -- and without the right plan, resources and technology, it’s frustrating and futile as well. Just ask music industry business owners who’ve spent thousands (or tens of thousands) on fancy websites and SEO, only to find that their path to ROI is more like a “long and winding road” (that doesn’t lead back to them, but rather to the profit margins of smooth-talking marketing consultants or retainer-addicted marketing firms).
Fortunately, that’s where inbound marketing enters the picture (or if you wish, drops a guest track) and makes a transformative difference. Below, we highlight the 3 reasons why inbound marketing rocks the music industry:
1. Inbound marketing is all about building relationships.
As noted above, the music industry is very relationship based -- which makes connecting with new customers challenging, and renders traditional/conventional marketing ineffective, and sometimes even counter-productive (i.e. if it comes across like mass marketing selling).
However, inbound marketing is fundamentally about building relationships through quality, relevant content (e.g. ebooks, reports, etc.) and useful tools (e.g. checklists, how-to videos, etc.). These assets lay the foundation for rich conversations over the phone, web or in-person that can spark a new, long-term and mutually beneficial relationship.
2. Inbound marketing supports a long sales cycle.
Most businesses in the music industry have long sales cycles that can last anywhere from a few weeks in duration, to a few months. And as we all know, customers can easily get distracted (“out of sight out of mind”), and lose touch with potential businesses who they connected with early on.
Inbound marketing avoids this black hole by helping businesses stay on their customers’ radar screens via assets (e.g. ebooks, articles, newsletters, etc.) and touchpoints (email, website, social media).
3. Inbound marketing supports multi-buyer persona targeting.
Businesses in the music industry are typically trying to reach different customer types (i.e. buyer personas). For example, recording and engineering studios need to connect with agents, bands, and so on. Instrument manufacturers need to connect with retailers, music teachers, professional and emerging musicians, and so on.
Unlike conventional marketing that is basically “one size fits all” messaging, inbound marketing cost-effectively allows businesses to reach different customer types, and track engagement along the way. Current campaigns can be tweaked to exploit opportunities, and future campaigns can be developed based on previously-generated intelligence and insights.
Learn More
At Leap Clixx, we help businesses in the music industry rock inbound marketing – and ensure that the journey to ROI isn’t a long and winding road, but instead an efficient and organized process that leads to more traffic, leads, customers, sales and profits. To learn more, contact us today and take advantage of your free consultation. Also be sure to download our FREE eBook to read all about inbound marketing best practices and how it can be used to help your business!
Topics: Inbound Marketing
