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This week, Numbers, Let’s go -
So a few weeks ago I told you that it was a great idea to have your own website. That of course has not changed, but it is important to have a well rounded social media strategy that includes socials and your site. Now when it comes to the numbers also known as engagements, which ones are the most important? The amount of likes shares or comments? Well the old school in me is going to say the number of downloads you sell on your site, those numbers = $$. Basically engagements are a common metric for evaluating social media performance but doesn't necessarily translate to sales. With that let’s look at it; likes are the quick actions that say I like your track, song or ad, lets you know you’re on the right track and has the lightest metric weighting. Comments involve a little more commitment because they are actually talking back to you and of course have a little more metric weighting. Shares have an even higher weighting because the reader is pushing your post out to other friends and followers saying hey you need to see, or hear this. So needless to say you want to get as many shares as possible. You want to get friends of friends of friends talking about and continually sharing your product.
Social Selling if you’ve never heard of it is about leveraging your social network to find the right prospects, build trust, and ultimately, achieve your sales goals. This means you need to have an actual sales goal or at least a goal with your marketing. As an independent artist it’s hard to determine a sales goal when you are looking at streaming numbers or waiting on Amazon to sell your downloads. Thus back to my old school way of thinking, sell on your own site. Social selling means targeting the customer, but where you direct them to is on you. If you target your customer to Spotify, you’ve now sent them into an ocean of other artists just like you, and their primary goal is to get customers to stay on their sites as long as possible, long after your one song has gone off. If you’re going to send them somewhere, send them to your own store. If your goal is to get a major label deal, the same applies. You can walk into an executive office and say look at the amount of numbers on social media I have, can I get a deal? Or you can say look at the amount of units I’ve sold, lets partner to sell more. Yes labels want numbers but at the end of the day numbers = engagements, $$ = power!!
This week's #IAOTW - Independent Artists Of The Week is Ruby Camille unsigned independent singer/songwriter from Nashville. New single coming in July.
For more information or to hire Unda The Hat as your brand or label consultant send a message via undathehat.com. See you next Tuesday.