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How to Attract Fans , Media & Industry Part 2 : Purpose Driven Content
By Diane Foy
Part one of this series explained the steps to cultivate an authentic personal brand . Your brand or artist identity empowers you to embrace your story and life purpose . Creating purpose-driven content is the way to attract superfans .
Here are the steps to creating your digital marketing strategy .
Build Your Online Home Your website is home base for your online presence and the only platform that you own and control . For many in the media and music industry , not having a website may be a deal breaker .
Offer an incentive for fans to visit the website and sign up for your email list . This could be a free download of an unreleased track or an exclusive behind-the-scenes video . The following content creation tips will help you send emails that your fans value .
Identify Your SuperFans Understanding your target market and audience is key , but getting to know your superfan is even more important .
Target Market : Your target market refers to the people that like your niche or genre of music . Demographics ( age , gender , revenue , career ) and psychographics ( interests , values , mindset , lifestyle ).
Target Audience : Your audience is a segment of your target market . If exposed to your music they may stream it and even attend a live show if it is convenient , but they are not loyal to you .
Superfan : Your superfans are a segment of your target audience . They have developed a personal connection to you and your music . This connection is so special that they attend every show and buy your merchandise . They also promote your talents to everyone they know .
Set Up Your Social Media System Social media networks such as Facebook , Instagram , Twitter , YouTube , and TikTok are where you can showcase your talents and connect with potential superfans . Without a plan for content creation and engagement , social media can become overwhelming . What are the main topics that you will create content about ?
Your last nine posts on Instagram is the first impression you make . Do your last nine posts tell your personal brand story and purpose ? Create categories of content such as behind the scenes , about me , your why , what you offer , benefits of what you offer , hobbies , personal insight and encouragement .
There are many social media schedulers out there that will help you organize and schedule your content . Remember to customize your post for each platform when repurposing .
Cultivate Your Story Vault It is time to dig even deeper and remember key events and experiences in your life that have led to where you are now . Begin to document your stories even if you don ’ t know how or when you will share them yet .
Expand your thinking beyond “ check out my latest single .” Why should they check out your latest single ? What is in it for them ? If the song is about overcoming obstacles , why not start the post with “ Have you ever felt …”. Then tell a story about a time that you felt that way and how it inspired your new song . By putting the focus on your audience and sharing vulnerability with a story , you draw them in . The reader , listener , or viewer will want to check out your latest single .
Collecting and crafting your stories offers you a powerful advantage over your peers . It allows you to connect and build solid relationships with your target audience .
Tell Stories through Photography & Videography Your purpose-driven stories will need a variety of photographs and videos to go with them . Find a professional photographer that can capture your image , personality and story . Candid photos and videos are also important to include , so make a habit of documenting your life . The main platforms are prioritizing video content , so get comfortable speaking on camera . Think of it as practice for future media coverage opportunities .
Engage with Potential Superfans Musicians often tell me that they post on social media often but they rarely get any comments . I ask how much time they spend engaging with other people ’ s content and there is silence . Many artists also rely on sending the same copy and paste message of promotion to everyone . Authentic engagement is what turns a casual follower into a superfan .
Schedule blocks of time to engage with your target audience and potential superfans . Leave genuine comments and whenever possible ask a question that encourages a response . Respond to other people ’ s stories and that may start a direct message conversation . Invest your time into building solid relationships .
Once you have superfans , the media and industry will follow . Always create content with your superfan in mind .
To review part 1 , “ Authentic Personal Branding ” and read what comes next in part three , “ Media Spotlight ,” download the free Fans , Media , & Industry Attraction Playbook at Dianefoy . com / freebie .
Diane Foy is a personal br anding and PR coach for multi-passionate artists . During her 18 years as an arts and entertainment publicist , Diane represented talents such as Perry Farrell , Big Sugar , D . O . A ., Sass Jordan , Dearly Beloved , and Mackenzie Phillips . She has been a panelist and mentor at major conferences and has been featured in over 30 media outlets . Diane also hosts the Multi-Passionate Artists podcast .
www . dianefoy . com / @ dianefoyarts
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