What is the objective for email marketing?
Email Marketing is suppose to help you build trust with potential clients/customers by giving free content. Upon giving free content, you establish yourself as an expert or go-to guy in your field – thus, building trust. Free content can take on the form of audio, videos, blogs and anything else that can provide information on a particular subject. This content really should be created solely by you so that they can only get what they’re getting from you – giving them good reason to stay on your mailing list. Email Marketing however is not that simple.
Most people get caught up with coming up with good subject lines and a good writing format among others. For example, subject lines that read something like “NEW EXCLUSIVE BEATS 25% OFF!!!!!” are bad subject lines because subject lines are not suppose to be read as advertisement. Think of subject lines as a first impression. Subject lines are very much like the clothes you wear at a networking event, it gives people an impression before before you say a word. Online marketing is done correctly when it mimics as much as real life as possible – always remember that. Good subject lines can simply be something like “Hey, I got some good news regarding beats”.
Opening and reading emails is not enough
The goal is to get them check out the content you’re sending and engage with it. Or it may be to purchase a new beat or service. Well, it’s all about timing. You may not get people engaging with you content right away but ask for comments, inputs and feedback. Frame your content in a way that suggests that you’re sending that content for their input or feedback.
Here’s an example of how you would present a new piece of content:
“Hey, I made a new video about how to use Facebook to market your songs. I mentioned a few free tools you can use. Let me know what you think in the video comments and I’ll respond if you have any questions ASAP”
Why do your subscribers have to engage with your content?
Because that’s how you build trust. When they see you responding to their questions, providing free content and providing content that they can’t find anywhere else, you have the ingredients to create the perception of a trustworthy expert or go-to guy of a segment of the music business and they’ll learn to trust whatever you’d like to sell them in the future. It’s really that easy of a concept.
A quick word about being an expert vs a go-to guy (or gal)
If you’re an expert on a particular subject, awesome. Share it with if relevant towards music artists. If you’re not an expert, you should not call yourself one. In most cases, we can be great go-to guys (or gals). Every ones unique and that’s good news. That means hundreds of people can talk about email marketing differently than I can. You can learn about email marketing from a music producers perspective, you can learn it from a real estate agents perspective, you can learn it from a formal speaking style perspective or an urban speaking style perspective. There are so many ways to learn something. There may be a ton of people covering how to market your songs on Facebook, but your subscribers may love the way you teach it. So be a go-to guy if you’re not an expert, its perfectly fine.
So when do you actually sell to your subscribers?
Honestly, the longer you wait the better – but don’t wait years of course. Give them lots of content, engage with them often and answer as many questions as possible. Why wait? Because you want to build a following. Not just any following though, you want a following of artists who trust you and would buy what you’re selling. The longer you take building a good relationship with your subscribers, the more chances of you making sales. The longer you wait, the more subscribers you’ll have as well, giving you more people to sell your product to and ultimately making you more money.
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