A brand’s online interactions should be first and foremost focused on creating relationships and engaging with the audience, and only about a quarter of those interactions should be aimed at selling to fans.
Creating relationships and engaging with your audience means you can:
- Start conversations and give people value
- Build a more loyal fanbase
- Understand your audience, where they are and what they want more of
- Balance targeted selling to eventually sell more to your audience
When one of the goals of your online presence is to sell more, it’s tempting to center your online efforts on promoting and selling your albums and books. We see it all the time, and it’s one of the biggest mistakes a brand can make online: websites plastered with ads and promotions, and very little focus on hearing from the fans.
Too much focus on selling makes people feel like they’re only there to transact with you and if they aren’t buying, they’re useless. It can cause even the most loyal fans to lose interest in your website.
The more engaging, interesting, valuable content you can provide people online – from posting exclusive content to starting conversations about your shared interests to running contests – the more likely they are to become fans, spread the word about your website, convert new fans and eventually buy more from you. And when you get to know your audience, you’ll better understand what they want and how to provide it.
We work closely with our clients to engage with fans on their websites. The majority of the interactions between our clients and their fans are aimed at starting conversations– both about our clients and their interests and their audience’s passions. This helps create relationships and build up fan loyalty. There’s a fine line between pushing too hard to sell and not pushing hard enough, and we know how to find this balance.
Photo Credit: Recession Art by World of Good
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