There is a really good post on Content Marketing Institute (CMI) regarding power pathing. Power pathing seems to refer to orchestrating a website visitor’s experience to make every page a potential point of conversion. In doing that, your chances of new sales increase. Sounds pretty great, right?
Last week, the ABC of Music Marketing was introduced. Today, let’s delve deeper into fan conversion and the steps it will take to build a truly viable music business.
Before going into the steps, I want to make sure I have your attention. In our mantra of “Always Be Converting,” “converting” is obviously the key term, so say it with me, “CONVERT.” Very good. Now let’s continue with our program.
To be clear, this is the basic thought process you should have to optimizing your fan conversion points. At larger companies, the process is a bit more complicated, but in the end, most follow the same concept. If you set up a business, then you need to make sales. In order to sell, you need a storefront. In order to get people through the door, whether physical or virtual, you have to announce yourself or communicate with potential customers.
The only way you can make a living is by making money, which has to be your key endpoint for your fan conversion funnel.
When you get really sophisticated, you can begin to customize your customer or fan experience based on their preferences. These four steps will show you how you get to that level of sophistication.
I have been a fan of Stones Throw Records since the late 90s.
I enjoy their brand of music. It always seems as if they understand their target audience.
That is until the music industry started to tank.
Then they realized they needed to ante up on the creativity.
This meant releasing new music styles and creating purchase-worthy physical goods.
Stones Throw… made me feel inadequate.
That got me to thinking, “do they really understand their customers?”
Now this was not a problem for me.
The release of long-time acquaintance Mayer Hawthorne was genius.
James Pants – I get it.
Anika – they had me at the single; lost me at the album (sorry folks).
This activity actually was strengthening my Stones Throw advocacy.
What put me off was during the release of the first Mayer Hawthorne album.
They released the heart-shaped 45, which was supposed to be a limited run.
I bought two copies, thinking it was definitely going to be an instant collector’s item.
They released some subsequent 45s, which I also copped.
Then something weird happened.