Artists want new listeners, but they often don’t know what those new listeners expect. And when they turn into fans, it’s just as confusing—what do they want next? This cycle can be mind-boggling, and you won’t even know it’s a problem until someone points it out, or you realize the juice isn't worth the squeeze. But if you want it to be worth the squeeze, keep reading!
If your marketing efforts aren't paying off, chances are your product is lacking or your customers are falling off due to poor engagement. Understanding the difference between marketing to new listeners and retaining existing fans is the key to keeping your audience engaged and growing your fan base.
They Need to See It First
Both potential listeners and fans need to see two things from you: quality and value. Quality refers to the music and content itself, while value refers to how these things connect with your audience. Though both are crucial, it’s the value that leaves a lasting impact.
Once a potential listener recognizes this, they’ll enter what we call the sampling phase. This decision happens quickly but sets the foundation for fan engagement.
They Need Free Samples
If your potential fan or listener has made it to the sampling phase, it’s because your music or content had a certain level of “purity” that resonated with them. However, most will want to experience between 8 to 20 free samples (social media content, music streams, etc.) before deciding whether to buy your product or follow you long-term.
The risk here? The more free content they consume, the less likely they are to become paying fans. That’s why it's important to call them to action periodically—encourage them to purchase, follow, or subscribe.
Where They Got the First Sample Matters
The platform where listeners first discover your music plays a significant role in their actions. If they found you through social media, they’re more likely to follow you for more content and eventually explore your music on platforms like Spotify or YouTube. If they heard you at a live show, they might interact with you personally or buy something from the merch table, turning that initial encounter into an instant transaction.
After Sampling, They Will Want a Story
Even if someone is streaming your music, that doesn’t guarantee they’ll buy your products. To turn them into true fans, they need to know your story—how you got to where you are and why you make music. This kind of storytelling builds connection and trust, which is vital for any fan relationship. If your audience doesn’t feel connected to you, it creates a barrier to sales, as they may feel like they don’t truly know you.
What Existing Customers Want
Existing customers crave more than just content—they want to feel included in your creative process. Exclusive updates, offers, and experiences that aren’t available to the general public help nurture the relationship you’ve built with your fans. Think of this as fan club material—reserved and special. Emails are a great place to start with this type of engagement.
Two Sales Strategies Must Be Developed
To fully optimize your marketing, you need two separate sales strategies: one for potential customers (new listeners) and one for existing fans. This ensures you’re maximizing sales, as existing customers are likely to account for 80% of your revenue. Don’t overlook the people who are already supporting you!
This is a Lot of Work!
Marketing and sales aren't easy—they require time, strategy, and planning. But with the right approach, you can build a system that consistently engages new and existing fans, turning both into valuable supporters.
What Should You Do First?
Start with the samplers. Focus on attracting new customers, but always have a plan in place to keep existing fans engaged. Building these systems takes time, but it will pay off in the long run.
What Exactly is a Free Sample?
Free samples can come in the form of talent-based social media content, storytelling, live performances, and even free music streams. Offering free downloads in exchange for an email is also a popular strategy, but it’s important to know when to transition from free samples to asking for a purchase.
How to Let the Cash Flow Blow!
If you’re an artist or music executive looking to build your label or publishing company, check out the 60-Day Record Label Course. This course offers a step-by-step process to help you secure funding, avoid bad contracts, and keep more money in your pocket. If you’re still skeptical, you can also grab the free guide, “10 Ways to Increase Your Record Label Profits,” which includes a free split sheet download.
Conclusion
If you’ve struggled with keeping your existing fans engaged while trying to attract new listeners, now you know what to do. By offering free samples, sharing your story, and nurturing existing fans, you can create lasting relationships that lead to increased sales and long-term success. You no longer need to feel stuck at the first step of attracting listeners—you have the tools to build a loyal fan base while turning casual listeners into paying fans.
Comments