E-mail advertising and marketing may be extraordinarily efficient when performed proper.
It might probably assist you construct an engaged fanbase and promote extra live performance tickets, albums, and merch.
That’s why at present we’re going to talk about how you need to use e-mail advertising and marketing to develop your music enterprise.
Design Your Gross sales Funnel First
E-mail advertising and marketing doesn’t exist in isolation – it ought to at all times be considered within the context of your total gross sales funnel.
That’s why we advocate designing your gross sales funnel first!
What Is a Gross sales Funnel?
A gross sales funnel is a system that companies use to transform potential clients into leads, leads into paying clients and paying clients into repeat clients.
Right here’s what the core gross sales funnel construction seems like:
- High of the funnel: potential clients.
- Center of the funnel: leads.
- Backside of the funnel: clients.
Whereas this core construction is nice for understanding the idea of a gross sales funnel, it in all probability gained’t assist you a lot when it comes to rising your enterprise as a result of it’s too generic to be sensible.
That’s why it is sensible to make use of a particular gross sales funnel mannequin. There are a number of common ones on the market. So which one must you select to your music enterprise?
The Worth Ladder Gross sales Funnel
We consider that the best technique to promote something on-line is the Worth Ladder gross sales funnel.
It was created by our co-founder Russel Brunson who then used it to take ClickFunnels from zero to $10M+ in annual income in only one yr (it’s at $100M+ now!).
This gross sales funnel has 4 levels:
- Bait. You supply the potential buyer your lead magnet in trade for his or her e-mail deal with.
- Frontend. You supply the potential buyer your least costly and least useful services or products.
- Center. You supply the shopper a costlier and extra useful services or products.
- Backend. You supply the shopper your costliest and most precious services or products.
Ideally, you additionally supply a continuity program of some type, which means, a subscription product that generates recurring income.
We additionally advocate including downsells, upsells, and cross-sells to those core provides so as to maximize your income.
The rationale why this gross sales funnel works so nicely is that it lets you:
- Begin the connection with that particular person by providing free worth.
- Nurture that relationship by persevering with to supply free worth by way of e-mail.
- Construct belief by offering progressively extra paid worth at every stage.
Right here’s how Russel explains it:
How To Construct a Worth Ladder Gross sales Funnel for Your Music Enterprise
You can begin with simply the lead magnet and the frontend supply, then construct out the remainder of your Worth Ladder gross sales funnel later.
A lead magnet is a freebie that you simply supply to potential clients in trade for his or her e-mail addresses.
It may be something that they’ll both obtain to their machine or entry on-line.
For a musician like your self, utilizing a free monitor or a free album as a lead magnet in all probability makes essentially the most sense, particularly if that music isn’t accessible wherever else.
This additionally makes it straightforward to comply with it up with a gross sales pitch – your frontend supply can merely be extra music, similar to a complete album.
Alternatively, in case you are already considerably established and have a fanbase, then you possibly can supply individuals unique content material.
Say, you possibly can movie a Q&A video the place you reply essentially the most generally requested questions or create a video that provides your followers a behind-the-scenes look into your life.
You’ll be able to then comply with it up with a gross sales pitch for merch or a signed CD since somebody who watched the video might be a fan already and may be interested by that.
After getting a lead magnet, you will have a lead technology touchdown web page, which is an online web page designed particularly for changing guests into leads (e-mail subscribers).
We don’t advise constructing your lead technology touchdown web page from scratch in case you don’t have any earlier expertise designing touchdown pages.
Your greatest guess is to make use of a confirmed, high-converting touchdown web page template as a substitute.
Our software program, ClickFunnels 2.0, features a template library the place you will discover an appropriate touchdown web page template to your lead magnet.
After getting your lead magnet touchdown web page, it’s time to start out driving site visitors to it. That’s how you’ll construct your e-mail listing.
Create a Welcome Sequence
We don’t advocate hitting the brand new subscriber with a gross sales pitch to your frontend supply instantly – you wish to construct some belief first. However how will you try this?
ClickFunnels 2.0 lets you arrange an automatic welcome sequence that will likely be routinely despatched to each new subscriber.
Use this sequence to introduce your self, share your backstory, and inform the brand new subscriber what you’re to this point.
Do all this over a number of emails despatched over the course of every week – so the frequency must be both one e-mail each different day or one e-mail daily relying on the size of your welcome sequence.
It’s greatest to finish every of those emails with a query directed to the brand new subscriber. Encourage them to hit the reply button and reply.
Be sure to then reply to all of the responses that you simply get. This can assist you study extra about your subscribers and make them really feel valued.
Solely pitch your frontend supply within the final e-mail of your welcome sequence.
Alternatively, in case you have already constructed out your Worth Ladder, you possibly can finish your welcome sequence with a rundown of it.
Let the brand new subscriber know what you may have on the market with a brief description of every supply and a hyperlink to its gross sales web page.
Launch a Music E-newsletter
One of many greatest challenges in e-mail advertising and marketing is staying prime of thoughts along with your e-mail subscribers with out being obnoxious.
On the one hand, you wish to message them usually.
Alternatively, everyone seems to be already overwhelmed by the quantity of e-mail that they get, which suggests which you can’t overdo it.
So how will you resolve this conundrum?
We consider that one of the best ways to do it’s to launch a weekly e-mail e-newsletter as a result of it provides you an excuse to message your subscribers each week.
You can begin with a easy hyperlink roundup format the place you share essentially the most attention-grabbing music-related content material that you simply got here throughout that week.
It may be articles, interviews, songs, albums, playlists, movies, you identify it.
When you get assured with that, you can begin including unique content material to your e-newsletter, similar to your individual articles, evaluations, or interviews.
As a musician, you in all probability know quite a lot of different musicians, which signifies that you need to use these connections to introduce your subscribers to artists that they could have by no means found in any other case.
Use the “Hook, Story, Provide” Copywriting Framework
Copywriting is what makes or breaks e-mail advertising and marketing. So how will you get your subscribers to open your emails, learn them, and act on the decision to motion?
We advocate utilizing the “Hook, Story, Provide” copywriting framework in all of your emails. That’s what we do and it’s wonderful how nicely it really works when applied accurately!
- Hook. Seize the subscriber’s consideration with a compelling topic line. Remember that your e-mail will likely be competing with all the opposite unopened emails of their inbox. That’s why the topic line is an important component of e-mail copy!
- Story. Inform the subscriber a fascinating story within the physique copy of your e-mail. You wish to hold it brief however make it possible for the core narrative construction is there.
- Provide. Transition from the story to the decision to motion. What would you like the subscriber to do subsequent?
The standard name to motion is pitching certainly one of your provides, then encouraging the subscriber to click on by means of to its gross sales web page.
Nevertheless, there may be conditions the place a unique name to motion may make extra sense, similar to asking them to answer to the e-mail, following you on a particular social media platform, and many others.Simply keep in mind that there ought to solely be one name to motion per e-mail!
Right here’s how Russel explains the “Hook, Story, Provide” framework:
Case Examine: How Gabe Schillinger Sells Beats With ClickFunnels
Gabe Schillinger spent over a decade making an attempt to construct a profession within the music trade.
“I at all times thought that my huge break was going to return from a document label slicing me an enormous verify”, he recollects.
Initially, he assumed that every one he wanted was a possibility to work with some huge artists.
However he ultimately realized that even in case you get such alternatives, you make some cash and that’s it, you’re again to ready for the subsequent gig. It merely wasn’t sustainable.
“10+ years of enjoying that recreation and I used to be feeling caught. I used to be practically 30 years previous, nonetheless residing at my Dad’s home, and couldn’t afford to maneuver out.
I hated speaking about what I used to be doing with music. I talked to associates, household, no matter… And it felt like they noticed me as somebody who was chasing this pipe dream. Like a ravenous artist.
I simply didn’t really feel that respect. Actually, at that time, I didn’t respect myself.”
Gabe determined to shift from the trade recreation to promoting beats on-line.
He made some cash doing it the way in which everybody else was doing it – constructing an viewers on social media after which driving site visitors to a beats retailer. Nevertheless it wasn’t sufficient to maneuver out of his Dad’s home.
In the future, when he was scrolling by means of Fb, a hyperlink posted by a producer caught his consideration.
Gabe didn’t fairly perceive what he was . “This man was utilizing funnels to promote beats. It was the primary time I’ve seen it.”
So he determined to do the identical. And that’s when the whole lot modified.
“For the primary time in my life, I utilized a few of that creativity and keenness that I as soon as solely put into my music and began placing it into my advertising and marketing as nicely.”
He began specializing in rising his e-mail listing, constructing gross sales funnels, and creating true provides versus simply promoting commodities like everybody else.
“And since I used to be doing this stuff, fairly rapidly, in a few years, I used to be in a position to climb to the highest of my trade.”
At present, Gabe makes an awesome residing doing what he loves, all as a result of he harnessed the ability of gross sales funnels.
Construct A Gross sales Funnel For Your Music Enterprise with ClickFunnels 2.0!
ClickFunnels 2.0 has the whole lot it’s essential construct a gross sales funnel to your music enterprise:
- Gross sales funnel and touchdown web page templates.
- Visible editor that you need to use to customise these templates.
- E-mail advertising and marketing performance that lets you ship broadcast emails, arrange automated e-mail sequences, and create e-mail workflows with behavioral triggers.
What’s greatest is that we’ve a free trial which suggests which you can take a look at our software program with none threat.
So why not begin constructing your Worth Ladder gross sales funnel at present?
