When friends complain that only 12% of their fans are even seeing their social media posts, I like to mention EMAIL NEWSLETTERS.
Well, “newsletters” is a silly phrase, but hear me out.
The usual come back is, “I don’t even know what I’d put in an email newsletter.”
Which is a total lie.
For years you’ve been providing social media networks with your content for free, willy-nilly. You, and 324328 other bands and labels and distros and brands. All those behind the scenes photos, updates from the road, show reports, new product announcements.
Yeah, that’s the stuff you put into a newsletter. Then you start “sharing” less of that on social media.
And instead of telling your fans on social media, “join my email newsletter for updates!” (because that’s about as exciting as a local insurance company pitch), you instead say things that media outlets say:
Subscribe for behind the scenes photos of recording, touring, and/or writing.
Subscribe for a “first look” at our limited edition vinyl.
Subscribe to see the new places I explore and find out how you can be cool like me, too.
See? Now instead of giving Twitter and Facebook and Instagram your exclusive content (for free), and being asked to pay for the privilege of letting your fans see it, well, you keep it for yourself and email it directly to your fans.
Oh yeah – those 2,340,982 fans you got on social media. The 0.8% of them that you’re reaching on a good day. Yeah, those 2,340,982 people aren’t suddenly going to join your email list. That’s okay. It’s a process. Work on getting five people to your list. Then 10.
It sounds lame and boring, but have you considered those 5 or 10 or 25 people are TRUE FUCKING FANS? They stepped away from social media for eight god damned seconds to sign up for YOUR email list.
In 2018? That’s impressive.
Plus it’s a start from getting away from the stranglehold that social media has on you reaching your fans.