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Are Millennials Ruining Email-

 
Oh, millennials. Those Snapchatting, avocado toast-munching 20-somethings are single handedly “ruining” diamonds, the housing market and cable tv. But are millennials still paying attention to emails? Or is email marketing soon to be another victim to the “Me” generation?

What the heck’s a millennial?

Generally, millennials are used to describe younger demographics from anywhere between 20-somethings to tweens. But they’re usually classified as young adults born between the early 1980s to early 2000s. And with a projected $200 billion in spending power for 2017, they’re one of the most highly sought after demographics for marketers today. They’re not ruining email marketing, but they are giving marketers a run for their money.

Segment & Personalize

Much like the generations before them, it’s challenging to lump millennials into one simple audience profile. What may work for one group might be an absolute turn-off for another. Find out what kind of content your subscribers would prefer and/or how frequently they would like to receive emails and create sending groups based on this data. In doing so, you’ll give your subscribers more say in the content they receive while ensuring you’re effectively sending them the right message.

Email & Social

While social media has been touted as an “email killer” for as long as it’s been around, millennials are finding email to be their preferred channel for brand communication. For millennials, social media is where the relationship is created and fostered at first and email is used for communication once a sense of trust has developed between brand and buyer. A healthy mix of both email and social marketing is possible, if not highly suggested, but it’s important to know how your target audience responds on each channel.

Mobile-first

It’s a common stereotype that millennials are always glued to their phones. Though as lazy as the assumption may seem, it’s not entirely wrong. In fact, many young adults are checking their phones first thing in the morning, just before bed and even from the bathroom. And with 88% of millennials preferring to view emails on mobile devices, it’s a safe bet they’re checking their inboxes at these times. When targeting campaigns for millennials (or anyone, really), make sure your campaigns are visual-focused and optimized for mobile devices. Try experimenting with different sending times to find when your audience is checking their email most.

Marketing to millennials doesn’t have to be as daunting as it may seem for some. If you ever find yourself intimidated by the thought of reaching millennials, just remember:

Don’t:

Lump your subscribers into one group: No two millennials are exactly alike. So don’t market to them as if they are! Segment your subscribers and tailor your content to meet their individual needs.

Force slang/hashtags/memes into your content: If it naturally fits your brand voice, go for it. But it may be best to avoid usage if it’s not a good fit for you, no matter how “lit” it may seem.

Do:

Provide a healthy mix of social and email communication: Don’t be afraid of a little multi-channel communication. Take note of what your target audience responds best to on each channel and adjust your strategy accordingly.

Optimize your emails for mobile devices: The “Me” generation is the mobile generation. Make sure your content is optimized to view on smaller screens before sending.

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Team FanBridge

Festival Marketing

 
Time to break out the flower crowns and wristbands as festival season is well underway. For many small acts, this season could help make or break a career. But with all the noise surrounding these huge events, it’s a challenge to make sure fans can catch your set. So we’ve come up with a few tips to help you stand out better.

Cross-promotion

A strong endorsement can go a long way for an independent musician. Why not build relationships and expand your fanbase by cross-promoting with similar artists? You can let your fans know when to catch them live or shout out their latest release on social media. By doing this, not only are you creating more potential opportunities in the future (maybe they’ll return the shout out or, even better, throw some gigs and industry contacts your way), but you’re also providing value to your fans by exposing them to new music to enjoy.

Streaming services

While the heated debate on streaming services rages on, there’s still a few notable benefits for indie musicians on these platforms that simply can’t be ignored. While song streams only pay out a fraction of a cent, if you own your master recordings, you can stand to make a fairly healthy profit if your music is streamed often. On top of that, adding your music to a streaming service allows listeners from all over the world to discover your work. And some services provide listener analytics to help you discover which songs people enjoy most.

Freebies

Draw the attention of potential new fans your way with free swag! Although we’ve all seen enough post-festival walkways lined with tossed flyers and trampled CDs, don’t be afraid to think outside the box and give away something cool to fans. Provide small, easy-to-produce items for new fans that take an interest in you. And if you’re feeling generous, maybe even hand out a few free shirts to loyal fans to help spread word-of-mouth.

SEO

Now that you’re booked, there’s no doubt that festival goers are going to look you up to see if your show might be worth checking out. Why not make things easier for them by improving your SEO? If you have a website, come up with a list of keywords you think potential fans will search and publish content around these keywords to your site. You could also flex your cold emailing muscles and reach out to music bloggers for a mention on their site. The more you’re mentioned on websites, the more priority you’ll receive from search engines.

Micro-influencers

Besides a nice SEO boost, reaching out to niche bloggers and social micro-influencers whose content relates to your music has its advantages. By fostering relationships with content creators and influential fans on social media, you’re not only nurturing loyalty from that fan, you’re also establishing their role as an ambassador for your brand. Doing so grants you access to a brand new audience that may not have heard of you before.

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Team FanBridge

benefits of livestreaming

 
With many social platforms providing robust livestreaming tools that anyone can access, content creators have a phenomenal opportunity to connect with fans like never before. From Facebook Live to Instagram Stories, there’s no shortage of options to create compelling live video for your fans. Still, not every creator is quick to embrace this emerging style of social content. So we’ve come up with a few reasons why you may want to consider giving live video a try.
 

Budget-friendly

When you’re a small-scale marketer, it may be tough to devote a huge chunk of your budget to content creation. Fortunately, engaging live video is possible without having to break the bank. The social apps used to livestream are free (if you don’t already have them installed). And while it’s possible to shell out to create studio-quality live video, you could always opt for more of a simple camera setup or just stream right from your mobile device.

 

Engage!

Due to recent algorithmic changes and heavy competition clogging up newsfeeds, organic social reach has been on the decline. We’ve discussed how visual content can improve engagement in the past, but live video in particular has proven itself as a juggernaut for engagement building. In fact, on top of receiving 10x the comments that regular video receives on average, Facebook Live video receives viewership for 3x as long as regular videos.

 

Record and Reuse

So you’ve set up and executed a solid live broadcast for your audience to tune into. But now that that’s out of the way, what’s next? Why not repurpose your broadcast as a video post? You can download your broadcast and upload it as a video post to keep your engagement momentum going strong. And if any fans missed your original broadcast, they can rewatch to stay in the loop.

 

Foster Relationship

Depending on your production budget, live video can seem kind of “bare bones” compared to the polished look of video on demand. However, this simplicity allows creators to interact face to face with their audience. You can take quick questions, shout out to a super fan or just give your audience an unscripted look into your life. And while viewers are enjoying your content, they’re also gaining a stronger emotional connection to you and your brand.

 

While there’s always the risk of a slip-of-the-tongue or technical difficulties, the benefits of livestreaming for your brand are just too grand to pass up. So grab your smartphone, set up some good lighting and get ready to go live!

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