Over the past couple of months, Team FanBridge has been focusing a lot on the fan relationship and how you can keep your audience engaged. From defining “engagement” to interviewing a John Mayer super fan, we delved into what makes a supportive fan, online and off. So, how do you get the most out of your fans? The simple answer is: let them get the most out of you.
The truth is, anyone can make a Twitter account and post the occasional promotional update, but to really build that connection takes a lot more effort. Effort that is well worth it, we might add. An engaged fan will support your work, recruit more fans, and most importantly, spend their money on you. Here are our major takeaways from our engagement blog series, along with tips on how you can apply these ideas to your email marketing efforts:
The individual matters
One fan can hold a lot of power. They can recruit 20 fans with their passion and support for you, or they can do, well…the opposite. It’s important to acknowledge fans as real people whose time you appreciate, one-on-one.
Email Tip: Segment your list and send targeted emails that have a more relevant and specific message for each audience. People can tell if you’re speaking to a general audience versus a specific group of people.
Calls to action work
Whether it’s to subscribe to your YouTube channel or email newsletter, or to purchase your most recent album, simply asking people to do so can yield impressive results. Honestly, a good portion of your audience wouldn’t think to do so unless you specifically point it out.
Email Tip: Use the call to action module in the Template Tool email builder to draw the eyes to the action you want the reader to take.
Remember that your audience wants to get to know you. Don’t just promote your projects online, share articles you find interesting, funny cat GIFs, and behind the scenes videos and photos to let your fans see the real you.
Email Tip: Share exclusive content with your email subscribers. Maybe a bonus track, an early release, or a behind the scenes video. This is not only a great way to keep current readers engaged, but also a great way to keep building that list.
In a world of Instagram, YouTube and Periscope, you can’t afford to be behind in the game. Visual content is far more engaging than any plain text tweet because fans want to see and understand more about your life. Not only does it grab attention, it also builds a better connection with your audience when they can actually see what your life is like.
Email Tip: Canva is an excellent tool to build quick graphics (like email headers) that will be visually appealing in your newsletters. Make sure you use the Template Tool email builder to easily add visual elements like YouTube videos and SoundCloud audio players in a clean, mobile-friendly campaign.
In person is important
No matter how well you do online, connecting with fans in person is still the most important element of engagement. Make sure you and your whole team give 110% to the fans at events. They will remember how they were treated.
Email Tip: Use FanBridge Events to keep your fans up to date on where fans can find you, and easily tell them about upcoming events with the Template Tool events module. You can also use FanBridge’s Intelligent Targeting to send event reminders only to fans in the surrounding areas.
Read the rest of the Fan Engagement Series:
What is Engagement?
What is a Good Engagement Rate?
Ask a Super Fan: Ginell
4 Simple Ways to Engage Your Social Media Audience
5 Tips to Increase Your Email Engagement Rate
Featured FanBridger: Leon Bridges
6 Ways to Connect With Your Audience at Events
Nothing Without Fans Challenge