Music marketing attribution tracks what a fan does before making a purchase on your website, so you know the steps that your fan took that led them to making a purchase. By understanding music marketing attribution, you get a clear look at the role that each marketing channel plays in informing and influencing a fans journey to making a purchase.
Your fans will interact with your music in different ways over the course of a couple of days or weeks before making the decision to purchase your products. Your truest fans will most likely make impulse purchases, but others may spend time doing more research on your brand and seeking things that increase your music’s credibility. In today’s digital landscape, your current fans and potential fans are able to find your material through multiple channels including: organic search, paid advertising, blogs and other online media, direct visits, e-mail marketing, and social networks.
Music marketing attribution allows you to assign a value to each channel that played a role in influencing your fans to make a purchase. Here is an example of the path a potential fan may go through before making a purchase:
- Fan reads about you on a blog
- Goes to your website to consume some of your content that is available to them
- Fan returns later through a social network
- Fan then sees a banner ad of yours on a blog, and makes a purchase
Which channel should get the credit for the purchase? Obviously in this case, multiple channels played a role in the fan making a purchase. Music marketing attribution allows you to assign a percentage to each channel, based on how far away a channel was from an order instead of just basing your analytics on where the fan last came from. Once this is understood, you can better value conversions, and can better budget for which marketing channels are most effective in reaching your tribe.
Music marketing attribution helps you to answer the question of where you should put your money, whether it’s investing more in Music SEO, e-mail marketing, social networking, paid advertising, print media, or etc. In order to get a clear understanding of the effectiveness of each marketing channel, you want to be able to see how each plays a part in effecting your bottom line. This is what music marketing attribution does. Web analytics platforms like Google Analytics, allow you to see what channels truly affect sales by allowing you to see how fans interact with a website before making a purchase.
Music marketing attribution may not be necessary for every artist at the moment, but it should be considered especially as many artists are looking for new ways to sell and market their music. In order to do this in the most efficient way, marketing attribution is a must as your tribe grows.
Billy Bones is the Marketing Director and Founder of BBE Marketing, a digital entertainment marketing agency that provides SEO, Social Media Marketing, Mobile Marketing, and Web Design services to clients within the entertainment industry. I can be followed at @bonestx or @bbemarketing.