Creating a Music Marketing Funnel

First impression: “You mean that item that usually prevents my kitchen drawer from closing?” We’re right there with you!

There’s a lot of chatter about the word “funnel” when it comes to marketing. What does it imply for independent musicians trying to sell their own music mean when you hear the term used in the context of a large business?

Let’s start from the beginning.

What is the purpose of a marketing funnel, and how does it work?

If you’ve ever wondered how the average person can become a fan of yours, you’ve come to the right place!

Marketing ourselves can be done in a single step by using the following road map:

Anyone who takes the time to listen will undoubtedly become a fan.

The process of becoming a fan isn’t always as simple as finding a magical person who becomes a lifelong fan.

These are the stages your supporters go through when they become your fans:

I’m aware of your existence.

I’ve gotten something out of your post.

I’m a loyal customer who returns time and time again.

I recommend it to everyone I know.

Roadside billboards are a good analogy for this. What happens when you encounter a billboard advertising a brand you’ve never heard of while strolling down the street? Let’s use the Squid Game phenomenon as a metaphor for now. Now that you’ve seen the ad, Squid Game is clearly visible.

It wouldn’t be much of a billboard if there was no call to action. So you see that Netflix has this new TV show. In the evening, you switch on the television, log into Netflix, and begin watching the first episode. We’ve added you to our list of subscribers. As soon as you get out of bed to prepare supper, Netflix begins to play the following episode. By the time you’ve finished your meal, you’re already on episode three and still have your attention. While binge watching, you’ll be emailing your pals the show’s utterly unexpected ending and directing them to watch it.

“What on earth does that have to do with the Tin Man’s thing on his head?” you ask.

That is directly related to the number of persons that successfully complete the process. Not everyone who hears about you is going to be interested in what you have to say. Not everyone who views your material will return for more in the future. You should expect your audience to get smaller as you progress through the funnel…

With each step a potential fan takes, they’re going closer to becoming a concert-goer, repeat streamer, merchandise shopper, or anything else your campaign has in mind!

In order to promote my song via funnel marketing, what are the steps?

Now that you have the theory down, how about putting it into action? Using Ad Builder Interactive Ads and other awareness campaigns like’s, you can get your entire funnel involved, from awareness to contest participation.

In order to make the most of this data, though, you must devise a marketing strategy that targets each level of the funnel.

Observe how a person might prefer to be approached at each level. In the “Awareness” stage of your funnel, for example, offering a discount on merchandise may be a waste of time; they don’t know you well enough to purchase it yet. A cool new t-shirt you made for a fan in the retention stage can be just the thing to get them to start sharing pictures of themselves wearing it online and join your referral network.

Super fans, on the other hand, may be the exact opposite! In the awareness stage, it’s ideal messaging for the individual who hasn’t heard your back catalog yet to ask them to stream it. It may not resonate with them because they already do it.

To help you get started, here are three examples of marketing plans tailored to distinct objectives:

Finally, remember that marketing funnels are never finished. Re-engagement is the final step in your funnel. When someone has reached your conversion point, how do you get them back into your funnel so they keep returning?

Understanding your audience and being creative are the keys. What are you waiting for?

Do you have a game plan in place?