Marketing Guides: Building and Using Your Database
Database is a term thrown around in every industry. It’s one of those terms that is so second nature it can be easy to overlook what it actually means. In this article, I'll be breaking down what a database is, why it is important, how to build one and why it is the foundational piece of any marketing strategy.
What is a Database?
A database is a collection of information that is organised to make it easy to access and retrieve. In the context of music, it usually includes details about your fans, such as their names, phone numbers and email addresses. Depending on your capacity and desire to delve deeper into audience segmentation, you can capture any type of detail in your database.
For instance, ticket purchasers provide a greater depth of data such as location and the show they purchased, which is information that will help you become more efficient with your marketing in the future.
However, in most instances, the most important piece of data you can capture and maintain is email addresses. If everything else is a bit overwhelming, just focus on collecting emails.
Why Build a Database?
It can't be overstated just how important maintaining your own database is. By removing your reliance on third-party platforms to maintain your fan base, you future-proof your ability to reach your fans. Marketing is in a constant state of movement and relying on one or two platforms that are effective for you in the present puts you at risk of losing that effectiveness if something changes in the future.
For instance, no one would have predicted the current abysmal state of Facebook ten years ago and while TikTok may be booming now, there is no guarantee it won't be banned next year. Email, on the other hand, was likely one of your earliest entry points to the internet and has barely changed since we started using it. Likewise, you can probably count on one hand how many phone numbers you've had.
Your email address and phone number are fundamental pieces of your identity and as such, their likelihood of suddenly becoming an ineffective way to communicate with you is significantly lessened. That's why they should be seen as the keystones of maintaining connection with fans and building a database.
The How and Why
Most mailing lists or databases sit unused, my own included.
Whilst most people understand there is value in a database, how to manage and utilise them whilst maintaining best practice is often a overwhelming next step. Below are some reasons why you should be using your database as well as ways to do so.
Maintain a reliable connection with fans
As mentioned above, email marketing is reliable and remains one of the most effective ways to reach your audience. By building a database of fan email addresses, you can send regular newsletters or one-off pieces of direct communication without the impact of algorithms.
Find a platform that works for you to send the actual message - this could be a platform such as Mailchimp or something as simple as using BCC in Gmail - and start sending.
Promote what really matters
Unlike social posts, targeted messaging through SMS or email needs to be more considered. Unsubscribes hurt in the long term and repeated emails with nothing to offer will see a significant decline in open rates. Be consistent with content that you know your fan base will value. This could be a new single, tour, competition, merch drop, or a genuine moment of connection like a tour journal. Try not to repeat content or continually promote the same thing.
Be consistent
Just like in any relationship, consistency and reliability with your fans is important. It builds trust, establishes a connection and ensures you aren't lost in the flood of content that we are consumed by on a daily basis. Consistency shows that you value your fans and their engagement with you. Consistency also allows for regularity of routine for both fans and artists.
Analyse your fan base
By tracking fan data, you can find insights into your audience's demographics, interests and behavior. This information can help you make informed decisions about your marketing strategy and tailor your messaging to your audience. The more targeted you are with your marketing, the less you will need to spend and the more effective it will be.
Advertise to your database
Platforms like Facebook, Instagram and TikTok allow you to upload custom audiences for paid promotion. This means that instead of prospecting for people who may be interested in whatever you are promoting, you are advertising to a known audience that has an established connection with you.
Lookalike Audiences
Once you have uploaded a custom audience, most platforms will also allow you to generate a new audience of users who behave similarly on the platform to those in the database you have uploaded. These Lookalike Audiences can be a valuable way to save time by cutting out the manual analytical step of trying to work out who might be interested in your product.
Ask your fans for help
If someone is a member of your database, chances are they are a genuine and engaged fan of your music. If you've worked hard to establish a connection with your fans, they will want you to succeed and will willingly work to make it happen.
There is a big difference between a fan who has followed you on social media and a fan who has read your newsletter for the last six months. Need pre-saves on your next single? Getting a play on the radio and want your fans to text in? Up for an award with public voting and need votes? Ask your database to help.
How to Build a Database
To build a database, you need to create multiple touchpoints where fans may engage with you. There are also more active steps you can take. Some examples of how to grow a database include:
Collect email addresses at gigs
Set up a sign-up sheet or QR code at the merch desk, door, or bar, asking people to sign up for your mailing list. If you have the opportunity, take a clipboard and talk to fans between sets and ask them to sign up. It will show that you genuinely care about it and allow you to foster that connection.
Add a pop-up to your website
All 870 Laundry Echo email subscribers have come through the pop-up on this website. I've never actively promoted my database, but it has organically grown itself. Most website platforms like WordPress or Squarespace have a simple plugin or integration to allow you to build a pop-up and set it up to be forgotten.
Ask for opt-in data
I worked at a ticketing company for four years and I can count on one hand how many times artists asked for the data they were entitled to. In most online transactions, the merchant will take the opportunity to ask the customer if they would like to subscribe to receive marketing. Often, this text will include the words "artist" or "band." If it does, you are entitled to request the data of those who have opted in. This data can then be added to your existing database.
Whenever you are selling something online, go through the customer journey and look for opt-in copy like:
If you see an opportunity to get opt-in data, find a contact email address and ask for it. Here is a template for what to say.
Likewise, if you are running your own eCommerce platform and have the ability to download customer data do so and add it to your database.
Offer incentives to join
Most people will need a reason to sign up in the first place or a reason to continue engaging. Ensure you give them one. This could be early access to new music, pre-sale tickets, exclusive merchandise, or mailing list-only secret shows. Your database is most likely made up of your highest-value fans, so treat them well. Promote the incentive on your social media, but ensure the only way to access it is through sign-up.
Run a competition
Blame it on Australia's problematic gambling culture, but we will jump through any hoop to score a freebie. Make the most of this to gain a major boost to your database. Encourage entrants to sign up on your website or even just DM you their email address if you don't have a digital sign-up yet.
Here is the perfect example from Jim Dusty:
Enrich your data
You may have only collected an email address on sign-up, which restricts the degree of insights you can gain from your database or your ability to segment your data for more targeted messaging.
Run an annual survey or survey new sign-ups before adding them to your main database to enrich your data and learn more about who is engaging with you.
You could collect demographic information (age, location, etc.), other bands/artists they like, merch preferences, communication preferences and provide space for open feedback.
Once you have this new data, update your database to enrich the profile of each person within it.
Keep it organised
Once you've collected data points, organise them into a database. You’re going to struggle pulling email addresses out of your Instagram DMs every time you need them.
This can be done using a platform like Excel or Google Sheets, or more specialised database platforms such as Mailchimp or Hubspot. Choose a tool that works best for you and start organising your fan information into the categories you’ve collected.
Whenever you receive new data, make sure you format it to fit with your existing database before adding it.
Closing note
Building and using a database is crucial yet often overlooked for any artist who wants to grow, nurture and sustain their fan base. By collecting and organising fan information, you can keep in touch with your fans, promote your music, gain insights into your audience, future-proof your marketing efforts and, most importantly, foster community.
Also, be sure to sign-up to my database.
P.s. it’s also worth coming up to speed with the Spam ACT if you’re going to get heaps into it.
