Digital marketing is a key tool for reaching new audiences and engaging with existing networks more effectively. As co-founder of creative marketing agency NYX, Tom Leek has used these techniques on behalf of leading names in music, fashion and culture to maximize their reach.

Today, NYX is responsible for some of Ibiza’s largest residencies, including Hï & Ushuaia, DC-10 and Amnesia. The agency also works with artists such as Amelie Lens and The Martinez Brothers for her clients. Here, Tom offers some advice for songwriters and artists who want to engage more actively with their fanbase using digital marketing tools.

Keep conversations off social media

Can I create a community on another marketing platform? Telegram groups, WhatsApp broadcasts, and alternative messaging platforms are great means of communication. All of these allow you to send push notifications to your phone the same way you send them to your friends. Not only is it free, but it’s far more effective than Facebook and Instagram notifications, with an open rate typically around 72%.

Facilitate data collection through incentives

Data is essential to driving digital growth. More data means more opportunities for direct digital marketing. By offering fans an incentive to hand over their data, such as exclusive access to merchandise, music, or tickets, in exchange for their email address, they will have the opportunity to communicate with people in the future. Email addresses and phone numbers are also paid advertisements. The more data you collect, the stronger your paid advertising strategy, as it’s critical for targeting engaged audiences.

Evaluate the personalities of different marketing tools

Instagram and Facebook are very different platforms, and so are TikTok and Soundcloud. It’s important to understand various best practices and create unique content for each platform. Create individual assets and follow best practices. By following this strategy, you can get the most out of each platform and see growth across multiple channels. By duplicating the same content on each channel, he usually only sees noticeable growth on one channel, as he discourages fans from moving to other platforms.

know the algorithm

It’s important to understand how growth works. Instagram works with a score system. Different actions create different scores, and these ultimately lead to creating visibility. In-app tools like stickers, polls, sliders, and alarms drive engagement. They are designed to be easy to use and attractive to end users. The more engaged fans are with these, the more favorably the algorithm will show upcoming posts and important information.

Get the most out of your partnership

Aim to work collaboratively. If you can encourage user-generated content, your fans will become your sales force. Create stickers for upcoming shows and releases, encourage fans to use these in show videos, and create spaces for remix challenges both in the studio and on his TikTok. The more you can leverage third parties, the more you can reach new markets.