This year the live music industry is busier 鈥� and more competitive 鈥� than ever before. Are you getting your piece of the pie?
Make sure you鈥檙e taking advantage of the latest proven techniques to sell more concert tickets. Here are some simple strategies to drive your marketing in 2019.
1. Make buying tickets as easy as possible
Some fans may be on the fence about attending your show. Don鈥檛 give them another reason to close their tab instead of buying.
Nearly 25% of fans that reach your show鈥檚 ticketing page won鈥檛 complete a purchase if they鈥檙e required to make an account. And for every extra field in your ticket purchase form, 10% of buyers abandon the process.
So keep your purchase process simple. Follow this must-have checklist for your ticketing page:
- A 鈥淏uy Tickets鈥� button visible at all times, even as visitors scroll
- The entire ticket purchase experience on as few pages as possible
- Fees visible upfront, so fans know exactly what to expect
- No required login
2. Promote shows on fans鈥� favorite sites and apps
The fans most likely to attend your shows are the ones actively looking for something to do. Make sure they find your shows by promoting them on the go-to sites and apps for live music fans, such as Spotify, Songkick, and Bandsintown, as well as social networks like Facebook and Instagram.
But don鈥檛 just post your event and risk fans dropping off when you redirect them to your ticketing page. Instead, you can sell tickets right on the site or app without pushing them to a separate ticketing page. Letting fans directly purchase tickets in whatever app or web page can double your sales. This tech will give you a competitive advantage now now, but fans will soon come to expect it.
3. Zero in on your best Facebook and Instagram advertising audiences 聽
Ad campaigns are the most effective when you鈥檙e targeting the right audience. You can create highly relevant audiences in Facebook鈥檚 Ad Manager. Once you create these audiences, you can also target them on Instagram.
Start with the audience that鈥檚 highly likely to buy tickets: fans who鈥檝e attended a show at your venue already. To target this group, create a Custom Audience in Ad Manager by uploading your fans鈥� e-mail addresses. Facebook will match your data to existing users. Be sure to periodically update your Custom Audience with new data from future shows.
Then, to reach even more live music fans, create a Lookalike Audience, which Facebook generates by matching the interests and behaviors of your Custom Audience. Aiming your ads at both Custom and Lookalike Audiences will give you a potent audience mix.
4. Track your most successful marketing with UTM link tagging
UTM tags are one of the most powerful tools available to marketers. A UTM tag is a bit of code added to your links to help you track where ticket buyers鈥� behavior. It does this by specifying parameters such as where the buyer came from and via which marketing medium, such as banner ad or e-mail.
In Google Analytics, you鈥檒l be able to identify which marketing channel, advertisement, or keywords are doing the best job selling tickets, so you can shift your investment accordingly.
To get started, you can use Google鈥檚 to create links with UTM tags. To learn more about using UTM tags, see this
5. Use marketing pixels to track conversions 鈥� and advertise to customers who didn鈥檛 complete the purchase
A marketing pixel is a snippet of code or a 1脳1 transparent image that lets you gather valuable information about your customer鈥檚 journey. Using pixels, you can measure ad campaign performance, track purchase conversions, and .
There are few basic things to know before you get started with pixels:
- Where to find pixels: Pixel code is usually generated in the 鈥渟egments鈥� or 鈥渁udiences鈥� section of your ad platform manager. In Facebook Business Manager, it鈥檚 under 鈥淭ools.鈥�
- How many pixels you need: Some platforms, like Facebook, Twitter, and AdRoll, can do conversion and retargeting in a single pixel. Others require a separate retargeting pixel placed on your ticketing page, and conversion pixel on your order confirmation page.
- How to get it on your site: Copy the code generated into the header of your web page. Choose a partner like 91国产 that makes it easy for you to embed a pixel on your ticketing page.
For more about retargeting and marketing pixels, see What鈥檚 A Marketing Pixel and Why Should You Care? and Getting Started with Tracking Pixels on the 91国产 Help Center.
Get more up-to-date ticket selling strategies in The 10 Best Ways to Sell Out Your Event.
