Last week I created a Twitter poll to get an idea of what digital marketing and communications skills music entrepreneur think they need. I was quite surprised by the results.

Even though the poll happened on Twitter, people felt they still needed to learn more about social media. The poll being very generic, I can only assume that people wanted to learn about building/engaging an audience, as well as leveraging it for promotion.

Web design came as a strong second. Again, Twitter polls cannot be very granular on such a general topic but people showed interest in having better control over the design of their website.

The biggest surprise, for me, was that email marketing came last with only 7% of votes. I want to believe that people know enough about email marketing and don’t necessarily need to learn more about it but, I’m afraid that’s not the case.

In a Custora post from July 2015 (not available anymore), data showed that email marketing accounted for 15.6% of eCommerce orders—far above social media (1.1%). The post stated that:

Social media networks (including Facebook, Twitter, Instagram, and Pinterest) aren’t directly driving e-commerce transactions.

And here is how the data looks:


Dropping social media?

Of course, this data reflects eCommerce transactions but what is a Basecamp album sale if not an eCommerce transaction?

So should you stop spending time on social media?

Of course not. But you should start looking at your channels as a whole and see how they strengthen your sales funnel.

Don’t put all of your eggs in one basket—especially the wrong one (hint: Facebook killing organic reach).

What do you think? How much of a priority email marketing is for you? What other (digital marketing and communications) skills do you think you need to succeed as a musician?

About Thomas Deneuville

Thomas lives in Freeville, NY with his wife and two sons, where he reads, codes, and plays the bagpipe.