What’s your customer’s journey?

Selling tickets to performances by lesser-known artists can feel like an uphill battle. Tribute shows and well-loved plays practically sell themselves, but filling seats for up-and-coming musicians or new playwrights—even when their work is critically acclaimed—can be a real challenge. The issue isn’t the quality of the content; it’s that audiences need more than a […]

Selling tickets to performances by lesser-known artists can feel like an uphill battle. Tribute shows and well-loved plays practically sell themselves, but filling seats for up-and-coming musicians or new playwrights—even when their work is critically acclaimed—can be a real challenge. The issue isn’t the quality of the content; it’s that audiences need more than a “buy tickets” post to take a chance on something new.

Instead of jumping straight to the sale, guide your audience through the customer journey—building awareness, trust, and excitement along the way. By meeting potential ticket buyers where they are and nurturing their interest step by step, you can turn hesitation into action and help your audience discover the amazing talent you’re showcasing.

Breaking down this process into manageable steps helps you figure out how to connect with your audience at every stage. This can help you fill more seats and create loyal fans.

Let’s dive into how you can make it work for you.

1. Awareness: Let Them Know You Exist

Even if you’ve been around a long time, new audiences probably don’t know much about you and what you do. Use engaging content and targeted ads to introduce your events and mission.

Tactics:

  • Create video content (like Instagram Reels) showcasing your team, performers, or behind-the-scenes moments.
  • Run targeted social media and Google Ads to reach local and regional audiences.
  • Collaborate with local media for features and event listings.

2. Interest: Build a Connection

Once people know about you, give them reasons to care. Highlight the unique aspects of your programming and create content that fosters emotional connections.

Tactics:

  • Share stories about your venue, performers, or community impact through blogs, newsletters, and social media.
  • Use retargeting ads to remind those who’ve shown interest to revisit your website or purchase tickets.

3. Consideration: Nurture Their Decision

At this stage, audiences are considering attending your events. Make it easy for them to find information and take action.

Tactics:

  • Optimize your website’s event pages with clear descriptions, ticket links, and FAQs.
  • Use email marketing to share event updates, discounts, or “last chance to buy” reminders.
  • Highlight social proof, like audience testimonials or post-show reaction videos, to create FOMO.

4. Action: Make It Easy to Buy

Convert interest into action by simplifying the purchasing process.

Tactics:

  • Ensure your ticketing system is user-friendly, with minimal steps to complete a purchase.
  • Use clear calls-to-action (CTAs) in ads, emails, and social posts (e.g., “Get Your Tickets Now!”).
  • Offer time-limited deals to create urgency.

5. Loyalty: Turn Attendees into Advocates

The journey doesn’t end with a ticket sale. Build loyalty to encourage repeat attendance and word-of-mouth promotion.

Tactics:

  • Send post-event surveys to gather feedback and show you value your audience’s opinions.
  • Share post-event highlights, photos, or videos to celebrate success and encourage future attendance.
  • Create loyalty programs or membership incentives for returning patrons.

From customer journey to marketing funnel

One of the tools marketers use to guide customers through their journey from awareness to action is something called a marketing funnel. A funnel identifies the ways you will interact with the customer along their journey, and identifies the next action(s) the customer will take at each stage.

Creating an effective marketing funnel doesn’t have to be complicated or expensive. Sometimes it’s just a way to connect the dots so you can get more impact from things you may already do. Here’s a super simple example that doesn’t require a lot of time or money to execute:

1. Start with Engagement: Reels

Kick things off by creating fun, authentic Instagram and Facebook Reels that give new audiences an idea of what to expect. These should showcase the personality of your venue or highlight the artist in a way that grabs attention—think behind-the-scenes clips, interviews, or playful content. The goal here isn’t to sell tickets but to get people interested and interacting with your page.

2. Retarget with Ticket Ads

Now that you’ve caught their attention, it’s time to promote ticket sales. Use Meta’s retargeting feature to create custom audiences of people who’ve interacted with your page or Reels. Run ads with clear calls-to-action, like “Get Your Tickets Now!” Include eye-catching visuals, testimonials, or short clips that convey what makes the show unmissable.

3. Collect Feedback and Build Your Email List

After the event, follow up with ticket buyers by sending them a feedback survey. This not only shows you value their opinion but also provides insights to improve future events. Include a question about how they heard about the show. At the end of the survey, invite them to join your email newsletter for early access to tickets, special offers, or exclusive behind-the-scenes content.

4. Nurture with Targeted Email Content

Email subscribers are your golden audience—they’re already invested in what you offer. Don’t waste the opportunity by sending boring, generic content. Create behaviour-based email automations and segments so you can send tailored content that will inspire them to return for another show. Let them know you value them, and keep them engaged and excited about what’s coming next.

This simple funnel keeps your marketing focused and effective. By starting with engagement, nurturing interest, and maintaining relationships, you can not only sell more tickets but also grow a loyal audience that keeps coming back for more.

Ready to get started? Let’s create a custom funnel that works for you! Contact me today.

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