When you are tempted to think you don’t need to blog or engage with potential customers or influencers through social media, or you think you are too old to do it, I’m here to say ‘think again’ (even when I’m not in stage makeup).

I recently had the pleasure of interviewing Bruce Kulick, former lead guitarist for KISS, and we spoke about the importance of staying engaged with your ‘fan base’, even when you feel you don’t need to.

You can hear my whole chat with him here, on The Adelaide Show podcast, it starts about 47 minutes in: KISS Adelaide

If it’s good enough for Paul McCartney

Bruce has travelled the world with Meatloaf, KISS, Grand Funk Railroad and a slew of other big names and has his own following but he is adamant that anybody wanting to build a supportive base of fans or customers needs to be active in sharing insights with them.

The people who ignore social media, they’re either rich enough or famous enough that they don’t care, says Bruce.

Paul McCartney is incredible on his Twitter and his website and there is nobody bigger or richer in the music business than Paul McCartney.’

Bruce argues the reason Paul McCartney still ‘cares’ about being present in social media is because, he gets it, he wants to be in touch.’

Examples of Paul McCartney’s use of social media include sharing glimpses of himself offstage or allowing fans to remix some songs on his website.

Bruce says he has enormous respect for Paul because he is embracing change instead of complaining about it.

And while we might not have 50 years of recorded music history behind us, there is plenty for us to take from this story.

Unleash your rock star

Putting the Paul McCartneys aside for a moment, there is much in common between up and coming musicians and small to medium business owners.

Just like a business, musicians invest time and capital (even a basic recording session is about $50,000 according to Bruce) in producing a product and its only chance of creating income is if enough people enjoy it enough (find value in it) to pay for it.

To increase the chances of enough interested people becoming aware of the ‘product’ and buying it, the creators can turn to advertising, promotion and engagement through social media, hopefully with a strategic plan of attack so they don’t waste their energies.

In the case of Bruce Kulick, he epitomises someone who puts time into promoting himself.

  • Firstly, he is coming to Adelaide on March 21, so used his time to do an interview for our podcast.
  • Secondly, he blogs regularly to stay in touch with his ‘customers’.
  • Thirdly, when in Adelaide, he will be running a guitar masterclass and is often involved in other camps and training opportunities to be present in his marketplace, share knowledge, and, in turn, build his profile and reputation more deeply and widely than someone who just sticks to the ‘business’ of playing gigs and praying for concert goers.

We all have little ‘rock stars’ inside us, even if our business is the most ‘dreary’ topic you can think of. I would argue that if there are customers who deem you offer value, there is an opportunity to expand awareness of you and your services.

In the words of KISS, you can rock and roll all night, as long as you engage with your marketplace every day.

Image by Circuito Fora do Eixo (CC by 2.0)

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