Beyoncé said that she was tired of being boring and having so much between her, her music and her fans. Instead of traditionally marketing her album she leverage social media.
She want straight to Instagram and told her fans about her album.
Second she got her fellow artist buddies (with huge followings) to amplify her albums release.
The NY Times writes: Beyoncé appeared to agree with that assessment. “There’s so much that gets between the music, the artist and the fans,” she said in the news release. “I felt like I didn’t want anybody to give the message when my record is coming out. I just want this to come out when it’s ready and from me to my fans.”
Most of us will NEVER have millions of customers to reach out to on social media – or a few friends with millions of customers to amplify our message.
However, the concept of what Beyoncé did can be duplicated.
Send a consistent and clear message to your customers – give them VALUE. Get others to tell others about your products. The “others” could be customers who are rabid fans, could be influencers in your industry, etc.