Like her or not, Taylor Swift is making an enormous impact worldwide. In the United States alone, her recent Eras Tour contributed approximately $5 billion in consumer spending. Many would argue that we haven’t seen this kind of fanfare for an artist since the Beatles or Elvis. The Fed even recently credited her for fueling the national tourism industry with her tour that’s now hitting the big screen.
She did essentially break Ticketmaster, after all.
As the CEO of a marketing agency for B2B tech companies, it’s impossible not to notice Taylor Swift’s incredible influence. We all want customers who love us the way Taylor’s fans love her, and, to get that, it’s important to look beyond her current tour. Her career started when she was just a young, passionate songwriter with parents who believed in her.
And today, she’s making waves and leaving every critic in the dust.
In marketing, we look for value propositions that resonate with our customers. We strive to effectively communicate that value any way we can — social media, Google Ads, website copy, etc. — and we hope to build “fans” who feel deeply connected, sticking with us for the long haul.
Taylor Swift has done all of these things.
How do we capture our clients like Taylor, convince customers to invest (no matter what the price), and keep them engaged long-term?
Here’s what we can learn from Taylor (i.e., the strategies that will take your marketing to the next level).
1. Authenticity Matters
Taylor Swift has made authenticity her hallmark. She doesn’t pretend to be someone she’s not, and this genuine approach has resonated deeply with her fans. In a world where authenticity is increasingly valued, being true to your brand and values is not just a nice-to-have but a must-have.
Authenticity builds trust, which is the bedrock of any successful marketing campaign.
Taylor Swift’s recent album, Midnights, dropped in October 2022 and made history. She became the first artist ever to claim all top 10 spots on the Billboard Hot 100 song list. This achievement wasn’t a fluke. It was the result of years of genuine connection with her audience.
2. Excellence in Craft
Now, let’s talk about excellence. Taylor Swift consistently demonstrates excellence in her craft, and she didn’t just stop working hard early in her career. Her Eras Tour is a high-energy, intense performance, which is something few artists have the stamina to replicate.
Her dedication to honing her skills and continuing to give it 100% every day is something we, as marketers, can take a cue from.
Just as Taylor continually refines her skills, marketers should aim for excellence in every facet of their work. Rather than doing rinse-and-repeat campaigns, using the same ole methods from client to client, let’s think like Taylor and continue to reinvent how we do things to achieve better results.
Quality and expertise will set your company apart in a fiercely competitive landscape.
3. Relating to the Audience
Taylor Swift’s ability to connect with her fans is remarkable. She knows her audience inside and out and uses that deep understanding to create meaningful connections. The friendship bracelets being passed around at her concerts not only deepen connections between her and the audience but between each person attending the show.
The lesson here: find the golden nugget that helps you build a strong relationship with your customers. Understanding their needs, preferences, and pain points is non-negotiable if you want to deliver real value.
Swifties are in a category of their own because Taylor Swift chooses to listen to their stories, interact with them, and even surprise them with personal gifts. It’s a great reminder that we should always seek feedback and tailor our solutions.
It’s all about that personal touch.
4. Embracing Niche Focus
While her music has evolved over the years, she’s always remained true to her core style. This niche focus has helped her build a dedicated fan base. Identifying your unique strengths and target markets is a game-changer.
Instead of trying to be everything to everyone, we should define our niche like Taylor did and excel within it. By doing so, we will become experts in our field and attract clients who value our specific expertise. It’s about quality over quantity (although Taylor has both).
5. Evolution With the Audience
One of Taylor Swift’s most admirable qualities is her ability to evolve with her audience. She adapts to changing preferences and demographics, ensuring her music remains relevant. As marketers, we can stay agile and evolve our strategies to meet the ever-changing needs of our clients.
Taylor Swift’s marketing success isn’t just about catchy tunes and celebrity status. It’s about authenticity, excellence, client relations, niche focus, and adaptation.
By taking these lessons to heart, marketing teams can look to Taylor, stay inspired, and chart a course for success in their own industry.
So, the next time you plan a marketing campaign or quarterly strategy, ask yourself: What would Taylor do?