Here are some key points I get from Thing 17: Reward and Incentivise from The 20 Things You Must Know About Music Online:
Dubber suggests that there is an alternative for just about every product imaginable on the web, and, people will purchase anything that closely resembles their needs. It is, therefore, constructive to give your audience incentives for coming to you and returning to you.
As a music industry professional, you can't just allow the Hear / Like / Buy process to happen in its own time. It's important to remove any obstacles that may lie in between. No matter how much of a specialty act you are, you're probably not the only group doing it.
Dubber asserts that 30 second or 1 minute lo-fi clips aren't going to cut it. He recommends allowing people to listen to a couple of full songs off of each of your albums.
Furthermore, consider giving people reasons to choose you over the others, and do this on an ongoing basis. This is where gifts, rewards, and incentives come in. Offer a discount on concert tickets, digital media (like wallpapers), ringtones, or anything else you can think of.
Finally, turn your customers and audience into members of your fan club or business. Make them a part of your ongoing creative efforts. Get them involved in the conversation on your website through the use of forums or a commenting system.
The 20 Things You Must Know About Music Online was written by Andrew Dubber, and all credit goes to him. I do not claim any ownership over the book, nor am I quoting any information verbatim. If you would like to download your free copy, please follow this link, and don't forget to visit New Music Strategies as well.