Every potential music fan who is receptive to your genre fits into one of three categories; each with small increments that can be marked along the walls of a metaphorical funnel. At the mouth (top) you have people who are fans of similar bands and may have heard of you but are in no way familiar. In the middle you have people you are somewhat familiar with your work...maybe they saw you open for a band you like or they know someone who likes you music but they aren't really fans. At the bottom are the fans or near fans. These are the people who are willing to spend money on you. The entire goal of your music marketing strategy should be to get the people lingering aimlessly around the mouth of the funnel to take the relatively slow plunge into fanhood. The first step is getting yourself out there through social media, playing gigs and general content availability. Once you have there attention, it's time to step up your presence with a respectable website and an email list to keep reminding them that you exist. Once the hook is so deeply embedded in their ears that their brain matter starts itching, you can pull them to the bottom of the funnel which drops them directly into a strip mall entirely devoted to your music and the only way out is to spend all of there money on pre-sale tickets, merchandise, and whatever else you can think of to sell them.
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