A distilled guide of digital marketing tactics and strategies for any established artist to multiply their existing revenue streams.
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Audit Everything
Run a top-down analysis of your web properties, social channels, digital advertising and eShop. Dive into the data to find the easy wins. Questions to ask - what sold the most? When do sales spike? Facebook or Instagram?
Abandoned Cart Recovery
Setup a sequential Facebook ad campaign for anyone who abandons their merch order. Let the ads run for 7 days then stop them. Setup an email automation to remind them to buy it. We recommend 3 emails over 10 days with the last email giving a 10% discount.
Find Unlicensed Sellers
Illegal merch may seem harmless but it is affecting your bottom line. Search “your artist name + merch” in Google, hit Shopping and you will see any unlicensed sellers who are actively running ads. You can politely ask them to stop, or send a C&D.
Boost your SEO
Simple but effective - Google image search “your artist name” and email any webmasters with an image to add a URL on the images with a link back to your website. From a SEO perspective, this boosts trust and you get more flow-on traffic.
Google Ads
Setup Google Shopping ads so you are the first result when searched. For artist pages, this is simple to achieve as Google sees you own the brand. Rule of thumb - Google Ads for your merch and Youtube Ads for your music.
Tik Tok
Remix a trending song to get quick traction or strategize and partner with a Tik Tok influencer to create something stronger. Be careful, this generation of users hate anything too ‘engineered’ so it can be a safe bet to work with a trusted Tik Tok agency.
Infiltrate Facebook Groups
Did you know Facebook Group posts get shown to all members? While your fan page will show it to 3% of your fans without advertising. Find your FB fan groups and reach out - run a competition or a virtual meet and great.
Facebook Page Hack
You can supercharge fan growth on Facebook with a simple hack - send an invite to like the artist page of anyone who hit ‘like’ on a post. Generally you can find tens if not hundreds of thousands of people to like. We have a tool to do this automatically.
Automate Your Emails
Automate your email activities starting with a 3 email welcome series for new members. Create 12 emails over 12 months as a nurture series. Send a merch sales offer on the 3rd email and a one-time use $5 off coupon on the 7th email.
Boost your Average Order Value
Setup a reminder when customers enter check-out to buy a low-ticket item for 25% off. Look for products in the $5-15 range. You can get an integration for any eCommerce back-end system to achieve this simple yet powerful tactic.
Discover with Data
Google Analytics already setup? Great. Now go visit Google Ads and type your artist name in to get 12 months of data - what are people searching? Where are they searching from? This is a very effective tool in reputation management, as the intent is in the search queries.
Geo-Fence Past Shows
By using historic mobile location data you can go back in time up to six months to collect 72% of your fans who attended your concert and server display ads to them. This helps you collect valuable email addresses and more. Currently this service is not available in Europe.
Youtube Ads
Youtube Ads are effective to drive video views and is great for song debuts at a relatively low cost. Merge this with compelling video content and you have a winner. Pro-tip - make your video ads run under 5 seconds, so the whole thing is shown during pre-roll.
Sequential Retargeting
Create 3 custom audiences in Facebook and set them as follows: 1) 0-7 days 2) 7-12 days 3)13-17 days. Then run staggered ads with escalating offers until users convert. This is very powerful for both eShop and launch releases.
Leveraging Reddit
Step 1: Don’t run Reddit ads.
Step 2: Run an AMA and spend 3 hours replying to questions. The longer the better.
Geo-Fence Your Venues
By inputting the date, location and time of your show, we can collect precisely the individuals who attended your concert. An example would be to serve them reminder ads up to 14 days after a show to get their merch. We call it real-life abandoned cart remarketing.
Conversion Rate Optimization
Selling more than $5k in sales per month? In that case, CRO is a powerful lever which can drive 5-7% increase in total digital revenue by constantly A/B testing and improving your landing pages. Only test one element at a time, let around 3000 impressions hit each test.
Connect with Text Marketing
Setup text messaging marketing with your fans as it has very high open rates. You can do this yourself for cheap using Twilio. Companies like ‘Community’ use them and charge a significant service fee - skip it.
Livestreaming
Get a MeVo Plus livestream camera and start collaborating. Draw inspiration from Tory Lanez (livestream radio) or beat battles (DJ Premiere vs RZA). The interaction must be both entertaining and authentic with fan interaction. Also live-stream via both IG and FB.
Spotify Optimization
Getting on playlists is not easy. Without connections, you could try PlaylistPush or SubmitHub. Rather we recommend focusing on the page itself - do your main songs use Canvas’? That alone can increase streams when done correctly.
Twitch or Youtube Partnerships
Get your music used with other content creators to amplify your reach. Use a trusted agency and they can help you track plays, listens and engagement growth from these partnerships.
Lookalike Audience
Have you made over 1000 sales? If yes, then upload your email data into FB and create a ‘Lookalike Audience’. It extrapolates the data points you provide to find more fans of your content. This is the back-bone of most FB campaigns.