Do The Math: Online Music Promotion Diary March 2009

by Matt @ Kurb on March 3, 2009

Matt from Kurb Does:

Online Music Marketing

Small Business Marketing

Youtube Promotion

DVD Duplication

Cheap Graphic Design

Blog Promotion

You got to keep your blog updated.

I say it enough times! That’s why even if you’re busy and have other stuff going on like myself, you must make the time to pop in and update your blog because the mere regularity, frequency and recency of your posts are going to determine the traffic you’re getting.

I must admit I was having my doubts about music promotion there for a bit because the industry is taking a hammering and as I’ve said a lot of artists plain don’t get whats happening around them even though we’re actually well into the curve of these changes taking place in music and digital entertainment.

But then I get approached by these artists who I can see immediately that I can help. Don’t have a website? We’ll sort it out it’s part of the service. I can bring people to your website, to your myspace, to your youtube . . . then what?

We’re setting up aweber email management and we’re developing automated systems to deliver content to fans, engaging them, without drain on artists or artist marketing’s time resources. We’re developing funnels, and sales techniques, and thinking of how fan niches will be able to act i na way that contributes to artist revenue.

I meet artists who are already using ppc and online advertising and it’s great because I seem to have a real knack for this stuff, and I’m excited because after quite awhile, several of my artists are graduating to a point where serious promotion can actually begin because finally they have the platform in place to engage and test and tweak.

See helps also of course when everything’s paid for. Been spending a lot of time snooping around looking for coupons and ways to leverage online advertising, and my goal is to continually be able to access free advertising credits so I can just basically rain qualified traffic on artist landing pages and websites.

I have been running my first adwords campaigns for an artist release and I’m pretty happy with it. I’m using a whole different strategy than what I would with the gigs, in fact I’m just skimming cheap cheap 2c clicks so even $1 a day is buying 50 qualified clicks, so we’re actually trying to get serious now.

When I can sit down with a artist and say:

50 clicks costs $1

it takes 50 clicks to get 1 email sign up (a very conservative number for arguments sake)

1 every 20 email sign ups buys a song

So for every $20 you spend you’re making 69c.

Not too hot. Don’t worry, we’re still at the mouth of the funnel!

We optimize the site to improve conversion. We improve our proposition to encourage more people to sign up. We keep trying, maybe we can improve visitor sign up ratios, perhaps even double it if it’s as bad as 1 in 50 – baring in mind these are qualified targets who know what they’re looking for.

We spend $200, so after a few months, you’ve got 400+ people on your list, maybe more if we’ve grabbed people from mysapce, youtube and facebook promotions, google SEO and even more if we’ve improved on our abysmal 2% conversion rate. You’re half way to the 1k mark and you’re interacting with your list and providing valuable content with regular contact, both automated and spontaneous.

By this stage you would have to set aside some time for fan correspondence.

So you release another digital product, again, even if just 5% of your list make associated purchases

But I suppose this is where I’ve never explained the magic of how an internet marketer works their list. You’re not just going to be offering a song for $1 and getting a crappy 5% conversion rate and selling 20 songs. oh no no! You’re gonna work that list! For real!

You’re going to make an offer so awesome that they can’t refuse!

So even if you only convert 10% to sales and get .69c per sale, you’ll only have made $27.60 back on $200.

Still not that hot.

Now there’s a few things we could do. I don’t want to go to into it, none of my clients are at this stage yet, and I’m not to big on crystal balls.

But if it were my busines I’d look at:

– .69c is jack all. We need to find products that make higher margins and are perceived as higher value.

– we have 400 people who have given permission for us to contact them. Let’s evangelize them, let’s turn them and motivate them into people who will sign up more people. Agin, killer propositions, killer incentives.

– we examine how authentic or credible it would be perceived if the artist was to begin promtoiong affiliate offers, we have to examine and research what appropriate affiliate offers exist that could work within a artists brand.

– killer content, killer branding will drive fan interaction and development but we can only present and distribute content, we can’t create authentic primary content for you with out y’know . . . you need dedicated support staff for that.

So this is really important. In the same way it’s pretty useless trying to promote music online without an adequate platform, why even try and plant a viral marketing seed without a garden?

Having developed a core fanbase, managed from email, you have a launching pad, a tinderbox from which to start a viral fire.

And finally the conclusion I’ve been getting at – If you then spend another $200 over several months and build your fan list to 800+ and then offer them a new product that 10% go ahead and purchase and your total revenue from sales would be $55.20.

We don’t want to get too carried away, but if you’re willing to put the ground work in first, and after 6 months you could convince 20% of 800 email list members to buy your album DIRECTLY FROM YOU for only $5 – you could make $800 right there and that’s sounding a bit more like it.

So although your promotions budget stays steady, you’re revenue is growing – that’s without any fancy viral engagement affiliate high value incentive type ideas – because you’ve maintained a connection with fans, you’re developing relationships without getting pushy to make the sale.

Again, little less crystal ball please, but – there will be a tipping point if you are succesful in engaging your list, oh and that other thing, you’re music is actually really good.

It’s important to mention but remember my job is not to tell you whether your music is good. It’s to try and make money from it. And it doesn’t matter in fyou’re not the greatest musician in the world if your character and authenticity shines.

So just a few more things before I wrap up:

Another thing I’m working on is mastering RSS plug ins, so my artists don’t have to maintain multiple blogs, and in future staff will be able to perform quick rewrites to avoid duplicate content penalties.

Duplicate content is not the worst thing in the world, but y’know, it’s good to do what you can, if you can.

And finally:

The tone of this blog, especially these diary posts, are to look into the day to day stuff I’m actually doing, and what I’m actually thinking.

We are seriously moving to different business structures, attention and trust based economies. You won’t have to pay me. You just have to trust me. Same with your fans.  If you can be patient and accept the delayed gratification, forget about selling stuff, by creating trust and authority to the point where you have the attention of 1000 people who care what you say and think, there’s going to be far more interesting ways to get paid and paid more that 69c per song sale.

Why am I even dealing with artists who want to sell songs?

69c? Who cares about .69c?

Okay, I gotta get back to tweaking my sites and making them all fresh and lovely for all my visitors.

Talk soon, Don’t forget to email me matt for music marketing services – $500 for 3 months!

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