The key to successful marketing is reaching lots of people lots of times.
Think what happens when Apple launches a new iPhone, you see lots of adverts in lots of places. After a while you start to remember the advert, and maybe even want the product. Advertising theory concludes just telling people once is unlikely to be enough. In fact they might need to have 6 interactions with a brand before they actually buy.
Borrowing advertising best practice to promote music
Promoting music is no different. One social media post on launch day announcing your new release isn't going to cut it. Only a small percentage of your fans will see it, and only a small percentage of those people will act on that message and go and listen.
Our job is to help deliver reach and frequency for your music through smart social media promotion. That means identifying the right audience, engaging them, re-engaging them, converting them and engaging them again to move first time listeners to become fans.
PR and radio pluggers attempt to do this on the channels they can't control (press and radio) and unsurprisingly they fail. Getting one radio play or two pieces of PR on niche indie blogs will not drive the reach and frequency you need to build awareness or drive people to listen.
That's why we focus our energies on the channels you can control (social media and websites). It just so happens that these channels are also among the most visited in the world.
Facebook 2.3BN active monthly users
Instagram 1BN active monthly users
Twitter 275m active monthly users
YouTube The world’s second largest search engine after Google
TikTok 33m million app downloads last year
Spotify Largest radio station in the UK / circa 40% global market share
There are a lot of potential fans out there, and we can help you find them.
Just think, you have 100% control over what you post, when you post it and who you want to reach with it. Do you want to target women, aged 35+ who like Jazz living in New Orleans, no problem! Or what about 18-25s who like Skepta living in London. We can do that.
The journey to a stream
To get people to listen to your music, we first need to understand how they consume, then we need to ensure our communications work at each stage of the journey.
In Media: In this stage, people are going about their everyday life, not actively looking for music, but of something catches their attention they will engage.
The Hero Hook: Our job is to create that 'hero hook' that inspires or motivates them to want to discover more.
In Market: At this stage, people are actively looking to for something to listen to and we ensure when they search they find you
In Media: In the final stage people are in Spotify actively deciding what they want to listen to, so we need to ensure you are being considered
The key channels
In Media: Facebook, Instagram, Twitter, TikTok, Pinterest, Radio
In Market: Music blogs, magazine, YouTube, Podcasts & live
In Media: Spotify, Apple Music, Playlisters
The three step strategy
Recruit: Use organic and promoted content to engage existing fans and reach new potential fans. (Warm fans)
Engage: Build an audience of anyone that engages on Instagram or Facebook or visits your landing page then scale with lookalikes
Convert: Retarget our warmest engagers optimising for conversion to Stream. Retarget listeners with new releases
We do this by collecting data using a variety of tools including Facebook Pixel, Google Tag Manager, Google Analytics, Hotjar, alongside existing insight from Spotify for Artists and Facebook, Instagram and YouTube.
Moving beyond the cost per click
The only metrics that matter in music promotion are cost per conversion and cost per stream. Our approach ensures you don't waste money on advertising that delivers clicks but no plays. Through smart targeting and optimisation our focus is to get you new listeners and fans for the lowest possible price.
The Cycle is our proprietary framework to help artists plan to promote their music more effectively. During our skills training module we talk you through each of the phases providing a checklist of things to do at each stage.