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QuoteHi,
I've been getting my funnel together since the summer and now it's time to actually start building my list.
My initial attempts at FB ads haven't been working very well.
My first attempt was to do a set of video ads featuring music from my giveaway tracks.
I targeted fans of the group Massive Attack, in Australia, Canada, United Kingdom, New Zealand, United States
Here are the results
This resulted in a few signups, 3-5.
While I feel the content was good, I think maybe there was too much mismatch between the ad and the squeeze page.
Here's the squeeze page - http://gyubeats.uk/free-music/ - but I've changed the headline. At the time it was - 'You know how music has the power to take you away from it all?'
So my next idea was to try an image ad and do something similar to John's example - 'Stick the kettle on,
give yourself a break and get away from it all with three deep, melodic tunes.'
I wasn't sure what images to use so I went with these
Here are the results so far - no signups
I'd be extremely grateful for any help with this,
Thanks,
Guy
12:13 am
June 7, 2011
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Hey Guy,
I can't see the relevance score in the second screen shot but in the first one it is only a 3. That is extremely low. In total honesty I don't believe I've ever had a relevancy score that low.
So that means there is a major disconnect between the ad and your target audience.
At a glance what jumps out at me is the fact that you are using stock images. Those images coupled with the copy makes it sort of feel like a travel ad, more than an ad for music.
I'd sort of shake things up and really start from scratch.
Have you determined what your USP is?
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Hi John,
Thanks for your reply.
Ok, so I left the ad to run for 1 week with a $20 budget and it didn't seem to be converting at all but in the end I got 8 signups.
Not amazing but much better than nothing!
The first ad I ran I pulled after a few days, I think that's why the relevance score was so low.
Any other advice/comments you can give me?
7:15 pm
June 9, 2011
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Hi Guy,
Steve here, from support. John is out for the weekend, so I wanted to get back to you until he can.
Just to kind of reiterate John's question, but have you determined your USP (unique selling proposition)? The reason for asking is that your marketing, and effective marketing in general, all roots from having a strong and well-defined USP.
Is this something you've sat down and really thought about? If so, please let us know and we're happy to pick up from there.
12:22 am
June 7, 2011
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Hi Guy, 8 sign ups for $20 on a brand new ad is not that bad at all. Especially given how poor things began. The questions is really one of figuring out what you were doing that wasn't working and what changes you made that brought in those 8 subscribers. Once you can hone in on what change improved your results, you can start looking at other changes you might make. But $2.50 per subscriber (for a new ad) is on track and shows signs of being something that could be brought down to under $1 with a bit of testing.
Being clear on that USP is going to be key.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
Thanks guys.
Just to be clear, I didn't change anything, I just let the ads run for a week.
As far as a USP goes I have an idea, but it could be clearer.
Could you point me to some material in the Insider Circle that would help me with it?
Thanks a lot,
Guy
9:44 pm
June 9, 2011
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Hi Guy,
Steve here. There's actually some good info on it in the MMM 4.0 members area, in lesson 3 about developing your brand:
http://www.musicmarketingmanif.....mbers/4-3/
John also added some supplementary content regarding USPs here:
http://www.musicmarketingmanif.....-any-good/
Let us know if we can ever help with anything else.
11:35 pm
June 7, 2011
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Hey Guy,
I'll also be creating an IC lesson on the USP shortly.
Cheers.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
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