Growing a Spotify Promotion Business from 1 order to 400+ Orders

Exploring the potential of a hot business opportunity

Getting a fair share of the multi-billion music industry is not a game for the weak — and if you're in the music promotion business, you've got work to do. And that goes beyond building a sleek website and running some ads.

One of our clients, getplaylisted.com has been in the shoes. The brand checked all the right boxes — built a sleek website with an excellent team that delivers good results. 

Here is the success story of the client.

About the Client

The client helps artists to promote their music on the Spotify platform. Regardless of the artist's level of expertise, the client helps the artist to grow their Spotify audience and expand their reach.

As a matter of emphasis, it’s important to note that the client goes beyond generating a Spotify following for its customers, the client is in the music promotion business – and that entails helping artists build a musical brand from scratch.

The client has helped lots of individual artists and labels to submit their songs, pitch them, and get results within days. It's worthy to note that the client is a returning client — they've had their first campaign in the last year with 0-Penny.

What were they doing before 0-Penny

The client had just launched a new business — no ads spent, and zero visitors.

Timeline

Having a new website does not equate to massive traffic — and that's why the client reached out to us. First off, Facebook tracking has to be set up for the client, and that was accomplished with our team of skilled pixel experts.

With the Facebook pixel embedded in the client's website, it would be easy to collect valuable data that aids in tracking Facebook ad conversions.

For the first version of the campaign, we launched a prospecting campaign with multiple ad sets, ads, and creatives. For this campaign, we had a minimum budget of $75 per day, and the optimization was set for Add-to-carts. After all, there was no purchase event data.

Unfortunately, the campaign did not perform well. We recorded zero sales — although we got some add-to-carts (ATCs). To a large extent, the add-to-carts metrics show the campaign was showcased to the right audience.

Moving on, to curb the various conversion tracking issues, our team of professionals opts for a more advanced tracking model like Aggregated Event Measurement. 

With the new tracking model, the client recorded their first sale before the end of the second week.

That's not all...

The ATCs kept rolling in, but limited sales. What's more, the conversion rate was 4%.

Our result means two things...

First, it means that we were targeting the right audience with converting ads.

Secondly, it meant that the offer was a good fit! Yes, the ads were shown to a hungry audience.

Since there was a handful of purchases, the team had to update the optimization to purchase. Aside from the update we made, the team had to update other elements like the ad creatives. Updating these ad creatives is a sure way of curbing ad fatigue and blindness.

For a seamless update process, a professional video producer was hired. The video producer not only add some touches that would help boost the overall conversion of the ads, but the video producer helped in editing the already existing visual content.

Next, we had to set up the retargeting campaign. With a retargeting campaign, the ad will have more reach, and a wider range of audiences will get to see it. With the recent changes and a retargeting campaign, the sales kept coming.

To improve conversion, our team recommended changes to the landing page. Before that, it's important to state that the landing page was somewhat good, but to boost the conversion on the page, there have to be some tweaks on it.

These changes on the landing page were tailored to convert more chart abandoners and also capture leads even if such leads did not complete the checkout process. Ultimately, these leads were to be used for tracking, retargeting, and follow-up email campaigns.

With the changes in place, we broke even midway between the first and second months.

What We Learned

The music industry is still profitable, and there is lots of demand for music promotion. Most marketers start optimizing for purchases from the get-go. Well, that's okay, but optimizing for lower events in the funnel is much better. Ideally, if you've got to data, it is preferable to optimize for lower events in the funnel — such a strategy works long-term. 

Furthermore, humans are visual creatures. To take advantage of this, it would be best if you use compelling visual content like short videos for your marketing. 

Short, compelling videos work!

About 0-Penny

What is 0-Penny

0-Penny is a Facebook Ad Management platform that helps business owners grow their businesses using high-converting Facebook Ads.

What services do we provide?

We offer services like Facebook administration, Instagram services, and Instagram administration. To get started, you can opt for any of the three packages — starter, advanced, and the ultimate package.

Case studies and blog posts

Take a look at these case studies and blog posts to grow your knowledge of how Facebook ads work.