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Digital Strategy, Music, Product Management

How to Market your Music Online

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October 8, 2018

- Digital Strategy, Music, Product Management

Music consumption has changed a lot over the last 20 years and that means how you promote your music and build an audience has changed too. Last year, streaming music made up 43% of music revenues and this is only set to grow. These services are now so easy to use they are significantly helping to drive music discovery. So, if you’re an indie label or artist who’s just starting out, what do you do?

Having spent the best part of 10 years in digital music marketing in the UK, doing campaigns for the likes of David Guetta, the full roster of Ministry of Sound artists and even LazyTown(!), Anne-Marina our principal consultant had some thoughts and we’ve decided to make those tips available here…

Making Your Music Available  

First off, this is no longer a day and age when you should be wasting money pressing promo CDs.  If people ask to buy your music after a gig, you want to be directing them towards iTunes and Spotify etc.  There are now lots of digital distribution services like Distrokid that help musicians to publish their music online through multiple different services.

To give your music that extra boost, put it up on YouTube for free too.  When you do this, make sure you categorise your music properly so that users will be able to find it and the various algorithms that power the recommendation engines can recommend your music to the right audience.  

Demographic and Behavioural Targeting  

Once you’ve got your music available, and have a couple of gigs going, it’s time to open your music up to new people. You can do this via demographic and behavioural targeting both on Facebook and Google AdWords. Both these platforms have a plethora of data on their users, knowing all about their tastes in music, so it’s pretty simple to narrow your audience down in the first instance, and then expand out to similar audiences.  You can also use this data to target people who might be looking to book a band, by targeting people who recently got engaged for example.  

Your Band Website  

This doesn’t need to include every last gig you’ve ever done, or the full history of the band (unless it’s quirky), but there are some key things you want to make sure are quickly visible through a quick scan: – Contact Details to book the band – Embedded video to listen to some of the music on YouTube – Links to download your music via iTunes / Spotify – Upcoming gig listing  

If you want some tips on what your website should contain, take a look at our case study of the STEPS website – 5 Key Ideas To Improve Website User Experience. Your website is also pretty important for building up your own fanbase data, it’s important not to rely on 3rd party social networks for all of your interactions with your fans.

At Your Gigs  

The final piece of the puzzle, once you have people coming to your gigs, you need to make it simple for them to close the loop and purchase your music. So make sure any signage you have at your gigs has a “Download on iTunes”, “Listen on Spotify” and your website URL. The last thing you want to do is to engage people at the gig and not make it easy for them to become fans.   All in all the key thing is to make use of the channels with the biggest audience and ensure you have a joined up marketing strategy (across social and web). If you need some help with it, drop us a line – info@g67.com.au
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Emerging Technology in Advertising, Product Management

How To Match Offline Purchases To Online Marketing

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January 31, 2017

- Emerging Technology in Advertising, Product Management

One of the questions we get asked a lot is how it is possible to measure digital marketing efforts when your purchase is offline, either in your own store, or through another retailer.   We admit, it’s not the easiest of tasks, but there are ways and means to track back your digital marketing spend to your actual sales.  

1. Go Old School – Use Coupons or Voucher Codes  
Provide a unique coupon code for each advertisement (whether it’s on your Facebook account or via Google AdWords). Then after the time of sale when the customer presents the coupon, you can later match the number of coupon codes back to the original advert they came from.   This provides you with information on the number of people who clicked on your ad, the number of people who reached your landing page and the number of people who actually purchased. A great way to get conversion results.   Additionally if you add a retargeting pixel to this page, you can later retarget to these same customers online.  

2. Ask Your Customer At Point of Sale  
There’s nothing like the traditional method of actually talking to your customers. Ask them when they purchase where they found you and what made them buy that particular item. Not only does it help with you tracking your marketing effectiveness, but it also gets you product feedback.  

3. Run Targeted Ads Locally  
If your product is being sold through a different retailer and you don’t have the opportunity to ask your customers how they found you then another option that is open to you is to run targeted local advertising that allows you to match upward turns in sales back to your local campaign.   This will give you trend data but it’s important that you only are running that one campaign in that area at that time, otherwise your upward turn in sales may be due to some other factor.  

4. Track Store Visits Using AdWords  
Google very cleverly allows you to link your store with your AdWords account. Essentially what you are doing here is linking your Google My Business Account & AdWords accounts. Google will then use mobile users location details (for those who have switched their location on) to aggregate an estimate of the number of people who came in store after seeing your AdWords campaign.   To access this information, you can look under “Distance” in the Dimensions report. Note, you will have to have a minimum amount of customer data so that Google can aggregate this information and make it anonymous, and you’ll also have to have location extensions enabled already.  

5. Add Affiliate Location Extensions  
This is a reasonably new Google rollout, which allows you to add the locations that your product is sold as a location extension. For example, say you sell mobile phone covers and they retail through JB Hi-Fi. You’d be able to add ‘JB Hi-Fi’ as a location extension. It’s live in the USA and is being rolled out to other territories too!   Try implementing some of these techniques to track your digital marketing back to your offline sales, then measure the performance, and adapt your advertising accordingly. Don’t just throw money out there, make sure you’re tracking its effectiveness and putting the right money behind the right initiatives.
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Emerging Technology in Advertising, Product Management

Why your digital marketing reports need to look beyond last click attribution

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December 13, 2016

- Emerging Technology in Advertising, Product Management

There are lots of different means of marketing your product, and most companies are using a combination of different strategies and tactics to find their customers and then sell to them. But what happens when you only recognise the efforts of the final piece that actually led to the sale?  

Imagine a hockey team that only ever rewarded its forwards – the final player who kicks the goal. All the other players on the field: the defence who stop competitor goals going in, midfield who help to set the goal up, the goalie who is the final layer of defence against the competition – they’d all be quite upset. That’s exactly what you’re doing to your other marketing activities every time you reward that last click with the credit for your sale.  

What are the types of marketing activities that you should be tracking?
The simple answer here, is all of them – everything from your outdoor billboard to your website landing page, to the Google Remarketing that brought the customer back to the site 3 months after they first saw your billboard. Create a template up front to track all of these activities and work out how they work together to combine into a customer conversion.   Make sure you have all the various aspects that work together online hooked up to talk to one another – Google Analytics sync’d to Google AdWords; Facebook Conversion Tracking enabled on your website; your CRM linked to your Google Analytics. This will give you the most
complete picture of how all your marketing efforts are working together.  

What is an Attribution Model?
At its simplest Attribution is the term the digital industry uses to refer to credit being given for a sale to a particular customer touchpoint (your marketing efforts). There are many different models, four of the most commonly used below:   – Last Click Attribution – gives credit to the final touchpoint that leads to a customer conversion – Linear Attribution – which gives equal credit to all customer touch-points – Time Decay Attribution – which gives credit to the customer touchpoint the closer they are to a customer conversion – Last AdWords Click Attribution – gives credit to the final click on a paid media campaign (for example, through AdWords)  

Linear Attribution & E-Commerce
When it comes to e-commerce, 96% of shoppers don’t make a purchase on their first visit to a site. Which means you’re getting inaccurate conversion results if you consider only the last click that led to that customer sale. They may already have been to the site a few times, seen some remarketing ads and then decided to come back and make a purchase.   Personally, I’m a huge fan of Linear Attribution because it gives equal credit to all players on the field. If they don’t all exist and play in harmony together, then you’re at risk of never getting the opportunity to score the final goal.  

What’s an easy way to get an idea of your customer conversion path?
Helpfully Google provides easy access to this data for beginners. You can start by heading to Google Analytics and clicking on Conversions, then Attribution and this will give you a report that initially will default to Last Click Attribution but gives you the option to choose between and compare different attribution models.   The only caveat here is that you need to have Goals and Conversions enabled for your Analytics. Once you’ve done that and it has collected your data, you’re well on your way to understanding how multiple different marketing touchpoint impact your sales funnel.  

It’s true what the man said, knowledge is power and once you understand more about how all these marketing efforts contribute to your sales, you know more about where to spend your budget.
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Product Management

What is Digital Strategy?! We’re glad you asked…

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October 24, 2016

- Product Management

Read our post below on What Digital Strategy is, or just watch our 90 second explainer video at bottom!

When people ask what we do (and what is digital strategy) we typically get a lot of blank stares, nodding heads with glazed looks or outright looks of confusion followed by the tentative question – “So what does that mean exactly?”. Well it means a lot of things to different people but it boils down to this…  

Digital Strategy is a plan which you can follow that will help you to reach your business goals through use of technology. This plan will maximise the use of all of your online assets (your website, social accounts and advertising) to give you the biggest benefits in the shortest possible time (the best bang for your buck so to speak).  

The Analogy

We have a lot of experience in real estate, and that’s particularly useful for giving us this analogy:  Don’t confuse strategy with tactical campaigns, think of it like this, if you were building a house, before you start you need to survey the land and create a floorplan (that’s your strategy) and when you get going you’ll begin to decide what you want in each room (those are your tactical campaigns).  

Digital Strategy is similar to digital product management in that it is all about prioritising changes based on business value – making sure that you are working on the highest priority improvements at any given time. In organisations who truly adopt digital product management, this means reviewing all of that products suggested improvements – not just the ones that touch the website.  

Knowing What To Focus On

The core idea with looking at this plan as a holistic piece is that what you need most may differ depending on your business goals. For example, at a high level: if you are a consumer facing retail brand, with no e-commerce, your goal may be brand awareness, to get people informed of your product so that they go in store looking for it. In this instance, your targeted behavioural and demographic advertising is more important than your website user journey.  

Look at it another way, imagine your online assets are like football players on a field: SEO is midfield, UX is defence, and Paid Media is a forward etc. In isolation, these players are not much use, they require elements of the others in order to score goals. When you are playing, you need to know the opposition team’s strengths and weaknesses, and which players to target – which may use different elements of your team to achieve your goal.

Digital Marketing Strategy is exactly the same, let all the players work together, but know which ones to focus your effort on for a particular game.   If you’re new to this concept, you should start by establishing what your business goals are – you need to know where you are going before you leave to get there.

Creating Your Map

Once you have this down, you then look at all elements of online marketing to establish what will work best. Then you map it out the same way you would any journey. If you know how to drive then you’re ready to set off. If you don’t know the ins and outs of how to go about reaching your goals we can help – we can teach you how to drive there, so that in future you know the mechanics of how it all works.  

Lots of agencies these days offer SEO, UX, Social and Paid Media services in isolation but we believe you’re best to take the holistic approach to ensure you’re focussing on the changes that will effectively bring you to your business goals. Work with a company who actually cares about the result and will continue to give you ongoing support after the initial strategy has been developed. After all, you need to ensure your strategy is performing and adapts to changes in technology and marketing.

What Is Digital Strategy Explainer Video:




[md_call_to_action call_to_action_title=”Why Is It Important?” call_to_action_heading=”h2″ call_to_action_description=”Now you understand what Digital Strategy is, read our white paper that explores WHY it’s important for your business revenue and what the risks are of not adapting.” call_to_action_button_url=”www.g67.com.au/why-digital-strategy-will-improve-your-business-revenue/”]
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Emerging Technology in Advertising, Product Management, SEO

Marketing Beyond The Major Portals in Real Estate

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September 28, 2016

- Emerging Technology in Advertising, Product Management, SEO

Many people love to flick through property images online – they’re well shot, usually highly aspirational and give you an insight into your neighbours lives – but these images are more than just property-porn, and should be used to their fullest beyond just on the property listing on major portals like realestate.com.au and domain.com.au.  

Real Estate companies are a bit of a special case when it comes to digital marketing because their primary customer is not the one you immediately think of – the buyer. Even though real estate companies spend a lot of money advertising to the buyer, their primary source of income is the seller but some do not optimise their homepage for that user.  

Speaking to all your customers
One of the first things we always begin a conversation with is establishing who your most important user is, and then optimising your website to speak to that person in the first instance – or we review your website user experience in other words. In the case of real estate that person is the vendor. So, rather than having the ability to search for a property as the top item in the content hierarchy – you should first have the ability to search for an agent or office. Champion your office location contact details and think through the content of the agent profile – always with the vendor in mind.
 
Targeting customers who know they want to sell
If you are spending money on Search Engine Marketing (SEM) make sure that you’re getting a good return from it by designing a landing page that is specific to your campaign. Keep it simple, on brand and with one clear call to action. SEM is a great way to put yourself in front of customers who already know that they want to sell their house but what if you want to reach customers who haven’t yet made that decision?
 
Targeting customers who don’t know they want to sell
Using data and technology to find new customers (programmatic media advertising) is a great way to target potential vendors. Use digital platforms to find users according to their demographics and behaviour, meaning your brand is front of mind when they decide to sell their house.
 
Targeting customers who don’t know they want to buy
If you’re trying to sell a home that is high-end, which typically would have a long sale cycle because of its high value (and therefore lower number of customers who can actually afford to buy it), doing your own programmatic media campaigns is a brilliant way to reach those customers wherever they are browsing on the internet – not where you think they might be. It’s a low-cost, easily trackable means of advertising, which comes with the added advantage of then being able to understand in real-time who is interacting with your ad and from that create new lookalike audiences, thereby exposing your ad to more potential buyers.
 
Making sure you join the dots
When you make the decision to go down this pathway, make sure you join the dots between the various parts of this same campaign. Ensuring that your website can talk to your AdWords which can talk to the other buying platforms – the more complete data you have the more knowledge you have to feed back into future campaigns.
 
Championing your amazing content on social media
As we said at the start, your photography is your hero, so use it for everything it’s worth on social media platforms – Instagram, Pinterest and Facebook are your key platforms here. Don’t just post links to the property listing on your website, use the different types of tech available on the platforms to help sell property – Instagram Stories / Facebook Live videos of auctions and inspections. It’s great to market your properties through the major portals but remember they are only one of the channels open to you to find buyers.

There are lots of other ways you can do more online for you to find new vendors. We love a bit of property-porn so if you want some assistance with your digital marketing – shoot us an email.
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Emerging Technology in Advertising, Mobile Apps

Pokemon Go: A marketer’s dream

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August 18, 2016

- Emerging Technology in Advertising, Mobile Apps

There has been a lot of press about the new Pokemon Go app since it came out.   There have been people caught driving whilst playing it, entire suburbs taken over at night by people playing in what were once quiet parks and hundreds of middle aged heads down catching them on their way to work.

It’s no wonder, given its birth on the old Nintendo and the target market at the time would now be in their early 30s.   It has been downloaded over 100 million times but what potential does it offer beyond just being a once-addictive game? Lots.  

Having been 20 years in the making and combines augmented reality, gaming and location based services. It’s encouraging people out and about and offers plenty of opportunity for marketing for small businesses, and a new revenue stream for the game makers.  

The game is based on a freemium model at the moment, where you don’t pay to download or play but pay for things to use within the game. Its genius is that in future, it will have a self-perpetuating revenue model which, so long as people continue to use the game, will continue to make money by itself.  

The premise of the game is that you need to “catch” pokemon and there are different means of doing that: – Walk around with the app open and catch them as you find them – Use a potion to lure more pokemon to your area to catch them – Go to a pokemon “gym” to battle other pokemon and get points – Go to a pokemon “stop” to pickup more potions  

We’ve already seen businesses take advantage of these to increase footfall to their business. McDonald’s in Sydney used a combination of Pokemon lure potions and Facebook advertising to tell potential customers that they were using a lure potion between certain hours of a day to lure not just Pokemon, but customers who wanted to catch Pokemon too.

There will come a time when we foresee that small businesses will be able to pay to become a Pokemon stop or gym in order to bring more footfall to their retail stores. It benefits both the business and the game maker by bringing new customers to a store and keeping users engaged in the game.
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Agile, Product Management, Professional Development

Product Management 101: things to consider if you’re a start-up

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July 8, 2016

- Agile, Product Management, Professional Development

Being part of a start-up is exciting and oftentimes that means you’re moving so quickly that you might forget certain essential things. So keep yourself in check with this check-list.  

1. Start with your Addressable Market
Even if you have the greatest idea in the world, if no one wants to purchase or engage with it then it’s a non-starter. Work out your addressable market and don’t be overly optimistic. It’s better to drill your addressable market down as small as you can to make sure your business case still stands up with less people using the product.  

2. Take a holistic view
Before you begin looking at the business case, write down all the things that your product will need. Look at it laterally and investigate whether there are regulatory or legislation requirements. Establish whether you have any expertise in the areas concerned and if you don’t, build a team around you who can help figure it all out.  

3. Review competitor products
What other companies are out there who have built similar products? How do they perform, what are the strengths and weaknesses of those products and what is the gap that your product will fill? If they have 2 million purchases per month how long did it take them to achieve that goal and how much marketing investment was required?  

4. Build a business case with a long term view
Many small businesses fail within the first few years, up to 60% according to Huffington Post, so don’t just look at the numbers in the short term, look at your long term numbers. Extrapolate a business case that goes out to the 5 year mark. Yes it gets difficult when you’re launching and have no historical trends to rely on, but you can revisit and revise it as time goes on. The business case will serve as a guidance point on where you expected to be versus where you are. If you focus on the short-term, you might find you lose out on a viable long-term business that takes some time to get off the ground.  

5. Test the market
Now that you’ve established you believe there’s enough people in market who want your product, that there’s a gap in competitor products which you fill, and that there’s a long-term commercially viable business, it’s time to test your assumptions. Build your minimum viable product (MVP) to establish if there is enough interest in market before you start building the real thing. Remember your MVP doesn’t have to be functioning – it could be a video that explains the product and gets interested people to sign up; or it could be a site that isn’t actually hooked up in the back end. Its core function is to determine if you should proceed to build your product, it doesn’t have to actually be your product.
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Emerging Technology in Advertising, Product Management, SEO

Why a digital presence is important for offline businesses too

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June 8, 2016

- Emerging Technology in Advertising, Product Management, SEO

We spend much of our time talking about digital strategy and how it can impact your business but don’t be fooled into thinking that it only applies to e-commerce sites.  

Smartphone penetration is now at an all time high (85% in Australia) and what that means is that Aussies are online a very high percentage of the time and use their phones for research on the fly. Need a bar recommendation in Melbourne? What’s the first thing you do? Google It. Need to find a good brunch spot in Bondi? Google It. Looking for a tradie to fix some things around the house? Google It. Looking for a piano teacher in the local area? Google It.  

That’s why it’s important that no matter what your business does you need to have an appropriate digital presence to make sure that you get found in the real world too.

User scenarios apply to all kinds of businesses:
– A massage and chiropractor who uses their site to provide information in their field and book appointments
– A boutique clothing store, who doesn’t sell anything online, but can provide information on the products they have in stock and opening hours
– Independent tutors and teachers who don’t work in schools but work for themselves

It’s important for a number of reasons:
– It’ll improve your brand recognition overall
– It gives you credibility

How many businesses do you use who don’t have some presence online? People are routinely doing more research before making purchases, so if you’re not online you won’t even make the draft.   Notice I say “presence online” and don’t specifically talk about mobile apps, websites or Facebook pages.

That’s because the most appropriate form of presence online is entirely dependent upon what your business is. It shouldn’t be a one size fits all approach but bespoke to your business. If you’re the type of business that takes bookings, then it makes sense to extend that online, if you’re a boutique store you may be best to focus on a great Google My Business listing which encourages people to rate and review you and if you’re an independent tutor then a website may be the most appropriate forum – supplemented by listings on things like Hot Frog.  

Spend some time researching how others in your field position their offering online and learn from it but whatever you do, don’t ignore it or you may find you become obsolete IRL (in real life ;)).  

Featured Image Credit: www.seo-plus.co.uk
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Emerging Technology in Advertising, Product Management, Publishing

Ad-Viewability – A Quick Start Guide

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May 14, 2016

- Emerging Technology in Advertising, Product Management, Publishing

Last year we wrote a post on ad-blocking, where we spoke about what it is and how you can take steps to protect your business model from it.

Next into the arena comes ad-viewability.   Put simply it’s the move towards ads that are at least 80% viewable on publisher websites and it’s come about because of the proliferation of ad units being served at the bottom of pages where the impression fires off but the user may never scroll to the bottom of the page and actually view it.

What this means for the agency or client is that they’re paying for an unit that the customer doesn’t see.   Agencies are now making moves to pay only for viewable ads, which the Internet Advertising Bureau (IAB) defines as 50% of the pixels in view for one second for a display ad and 50% in view for 2 seconds for a video.

Group M took a stance in 2015 stating the move towards at least 80% of their ads being viewable.   So what does that mean for publishers? Well it means that you’re going to have to take a long hard look at all of the ad placements on your site, lazy load them, and bring them more in view.

Do some analysis on how people use your site, where do they typically scroll down to and what do they click on? There are tools like Hotjar available to help you dive into the detail before you begin changing all of your ad placements.  

It also means you need to review the types of ads that you’re selling to ensure they’re appropriate for the placement and appropriate for the audience. Long gone are the days of filling remnant inventory with any old ad placement, which also means you need to investigate your business model and define a strategy to future-proof your revenue.  

If you need some help thinking through the best way to go about it and what the options are that are open to you, contact us for more info.
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G67 is a consultancy firm which provides companies with outsourced digital product & marketing strategy services.

We can help you to prioritise the important changes you need to make to your online assets to connect with your customers and generate more revenue.

We're based in London, UK and work with companies all around the world.

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