Embedded Files
This is where I will document the work for my MFA. Currently my project is the creation of a content marketing funnel, for the band LOSER.
2/01 Entry 1 - Research
This week was spent doing research. I am practicing using modern --tech oriented-- marketing strategies, and applying them to an inherently artistic product. Whether it's music or games, this practice is something that isn't done enough, and I intend to improve it.
I started by assembling a reading list, and chewing through it. My resources are books and articles:
Expert Secrets, Russell Brunson
DotCom Secrets, Russell Brunson
Ultimate Guide to Social Media Marketing, Eric Butow et al.
Crossing the Chasm, Geoffrey Moore
The Strength of Weak Ties, Stanford Report
As I go through these books, I am leaving a trail of post-it notes and audible bookmarks. Each one of these notes is a detail, thought or concept, about how I can apply a certain marketing practice or concept to the band, or games. What I plan to do before next Wednesday is compile all of my notes and information, and create a robust marketing plan. I will establish strengths, assets, goals, funnel steps, content schedule, topics and possible paid ads with ROI analysis.
I look forward to starting to take concrete steps forward, and start collecting data.
2/08 Entry 2 - Putting things into practice
I spent time filming and editing videos for us to post, as well as more research. I read through Crossing the Chasm, Dotcom Secrets and The Ultimate Guide to Social Media Marketing. I started Expert Secrets and will read The Strength of Weak Ties.
I am making multiple styles of post to see what works. Right now I have a parody, something politically controvercial, stylized practice and live footage. I will post consistantly over the next few weeks to see what does well, and then compile the data.
2/15 Entry 3 - Starting to test
So far I have launched two pieces of content, and will continue on this every-other day schedule until I have a better sense for direction. I have been testing out frameworks for how to analyze and react to the data I am collecting.
I am going to present it better, but I made a funnel that tracks user interaction at each step. We get to see the percentage difference in users between each step in the funnel. This will help me identify weak points, and change my stratagy moving forward.
2/22 Entry 4 - Success
After posting a bunch I compiled the information into funnel charts that helped me see a few things. The first thing I learned was that the bottom of our funnel is very, very good. Its the top of the funnel that needs work. I started talking with the band, and I got them to start making content that they found funny, and that they would like.
We went viral overnight. The first post, making fun of common punk influences had 20,000 views overnight. And 30,000 after a few days. Another post, making fun of most punk venues had 14,000 views.
This has resulted in over 100 followers. That part of the funnel is working. What I will start doing is looking at our listener statistics, and start improving on that part of the funnel.
3/1 Entry 5 - Schedule
After testing what works, and when posting works, I set up a content schedule that I think will be effective. Posting three days a week, and rotating the content between three styles will be most effective. It avoids oversaturation while still remaining consistant. I will rotate between a behind-the-scenes style, a funny post and live footage.
We also uploaded a youtube video of some live footage.
3/15 Entry 6 - New Schedule
After reviewing the viral posts and outcomes with the content schedule, I realized it yielded zero new listeners. While the posts themselves are doing well, the bottom of the funnel is failing entirely. I worked with the band to create a new schedule, and we have been using this posting schedule for around a week now. The idea is we post one funny or relatable reel that brings people to the account, then we alternate that with musical posts that highlight the hooks in songs. Im excited to collect data on this.
3/22 Entry 7 - Consistency
The biggest focus has been posting consistantly. Focusing on posting music-focused content consistantly. So far we have limited, but consistant growth.
3/29 Entry 8
After trying to test a new posting schedule, results are less than ideal. Its the same outcome. My theory was that switching between funny, relatable posts and music focused posts would help, but Spotify streams have stagnated and while the account grows, the funnel needs lots of work.
Whats interesting is the viewship breakdown between the two styles of post. The reach is what is helping out the funny posts so much. We need to be able to achieve that reach with the music posts.
View breakdown from band/music post
View breakdown from funny post
4/5 Entry 9
Since we are just continuing to stick to the schedule, there is not much to report. We had another viral post. Whats interesting is these continue to net followers even weeks after being posted. Because of this, I have started shifting our strategy.
Its very hard to get listeners from instagram, and extremely easy to get listeners from live shows. Because of this, it makes sense to focus on growing the social media following, because that allows us to play larger shows.
I also need to flesh out the missing marketing funnels. Here is a diagram for the new marketing plan/funnel,.
4/12
Nothing new to report. Some consistancy issues but I am trying to adhere to the schedule. I am working on making the spotify better, and making that into its own funnel.
4/19
Compiling data. I looked at all of the data I collected over the semester, and found some interesting things. The difference between top and bottom of the funnel when it comes to effectiveness was start between scene posts and music posts. I created a full marketing plan and learned how funnels play into that. I am still having trouble directing listeners to spotify, but there are also untested parts of the live-show funnel that can help.
This experience combined with the research I did has given me a good start when it comes marketing.
Page updated
Google Sites
Report abuse