Kings & Queens
Apr 2012 23

Kings & Queens

Posted In Tips

How much of whatever it is you do do you have?  OK, that’s not the most eloquent statement, but it’s the critical question to how much success, longevity, or reach you’re going to have in today’s music marketplace.  The more (and varied!) content you can provide, the better chance you have of someone finding it.

Think of it this way:  would you check out someone’s Facebook profile if all they did was have the same status update over and over again?  Of course not.  Do you look more than once at websites that never seem to have anything new to say?  Nope.  And worst of all, do you pay attention to a band that hasn’t got any music to listen to?  You might stumble upon them once (no pun intended…), but you won’t be back a second time.

And in the split second after you release a masterpiece unto the world, what happens next?   Do you fill up the remaining spaces with LOLCats or something witty from George Takei?  While a great, funny, momentary distraction, that’s your career’s equivalent of junk food.  It’s temporarily satisfying, but there’s no long term value in it for you.

These days you’ve got a million places to provide content for, and as many people there waiting to devour it.  From tweets to shares to pins to YouTube, there’s always a spot for you to add you two cents.  And hopefully another two cents.  Content is King, and the more of it you have available, the more your Queen can do her work.

If content is King, then his wife is Queen Analytics.  All that content you’ve placed across all those places is ideally providing some handy information back to you.  Here’s an example:  One of D.I.-Why’s marketing clients needs some help driving sales.  His new album is out, and the response, while strong, isn’t quite what we were hoping for.  My first stop was GoogleAnalytics.  Here’s what I saw on April 20th:

On this particular day, 51 fans visited his website from a few different regions.  The majority arrived at his homepage which is usually the case.  From there, 36 fans went no further.  They “dropped off.”  This could indicate that either they found what they wanted on the homepage, or they didn’t see any reason to keep looking.  Either way, this could mean that we need to address the content on the artist’s homepage.

Now, if the goal is to sell music, we also see that of the 51 fans that hit the homepage, only 2 went to the store next.  So if our goal is to get folks to go from homepage to store, our conversion rate is roughly 4%.  Another way to look at this is to say “I want 100 people per day to visit the store page.”  If I know that 4% of homepage traffic visits the store page, then that 4% = 100, so 100% equals 2,500 people per day visiting the homepage to meet my goal.  That’s not likely, so it makes more sense to consider ways to raise that conversion rate.  That’s not to say overall traffic shouldn’t increase as well, but certain aspects are easier to control than others.

So what advice will D.I.-Why offer to this artist?  Well, we’ll continue looking at Analytics data to see what else shows up.  We’ll recommend more “enticing” homepage content, and we’ll recommend an easier path to help people get from homepage to store page.  We’ll also check his existing sales to see what’s popular.  Maybe the price is too high, or maybe there’s a particular item that’s worth promoting more heavily.  Ultimately though, we’ll let our content create the analytics that we can measure to create better content to drive better analytics and so on and so forth.  Or to quote another King, “et cetera et cetera et cetera … ”