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11:36 pm
June 7, 2011
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QuoteIn this month's lesson we're going to take out our magnifying glass and really dig into the squeeze page headline. There is probably no other single element of a campaign that is more crucial to your success. We're going to take a look at why headlines are so important, their relationship with targeting, and of course I'm also going to lay out a few formulas for writing better, more effective headlines for your campaigns.
If you have any questions about the lesson please leave them below.
I hope you enjoy this month's lesson!
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.
12:43 am
I thought it was a great lessons. You talk about squeeze page headlines... But i don't even know how to publish them, where, facebook? you talk about having different formulas to see which is bringing more traffic? however I'm missing the seed. It would be more efficient if I knew I was required some other previous knowledge, pre-requisit.....like taking such and such forum; or MMM.
I hope this helps you in any way. Thank you for sharing. 🙂
BTW This is my very first lesson with you, ever. I will stop taking "Inside Circle" and start from MMM to see if it would make more sense.
Best Wishes
Hudson
10:12 pm
June 7, 2011
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Hi Hudson,
Thanks for the feedback. Good to see you here in the forum.
With a few exceptions, most people here have gone through MMM. That really is the best place to start. The idea is that in MMM you will learn a more fundamental approach to direct to fan marketing. In the Insider Circle you will find supplementary lessons that all compliment that core strategy in MMM. That said, there are some lessons here that deal with setting up a squeeze page, but you are better off going through MMM. Everything here will make more sense once you have.
Thanks again, and I hope to see you in the forum more often.
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.
I have the threshold problem of not having significant traffic to my squeeze pages. I'm maintaining two squeeze pages at the moment, so that I can compare their performance. Not only am I getting very little traffic, but with the traffic that I do get, my conversion rate on both of them right now is close to 0. Yes, 0. What I do is make movies/videos, and wonder if I'm in the wrong business (ha, ha). Google key word planner, for example, says that "free music download" gets 823,000 searches a month; free download gets 246,000 and free video download gets 60,500.
Yes, I do write articles and most of the traffic to my squeeze pages, other than from people looking to sell you SEO ratings, etc., comes from the articles. I've tried headlines related to the article topics ("Let filmmaker Eve A. Ma bring you the color and energy of world music and dance - Les Blank with an international twist. Sign up here and get a FREE video of Afro-Peruvian cajón playing" where my article was about a trip to Peru to film Afro-Peruvian musicians) and more general headlines ("Feel yourself transported to foreign lands and a different way of life with this FREE video from filmmaker Eve A. Ma....").
Bottom line is I'm not getting a whole lot of quality traffic to the squeeze pages, and am getting almost no conversions.
Thoughts?
Note that one way of getting people to pay attention to your movies/videos is to get them into festivals, which I do. This, however, does not lead to sales. I also have contracts with some educational distributors and that leads to some sales, but not enough and obviously, that's a completely different market.
9:57 pm
June 7, 2011
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Hi Eve,
I think it's possible you are running into issues with organic traffic because you have an a-typical offer. Meaning that you are promoting a movie, through music. There may be a bit of a disconnect there for the visitor. The idea with organic traffic is to find an audience that is seeking information about a certain kind of music (or any subject) and then get in front of them with that information, and then link to your personal project within your call to action, once you have built affinity through the strength of your primary information.
The headlines you are leading with sort of seem to assume that there is already some interest in you as an artist. But because this is cold traffic that doesn't yet exist.
An example of how one might drive organic traffic with articles goes something like this...
1. Someone interested in Eric Clapton turns to Google to find information about what kind of guitar Eric Clapton used on a particular song.
2. You rank an article in Google all about that guitar and it's contribution to the song. You might include attractive images and possibly even a Youtube video.
3. The visitor reads your article, appreciates the content, and then sees your call to action at the end of the article that offers some free music from the author, which is in the vein of Eric Clapton. Because they liked the article and felt a bit of a connection with the author they click over and potentially sign up to your list.
Given the headlines you mentioned it feels like you are possibly skipping a step and going right to making your case.
You may end up doing better with FB ads, which is where my personal focus is at the moment. But of course there is risk there.
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.
I'm really trying to figure this one out. Both of my squeeze pages were called "Free Download" (which could be a music of a video download), although maybe what you're suggesting is that people usually assume "free download" refers to music. I have now re-named one of the squeeze pages "Free Video Download," and the other "Free Music & Video Download" (because I do offer free music as well as a free video on the squeeze pages).
The articles I am writing in order to drive traffic are about topics such as Afro-Peruvian percussion instruments, my trip to Peru, etc., and they appear in a on-line magazine called "Somos Primos" whose readers are mostly Latinos. The articles do get read, and most of the real traffic to my squeeze pages comes from them. (A lot of the traffic, as I mentioned, comes from marketers, plenty of which seems to come from China. Go figure.) The headlines I put in my message are not the headlines of my articles; they are the headlines on the squeeze pages that people go to after reading my articles; and the free video is related to Afro-Peruvians (which is the topic of my articles).
I'll take a look at the various lessons re FB ads, but here's even another problem: when I can get decent readership of a FB post without boosting it, etc., people don't move from reading the post to "Liking" the page. I find this very frustrating. Some of them will "Like" the post, but not the page.
Anyway....thoughts?
To clarify: (A lot of the OTHER - i.e., not "real" - traffic, as I mentioned, comes from marketers, plenty of which seems to come from China. Go figure.)
11:57 pm
June 7, 2011
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Hi Eve,
This might be something to bring up on the next IC coaching call because there are a lot of variables there. But you may have answered at least part of your own question. If the traffic is coming from marketers in China then it is not traffic likely to convert at all.
If you are getting impressions but no clicks on your Facebook posts that suggests to me that your call to action needs work, or you don't have the attention of the right audience.
Hope that helps.
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.
I was trying to explain that I IGNORE marketers from China; the actual, quality hits that I get come from the articles I write for Somos Primos. THAT is the traffic I'd like to have convert, but it is not.
Re the Facebook posts not converting, it does look like you are correct. I get 350 clicks on a post and NO likes, clearly I need to change something. Should I say, in every post, "please "Like" this page if you like this post"?
9:46 pm
June 7, 2011
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I see. I think the issue for you has always been that there is a bit of a murky experience, purely because you are simultaneously promoting music and film, which makes locking into the interests of your target audience a bit challenging. My personal feeling is still that paid ads will be the best way forward, however you'd really want to make sure you had your brand developed and that the offer was really tightened up for one particular audience. Happy to discuss on the next coaching call.
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.
I feel like this, as with all advertising techniques, what works is constantly changing. I finally have an ad that is working for me in Facebook (it took 2 weeks and at least 20 tests) but now that I'm getting the clicks that I need, I'm not getting the conversions. Which leads me to the culprit... It must be my Squeeze Page Headline, right? Anyway I've tried the technique suggested in this tutorial but it still isn't converting. I've had about 12 clicks today without a single conversion. I'm talking about Weezer in the Facebook ad that is working, and that has been pulling in the clicks. My headline right now is this,
""Don't You Miss the Days of Great Harmonies Alongside Hook-Driven Melodies like Weezer Used to Have... Well, Now You've Got a New Artist Who's Looking To Take Over That Spot, Joe Tripp and The Hops!"
Any feedback is appreciated.
5:00 am
June 7, 2011
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Hey Joe,
It's always hard to make a snap diagnoses as there are so many things that could be the culprit. If I'm to be honest, I don't personally think that headline really taps into the pre-existing passions of the average Weezer fan. I get what you are going for, but it falls flat for me. Weezer is about harmonies and melodies, but even ore than that I think they are really all about the subversive dichotomy that exists between their overtly poppy sensibilities and their punk rock under current. Meaning, it's not just about melodies and harmonies, it;s about a more specific vibe/brand/feeling, which you don't quite tap into just yet... in my opinion.
I tell you what though...
Why don't you take another pass, then start your own case study thread in the case study forum and post a link to the page and describe the issue. We can just take it issue by issue and try and nudge you closer to your goals.
Just please try to keep each post specific to a unique issue so it is digestible and not too overwhelming. Baby steps 🙂
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.
I think the same thing about the Weezer fan. I didn't want to tap into the punk rock part of it because my latest album is a little more pop music with the Beach Boys Harmony stuff, whereas my previous album was a little more punk/harmony.
The Facebook ad that is getting clicks says:
text:
Weezer never topped the Blue Album, but these songs come pretty close - FREE DOWNLOAD
Headline - It sounds like a barbershop quartet set to the most amazing music! - FREE DOWNLOAD
I tried this, this morning and had 12 clicks but no conversions:
Feel Let Down By Everything Weezer Did After the Blue Album? Well, Be Consoled By The Music Of Joe Tripp Who Has Taken His Love of Weezer to The Next Level!
So, now I just changed the headline to this:
Wax up your board, feel the breeze through your hair, and get a load of one of the most refreshing new Pop-Rock artists in a very long while!
We'll see how that goes...
When you say post in the Case Study area, that's Library>Case Study, and then post in the comments there? And you want links to my squeeze page and things like that I imagine?
So, 4 clicks and no conversions on that last headline, so I changed it again. Here's the new one, which I think speaks to the type of Weezer fan you were talking about, John:
"What The Heck Are These "Beach Boy-esque Harmonies Doing Next To This Rhythm and Blues? Find Out For Yourself With Joe Tripp and the Hops!"
We'll see how that goes. Let me know what you meant by the Case Study. Thanks for your help
10:19 pm
June 7, 2011
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Hi Joe,
It's a bit difficult to offer much feedback without seeing the page. Can you post a link?
Another thing to keep in mind is that 4, even 12 clicks is just not enough information. It takes FB's algorithm a while to dial things in. Typically I'm not making any big decisions until I've had 100 clicks or so. But there are exceptions to that as sometimes you just know you have a flop on your hands. But less than 20 clicks just isn't even close to enough.
That said, I still feel there are likely a few problems with your market to message match.
Because this is a thread pertaining to a specific lesson, it would be best to start a new thread about your situation so that we can have a lot of back and forth without taking us off point of this lesson. Be sure to post the link there.
Thanks.
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.
11:14 pm
June 7, 2011
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Thanks. I have responded there.
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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