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QuoteI'm trying to master some success with free traffic before I commit to paid ads. I'm getting subscribers via social media messaging but not very many commitments to purchase the downloads. Are other people having trouble getting people commit to downloading their album? Could it be that buyers might want the actual CD over mp3 downloads?
9:01 pm
June 9, 2011
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Hi Dwain,
Steve here. It could actually be a few things.
1) It might be that your follow-up series isn't connecting. Do you know your open and click rates for your follow-up messages?
2) It could be that not enough people are in the funnel yet, or that not enough of the people in the funnel have seen the offer(s). Again you can check out the click rate for the emails that lead to the offer.
3) It could be that the offer to buy isn't compelling enough. This could be equal parts copywriting and the actual strength of the offer (value for money).
If you can put your finger on how many visitors your offer has, compared to actual purchasers, it will give you a snapshot of where to focus. If your email open rates have a really significant drop off after the free download email, your subject lines might need some tweaking, or it's likely that the traffic you are driving isn't quite right for you. In which case you might experiment with a $10 a day budget on Facebook ads, where you can really target some traffic and see how well the funnel starts to work for you.
Take a look into your funnel stats and see if you can pinpoint anything that needs improving.
Lastly, just as a simple check, make sure that your payment buttons are actually taking people to checkout. I'd hate to see that you aren't getting sales due to a broken or undefined link.
Let us know how you make out.
11:03 pm
June 7, 2011
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Hi Dwain,
Steve covered a lot of it, but I have seen many people do well with the free traffic route and convert those subscribers into sales (both digital and physical). If you are getting subscribers but not sales then it's likely going to come down to your email copy and the offer itself not connecting with your target audience. The solution could be as simple as tweaking your copy, or it could be as complex as overhauling your brand and the entire funnel. The first order of business is to look at your open rates and click through rates and see if you can spot a place where things break down.
I'd also just make sure you have enough subscribers to come to any conclusions. You'd want to see at least a couple hundred subs before you could be certain that it wasn't just a little bad luck out of the gate.
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.
12:25 am
March 15, 2015
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Ok Thanks Steve and John. I'm going to start working with facebook adds and see if that drives more traffic to the site. I'm going to be honest, I have been setting up tax paperwork and I did do a test to make sure the emails are sending correctly and they are coming through and my purchase link to paypal is working. I sent a personal email to a couple of subscribers to request a little feedback as to why they may have not committed to purchasing the CD download and if they reply with feedback I'm going to send them a free CD for their time and information. This is to just get an idea why they did not commit to purchase after sending positive messages to me about liking my music on instagram.
2:02 am
June 7, 2011
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That sounds good Dwain. The survey should tell you a lot. Let us know what they say. I think sending the free CD is a nice touch.
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.
Ok heard back from one of the subscribers and they stated that they are getting the music it was financial reasons as to why they hadn't downloaded it yet.
9:33 pm
June 7, 2011
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Great to hear. Thanks for the update.
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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