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How I created a 6-figure launch for GetGood Drums

OVERVIEW: GetGood Drums is a software company founded by the progressive rock band Periphery (#15 on Billboard, #2 on iTunes). They came to me for help on launching their first product, a library of drum samples played by their award-winning drummer Matt Halpern and recorded by their bassist/producer Adam "Nolly" Getgood.

I built a robust digital marketing system and used it to roll out paid traffic, content marketing and engagement campaigns that netted out in a wildly successful launch: 6 figures of revenue in the first 90 days.

FUNNEL AT A GLANCE: Like most digital marketing these days, our cornerstones are Facebook for traffic and email for engagement and sales. I built the funnel with Wordpress, Selz, Mailchimp, Active Campaign, GA, Zapier, and Sendowl-- 100% from scratch. I also designed the landing pages and wrote all the copy for the GGD site, Facebook campaigns, blog posts and emails.

Creative + CTR for campaign aimed at guitarists who record their own music and can use GGD as a writing tool

Creative + CTR for campaign aimed at guitarists who record their own music and can use GGD as a writing tool

FACEBOOK: We got an early jump start via organic posts to Periphery's 450K Facebook fans, but relied mostly on paid Facebook traffic. I did experiment with display retargeting via Adroll, but the ROI wasn't even close to what I got with Facebook so I abandoned it for the time being. In the future I'd like to experiment with Youtube ads (since Youtube is the default source for music production tutorials).

Example campaign targeted at "bedroom producers" who make Periphery-style music at home

Example campaign targeted at "bedroom producers" who make Periphery-style music at home

After some experimentation, I arrived at the above formula as the template for our Facebook campaigns. Phase 1 targets based on intersecting interests to build a base audience, and Phase 2 scales the campaign by using a lookalike audience based on the buyers from Phase 1. We've been able to get a consistent 350%+ ROI spend with this approach (which won't scale forever-- but we'll sustain it as long as we can).

The first two emails in the automated followup sequence (OR 47% and CTR 12%)

The first two emails in the automated followup sequence (OR 47% and CTR 12%)

ENGAGEMENT + RETENTION: The product is very technical with a fairly steep learning curve. To turn buyers into raving fans who will buy future products, I created an automated drip campaign will a series of tutorials that will help them get up to speed and unlock the full potential of GGD.

CUSTOMER INSIGHT + SEGMENTATION: We tag people based on how they interact with our emails. For example, they get tagged with "interested in mixing" if they click through to a tutorial about mixing-- which sets the stage for hyper-targeted, interest-based campaigns in the future.