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.
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).
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).
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.