More and more musicians are engaging in targeted advertising on the platform, but are quickly discouraged by their lack of results.
They generate few clicks, their ads are expensive and finally they have the feeling that it is like throwing money away.
This is extremely unfortunate because Facebook advertising is certainly the best way to invest in your music project right now.
That’s why in this article, we’re going to go back over the 5 big mistakes you no longer have to make to have profitable and effective ads and better promote your music.
1. Buy I like for your page
I’m not talking about buying fake fans, which is totally ridiculous and I’ve already mentioned it. I’m talking about buying real I like targeted through Facebook’s advertising platform.
So why is it a mistake if in the end we get real targeted fans?
It is true that many musicians will spend their first advertising budget on this in order to boost the popularity of their project.
The problem is that with these ads, it only takes one click for the potential fan to like your page.
It may seem like a good thing, but it’s not.
We want to get results, but we also want the audience to be a minimum exposed to our brand before going any further. Otherwise the conversion rate will be irrelevant and the fan quality will be the same level.
If the curious don’t learn more about you from the beginning, you’ll probably lose your money.
We could also talk about the case of likes farms, these fake profiles that are intended to liken your page if you decide to buy fake fans.
They will try to hide their activity from Facebook by automatically likening lots of other pages in addition to those of their customers.
The result is that if you do a campaign to get I love legally, you will necessarily be liked by like farms.
And if, for example, you target your ad badly, one day you will realize by looking at your statistics that a large percentage of your fans are based in Pakistan or Indonesia. Surprise! Surprise!
In any case, these I like will be of very low quality and very hard to hire, so not very profitable.
2. Make only boosts
Generally, the artist who starts with Facebook advertising will start with publication boosts. Why? Why? Because it is simple, easy to access and efficient.
Boosts are a great way to distribute a publication to your current fans and generate a lot of engagement, sharing and word of mouth. In short, it is used to promote your brand and ads from time to time.
When you release something new, like a new sound, an ad or an article, you want as many people as possible to see it. Therefore, you have everything to gain by spending a few tens of euros to boost publication.
The goal here is not to have an immediate return on investment, but rather to think “branding” and “engagement”, which is very important in your marketing strategy.
But that’s all it is.
If you want to maximize your return on investment, acquire new targeted potential fans and increase your results tenfold, you need to do something other than boost.
And you have many tools with enormous potential for your career: video ads, personalized audiences, similar audiences, conversion pixels, retargeting, etc.
Maybe you’re thinking it’s too complicated and it’s not for you. But it’s much more intuitive than you think.
Maybe you’re thinking that these techniques are too expensive. But not at all, you will have more benefits if you do not use the boost.
I really invite you to do your own tests and not just boosts.
3. Sell directly rather than acquire fans
And for good reason, the first objective of your campaigns should not be to increase your commitment, your number of I like or even to sell your music directly.
It should be to continuously acquire targeted potential new fans.
This is where you should spend most of your advertising budget. This should be your daily priority.
As with the organic part of Facebook, you will never sell your music to a potential fan until you have made a connection with them.
Therefore, immediately stop advertising to your Bandcamp or iTunes. It’s a waste of 300%.
You know that you shouldn’t do promotional publications too frequently for your current fans, so do even less for your potential fans.
Impress them before you ask them to take out the credit card.
So don’t create ads directly promoting your latest album or Bandcamp, because your conversion rate will be ridiculous and you won’t go anywhere with it.
First try to acquire the fan, then build his loyalty and only later ask him to buy something. Don’t start with the end in your ads.
4. Mis-targeting your ad sets
Indeed, we often believe that we can establish in advance who will like our sounds and who will not. But very, very often, we are wrong.
Even if you have the impression that a musical project looks like yours, it may not fit in your ads for one reason or another.
You have to keep in mind that many users will enjoy pages without really being fans and therefore be counted when you target this area of interest.
This is especially true for popular artists and large Facebook pages. However, this really distorts the final result.
Moreover, another trap that resembles this one is targeting too broadly in terms of targeting. Don’t target hard rock, jazz or hip-hop fans, even if you claim to be in one of these styles.
You’re not going anywhere with that, it’s too vague. If you target millions of users, you can no longer call this targeting.
If you target electro fans, you’re going to have trouble hanging your player with your ad, because you know far too little about it. That’s normal because there are a lot of types of electro fans!
These people are different and do not react in the same way when they see your image or message, so it is complicated for us to create the perfect publication for them.
So what are we going to do to avoid these two pitfalls of lack of targeting and relying solely on our intuition?
Well, you have to test your different assumptions of specific niches and keep only the best ones.
To do this, you can either pay to launch the ad, or do a little bit of research using audience statistics in the ad manager.
5. Do not think in terms of return on investment and profitability
Because our goal is to have a positive return on investment and to reach the break-even point. Ideally, we want to earn more than we spend.
For that, you need a plan to convert this traffic and sell your music, otherwise Facebook advertising alone will not do anything for you, except boost your number of I like and the reach of your publications.
If you don’t have a system in place, no matter how much you spend hundreds or thousands of euros, nothing major will happen.
Facebook’s goal is to bring you to a targeted audience. If your message is faulty or you don’t think about the purpose of the ad, it’s not his fault.
We saw in error n°3 that you have to actively acquire your potential fans, but you also need the right strategy to monetize your fanbase.
There is no point in generating 100 clicks from a population of 1000 potential fans, if none of these fans join your community and buy.
The objective must be to reach the break-even point. So, if you win 1000€ for 1000 fans you know that you can pay up to 1€ per conversion to avoid any loss.
The bonus is that if you pay half then you can double your earnings on your initial investment.
Yes, there are other ways to use Facebook advertising, but you won’t get very far with just a few comments, likes and reactions. And above all, it is not sustainable in the medium term.
You need to acquire your fans and then make the advertising profitable.
Unfortunately, Facebook advertising is not as obvious as we would like it to be. It is not enough to put a 10 to receive a 20.
You have to have the right target, the right message and the right strategy, if you want it to be useful for something.
It’s only once you know exactly what to do, that you can increase your music marketing tenfold with Facebook advertising, as the platform’s potential is unlimited.