Spotify is one of the most popular music streaming platforms currently available, allowing users to enjoy a large collection of songs for free. The service is available around the world and is easily accessible through mobile phones and desktop computers, making it a truly global phenomenon. Spotify currently has more than 500 million active monthly users who listen to around 42 million hours of music per day. It’s a staggering amount of time spent in one place!
The success of Spotify is largely thanks to its aggressive marketing campaign, which is why this platform is such a great example for B2C brands looking to follow suit.
What is Spotify Marketing?
Spotify’s success can be attributed to its effective use of marketing strategies, particularly for brand building and engagement. The platform takes traditional offline marketing techniques like TV ads and radio spots and translates them into digital formats, like blogs and social media to attract, engage and retain users. While this may seem like a simple approach, generating quality leads and driving sales is a lot harder than it seems.
Marketing on Spotify is known as’marketing campaigns’ and can be accessed through the platform’s in-house marketing team, which is responsible for driving awareness, interest and ultimately sales. The idea is to have a clearly defined strategy in place that can be monitored and measured through specific goals and indicators.
Let’s explore how to create a Spotify marketing strategy in order to hit the ground running once you’ve launched your campaign.
What Should My Campaign Aim To Achieve?
As the name would suggest, your Spotify marketing campaign should aim to achieve certain objectives, usually along the lines of increasing brand awareness, generating leads and eventually driving sales. With this in mind, you can map out the stages of your marketing plan and set a goal for each stage. Setting a goal for each stage allows you to evaluate how successful your campaign has been and which areas you need to focus on in order to improve.
If you’re looking to develop a clear picture of your target audience’s needs and wants, you can use a tool like HubSpot’s Audience Manager to pinpoint the demographic, psychographic and digital trends that make up your ideal customer. From here, you can craft a persona to fully flesh out and engage with your ideal buyer. This will guide your entire marketing strategy, from ideation, to messaging, to benchmarking, leading you to set an objective and measurable goal for each stage of your campaign.
How Long Should My Campaign Last?
The length of your marketing campaign is largely dependent on a number of factors, like your target audience, resources and the nature of your competition. With this in mind, you should look to extend your campaign for as long as possible, while ensuring you meet your deadlines and are able to provide the content/platform necessary to maintain engagement and grow your business.
The perfect example of this is Mailchimp, which recently launched a campaign that has been extremely successful, generating 400,000 downloads and over 500,000 MAU’s across all platforms (Android, iOS, Amazon, etc.). In addition to this, the campaign lasted for a whole year, providing the brand with a good amount of time to integrate the app, gain traction and ultimately drive engagement and sales.
What Platform Should I Use To Host My Campaign?
If you’re looking to host your Spotify marketing campaign, you have a number of options. You can either do this yourself on your own website or use a platform like HubSpot, where you can set up a free account and get started in minutes. The choice is entirely up to you.
Deciding between these two options can be tricky, as you need to consider the nature of your target audience, existing platforms and your own bandwidth. If you decide to go with self-hosting, the advantage is that you have unlimited access to every tool and resource you could need. The disadvantage is that you’ll have to bear the burden of hosting and maintaining the site, which can be a lot of work. If you decide to use an SaaS platform like HubSpot, the advantage is that you don’t have to worry about hosting or maintaining the site, as everything is taken care of for you.
Ultimately, your decision will depend on the nature of your target audience and whether you have the time to effectively manage a self-hosted campaign.
How Should I Monetise My Campaign?
Once you’ve launched your Spotify marketing campaign and begun to collect feedback, you can begin to consider how to monetise this. While many B2C brands choose to incorporate an online shop into their strategy (and we’ve seen this being incredibly successful), you don’t have to. You can instead choose to integrate affiliate marketing or display advertising into your plan. You can even choose to go the extra mile and integrate pay-per-click advertising, which is what HubSpot did.
The beauty of this approach is that you can tailor your plan to fit your existing resources and budget, making it ideal for smaller brands and startups who may not have the money to spend on high-cost advertising techniques like pay-per-click.