Chad Staehly, Co-owner of Melvin Records and keyboardist for Hard Working Americans, came to Digital Star Marketing to strengthen the band’s digital offerings and consumer engagement, develop a marketing plan to allow for fast growth, grow an email list from scratch and target highly qualified traffic with optimal conversion rates. Digital Star Marketing was able to accomplish these goals by crafting a full-service digital strategy, with a creative mix of online promotions and contests, pay-per-click marketing campaigns, email marketing, content creation and social media management.
Digital Star Marketing broke down Hard Working Americans’ project into four detailed steps and set up a shared digital notebook to keep the band’s management fully involved throughout the project.
Phase one was an in-depth planning and discovery phase in which Digital Star Marketing researched the music industry along with identifying the ideal audience and needs and goals of Hard Working Americans. By working with the band’s management, Digital Star Marketing was able to create a six-month timeline and pinpoint key ways to deepen the relationship between the band and their audience and outline strategies to convert fans into customers through album, concert ticket and merchandise sales. With an email and social media integration strategy driving permission-based leads to the website and down the sales funnel, the band’s website could act as the #1 retailer.
Next, came the development and implementation phase. Here, the band’s look and feel was laid out based on information gathered during the discovery phase. Social media pages were designed and optimized, and a content schedule was created to achieve specific goals, including four promotional campaigns to quickly attract a following through social media. The focus of Hard Working Americans social presence was to make it function as a lead-generation tool. With the band’s social media fans subscribed, an email marketing strategy was designed to make announcements, launch promotions and boost sales. After the design and plans were approved, we moved on to the third phase.
The development and testing phase is where front and back end coding and graphic design took place in order to construct multiple fan-gated sweepstakes, video contests, email campaigns and a live stream page for an interactive album premier party. Also, media buys including PPC, display and social ads were negotiated and developed. All aspects of the marketing plan were then debugged and rigorously tested to ensure all elements functioned as intended.
The last phase in the process was to manage the social media accounts, send emails and measure and report on the effectiveness of each promotion with analytics and conversion tracking data. By designing and implementing a successful digital marketing strategy, Digital Star Marketing was able to attract a large and extremely engaged audience for Hard Working Americans. Social media, email and advertising strategies drove highly targeted traffic to TheHardWorkingAmericans.com, and Digital Star Marketing was able to significantly increase the site’s volume and sales.