Creating a Custom Audience from Your Social/Other Links – Part 4 – Facebook Custom Audience Deep Dive Series [The Coyle Report]

Welcome to The Coyle Report’s Facebook Custom Audience Deep Dive Series.

Day 3 – Creating a Facebook Custom Audience from Your Website
Day 4 – Creating a Facebook Custom Audience from Your Social/Other Links

Today we are going to learn how to create a Facebook Custom Audience from users that click on links in your social posts or any other links that you share (or are shared on your behalf) around the web. Yes, seriously, you can cookie your fans even when you are sending them to sites you don’t control. Like when you send fans to watch a video on YouTube, pre-order your album on iTunes or PledgeMusic, or buy tickets to an upcoming show via Ticketmaster. This is really powerful stuff for an artist to know and put into action. So, read the following instructions carefully.

There are 4 main tasks related to this process:

  1. Creating a Custom Audience.
  2. Creating an account on found.ee.
  3. Installing the Custom Audience tracking pixel in your found.ee account.
  4. Using found.ee to create your short links for social and other uses.

Task 1 – Creating a Custom Audience.

Yes, this starts out like the process from yesterday, but I’m going to assume you could use a refresher anyway. To start, navigate to the Custom Audience area of Facebook Ads.

On the right you will see a green button, click that and choose Custom Audience from the drop-down:

Select the Custom Audience from your website option:
Website Custom Audience

Here’s where it starts to differ from yesterday’s process:

  • Enter an Audience Name — found.ee,
  • a Description (optional, but recommended),
  • Website Traffic — here choose People who visit specific web pages,
  • Include people who visit any web page that meets the following rules — enter http://found.ee
  • In the Last — 180 days, and
  • Include past website traffic — checked.

Found.ee Custom Audience

Task 2 – Creating an account on found.ee.

Head to found.ee and register for an account. The service is totally FREE at the moment. I’ve been told by the team that runs found.ee that they plan to offer premium features down the road, but the basic service — which includes all I’m talking about today — should always be part of their free service.

Register

Task 3 – Installing the Custom Audience tracking pixel in your found.ee account.

Once you have created the Custom Audience for your found.ee account you need toInstall the Pixel within it.

How to Obtain and Install the Pixel

Within the Facebook Ads Manager, under the Audiences section you will see your Audience(s). Hover your mouse over the row and then the square icon, which is the Pixel Details, click to obtain the Pixel Code:
Pixel Details

This displays the Pixel Code. You need to copy the code and paste it inside found.ee in their Manage Pixel area.
Pixel Code

  1. Click on Manage Pixel in the top menu bar
  2. Enter a Name, it says this is Optional, but I strongly recommend it.
  3. Paste the pixel code into the Pixel Editor window
  4. Then make sure you save your work.

Pixel in Foundee
Now as you start using found.ee to create short links, it will cookie any fan that clicks on one of those links.

NEED HELP FIGURING OUT FOUND.EE OR INSTALLING YOUR PIXEL?
I’m available to help.

Task 4 – Using found.ee to create your short links for social and other uses.

The easy part, creating a found.ee link…you do this right from the found.ee Dashboard. Just paste the link you want to shorten and empower with Facebook Custom Audience pixeling powers in and voila!
Shorten

You can even customize the resulting short url to make it more user friendly. You can also edit the destination if later on in your campaign you need to send fans to a different location of, say, a video, all the links in your tweets and Facebook posts will still be valid.

Link
In found.ee on the Links page you can manage all your links, see previews (so awesome), update the links, get stats on the links, and make notes on a link via their comment feature.

The hard part of this using found.ee is:

  • a) figuring out where to use links you make to send fans to 3rd party sites,
  • b) actually remembering to shorten the url with found.ee and make sure everyone on your team uses the found.ee version of the link, and
  • c) getting everyone on your team on the same page about always using found.ee especially if you are using an outside social media person or publicist.

NEED HELP FIGURING OUT FOUND.EE OR WAYS TO USE IT IN YOUR MARKETING EFFORTS?
I’m available to help.

Some artists use found.ee links throughout their whole campaign. Even when they send traffic to their own website where they are likely already setting a cookie — because you never know. But, utilizing found.ee like you may have utilized bit.ly or smarturl.it in the past gets you into the habit of thinking of found.ee whenever you have a link to share and is guaranteed to help build your Facebook Custom Audience pool.

Here are some examples of artists using found.ee:
Vinyl Grat
The Facebook post shows Spoon sharing info about their Vinyl Gratification program that they were doing when you pre-ordered their album at your local record shop. The link redirects to a YouTube video, but rather than just posting the direct YouTube link they converted the link into a found.ee shortened url. This allowed them to cookie users. Notice how they also used some clever and mysterious wording in the post so you just had to click that link. Every user that clicked that link could be retargeted later with ads for the new album.

Then Spoon wanted to let fans hear their new song “Inside Out” from their upcoming album. This was the debut of the song. They had uploaded it to YouTube as a video. Sure, they could have just linked directly to the video. Yes, that would have enabled the video to play right inside the Twitter timeline, but they decided to convert the YouTube link for the video into a short link using found.ee. That means that the tens of thousands of people that likely clicked that link ended up in Spoon’s retargeting pool.

Spoon Stream
A week or so after sharing the track, Spoon’s entire new album They Want My Soul was streaming in its entirety via iTunes First Play. Now, Apple was never going to let Spoon cookie Spoon fans (and others) that streamed the album via iTunes. But, being the smart band with a very smart digital marketing team behind them, Spoon converted the iTunes link into a found.ee link and then shared the link on Twitter. This meant that every user that clicked on that link was cookied for later retargeting.

So, as you can see, Spoon was dripping out highly desirable content to their fans like videos, streams, and info during the weeks and months leading up to their album release. This period obviously coincided with their pre-order campaign. By having the foresight to cookie the fans that were clicking on links and visiting their site during this period, Spoon built themselves a very large retargeting pool. Not only was the pool filled with Spoon fans and but fans, and maybe potential new fans, that recently showed interest in Spoon.

These fans — those that had clicked links Spoon shared (and that were shared on Spoon’s behalf) and visited Spoon’s own site very recently — were further along in the marketing funnel. By retargeting these highly engaged fans with ads Spoon was able to gently remind them that They Want My Soul was available for pre-order now.

Wow! Imagine what the above process would do for your direct-to-fan pre-order, tour ticket on sale, or even your PledgeMusic campaign.

The Secret Sauce of found.ee
Wait! I’m not done talking about found.ee just yet. Found.ee added a really powerful new feature that is currently still in beta. However, it has been seen out in the wild and I’ve tested it myself and had no issue with it. The feature allows you to wrap any iFrame content with found.ee cookie-ing super powers. Remember when that really important blog like Exclaim! or Consequence of Sound was going to write an article about your PledgeMusic campaign or upcoming album release? They asked you to send them a SoundCloud iFrame embed code right? So you did. That was nice.

Imagine if everyone who viewed went to listen to that SoundCloud stream could be cookied and put into your Facebook Custom Audience pool. That is possible with thefound.ee Embeds feature.

Go check out the implementation that Zola Jesus just did via The Fader. Don’t notice anything? Yeah, that is the point. You won’t notice anything, but Zola Jesus fans are being put into the Zola Jesus retargeting pool just by going to listen to that stream.

NEED HELP FIGURING OUT FOUND.EE’S EMBED FEATURE?
I’m available to help.

Next Steps
As each day passes where you use found.ee links you will see your Custom Audience pool grow. Within the Pixel Details you can even check out the graph of Pixel Events, so you could take note of how spikes in pixel activity correlate to your outreach and efforts to drive traffic to links you share on your social networks and any other 3rd party sites or services:
Pixel Events

EXTRA CREDIT
Review these articles:

TOMORROW
Stay tuned for the final installment of The Coyle Report’s Facebook Custom Audience Deep Dive Series:
Day 5 – Retargeting Your Fans with Ads via Facebook Custom Audiences

Creating a Custom Audience from Your Website – Part 3 – Facebook Custom Audience Deep Dive Series [The Coyle Report]

Welcome to The Coyle Report’s Facebook Custom Audience Deep Dive Series.

Day 3 – Creating a Facebook Custom Audience from Your Website 

Today we are going to learn how to create a Facebook Custom Audience from traffic that visits your website.

There are 3 main tasks related to this process:

  1. Creating a Custom Audience.
  2. Installing the Custom Audience tracking pixel on your site.
  3. Driving traffic to your website.

Task 1 – Creating a Custom Audience.

To start, navigate to the Custom Audience area of Facebook Ads.

On the right you will see a green button, click that and choose Custom Audience from the drop-down:

Select the Custom Audience from your website option:
Website Custom Audience

Enter an Audience Name, a Description (optional, but recommended), choose a Website Traffic option — I recommend for now that you choose Anyone who visits your website, set the In the Last to 180 days, and leave the Include past website traffic checked.
Website Custom Audience

Task 2 – Installing the Custom Audience tracking pixel on your site.

Once you have created the Custom Audience for your website you need to Install the Pixel on your website. It will start to cookie your website’s visitors immediately. Keep in mind that it usually takes 24 hours before your Custom Audience data updates inside Facebook Ads manager.

How to Obtain and Install the Pixel

Within the Facebook Ads Manager, under the Audiences section you will see your Audience(s). Hover your mouse over the row and then the square icon, which is the Pixel Details, click to obtain the Pixel Code:
Pixel Details

This displays the Pixel Code. You need to either copy the code and paste it between the <head> and </head> in your website code — or ask a website developer to do so for you. The easy part of this process is that it is literally copy and paste. You copy the javascript code for the Facebook Custom Audience tracking pixel and paste it in the head of your site.
Pixel Code
I like to paste it near the closing </head> tag. The hard part is getting access to that part of your site. That is not for the faint of heart or non-technical. So, this is the one area that you really should leave to your website developer or whomever manages your website for you if that isn’t you. I also recommend including starting and closing HTML comments so you can find it later if you need to update it or want to remove it.
Pixel Tracking on Site
CAUTION: If you aren’t sure how to edit your website’s code it can cause issues if done improperly.

NEED HELP INSTALLING YOUR PIXEL?
I’m available to help.

Task 3 – Driving Traffic to Your Site

Now the fun begins. In addition to your regular day-to-day website traffic, you should devise ways to drive traffic to your website so that you can cookie the visitors with the Custom Audience Pixel Code. Posting videos to your site of recording sessions for your upcoming album, posting snippets of works-in-progress to your site, posting daily tour journals to your site, or creating a landing page with a free EP. Any visitor to your site that has expressed interest in you can be cookied for later ad targeting on Facebook.

Many of the visitors to your website may not be on your existing mailing list and may not have ‘Liked’ your Facebook Page. However, if they are a Facebook user and they visit your website (once you have installed your Custom Audience Pixel) they become part of your Custom Audience retargeting pool.

As each day passes you will see your Custom Audience pool grow. Within the Pixel Details you can even check out the graph of Pixel Events, so you could take note of how spikes in pixel activity correlate to your outreach and efforts to drive traffic back to your site:
Pixel Events

Next Steps: Configure Audience Rules
This is where things get a bit complex, but allow you to zero in on specific segments of your users. You could even combine sets of data to target a Custom Audience who visited your, say, PledgeMusic direct-to-fan offer page via a found.ee shortened tracking link placed in your email blast, but didn’t pledge. You could target users that streamed the sneak peek stream of your new single, sharing a link to a page that has a stream of another song — along with pre-order offers. We’ll briefly touch on some ideas related to Audience Rules on Friday.

EXTRA CREDIT
Review these Facebook Help sections:

TOMORROW
Stay tuned for the next installment of The Coyle Report’s Facebook Custom Audience Deep Dive Series:
Day 4 – Creating a Facebook Custom Audience from Your Social/Other Links

Creating a Facebook Custom Audience from Your Mailing List – Part 2 – Facebook Custom Audience Deep Dive Series [The Coyle Report]

Welcome to The Coyle Report’s Facebook Custom Audience Deep Dive Series.

Day 1 – What is a Custom Audience?
Day 2 – Creating a Facebook Custom Audience from Your Mailing List

 

Today we are going to learn how to create your first Facebook Custom Audience from your most valuable asset apart from your music and your live show: your mailing list.

First, if your mailing list is on MailChimp make sure you have your login credentials handy. If you use a mailing service other than MailChimp make sure you export your mailing list. Export files need to be in .csv or .txt format with one record per row.

Next, navigate to the Custom Audience area of Facebook Ads.

On the right you will see a green button, click that and choose Custom Audience from the drop-down:

If you use MailChimp, click on the MailChimp Custom Audience option.
Select MailChimp
Then choose the list(s) you want to import and click the Create Audience button.
Create MailChimp Audience
If you don’t use MailChimp, don’t worry, it is still pretty easy. Select the Data File Custom Audience option:
Select Data File Custom Audience
Then enter a name for your Custom Audience, enter a description, choose the Data Type: Emails (Note: your file needs to include emails only, in plain text format.), and then choose the file from your local drive. When you are ready, click the Create Audience button.
Create Data File Audience

Regardless of which mail service you use, once your list is imported into Facebook, Facebook will compare the email addresses in your list to their big user database. For each case where there is a match, they’ll add that user to your Custom Audience.

Obviously, not every fan on your list is on Facebook or even on Facebook with the exact same email address they use for your mailing list. But you will usually see 40-60% of your list end up within your Custom Audience.

EXTRA CREDIT
Review these Facebook Help sections:

TOMORROW
Stay tuned for the next installment of The Coyle Report’s Facebook Custom Audience Deep Dive Series:
Day 3 – Creating a Facebook Custom Audience from Your Website

What is a Facebook Custom Audience? – Part 1 – Facebook Custom Audience Deep Dive Series [The Coyle Report]

Welcome to The Coyle Report’s Facebook Custom Audience Deep Dive Series.

Day 1 of 5
What is a Facebook Custom Audience?

The holiday shopping season is mere weeks away. Black Friday, Cyber Monday, and the weeks leading up to the December holidays have your fans in a buying mood.

What better time to learn how to optimize your Facebook advertising to drive some more sales to your:

  • online store,
  • PledgeMusic or direct-to-fan campaign, or
  • upcoming tour dates.

This week we’ll assume you either have basic experience running Facebook Ads, have someone on your team well-versed in running ads, or you can get yourself up-to-speed on that stuff via the Facebook Help site.

We’ll also assume you have your advertising strategy planned out. That you have figured out what goals you want such ad campaigns to achieve and have the means to prepare the ad copy and related creative materials.

I guarantee you’ll kick yourself by the end of this week when you realize how easy it is to utilize a Facebook Custom Audience in your online music marketing efforts. A Facebook Custom Audience is a powerful targeting feature within Facebook’s advertising toolset. So…what is it and how do you as an artist use it to market your music, merch, and shows? Let’s dig in…

A Facebook Custom Audience enables you to:

  • Reach your existing fans that also use Facebook, beyond just those that have liked your official Facebook Page.
  • Build a retargeting pool of fans that have visited your website recently.
  • Build a retargeting pool of fans that have clicked on any links that you have shared.
  • Then (re)target ads to these fans while they are browsing Facebook.

Wait! It gets even better. You can even target a Lookalike Audience to expand your advertising reach by targeting Facebook users that are very similar to your existing fanbase. A Lookalike Audience is also useful if you are just getting started with building up a Facebook Custom Audience and the pool is too small to target directly for advertising (ie. less than 1,000).

The quickest way to create a Facebook Custom Audience is to utilize one of your most valuable assets: your mailing list. You can import your existing fan mailing list directly into a Facebook Custom Audience (MailChimp connects directly to Facebook, but you can import from any mailing service provided they enable you to export a CSV file of your list). We’ll cover this process in detail on Day 2.

Let’s end today’s lesson with a list of the ways you as an artist can build your Facebook Custom Audiences by installing a Facebook Custom Audience tracking pixel:

  • on your website to cookie fans and potential fans that visit your site
  • on any offer or landing pages you are using in a promotional campaign.
  • on any page that a 3rd party service creates for you (someday I hope that forward thinking and artist-friendly services such as NoiseTrade and PledgeMusic will allow artists to utilize their own tracking pixels on such pages).
  • on a service like found.ee which is a url shortener service (like smarturl.it and bit.ly) that adds the ability for you to cookie users whenever they click on a short url link you post anywhere (or that a 3rd party posts on your behalf).
  • wrapped around any iFrame widget (using a found.ee feature) such as a YouTube video, NoiseTrade widget, or even a SoundCloud streaming player embedded on a site like The Fader that is streaming your latest single.

We’ll cover the first 3 items related to websites on Day 3. We’ll cover the last 2 items related to found.ee on Day 4.

EXTRA CREDIT
Before tomorrow, please visit this page to review:
Facebook’s official Facebook Custom Audience info page.

TOMORROW
Stay tuned for the next installment of The Coyle Report’s Facebook Custom Audience Deep Dive Series:
Day 2 – Creating a Facebook Custom Audience from Your Mailing List.

The Future of NoiseTrade – NoiseTrade Deep Dive – Day 5 of 5

If you are not already a subscriber… Click here for a FREE subscription to THE COYLE REPORT and get a FREE eBook on The Best Practices for Merch.

The Future of NoiseTrade



This post is part of 5-part series on NoiseTrade. Here are links to all five parts:
Part 1 – What is NoiseTrade?
Part 2 – The NoiseTrade Website
Part 3 – The NoiseTrade Mailers and Paid Promotional Opportunities
Part 4 – The NoiseTrade Widget
Part 5 – The Future of NoiseTrade


I asked the team at NoiseTrade what they could reveal about future plans for their service. Here’s what they said:

[1] What does NoiseTrade have in store for artists and fans in terms of new features, new tools, new resources, or changes to how artists and fans use and interact with NoiseTrade?

We’re gearing up on both the artist and fan side, working to enrich the experiences for both.

On the fan side, we’ll kick it off with fan accounts: allowing fans to log in (either directly or via Facebook), get instant downloads, favorite albums they’re interested in checking out later, keeping track of their download history (so they can always re-download content if they need or want to), and making it even easier to share socially and leave a tip to support artists as well. We also have a pretty extensive streaming initiative that will come on the heels of fan accounts which we think will really open up the possibilities for engagement and the level of content even further.

On the artist side, we’re rebranding our marketing options under “NoiseTrade Artist Services”, which will allow us to deepen our relationships with our artist and label partners, offering up more analysis and a richer understanding of their campaigns, best practices for following up and converting these new found contacts into lasting fans.

We launched our direct advertising options this past summer to great success, and we’re continuing to broaden and build out sponsorship opportunities (which benefit both our community and our artists)…as both of current promotions with POPmarket and HGTV set the standard.

[2] Could you elaborate beyond what Chris Moon mentioned about changes to the paid promotional features?

Streaming will usher in some interesting promotional opportunities, and we’ll be looking to put more emphasis on the amount of exclusive and original material that’s offered up on NoiseTrade as well. In addition, with Nick Purdy and Sean Doyle joining our team (both previously of Paste Magazine), we’re extending the promotional opportunities beyond just content and further into the world of direct advertising on the site.

[3] Anything else you want to share with The Coyle Report audience about NoiseTrade?

Just that we’re continuing to refine our fan experiences, heighten our opportunities for the artists and labels we work with, and continue to diversify into other media outlets (as we’ve done with launching NoiseTrade Books this year). We see the fan relationship to artists (of any media format) as critical to their careers, and we want to continue to offer ways for them to be introduced, and engage, with new fans via content in more unique ways.

After hearing what the NoiseTrade team has in store, I decided to jot down my wish list, so that they have something to work on when the above work is completed.

A WISH LIST FOR THE NOISETRADE TEAM

  • API Integration with MailChimp
  • Tighter integration/Coordination with PledgeMusic (w/ founder Benji Rogers listed as a NoiseTrade advisor, I think they could do much better than a link back the an artist’s PledgeMusic campaign…yawn.)
  • Educate artists on how best to ‘on-board’ acquired fans to artist mailing lists (this will help minimize the dreaded ‘download and unsubscribe’ situation that tends to be around 10-15% in my experience)
  • Make it much, much clearer to downloaders that they are opting in to the artist’s mailing list
  • Have regular posts focused on helping artists get the most out of the NoiseTrade platform
  • Allow artists to set remarketing pixels on album and artist pages
  • Look to Bit Torrent Bundles for some inspiration on other ways to use the access content to drive email sign ups.
  • Look to Unlock.FM for some inspiration on how to keep the music playing when user interacts with the NoiseTrade widget.
  • Look again to Unlock.FM for some inspiration on other ways to get music fans to help the artist build awareness — social sharing for access/track for example.
  • Look to Snipe.FM for some inspiration on creative ways to use location-based technology with NoiseTrade widget streaming capabilities.
  • Last, but not least, figure out a way to make the widget responsive or provide alternate layouts a la Bandcamp or CD Baby.

CALL TO ACTION – I WANT YOUR NOISETRADE STORIES

CLICK TO CONTACT ME
and let me know about your experience with NoiseTrade. The good, the bad, and the ugly. I’d love to hear what worked for you when you ran your own campaign or a paid promotional feature or New & Notable. I want to hear about your experience with how you ‘on-boarded’ the resulting new emails into your mailing list.


I hope you enjoyed this NoiseTrade Deep Dive Series. Again, if you are a weekly subscriber, and had not yet seen Parts 1-4 this week, you can read the entire series via the links below.

You can check out the other parts of this series here:
Part 1 – What is NoiseTrade?
Part 2 – The NoiseTrade Website
Part 3 – The NoiseTrade Mailers and Paid Promotional Opportunities
Part 4 – The NoiseTrade Widget


Cheers!
Chandler Coyle
Digital Geek at Music Geek Services
Publisher, The Coyle Report
Click here for a free subscription to The Coyle Report a free music marketing newsletter that provides tips, tricks, and solutions on fan engagement and get a FREE eBook on The Best Practices for Merch.

The NoiseTrade Widget – NoiseTrade Deep Dive Day 4 of 5

If you are not already a subscriber… Click here for a FREE subscription to THE COYLE REPORT and get a FREE eBook on The Best Practices for Merch.


The NoiseTrade Widget



This post is part of 5-part series on NoiseTrade. Here are links to all five parts:
Part 1 – What is NoiseTrade?
Part 2 – The NoiseTrade Website
Part 3 – The NoiseTrade Mailers and Paid Promotional Opportunities
Part 4 – The NoiseTrade Widget
Part 5 – The Future of NoiseTrade


I believe the most underrated piece of the NoiseTrade experience is the NoiseTrade widget. I feel it is the best widget out there, easily better than any of the widgets I have tried. It streams music, collects emails, collects tips, is sharable, is embeddable, and is the most out-of-the-box aesthetically pleasing widget I’ve used over the past few years.

The NoiseTrade widget is free to use and is automatically created whenever an artist creates an album on the NoiseTrade service. You can embed this widget anywhere that you can embed a YouTube video as it utilizes the exact same iFrame code. That means you can offer it to blogs, venues, labels, radio stations, television stations, or any media website that happens to be talking about you and is open to helping you promote your music.

(Power users can even integrate it with a service like found.ee and make the widget part of the building of a retargeting pool in advance of an retargeting advertising campaign.)

THE NOISETRADE WIDGET

The following images are static screenshots of the different states or interfaces of the NoiseTrade widget. After these screenshots I include a live embed of the same widget so you can play with it yourself.

Front of Widget

Sharing Screen of Widget

Email Screen of Widget

Track Listing Screen of Widget

Play with a Live NoiseTrade Widget

WHERE TO FIND THE NOISETRADE WIDGET

GETTING THE WIDGET EMBED CODE

PUT IT ON YOUR WEBSITE

OFFER IT TO RADIO STATIONS

OFFER IT TO VENUES OR ANY OTHER WEBSITES


You can check out the other parts of this series here:
Part 1 – What is NoiseTrade?
Part 2 – The NoiseTrade Website
Part 3 – The NoiseTrade Mailers and Paid Promotional Opportunities

Stay tuned for Part 5 of 5 when we’ll cover The Future of NoiseTrade


Cheers!
Chandler Coyle
Digital Geek at Music Geek Services
Publisher, The Coyle Report
Click here for a free subscription to The Coyle Report a free music marketing newsletter that provides tips, tricks, and solutions on fan engagement and get a FREE eBook on The Best Practices for Merch.

The NoiseTrade Mailers and Paid Promotional Opportunities – NoiseTrade Deep Dive Day 3 of 5

If you are not already a subscriber… Click here for a FREE subscription to THE COYLE REPORT and get a FREE eBook on The Best Practices for Merch.

NoiseTrade Deep Dive – Part 3 of 5: The NoiseTrade Mailers and Paid Promotional Opportunities. 



This post is part of 5-part series on NoiseTrade. Here are links to all five parts:
Part 1 – What is NoiseTrade?
Part 2 – The NoiseTrade Website
Part 3 – The NoiseTrade Mailers and Paid Promotional Opportunities
Part 4 – The NoiseTrade Widget
Part 5 – The Future of NoiseTrade


Every week NoiseTrade features a handful of artists in their mailers and on their website homepage. They also have 12 albums that are deemed New & Notable. These placements can essentially be thought of as advertising into the NoiseTrade community, except that in all cases there is a level of curation involved. That means that NoiseTrade carefully selects which artists and albums are picked for these placements to make sure the material is both high quality and relevant. NoiseTrade wants to make sure that any artist that is paying to be featured will have a successful campaign.

THE MAILERS
Logistically, here is how the mailer schedule operates currently:

  • First, keep in mind, again, all features and New & Notable spots are curated
  • Every Tuesday and Thursday a music mailer is sent out to the 1.3 million strong NoiseTrade mailing list
  • Each mailer has 2-3 featured artists. Each artist is usually promoting an album they are giving away on NoiseTrade, sometimes an artist may also be coordinating the feature with an upcoming tour, album release, or even a direct-to-fan campaign launch (like a PledgeMusic campaign for example).
  • The 2-3 featured spots are really eye-catching and drive a lot of traffic from the mailer through to the NoiseTrade album. I’ve personally seen a single mailer feature drive at least 1,000 downloads to over 20,000. Each feature’s potential will vary depending on its particular situation.
  • Each mailer also has 6 New & Notable albums. Right now it is a simple listing of the 6 albums, but I’m told the layout will be changed to improve the visibility in the near future. I’ve seen a single N&N generate at least 400 downloads, with some generating as much as a few thousand. Again, performance will vary depending on the particular situation.

Here is a link to a recent mailer with the primary feature being of the Hamilton, ON based band Arkells.

RELATED WEBSITE PROMOTIONAL PLACEMENTS
Artists and albums featured in the mailers get further impressions by being showcased on the NoiseTrade website:

  • Every feature and New & Notable artist/album gets featured on the homepage of the NoiseTrade website for one week.
  • Featured artists have big images included in the slideshow carousel up at the top of the page
  • The featured artist images stay up for a week, but newer ones get featured first in the slideshow
  • New & Notable albums display in the New & Notable section just below the featured artists carousel.
  • Each Tuesday and Thursday the New & Notable section is updated with the 6 new albums, while the oldest 6 drop off.

S-A-T-U-R-D-A-Y….MORNING MAILER
Sorry, Woody, but NoiseTrade schedules their Saturday mailer in the morning. ;-)

  • A somewhat new development, NoiseTrade now sends out a mailer every Saturday morning which is a combined effort including features and content from both the MUSIC and BOOKS sites (yes, NoiseTrade has a sister site called NoiseTrade Books).
  • The mailer also includes some wonderful editorial content from writer Will Hodge
  • I’ve been told the Saturday mailer will be evolving (getting new and improved) which will only increase the exposure for any artist or author lucky enough to get included.
  • Don’t discount the exposure a Saturday mailer will get, how much new mail does your inbox have in it when you wake up and grab your phone? Not much, very smart Mr. Webb and team, very smart.

MAILERS AND PROMOTIONS CRYSTAL BALL
I asked Chris Moon of NoiseTrade to comment on what they have in store related to these mailers and promotional placement options, here is what he shared with me:


“We’re rebranding our features under NoiseTrade Artist Services within the month, and we’ll be offering a combination of main features and New & Notable features, both paid and sponsored by brands.”

For more info on FEATURES and NEW & NOTABLE placements please click here to contact Chris directly.

“We’re also offering direct ad sales as well (often bundled with main features), which add an additional impression (allowing you to drive folks directly to your store, iTunes, PledgeMusic, etc…).”

For more info on direct ad sales please click here to contact Sean Doyle directly.

“Artist Services will also focus on direct to artist initiatives, offering up a variety of opportunities, such as the discounts we’ve run recently for both Berklee Online and New Artist Blueprint, and we’re also running a Holiday campaign with HGTV where we’ll be compiling a playlist from artist submissions, which both NoiseTrade and HGTV will be sharing this holiday season.  HGTV will also be choosing music from this playlist to share on air as part of their programing this season as well (with the artist getting on-screen credit).”


Thanks for sharing what’s in store, Chris!


Cheers!
Chandler Coyle
Digital Geek at Music Geek Services
Publisher, The Coyle Report
Click here for a free subscription to The Coyle Report a free music marketing newsletter that provides tips, tricks, and solutions on fan engagement and get a FREE eBook on The Best Practices for Merch.

The NoiseTrade Website – NoiseTrade Deep Dive Day 2 of 5

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The NoiseTrade Website



This post is part of 5-part series on NoiseTrade. Here are links to all five parts:
Part 1 – What is NoiseTrade?
Part 2 – The NoiseTrade Website
Part 3 – The NoiseTrade Mailers and Paid Promotional Opportunities
Part 4 – The NoiseTrade Widget
Part 5 – The Future of NoiseTrade


The NoiseTrade website is like when you met the other biggest music geek in your town and you walked into his or her music room and marveled at all the albums in their collection that you had not only never heard, but some artists that had never heard of before.

This music geek was not only the type of collector that was always collecting new music, but also unearthed stuff that had never been released.

The NoiseTrade website is that music geek, a place where you can go to hear a ton of music that is most likely new to your ears. You can listen to new stuff every day, and likely discover an artist that may become one of your favorite artists for years to come.

From the Fan Perspective

When I visit the NoiseTrade website, as a music fan, one thing immediately comes to mind, new music for me to check out. The site appears to be well designed to serve the purpose of making it effortless for artists to introduce site visitors to new music. I can easily see featured artists, New & Notable albums, Top Downloads, and even a scrolling ticker that shows me what albums are being downloaded right now.

If I click on any of the album covers I’m immediately taken to the album’s page where I can read more about the album, stream the tracks on the album, even download the tracks of the album. The amount of music that I can listen to on the NoiseTrade website boggles my mind.

From the Artist Perspective

The marketer in me sees the other side of that equation: great opportunities for an artist to promote their music within a community that gets a ton of monthly unique visitors (1.7 million per the SimilarWeb estimate).

NoiseTrade curates their featured artists’ sections (including primary features and New & Notable, both of which we’ll talk more about later this week) where I could possibly pay to be promoted both on the home page of the NoiseTrade of the site, but also in the mailer that goes out to 1.3 million music fan (more on that later this week).

The NoiseTrade HomePage Sections

Let’s walk through the various sections you will encounter on the NoiseTrade website’s homepage:

Featured Artist Slideshow Carousel

The Featured Artist Slideshow displays all the artists that have been featured in the weekly mailers. This prominent placement in the mailer and on the NoiseTrade homepage drives a lot of traffic to the artist’s album page. Which, in turn, leads to a lot of downloads and thus emails collected.

New & Notable Section

Like the Featured Artists Slideshow, the albumss that appear in the New & Notable section are curated and the artists are paying for the placement. Each week there are 12 New & Notable albums selected for this section. Six of the albums appear in the Tuesday music mailer and the other six appear in the Thursday music mailer. The albums selected for New & Notable also appear in this section on the homepage for one week.

Top Downloads / Most Recent Section

This section tracks the Top Downloads for the most recent period, which I believe updates every hour. If you click the Most Recent link, this section displays the most recent albums uploaded to NoiseTrade.

Downloading Now Scrolling Ticker

This ticker displays which albums are being downloaded at the moment. I’m uncertain how often this updates and even if it updates if you leave the page open in your browser. But, I can tell you that it is fun to watch especially if an album you made or are helping to promote starts showing up in that ticker multiple times.

The NoiseTrade Artist Profile

Every artist who uploads an album to NoiseTrade gets an artist profile. The profile allows you to link up your tour dates (via Songkick), include bio information, display contact information, link to your store and other digital touch points around the web, feature a video, and list other artists that give the NoiseTrade community a reference point as to what your music sounds like. Then, most importantly, it displays all the albums you have uploaded to NoiseTrade (yes, NoiseTrade allows you to upload multiple albums to their service – I can hear the wheels of some artists spinning who have a ton of archival live shows or demos/outtakes on their hard drives).

The NoiseTrade Album Page

Much of the relevant information that appears on the Artist Profile page flows through to each Album Page. The Album Page is where the fan can stream each track, download the album, view a related video that you uploaded, even grab the embed code for the awesome NoiseTrade widget so that they can share your music anywhere on the web.


Stay tuned for Part 3 of 5 when we’ll cover The NoiseTrade Mailers and Paid Promotional Opportunities


Cheers!
Chandler Coyle
Digital Geek at Music Geek Services
Publisher, The Coyle Report
Click here for a free subscription to The Coyle Report a free music marketing newsletter that provides tips, tricks, and solutions on fan engagement and get a FREE eBook on The Best Practices for Merch.

What is NoiseTrade? – NoiseTrade Deep Dive Day 1 of 5

NoiseTrade Deep Dive – Part 1 of 5: What is NoiseTrade?


This post is part of 5-part series on NoiseTrade. Here are links to all five parts:
Part 1 – What is NoiseTrade?
Part 2 – The NoiseTrade Website
Part 3 – The NoiseTrade Mailers and Paid Promotional Opportunities
Part 4 – The NoiseTrade Widget
Part 5 – The Future of NoiseTrade


In their own words:

“NoiseTrade helps artists build their fan email lists by giving away free music in exchange for email addresses and postal codes.”

How do I prefer to describe it?

A Community of Music Fans, 1.3 Million Strong

NoiseTrade is a website that has built a community that includes a mailing list of 1.3 million music fans. NoiseTrade has built a reputation of being a place to discover new or unknown artists, new or old music from known artists, or even unreleased music from known and unknown artists. Each week thousands of new music fans are added to the NoiseTrade list.

A Marketing Platform for Building Awareness (and Your Email List)

As NoiseTrade says on its website: ‘Great music is its own best marketing tool.’ The service is a great marketing platform for promoting music and building an email list. Using your own music to promote, you guessed it, your own music. NoiseTrade provides you an easy way to build up your mailing list using one of the assets you already have sitting around: your recorded music.

A Way to Superserve Your Fans

A lot of artists have multiple hard drives filled with live recordings, demos, outtakes, alternative takes, unreleased songs. You name it. NoiseTrade has hosted a ton of such stuff by artists looking to share what had otherwise been collecting dust.

Offers a Free Embeddable Streaming + Email-for-Media Widget

The NoiseTrade widget is best in class. It can be embedded on any website. It can stream the music, trade a download for an email address, enables sharing on social networks, and your fans can even embed the widget on any of their own sites/blogs. Beyond the powerful functionality I just described, it is also one of the most aesthetically pleasing widgets out there.

You Can Generate Income via Tips

You can accept tips via NoiseTrade. While it isn’t the main reason to use the service, it is an often significant side benefit. In some instances I’ve seen some artists generate an impressive amount of tips, likely from their existing fan base.

A Cost-Effective Tool/Service (Hint: It’s FREE!)

Best of all, it is completely free from cost. NoiseTrade doesn’t charge artists to use the service. They only start to make money off of you, if you start to make money via tips. They take 20% of your tips. NoiseTrade also currently charges some flat fees to the artists featured in the weekly mailers.