Get More Fans with Marketing and Advertising

It's time to start the audition of your audience! Let's qualify the people you want to reach!
In this module you'll learn how to:

• create your communication formula

• paint a picture of your perfect fan

• avoid fishing in 'empty ponds'

• build interest layers with multiple target audiences

• set up your Facebook Business Manager

• create an advertising account in the Facebook Business Manager

• create the audiences inside the Facebook Business Manager

The problem with online advertising is that every artist, company and person that wants to reach people are fishing in the same pond. Imagine a pond with 40 thousand fishermen screaming at the last few fish......

In this video I'll explain how you can find fresh (hidden) ponds to find the right fish!
Oh..yeah,, with fish I mean fans ?

In this video I'll show you a technique we're actually using in my company paúw to promote the biggest artists out there.
Not to be cocky..but I'm letting you in my 'kitchen'. Master this and you'll find your fans in no time!

Download the worksheet below.

It's time to set up your Facebook Business Manager and an advertising account. Even if you want to advertise on Instagram, you will need a Facebook Business Manager because Instagram is owned by Facebook.

Create yours here: business.facebook.com

If this goes too fast for you, pause the video and follow the instructions.

Goodluck!

You almost finished the first module! Now you have a sense of who your specific audience is, create that audience in the digital realm!

In this video you can follow my instructions to save your 3 audiences inside Facebook Business Manager. Ready to be targeted in the third module of this course!

Welcome to module 2! In this module you'll be building your brand and you'll learn to:

• find behavioural patterns of the audiences you mapped in module 1

• make a good inventory filled with different types of content you know will trigger your perfect fan

• create a consistent social media machine by planning your content

• find your own place in the market in between your favourite & relevant artists

• create your unique brand identity that will resonate with your audience

• understand the different types of online placements and their respective dimensions of your content

• create banners in Adobe Photoshop and Canva (the latter being a free tool)

• create good video content

Often overlooked but a good social media strategy is crucial for organic (non-paid) growth!
Having a consistent social media channel means that you'll rise in the platform's algorithm but also welcomes the new page visitors in a good way. You only get one first impression!

In this video you'll also learn about my infamous '7AM' technique!
Download the worksheet below and start scheduling!

To me, one of the most fun exercises in this course! By mapping relevant artists on the Market Quadrant, you'll visualise the styles of these artists by 2 characteristics.
Imagine being 'off-brand' by talking in a way that doesn't resonate with the people that are known for liking your style..

Download the worksheet below and start mapping

Even though 'branding' is not something one does in a couple minutes, I want to give you a simplified version of official 'brand books' that professional artists have. In this video I'll focus on the types of content, your colours, logo, tone of voice and online presence.
Basic things every artist needs to have in check in order to connect that identity to the perfect fan!

Download the worksheet below and create your identity!

Before we dive in the wonderful world of content creation, you need to familiarise yourself with the different types of placements on social media in order to create your ads within the requirements of the advertising platforms.

Goodluck!

With the layers you created in Photoshop, you can create video content in any video editing tool like Final Cut Pro, Adobe Premiere Pro or any other piece of video editing software.

You don't own a copy of Adobe Photoshop? Not familiar with video editing software? No problem, I got you covered!
With the free tool Canva, you're able to create image- and video content within minutes!
The same templates I've created for Photoshop are available for you with the links in the PDF document inside the zipfile.

Tip: Even if you own Photoshop, I would still use Canva since your content will be stores online which means you can download it with the app on your mobile device!

Wanna help me out? If you do decide to get a paid plan of Canva, do so with the following link: https://www.canva.com

Goodluck!

Congratulations! You made it to the last module of the course, Creating The Connection!
You audited your audience, built your brand and now it's time to connect your audience to your brand by advertising your content to them.

In this module you'll learn to:

• create a good campaign structure

• connect your social pages in your Facebook Business Manager

• set up efficient and well structured advertising campaigns

• monitor and optimise your advertising campaigns

• catch all people/profiles that engaged with your content so you can really start building your fanbase

• find lookalikes of the people that already engaged with your content in order to grow faster

I understand that this module will be a bit more technical so if you have any questions, feel free to ask them in the exclusive Fan Finders Community and I, or someone of the team, will get back at you!

Goodluck!

Advertising means spending money. That's why I believe it's really important for you to truly understand the structure of any given advertising campaign. My worksheet applies to advertising campaigns on whatever platform you'll be advertising on so this is just like driving a car. Whether you're driving a cheap car or a Ferrari, you'll know how to drive (advertise) with both of them!

Download the worksheet and properly set up your advertising campaign before you dive in the actual advertising!

Goodluck!

In the first module you created your Facebook Business Manager with an advertising account ready to deploy. Now it's time to connect your social pages to be able to communicate with! No rocket science, just a necessity.

Okay my fellow fan finders! This is it. This is what you've been working towards to!

In this long video I'll show you how to set up an efficient advertising campaign.

I've been doing this for some of the biggest household names in the music- and creative industry so pay close attention to my every move and please.. pause the video and rewind it when you feel it goes to fast. This is very important.

All your previous work in this course will start working together when you do this correctly!

Let me tell you a secret. The power in any advertising campaign is not in setting up the campaign. It's in the monitoring and optimising where the magic happens! If you're not aware of some variables that are burning your money...that's a major f*ckup for your wallet and brand.

Some of the key stats you'll be monitoring:

• CPC = Cost Per Click. What you pay every time someone clicks on your link towards i.e. Spotify. (the lower the CPC the better the audience)

• CTR = Click Through Rate. The percentage of targeted/reached people that click through to i.e. your Spotify link. (the higher the better)

• Engagement = the amount of people that engage with your content. Clicking is just one form of engagement aside of liking, commenting and sharing.

• Engagement Rate = the percentage of people that do engage with your content. This is not a standard stat in Facebook so you need to use your calculator. Divide the amount of engagements by the reach and multiply by 100. Engagement / Reach x 100

Make sure you monitor your campaign everyday!

Now we're going to build your digital fanbase! By creating a custom audience in Facebook, you are able to save all the people/profiles that engaged with your audience. Engaging with your content means that someone is interested in your brand!

You can catch organic engagement as well so this is a must when it comes to building your fanbase! Do not underestimate the power of this so called 'remarketing' because this is why you see the same pair of sneakers on Instagram when visiting that website!

When you caught some people in your remarketing group, your custom audience, it's time to clone those people.

Think of it, if you have thousands of people that are interested in your brand, wouldn't it be awesome to be able to find hundred of thousands of people with exactly the same online profile, behavioural patterns and interests to target them?

Chances are that they'll like your content as well!