Knowing your conversion rate takes time and patience. You first have to get to break-even.
Then, you have to run enough traffic to your pages to get a reliable conversion rate.
So, if you want to have a reliable, successful, independent music career, you have to begin with the end in mind...
Often times, we will launch an artist page without a product ready. We have spent a lot of time in the trenches and we are confident in our ability to ROI.
So, we can safely generate awareness for an artist knowing that we will be able to make a return.
But, if you want immediate ROI from a music marketing campaign, you need to start with the product you want to sell.
As you've seen in this article, Nino only offered physical products during this first run of his campaign.
Does that mean you need to offer physical products?
No. There are tons of independent artists doing really well with purely digital products (album downloads, singles, etc.).
We even plan on launching a membership site for Nino in the next two months. A membership site is entirely a digital product.
The benefit of selling a digital product is scalability. Selling 100 digital downloads costs the same as selling 1 digital download.
So, you can scale up your efforts and reach more fans without having to worry about shipping anything or buying more inventory.
The downside is that you lose out on a valuable, tangible connection with your audience.