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Leigh Cara

you're throwing your money away if you're running these ads

Published 12 days ago • 1 min read
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Hey Reader,

If you're running Spotify Showcase or Marquee campaigns, you may get some streams, but you're not actually growing your audience...cuz you don't OWN that audience.

Ads are a great way to help new listeners discover your music, but if you're running them directly on the Spotify platform you're missing out on a huge opportunity.

(Plus if you're an artist working with a small budget, there's a WAY better way to spend your money...)

The problem with native Spotify campaigns is there's no way to retarget those listeners.

You may get a 1x stream from them...but you'll most likely have to pay to get in front of them again with the next release.

And if you're thinking, but wait, Leigh....if they follow me on the platform, won't they get notified every time I have a new release?

Not necessarily...I'm seeing more and more artists talking about how they're struggling to get organic reach on Spotify, even if they already have a decent number of monthly listeners. Just this week, 2 different people sent me 2 different videos from this artist talking about it.​

So, don't waste your money on native Spotify campaigns. Here's what you need to do instead:

Run conversion ads on Meta driving people to stream your music on Spotify.

(btw...if you don't know what I mean when I say conversion ad, hit reply and let me know and I'll explain in a future newsletter.)

Running Meta ads allows you to then retarget anybody who engages with your campaign with an ad to join your email list.

And remember, the offer can't just be to get "news and updates"...give them a reason to sign up: early access to your next single, an unreleased track, an alternate version or early demo of one of your most popular songs -- something they'll actually want and be willing to give away their email address for.

Once you get those people onto your email list, you never have to pay to get in front of them again...which matters SO much as an indie artist working with a limited budget.

Then, every future email you send out inviting them to go stream your new song lands in their inbox every time.

Hope that helps,
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100 Powell Place #1059, Nashville, TN 37204
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Leigh Cara

Beyond The Algorithm

You released a new song... and almost none of your fans knew. It got buried in their feed (if it showed up at all). Beyond the Algorithm helps musicians build an audience they can reach every time: through email. Sign up below if you want a direct line to your fans.

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