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Spotify has resources, a huge (and growing) entrenched audience and some great opportunities to create long lasting, effective brand positioning and positive sentiment, making it a great marketing platform.

Here’s a few quick tips to get your marketing push started on the music streaming service.

Spotify Logo

With the launch of Spotify social earlier this year, the company opened up some interesting - and so far relatively unexploited – avenues for marketers, and with Spotify currently positioning itself for US domination and niche platforms quickly finding a place in social media strategies, it’s a great time to try out Spotify as a new marketing channel.

While there is still some debate surrounding Spotify’s ever-evolving business model (the company recently reported an eightfold increase in payments to songwriters as a counterpoint to the ‘Lady Gaga earns $167 from Spotify’ story doing the rounds), the company continues to show growth across the board, expanding its service across new platforms and allowing some innovative use of its playlist features.

All of this is good news for the Swedish startup, and there’s no reason it can’t be for your business as well.

Here’s a few quick tips to get your marketing push started on the music streaming service.

Utilise your existing music

If you’ve dabbled in broadcast advertising, chances are you have some music rights gathering dust. TV advertising in particular has been responsible for resurrecting quite a few classic hits over the years (not to mention breaking some major artists) so make use of your back catalogue.

If people are already searching for a song they heard on your ad, then it makes sense to have it available on a branded playlist. This also works from an SEO point – guaranteed if you’re pumping out Booker T and the MGs to advertise your quality footwear, Google will be fielding plenty of ‘funky shoe music’ searches – check your analytics and search terms and use them.

Connect the dots

Spotify Social works through Facebook, meaning you can set up a brand profile on Spotify and share it through your company Facebook page, Blog or website.

There’s also an option to regularly publish new playlists and promote the top six on other sites. Used with some thought, this is a great way of promoting a company 'face' and giving your social media services a more personal and inviting touch.

Add extra value

Sites like Playdio are shaking things up by uploading DJ links and adding them to playlists. If you have Pod or broadcast experience (if you don’t, there are plenty of decent radio jocks for hire out there)then this is a great way to drive customer engagement

The really good news is that playlists are covered by Spotify’s own legal service, so there are none of the usual problems associated with playing entire songs.

For an extra win, your links count as tracks in their own right, earning the same royalties as the songs themselves. If you can put together an entertaining regular feed and cross promote it, then your marketing budget will have a nice extra kickback.

Be truly social

Invite customers and clients to join in on the act, hold mashup competitions, publish customer and staff playlists to your company blog, tweet your favourite lists, get customers to vote for tracks. In short:engage.

By allowing open sharing and adding your brand links to playlists submitted by staff and customers you can create a genuine, enjoyable engagement channel. A huge number of brands already have a Facebook presence, integrating Spotify will add a new, fun dimension to yours and thanks to Spotify’s offline cache service, it also provides an outlet for your name that will stay with people.

Build your customer base and get it working for you

Spotify itself is something of a phenomenon, with thousands of fans around the world, all of whom congregate regularly on forums and specialist sites. If you’re a brand doing something interesting on Spotify then let them know about it and help you spread the word. Just to get you started have a look here, here and here.

Spotify has resources, a huge (and growing) entrenched audience and some great opportunities to create long lasting, effective brand positioning and positive sentiment, making it a great marketing platform.

Now get listening!

Matt Owen

Published 5 July, 2010 by Matt Owen

Matt Owen was formerly Head of Social at Econsultancy. You can follow him on Twitter or hook up on LinkedIn.

203 more posts from this author

Comments (1)

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Vincent Roman

And the biggest bit of advise: aim your ad and the associated music at the right audience.  Better guarantee of conversion.  I personally can't stand Shakira adverts when listening to my fave metal bands :)

about 6 years ago

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