Bay Area music teacher and creative guy Jaso’n Kleinberg wanted to turn his free online music lessons into a more profitable business. By hiring Molly O’Kane, Jaso’n was able to hit his first-year revenue goal of $40,000 within three months.
CALLING THE TUNE TO SUCCESS
For years, Jaso’n had been creating quality content for beginner musicians who were looking to become better violinists. By consistently adding fun and engaging lessons to his YouTube channel, Jaso’n eventually grew a large community of devoted followers. On average, he earned around $500 a month from patron donations and an additional $500 each month in advertising revenue. But when Fiddlehed reached over 11,000 subscribers, Jaso’n turned to Molly O’Kane, digital marketing maestro and small business coach, for help. Jaso’n knew well what his community wanted and needed, and Molly knew best how to make it happen.
HITTING THE RIGHT NOTES WITH LOYAL CUSTOMERS
Email is a super useful marketing tool for reaching customers, but only if you know your audience. Jaso’n had been honing his product for years, carefully listening to his users and responding to their needs. Spring boarding off this relationship, Molly encouraged Jaso’n to begin posting lessons on his YouTube site loaded with additional or downloadable features available to those who were willing to provide an email address. Useful and quality content offerings were key to capturing these leads organically. Many from the original email list became beta testers for Fiddlehed.com and were the recipients of savings discounts during the large campaign push that came next. With a clearly defined message that was fun and resonated with Jaso’n’s musicians, utilizing concise, researched, power-worded text and got it right. The sequence of 7 welcome emails netted $20K during just the month of August 2017.
PRACTICE MAKES A PERFECT PITCH PRESENCE
Utilizing her knowledge of the ever-changing landscape of social media and the critical need to originate new customers and paying subscribers, Molly worked with Jaso’n to determine a competitive tiered pricing model for the value his website offers students. She also encouraged him to continue approaching the marketing aspect of the business creatively. Since Jaso’n had already created an online presence that his community of followers had come to know and love, it was important to Jaso’n for Fiddlehed.com to embrace that same tone and tenor. With Molly’s help, Jaso’n fashioned unique and enticing lead magnets that elevated basic sales funnels with smart giveaways and fresh Facebook advertising. He was able to give interested clients something cool, while successfully marketing his site.