Internet Marketing Case Study – Karmin

Today, we’re going to be looking at what makes Karmin – a hip-poppy duo who rose to stardom with creative song covers that they posted on YouTube – a great example of how to do Internet marketing right. You might be asking, “But Donna, aren’t there at least one million teenage girls singing Adele in their bedrooms and posting it to YouTube in hopes of superstardom?” My answer to you, young grasshopper, is “yes.”

So, what makes Karmin different? Here are 5 marketing tips you can learn from musicians Karmin (oh, and a music video):

  1. Amy Heidemann (lead singer) set herself apart from the crowd. We’ve seen a million angst-ridden tweens belt out Katy Perry, but how many pin-up style white girls have you noticed rapping (sober) to Lil’ Wayne? Heidemann found a market where her talents would stand out and ran with it.
  2. Karmin took something great and made it better. Don’t try to reinvent the wheel with your product or service, find out where the deficits are in your industry and fill the void. Karmin started by covering songs that people were already familiar with, so they didn’t have to build a reputation (initially) as great singers, producers and songwriters.
  3. They didn’t just sit around and wait for the magic to happen. Once Karmin set up social media profiles, they actively engaged other users and made sure people actually saw their content. It’s not enough to want it, you have to put in the work to get it. They commented on hundreds of other videos, Tweeted influencers and posted to tons of industry blogs.
  4. Through it all, Karmin kept the bottom line in mind. Their conversion funnel was simple and easy to navigate. Like one of their songs on YouTube? You can buy a copy on the website! Their goal was to sell music and all of their marketing efforts lead to the same place. Take a look at your own efforts, is it easy to get to the goal (purchasing a product, scheduling a consultation…?)
  5. Last but not least, they’ve got talent. Every housewife on the planet can release her own CD, but money can’t buy you talent (if you get that reference, let’s be friends). Do what you’re good at and it’ll be easier to sell!

And, now, as promised, Karmin!

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About Donna Queza

I'm an optimist grounded in realism. That's what I love about working on the web -- the possibilities to be creative and distinctive are endless, but there's always a need for those reality-driven, data-fueld folks who make our dreams into realities. I like to think I hover somewhere in the middle - creative, quantifiable internet marketing solutions.

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