Christopher Tyler Nickel Case Study

Christopher Tyler Nickel is a world-class music composer who has worked with some of the biggest companies in entertainment including: the Discovery Channel, Corus Entertainment, SyFy Channel, Hallmark, Alliance Atlantis Television, YTV, Lifetime, NBC, the National Film Board of Canada, National Geographics, Teletoon, and the list goes on. Yet, despite the success – Christopher’s website (https://www.christophernickel.com/) was not generating as many new leads as he would have liked. His target audience: creative collaborators, performers, and music lovers. He wanted to widen his reach so he reached out to our team at Ballistic Arts.

Christopher’s objective was to generate at least five conversions per month for the rental and purchase of sheet music and recordings via his website, which would simultaneously generate residual royalties. Five conversations per month is a conservative estimate. But being new to digital marketing and lead generation, Christopher set very attainable goals.

 

 

In order to achieve his goals, our digital media managers utilized Google ads, Meta Facebook video ads, and a YouTube campaign. This does not mean we simply created some ads and let them run, but required strategic, daily management, tracking, reporting, and adjustment to increase SEM and SEO results. Both of these included significant SEO work before the ads went live. For each client, we spend significant time researching not only the particular target market but local and industry-specific SEO terms to stay ahead of the competition. 

The crafting of effective Calls to Action is imperative to successful lead generation, as well as A-B split testing. The Ballistic Arts team used the CTA: “Purchase sheet music and recordings through the Christopher Tyler Nickel website (https://www.christophernickel.com/).” We customized the language and adjusted the target audience in order to monitor the ROI on different ads. Leveraging the information we gathered with A-B split testing, we edited the campaign with the following CTA: “Award-winning composer. Engaging and compelling music is available for purchase. Classical music for the classical music lover.” 

Christopher was thrilled with the results we produced! Our talented team was able to meet and exceed his initial goal of five leads per month. During the first three months of the campaign, we are proud to report a whopping 840% increase in leads for Christopher’s business, which we recorded through the metrics on analytics. Though lead generation may seem simple, it is not always easy. 

Our lead conversions consisted of multiple tactics that all needed strategic planning and management. Google Ads had a click-through rate of almost two percent. At first glance, this number may seem insignificant; however, we achieved it with the search campaign, which drove high intent audiences. Here’s the following statistical breakdown:

• Google Ads has a click-through rate of nearly 2%.
• Display ads yield 180 million impressions each month.
• For users ready to buy, paid ads on Google get 65% of the clicks.
• 43% of customers buy something they’ve seen on a YouTube ad.

The statistical report shows that users who are ready to buy make up 65% of Google’s paid ad clicks. Oftentimes, almost half of these customers (43%) buy services or items that they’ve seen in a YouTube Ad. While Christopher continued to generate wealth doing what he does best, ie. creating music, his investment with Ballistic Arts lead generation services yielded astounding results.

These conversions demonstrated the power that digital lead generation had with Christopher Tyler Nickel’s website. We were so happy to work with Christopher to begin realizing his goals for generating residual income through digital sales. Though most businesses are still relying on traditional marketing and word-of-mouth, there is so much money being left on the table, due to ignoring digital lead generation.