Still, from what we can tell, most of Spotify’s efforts, including their Facebook ads, simply encourage people to download the app.Ĭlick on the “Listen Now” button for this Facebook ad, for example, and you’re taken straight to Spotify’s IOS app. Here, there’s a simple newsletter opt-in CTA… Spotify also has their For The Record site, where they publish podcasts and blog posts.
(After all, Spotify still makes money from advertisers if users don’t pay for Premium) It’s also easy for users to create a habit of using the service since it just takes a single click on their mobile device.Ĭlearly, Spotify’s primary lead-gen strategy is to get new people downloading and using their app, even if it’s the free version. The great thing about having an app-based business like Spotify is that the service is naturally easy to use on lots of different devices. This is good for business because many of those people will stay on and pay a monthly fee for their subscription after 3 months.Ĭlicking on the 2nd CTA starts an automatic download for the Spotify app on your device… Their primary offer is 3 months of Premium Spotify for free. You can see that, on their website, signing up is really the only way to get on their email list. This means that the primary way that Spotify generates leads is by offering a free version of their service. Spotify Lead Generationįor the most part, Spotify has a product-centric lead-gen strategy, just as Grammarly and Headspace (two other companies we’ve done teardowns on). The company’s success was partly due to the fact that they were one of the first to revolutionize the music industry in this way - giving artists a platform to make money and listeners access to millions of tracks for free or for a small monthly fee (depending on if users want ads).īut what we’re most interested in here (as with all of our Teardowns) is how Spotify has used email marketing to generate leads, convert leads into customers, and reduce churn.
Spotify now has 144 million subscribers, 320 million active users, 60 million tracks, and 4 billion playlists. Spotify launched back in 2008 with a simple mission: “To unlock the potential of human creativity-by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.”
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