10 Online Goals For Your Radio Station In 2015
November 25, 2014
It's that time of year again. Before you check out for the holidays, your general manager wants you to put together a budget for 2015. So it's time to start thinking about what you'd like to accomplish in the next year.
Let me suggest ten online goals for your radio station. No pressure. You don't have to do them all. In fact, you may already be doing some of them. So choose the ones that suit your station the best.
1. Launch a Blog
Increasing your web traffic, building your email list, and monetizing your website starts with content marketing. The concept is simple: publish compelling content that can be easily found in search engines and shared on social networks. While this content can include videos, photos, and audio, I recommend that you start with a blog because it is the easiest to do and will show the quickest results.
Your air talent should blog regularly. Use an online content calendar to schedule their blogposts. Here are some great blog topic ideas to get you started. If you have an in-house morning show, make sure they are publishing daily show notes pages and sharing them over social media.
2. Implement a Mobile Strategy
Your listeners are spending more and more of their online time on their smartphones. Has your radio station developed a strategy to engage listeners on their handheld devices?
Start by building a mobile version of your website. Your site should detect the type of device visitors are using and display a site that looks good at that size.
Reevaluate your online goals for your mobile site. Nobody is going to fill out an online form with ten fields on a smartphone. Instead, set up your forms to capture just their email address or phone number.
Finally, consider building a mobile app for your radio station.
3. Conduct Quarterly Website Usability Tests
You spend a ton of time and energy making sure that your on-air product attracts listeners. It's time to invest effort into your online presence as well. See how listeners interact with your website by conducting a website usability test at least once every three months. Don't worry — it's inexpensive and relatively easy to do (this book will show you how), but the insights you will gain will be invaluable.
4. Review Your Web Analytics Regularly
You regularly review your music research and Nielsen ratings to see how different aspects of your on-air product are performing. Do the same with your online product. Have your webmaster install Google Analytics tracking code on your website. Set up automatic analytics reports to be emailed to you weekly. Each week, spend at least 30 minutes reviewing these reports to determine which online content is attracting the most traffic to your website. Direct your staff to create more content like this.
5. Adopt Text Messaging
When your listeners are out and about — at concerts, festivals, or promotional appearances — it is much easier to get them to use their mobile phone to opt in to a text message list than it is to get them to sign up for an email list. Set up a text message list and keyword with a service like Call Loop and develop a strategy to encourage listeners to sign up.
6. Learn to Recycle
Don't let recordings of your best interviews and morning show bits get buried on a hard drive. Post them to your website and create email autoresponder campaigns to recycle this content. It's a great way to engage your listeners.
7. Use Your Website to Generate Sales Leads
Don't lose revenue because you're not using your website to engage with prospective clients. You need a form on your website specifically for potential advertisers, but don't stop there. Develop online content to nurture these leads through the buying process, and "drip it out" to them over time with an automated email campaign.
8. Update Your Contests for the Digital Age
It's time to retire the tired old "Caller #9" formula. In the internet age, stop trying to use your contests to increase your ratings — it won't work. Instead, use your contests to capture contact information. This will enable you to communicate with your listeners more effectively.
9. Develop a Video Strategy
Like many of you, I have a face for radio. Unfortunately, audio doesn't go viral the same way that video does. So once you've successfully implemented a blogging process, the next step in your content marketing strategy is to begin regularly producing videos for YouTube.
10. Start Podcasting
Once you've got blogging and video creation down, it's time to start podcasting. While podcasts take advantage of broadcasters' natural skills, they are the hardest type of content to build an audience for. Listening to a podcast isn't hard; it's just a little bit harder than it should be. So while it's a great opportunity to engage with listeners and generate additional revenue, make it the final component of your content marketing strategy.
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