A Core Artist Just Released A New Track! Here's How You Should Have Promoted It Online
June 16, 2015
Last week, "Sugar Mama," a previously unreleased Led Zeppelin track surfaced as part of the reissue of the album, Coda. This was an exciting opportunity for Rock radio stations to embrace the band not only on the air, but also online.
So how did your station's online efforts around this song rate? Let's grade 'em...
What You Did: You ignored the song entirely, possibly because you didn't know it existed.
Why You Earned This Grade: It wasn't difficult to find out about this "new" Zeppelin song. Setting up Google Alerts for various bands and music genres would have most likely informed you that it exists. There are no "record guys" dropping a song off like this at the front desk anymore.
What You Did: You hyped the fact that your station would premiere the song on the air, but did nothing online.
Why You Earned This Grade: You ignored the Internet in 2015?! Fail.
What You Did: You shared the YouTube link to the song's video over your station's social media accounts and asked listeners for their feedback.
Why You Earned This Grade: It's great that you're engaging listeners on social media, but unfortunately you're sending your audience to another website: YouTube. I'm sure Google, which owns the video hosting site, appreciates the traffic, but you missed an opportunity to drive traffic back to your station's website.
What You Did: You embedded the YouTube video on a blogpost on your own site, added a few lines of introductory text, and shared your station's blogpost over social media. You also created an easy-to-remember "Vanity URL" that forwards to the post (ex: "wkrp.com/newzeppelin") so your DJs could easily direct people to the video during their shows.
Why You Earned This Grade: You took advantage of this opportunity to drive traffic back to your station's website using not just social media, but also your station's airwaves. Once these visitors get to your station's site, you can encourage them to do something more! Unfortunately, you didn't go that extra step.
What You Did: You embedded the YouTube video in a blogpost on your own site, shared it over social media, and promoted it on the air, but you didn't stop there. You also embedded a poll asking people how they liked the song beneath the video, and encouraged them to leave feedback in the comments section.
Why You Earned This Grade: Not only did you drive traffic to your station's website, but you encouraged listener interaction. Nice job!
What You Did: You did everything above, plus you created a pop-up window on this blogpost that asked listeners to sign up for your radio station's email newsletter.
Why You Earned This Grade: Not only did you drive traffic back to your website, but you captured contact information from your listeners, giving you the opportunity to reach out to them and gather more data later.
What You Did: Everything those A stations did, and your pop-up window explained that everybody who signed up for the email list would be entered in a contest to win the brand new Led Zeppelin collection.
Why You Earned This Grade: You drove traffic to your website, you maximized the number of email signups by taking advantage of the one thing that you know about these website visitors: they like Led Zeppelin.
Extra Credit: You not only used social media and your airwaves to promote the blogpost with the new Zeppelin song, but you also sent it out to your email and text message databases. Kudos if you have enough data to identify and specifically target the Zeppelin fans in your databases.
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