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Differences Between the Radio Station Website Getting 20K Visitors/Day Versus 100 Visitors/Day
We believe more radio people should adjust their mindset and think of your station website as a sister radio station. You want visitors to come back day after day. So, just like your radio station, this requires “programming” the content that pulls people back on a consistent basis.
Think how easy of a sell it would be to walk into a business and show them that their banner ad will be in front of 20K visitors tomorrow.
Over the years, we’ve noticed that there are some specific things that set the 20K visitors/day radio station website apart from the 100 visitors/day radio station website.
#1 Owner/GM committed to an Active Online Presence
They will ultimately enforce that everything the station does has a website component from contests, promotions, morning shows, local news, format news, events, etc.
#2 Ensure ALL Personnel in the Station Are on the Same Page
Sales should have a “Digital Inventory List” that includes every possible thing your stations can sell online, the number of avails, spots taken/available, pricing, and location. Download a starter template at https://www.skyrocketradio.com/podcasts/digital-inventory-list
#3 Assign an Online Point Person or “Digital Content Director”
This person needs to be passionate about seeing the website(s) look professional and grow overall. Have them work with the programming team to create and implement new/evolving online features, create artwork, present weekly analytics information to managers, and provide printouts for salespeople to take on sales calls.
#4 Offer Performance Incentives/Bonuses
As your website traffic grows, so should your revenue. Reward the people that are making that happen. If the morning show blog is a success and you have clients wanting to sponsor their page, bonus that team for reaching or exceeding page view or unique visitor goals. Incentives will invest and encourage your team into creating new/exciting content.
#5 Think Beyond Typical Banner Ads
Banner ads are still an effective means of advertising but as a website owner, be aware of the other possibilities that exist on your website like sponsored contests, events, team schedule pages, coupon pages, creating client videos, etc.
Key Takeaways
· Insight passion among all staff members to see the website(s) succeed.
· If you haven’t started a digital strategy plan to increase your audience and sales, do it now. Assign a team member as a point person.
· Use on-air, social media, e-mail, etc together to drive website traffic. Track website statistics to ensure growth.
· Create a “Digital Inventory List” for your sales team so they know what’s available to sell.
· Invest your personnel in generating content and cultivating new content ideas. Generate compelling local content so that your station website becomes a community “hub” of information.
· Think beyond banner ads. There are all kinds of unique ways to generate revenue from your station websites.
· Look for new ways to turn content into revenue. Can a popular web feature become a separate brand of its own?
Need help building an active online presence? Reach out to us at https://www.skyrocketradio.com.
View all episodes
By Jim Sherwood
5
11 ratings
We believe more radio people should adjust their mindset and think of your station website as a sister radio station. You want visitors to come back day after day. So, just like your radio station, this requires “programming” the content that pulls people back on a consistent basis.
Think how easy of a sell it would be to walk into a business and show them that their banner ad will be in front of 20K visitors tomorrow.
Over the years, we’ve noticed that there are some specific things that set the 20K visitors/day radio station website apart from the 100 visitors/day radio station website.
#1 Owner/GM committed to an Active Online Presence
They will ultimately enforce that everything the station does has a website component from contests, promotions, morning shows, local news, format news, events, etc.
#2 Ensure ALL Personnel in the Station Are on the Same Page
Sales should have a “Digital Inventory List” that includes every possible thing your stations can sell online, the number of avails, spots taken/available, pricing, and location. Download a starter template at https://www.skyrocketradio.com/podcasts/digital-inventory-list
#3 Assign an Online Point Person or “Digital Content Director”
This person needs to be passionate about seeing the website(s) look professional and grow overall. Have them work with the programming team to create and implement new/evolving online features, create artwork, present weekly analytics information to managers, and provide printouts for salespeople to take on sales calls.
#4 Offer Performance Incentives/Bonuses
As your website traffic grows, so should your revenue. Reward the people that are making that happen. If the morning show blog is a success and you have clients wanting to sponsor their page, bonus that team for reaching or exceeding page view or unique visitor goals. Incentives will invest and encourage your team into creating new/exciting content.
#5 Think Beyond Typical Banner Ads
Banner ads are still an effective means of advertising but as a website owner, be aware of the other possibilities that exist on your website like sponsored contests, events, team schedule pages, coupon pages, creating client videos, etc.
Key Takeaways
· Insight passion among all staff members to see the website(s) succeed.
· If you haven’t started a digital strategy plan to increase your audience and sales, do it now. Assign a team member as a point person.
· Use on-air, social media, e-mail, etc together to drive website traffic. Track website statistics to ensure growth.
· Create a “Digital Inventory List” for your sales team so they know what’s available to sell.
· Invest your personnel in generating content and cultivating new content ideas. Generate compelling local content so that your station website becomes a community “hub” of information.
· Think beyond banner ads. There are all kinds of unique ways to generate revenue from your station websites.
· Look for new ways to turn content into revenue. Can a popular web feature become a separate brand of its own?
Need help building an active online presence? Reach out to us at https://www.skyrocketradio.com.