Radio is a unique industry when it comes to internet marketing. But, like most industries, it is almost a necessity for radio stations to have an online marketing strategy in place to thrive. However, radio stations have a number of different options when it comes to internet marketing due to how demographically specific they can be.
We’ve compiled a list of tips for radio stations interested in internet marketing so you can strengthen your audience and brand.
Since most radio stations operate within a clearly defined geographic area, online advertising is a natural solution to your visitor or listener problem. Current targeting options make it possible to show ads directly to your “ideal” listener.
Most ad platforms offer a variety of increasingly specific targeting options. For example, if you know that your primary audience is single men between the ages of 30 and 35, you can target that exact audience with your ads. Online advertising helps a lot to solve a problem that has long plagued more traditional forms of advertising: you know exactly who you show your ads to, and when and how you do it.
Social media in 2021
Most radio stations have always had a good, interactive relationship with their listeners. This is usually done by handling callers live on the show, running contests and giveaways, and more.
Social media is another outlet for those efforts. It has never been easier to connect with your listeners than through social media, and radio stations lend themselves particularly well to Facebook advertising, for example. Create content that is quick to digest, fun to read, and easy to share with your followers for maximum exposure.
Another great opportunity for social media radio stations is the chance for listeners to interact directly with hosts, DJs and other staff. If each employee has their own Twitter, LinkedIn, or Facebook, they can talk to listeners or advertise LinkedIn (translated to Dutch: LinkedIn adverteren) directly through these platforms. Maintaining a personality through social media is an excellent way to strengthen brand loyalty to the radio station as a whole and also attract new listeners. Think of Instagram advertising (translated to Dutch: Instagram adverteren) to reach your target group via the social media channel Instagram.
Many radio stations make extensive use of mobile apps. This one depends a lot on your target audience, but if your audience has a lot of app users, investing in a mobile app can make a big difference.
You can use an app to do anything. Offer your listeners exclusive benefits, associate them with playlists of songs currently airing on your stations, offer a custom weather reporting utility, and more. A great way to approach app development is to conduct a survey of your audience. You can ask if they are interested in an app at all and then ask what features they would like to see in an app.
Search engine optimisation in 2021
Search engine optimization (SEO) is the process of modifying certain elements of your website to appear higher in search engine rankings. Over time, a solid SEO strategy will ensure your radio station is the most visible, recognizable station in the area.
While most radio stations don’t necessarily use their website as a medium to sell anything, websites are still imperative for continued success and popularity. You can use your website to organize competitions, publish set lists and release information. Maybe your hosts can contribute to a weekly column, or you can even publish the transcripts of exclusive on-air interviews.