Get More Traffic with Push Notifications

Push notifications might be one of the most overlooked tools in radio right now—but they shouldn’t be.  When we talk about digital engagement, most radio station managers immediately think of social media. And to be fair, it’s easy to see why—social is flashy, fast, and everywhere. But platforms like Facebook, Instagram, and TikTok don’t care about your station’s success. Their algorithms shift constantly, your reach is limited, and your posts compete with everything from memes to makeup tutorials.

Push notifications, on the other hand, go straight to your listener’s phone. No middleman. No algorithm. Just your message, your timing, and your voice. That kind of access is rare.

If your station has a mobile app and you’re not using push notifications regularly, you’re missing out on a low-cost, high-impact way to drive traffic, boost engagement, and create real listener loyalty.

Push Notifications vs. Text Messages

You might be asking, “Are push notifications the same as text messages?”  On the surface, they look a lot alike: short bursts of info sent straight to someone’s phone. But there are key differences that make push notifications especially valuable:

• No cost per message. Unlike SMS, push notifications don’t rack up fees based on how many people you reach.
• App-based delivery. Push notifications only go to those who have your app and have opted in—meaning your audience is already interested.
• Visual appeal. Push notifications can include images, your station logo, or even rich media, depending on the device.
• More casual. People are more forgiving of multiple pushes a week vs. multiple texts.

If you’re using text messaging for promos or alerts, great—just don’t overlook how push can complement or even replace text messaging without the added cost.

What Can You Send?

Push isn’t just for emergencies or weather alerts. You can use it to drive traffic and listener action in dozens of ways:

• Breaking news – Local updates that bring people to your website for the full story.
• Contests & giveaways – Push is great for real-time reminders and quick participation boosts.
• New podcast episodes – Let your audience know there’s fresh content waiting.
• Live show promotions – “We’re talking to Beyonce live in 5 minutes—click to listen!”
• Local events – “Check out this weekend’s festival lineup.”

Why It Works Better Than Social (in Many Cases)

Did you know that push notifications often get 2–5x the engagement rate of social posts?  When you think about it, it makes sense.  There’s less competition. Your message isn’t buried in a sea of memes, ads, and influencer posts.  Push creates instant spikes in visits—perfect for contests, breaking news, or time-sensitive promos.  And listeners who allow notifications are more likely to become daily or weekly visitors.

How to Do It Right

Never spam and don’t overdo it. Think of push notifications as VIP access to your fans—if you treat it like a privilege, your audience will too.

• Keep it short. You’ve got limited space—make it count.
• Make it relevant. Only send messages your audience truly cares about.
• Link back to your site or app. Every push should have a destination: an article, a podcast, a contest page.
• Time it smartly. Push during drive times, mornings, or right before big events.

Be sure to heavily promote your push notifications, too, and sell the benefits to your listeners.  Someone might have the app but have notifications turned off.  Explain that notifications must be enabled to get the latest updates, times to call in and win, etc.

Small Effort, Big Payoff

Here’s the real beauty: once your app is set up and your website content is flowing, adding push into your workflow takes almost no extra effort. Most systems can schedule them, automate them, or let you send them in seconds.

And the payoff? More eyes on your website. More interaction with your content. More reasons for advertisers to get excited.

These days, attention is gold.  Push notifications let you bypass the algorithm and talk directly to your listeners. That kind of power is too good to ignore.

If you’re not using push as part of your website traffic strategy, now’s the time to start. You already have the audience. Push just brings them back more often.