Most of our time here is devoted to getting more visitors to your station’s website so you can show advertisers great numbers to capture more of their budgets. A big part of that sales process is having a great “Advertise with Us” page. This page is entirely devoted to the potential advertiser, so it’s imperative to make a lasting impression while outlining all the impressive ways your station/group can make them more money.
While many stations may find a single page is sufficient to cover all the benefits they offer, others with more extensive offerings may benefit from a dedicated advertising website. Today, we’ll explore the advantages and disadvantages of both approaches.
The Single “Advertise with Us” Page
A single “Advertise with Us” page has the benefit of simplicity. Everything an advertiser needs to know is in one place, making it easier for them to decide. This approach is also easier to manage from a web development standpoint. Updates are straightforward, and the page will likely load quickly, enhancing user experience. Additionally, focusing your SEO efforts on a single page can be more straightforward.
Best Practices for a Single Page
For those opting for a single page, clarity is vital. Use well-defined headings to segment information and make it easily digestible. In 2021, Seth Resler created a fantastic blog post entitled, ‘How to Write an Effective “Advertise With Us” Webpage for Your Radio Station.’ Some are the major highlights.
- Making it about the advertiser, not you: This isn’t a page to explain how awesome your radio station or group is. Instead, tell the advertiser how your station/group can fix their problems.
- List your credentials: Tell them why your station/group is the best fit for fixing their problem. This could be coverage area, number of visitors per month, most listened to morning show, etc.
- Include social proof, testimonials, and case studies: Smart people read the reviews before buying anything. Include quotes from clients who were excited about your station helping their business. Video testimonials go a long way.
- Have a clear call to action/contact form: Don’t bury the phone number or e-mail address. Make it easy for the advertiser to contact you. Any form you include should be concise so it can be sent quickly. Longer, in-depth forms can often deter some people from moving forward.
- Make this page easy to find: Avoid burying the page link in the footer. Make a main menu item. The P1 fan of the station coming to your site to sign up for a contest may not have thought about advertising their lawn mowing business, but they might when they see that “Advertise with Us” option.
Here are some great examples of “Advertise with Us” pages that are not radio-specific: https://www.kevel.com/blog/advertise-with-us-examples.
If you have multiple advertising options and packages, the limitations of a single page become apparent quickly. Space becomes a premium, and you risk overwhelming potential advertisers with too much information. It’s also challenging to effectively target different types of advertisers on a single page. This is when a separate advertising website becomes necessary.
The Separate “Advertise with Us”/Corporate Website
While a single “Advertise with Us” page may suffice for smaller stations or those with limited advertising options, a separate advertising website can be a game-changer for stations looking to scale their advertising revenue. Here’s why:
1. Comprehensive Information
A separate website lets you detail each advertising opportunity you offer. Whether on-air spots, sponsored segments, digital banners, or other digital services, you can dedicate pages explaining each option’s benefits, reach, and ROI. This level of detail can appeal to larger clients accustomed to scrutinizing advertising opportunities closely. If you operate multiple radio stations, it is much easier for advertisers to review your station offerings on one website than spread across multiple individual “Advertise with Us” pages.
2. Targeted Content and Landing Pages
With the luxury of multiple pages, you can create targeted content for different types of advertisers. For instance, you could have landing pages specifically designed for local businesses, national brands, or event promotions. Some websites target specific companies and incorporate pages like “How radio helps local restaurant owners.” This targeted approach makes it easier to speak directly to the needs and concerns of advertiser categories, increasing the likelihood of conversion. These pages are more likely to be found in search engines by these business owners, too.
3. Advanced Analytics and Adaptation
A separate website allows for more sophisticated analytics tracking. You can monitor how potential advertisers interact with your site, which pages they visit, and what content engages them the most. This data can be invaluable for refining your advertising packages and tailoring your sales pitches.
4. Enhanced Professionalism
Having a standalone advertising website sends a strong message about the importance of this aspect of your business. It can help you stand out from competitors and attract more significant advertising contracts. Investing in a separate advertising website can be a selling point.
Best Practices for a Separate Advertising Website
In addition to Seth Resler’s list of “Advertise with Us” page best practices, also ensure your separate website includes:
- Seamless Navigation: The transition between your main radio station website and the separate advertising site is smooth. Consistency in branding, design, and navigation menus can help maintain a cohesive user experience. If you have multiple websites, link the “Advertise with Us” menu item to information about advertising on that station within this new website.
- Data-Driven Decision Making: Implement robust analytics tracking from day one. Review this data to understand your audience’s behavior and adapt your content and advertising packages accordingly.
- Downloadable Resources: Offer downloadable media kits that provide a snapshot of your advertising options, audience demographics, and pricing. These kits can serve as a valuable sales tool, making it easier for potential advertisers to sell your station internally.
- Ensure Proper SEO: Keep your advertising site updated with a blog that ensures that it stays fresh. This is not a publish-once-and-forget-it website. For this website to be attractive to search engines, it must be maintained regularly with new posts and updated content.
Check out our corporate/group website at https://www.markettheme.net.
By leveraging the advantages of a separate advertising website, radio stations can offer a more tailored, informative, and professional experience for potential advertisers. This can be decisive in attracting more clients and securing more lucrative advertising contracts.
We believe that the “Advertise with Us” page or website is the salesperson that works 24-7, so put time into making it the best it can be. A single “Advertise with Us” page and a separate advertising website have their merits and drawbacks. The best choice depends on your specific needs, the complexity of your advertising offerings, and your available resources. By carefully considering these factors and implementing best practices, you can create an effective platform that serves your radio station and potential advertisers well.