In our last post we explained why having a station website is vitally important to how you do business.  Now we’ll go a bit in-depth and talk about why your station or group of stations should have a corporate/group/market website.

Having a website has become so “normal” that advertisers and the general public simply expect all companies to have a website no matter what business they are in.  Being active on social media is great, but it’s very hard to close a sale there.  You need to have a website where you can send social media followers that are looking to advertise.  One that tells more about the opportunities at your station(s), how it’s involved with the community, events that its a part of regularly, and one that showcases your best creative work.

Think about it, when you need information about something probably the first thing you will do is search for it on Google.  Nearly everyone does this.  So, will your station appear within those results with a new business owner searches for “(your city) advertising”?

It’s vital to have a station website where you can interact with listeners, provide local news, run contests, show local events, etc. This is where your advertisers will have their banner ads displayed because of the listener-directed content.  It’s also equally as vital to have a corporate/group/market website for your company directed entirely towards providing information to existing and potential advertisers.  If you don’t have a corporate/group/market website, here are some reasons why you should consider it.

1. Competitive Edge

If your advertisers can’t find your station/group online, they will find your competitors. With more and more stations making a web presence, your station/group will be more likely to lose business to your competitor because you’ve failed to represent yourself (properly).

It is important that your website looks good on all devices, is easy to navigate and has enough information about your stations and the advertising opportunities you provide. Your website is the first thing a potential advertiser sees and they will judge the kind of experience they will have from that.

An ugly or incomplete website will give them an unnecessary bad image of your company. Advertisers will often choose to do business with an inferior company just because their website looked better or it answered their questions. This is why having a good website provides a competitive edge.

2. Increased Awareness

A website makes it easy for advertisers to learn more about your station(s) at their own pace. We’ve all experienced the client who simply does not like having sales people visit their business.  Your website can tell your advertisers like these (and potential out of town advertisers) more about your station(s) your advertising opportunities without having them take the time to meet with your sales representative in person.

3. Instill Confidence

Not every bit of content on your station/market site has to be a conversion tool.  Giving away great information is a great way to instill confidence in your clients because it positions you and your team as community thought leaders and forward thinkers.  These are the kind of people that advertisers trust as being knowledgeable and confident in their actions.

A great way to give away this information is with a blog or news page.  Offer tips on how the client can benefit even if they decide not to use your services.  However, do provide easy access in case they do.

4. Increased Hours of Operation

Your corporate/group/market website is available to the world 24/7/365.  This makes it possible to have your advertising information available to more people than your sales team can reach and it can be done around the clock.  I also makes it possible for your advertisers to contact you outside of your normal business hours. Your website “sales person” is still working for you while you and your sales team are asleep.

5. Reduced Costs

Have you ever tried designing and printing flyers for an up-coming sales event?  Websites are quicker, easier and more cost-effective to update than any kind print-based media like posters, flyers, billboards, etc.

Outside advertising, whether it’s a newspaper ad, billboard or TV spot, can be expensive.  A website is an unlimited number of full-page ads that you can change any time!

You can include the very latest company information and hours of operation. Your website can supply your advertisers, staff and business partners with important and timely information. Almost any printed item can be converted to a web page and distributed by e-mail at far less cost and time than any other medium.

6. Enhances Company Image

A corporate/group/market website can help you to establish a credible, professional image, instilling a level of trust with your advertisers and their purchasing confidence will follow. Your website can (and should) reflect the spirit and vision of you and your company. It can also offer the opportunity for a small-business to portray itself as a big/solid business.

7. Better Customer Service

Does your staff spend a lot of time on the phone answering listener and advertiser requests? Do they keep answering the same questions and sending out the same material? Reduce your station’s long distance phone bills, postage costs and labor costs by having frequently asked information on your website.

Bottom Line

I’ve shown why it’s vital to have a corporate/group/market website for your company directed entirely towards providing information to existing and potential advertisers.  If you don’t have a corporate/group/market website, you should definitely consider it.  Visit our “Market” page to see how your station(s) can benefit.

Jim Sherwood serves as chief creative, brand strategist, lead developer, meticulous project manager, and station collaborator for all Skyrocket Radio sites and projects.