It started with those five little words, “we need a new website.” Now it’s launched and positioned to compete, but there’s just one thing missing: visitors. Thankfully, there are some tactics that you can employ right now to improve your web presence.
1) Get Noticed with Great Content
Compelling content will always draws in new and old visitors and it helps to solidify your station’s overall footprint. Set up your news feed and maintain a consistent stream of engaging articles and features that are relevant to your market.
Sounds so simple, right? I’m detecting an eye-roll from your side. You’re sitting there thinking “our folks are not writers” and here’s one more person preaching about the almighty content king. You CAN do this, no matter how small your staff is.
Great articles do not need to be thousands of words in length. You can easily fill your news feed with great content with some focus and practice.
Here are just a few ideas to get you started:
- Are there any new businesses in town or coming to town? Changes are your sales manager already knows about them. Call up the owner for a free interview about the business. You just might turn that business into a customer quicker due to the free publicity.
- Do you have local troubles like bad roads, etc. Take opinions and give names and phone numbers to where concerns can be addressed.
- Community calendar events. A short write-up about a weekend flea market would be compelling. A short write up about a weekend car lot sale from advertiser ABC would not!
- There’s always something to talk about the weather. What to wear this weekend. Allergies. Nearby places to visit when it’s raining outside.
Basically anything that your live talent can say regarding your market or state is a potential news article.
Still not totally feeling confident about generating content? Have your listeners submit questions about your market that they want answers to. Go out find the answers for them and post them online.
Just know this: great content gets noticed and it gets people talking. That means more visitors to your site and more visitors means more money in ad sales. So, great content = more money.
2) Promote your Website On-Air
This should really go without saying, right? Be sure to set ample promotion time to let listeners know about your site. Visitors = money, remember?
All station promotions should have an online component. A few examples would be…
- “Listen for chance to win at 10am and for the official rules visit wxyz.com.”
- “Register at all ABC locations and for additional chances to win visit wxyz.com.”
Previously we mentioned duplicating stories on-air to online. You can also post a story online first and then tease/promote it on-air. “You’ll never guess what our mayor did this weekend – details at wxyz.com.” Even though the only mayor attended a ribbon cutting, a tease like this will gain your station many page views.
Teasing online stories on-air is particularly great for personality blogs. We have known some personality blogs to experience more traffic than the station homepage. In this case the personality has perfectly engaging content and referred to it often during their show. We could tell easily that many followers had bookmarked the personality page so they could go right to it rather than going to the station homepage and clicking on their link.
3) Rank Higher in Searches with an Optimized Site
We’ve all heard of SEO, but not every site capitalizes on it. Incorporating basic SEO elements, such as commonly searched keywords that tie into your brand and niche, will help Google rank your site and help your audience find you.
So how do you get started? First, make sure the content on your homepage is, at a minimum, these two things:
- Ensure your articles are clearly written and include keywords
- Make sure your articles are compelling
This may seem like a no-brainer but you’d be surprised. Just like your listeners, search engines need to know what your station and articles are all about. Be sure that your content is easy to understand. Someone who’s never come across your website before should quickly understand what kind of radio station you are and how involved in the community you are.
Speak human: minimize the unnecessary jargon and please do not try to fool Google by packing keywords and locations into content in a nonsensical manner. While you’re at it, review all pages to make sure you have useful, relevant content across your entire website.
Next, keep your content fresh! Google loves fresh content and will reward you in rankings when you keep your site updated and post regularly on your blog.
Finally, double check your tags. Your title tag is about 75 characters and should be a very short summary of the page with your primary keyword phrase, business name and city/state for local optimization.
4) Build an Audience with Social Media
Social media as a marketing tool has grown up. Popping a few social media buttons on your site is a good first step, but if those buttons don’t lead to something interesting, your visitors won’t have any reason to follow you.
Social media is an opportunity to extend your station’s personality and reinforce it with regular posts.
Here are some methods to use with social media.
- Share your news articles (tip #1)
- Engage in conversations
- Announce contests and take polls
Give your audience incentive to follow you on social media, and awareness of your site and your business will grow.
Ready to get started and build your website traffic? We’re glad to offer more one-on-one advise.