This can be a provocative question, not because it is difficult to answer but because it is fundamental to beginning the conversation around the goals of your station’s web presence. Like many small business owners, you may believe your station cannot benefit from having a website or that a proper website is not within your budget. Or maybe you think because you don’t use a computer, neither do your clients and listeners. These are misconceptions that allow you to leave money on the table for others to find. Here are 6 reasons show why your station NEEDS a fresh/professional website, no matter how big your market is.
1. Your Station Will Gain Credibility
Today, more and more consumers use the internet to search for information. Without a website, your station can lose some of that “top of mind” awareness that we often preach to our clients. If you already have a website but it looks “home-made” or the content never changes, having it professionally redesigned and populating it with relevant content for your listeners will provide your station with a professional image that listeners will want to return to and one that clients will want to purchase banner ad time on.
2. It will Enable You to Keep Listeners Informed
If you think of your website as a brochure piece about your radio station, then you’re missing a key element of a modern website. These kinds of websites are rarely visited more than once. Listeners who miss a part of a news story on your radio station will immediately search online for the rest of it. Your radio station website should be the first place they look for this information since they just heard part of it on-air. If they cannot find it on your website, they will look elsewhere for it. If they find it on your station site, they will most likely return looking for more information that they might find interesting.
3. It is Always Accessible
Back in the day, people set their watches to get the morning or noon-time news. Today, they don’t want to wait. They want it right now. Having a copy online of everything you do on-air provides them with 24/7 access to your content.
4. It Gets Your Station Found.
Having a well-built and consistently updated website increases the visibility of your site to search engines that people use to find what they are looking for. Do a Google search for “your market radio”. Where does your station rank? Do a search for “your market advertising”. Where does your station rank there? How about “your market news”? These are must-do exercises so gauge the effectiveness of your radio station online.
5. Let’s Your Station Target a Wider Audience
Just because your primary base of listeners are within 200 miles of your radio station doesn’t mean they are not interested in your community when they travel or move away. Providing local online content provides these listeners with a way to connect to your community no matter where they are.
6. It Generates REVENUE
Sure, we are all concerned with the value we can offer our listeners and clients. But in many cases it comes down to time, effort and money. Your station website MUST pay for itself several times over each month. If your website is not doing this, then you are simply doing it wrong. Fresh content = more visitors = more revenue. It might take one of your personnel learning a new skill or it might mean hiring a new person to keep your website content up to date. Every radio station that we have seen invest time and money into their online product, got that back in revenue and increased market share.
In order to grow, local radio must evolve and meet listeners where they are. More listeners are online today and those who only know “radio” by the box on the shelf and in their car are dying away. Having a station website doesn’t mean your radio station has to change what it’s doing. It simply provides an extra avenue for content delivery. This, in-turn, provides additional opportunities for revenue. And in many markets, any additional revenue can keep doors open and transmitters turned on longer.
Let us help your small market station grow online. Contact us so we can start you on this journey.