Each week we explain ways to make your radio station website more appealing to listeners, but what are you doing online to attract more advertisers? How are they finding out about all the opportunities that your radio station has that could benefit them? This week we’ll talk about why your station or group of stations should have an additional dedicated corporate/group website.
Having a website has become so “normal” that advertisers and the 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 people to that are looking to advertise.
Sure, you could have a page on your website that does this, but how much detail can you fit on one or two pages? Can you really fit in all the advertising opportunities, how it’s involved with the community, events that it’s a part of regularly, and possibly a showcase of 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. (Everyone does this.) Will your station appear within those results if a new business owner searches for “advertising in (your city)”?
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. We believe that it’s equally important to have a corporate/group/market website for your company specifically to provide 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 likely find your competitors. With more and more stations increasing their web presence, your station/group will be more likely to lose business to your competitor because you’ve failed to properly represent yourself.
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 can judge the kind of advertising 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 looks better, or it completely answered their questions. Therefore, 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 salespeople visit their business. Your website can tell your advertisers like these (and potential out-of-town advertisers) more about your radio station 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 this group/market site has to be a conversion tool. Giving away free/useful 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 that the client can benefit from even if they do not decide to use your services this time. Some examples would be…
– “10 Reasons to Advertise Now”
– “Something every smart advertiser should know”
– “Creating a one-of-a-kind radio ad”
– “Avoid these 5 Radio Mistakes”
Sure. Creating this type of content each week specifically for advertisers can be viewed as an extra step. However, if promoted properly by your sales team in calls and e-mails, it can be a game-changer in your sales over-time because it positions your station/group as the leaders in your market because chances are that your competition is NOT doing this.
4. Increased Hours of Operation
Your office is likely to open 8-5 Monday through Friday, but your corporate/group 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. It also makes it possible for your advertisers to contact you outside of your normal business hours – when they are thinking about new advertising possibilities. This website 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 upcoming sales event? Websites are quicker, easier, and more cost-effective to update than any kind of 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!
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 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 more solid business.
7. Better Customer Service
Does your staff spend a lot of time on the phone answering questions from advertisers? Do they keep answering the same questions and sending out the same material?
Reduce the time and costs associated with these repetitive tasks by having frequently asked information on your website.
Media Kit? Sure, here’s the link.
What do creative commercials sound like? Here’s a link to that.
Bottom Line
Your radio station website is created to connect with and inform your listeners. A corporate/group website is created to connect with current advertisers and convert new ones.
Could you include all of this information on a page within your radio station website? Absolutely, but we believe that a website fully focused on generating more sales is the better play.
So, if you don’t have a corporate/group website, then it’s something to consider.
Looking for a market/corporate website? Reach out to us.
