Promoting Your Website On-Air and on Social Media Properly

Sadly, I find that more and more stations are not properly promoting their websites as they should. If you treat your website(s) as a separate radio station(s) that you can generate traffic and revenue from, then it only makes sense to consistently drive your listeners and followers there as often as possible. It’s not like you’re asking them to do something rather than listening to the radio station. In fact, you’re asking them to become more involved with the station. The stations that I hear promoting their website, most often tag the website address to the end of a sweeper or the announcer may randomly slip in “for more visit our website” without giving a specific reason why listeners should take that action. I seemingly hear announcers promote what’s on the station’s Facebook, Instagram, or TikTok pages more often than anything. So, today, we’ll talk about how to best promote your website. 1. Promote the website within and educate. This is the biggest issue. If the radio station owner or GM doesn’t see the website as a priority, then it will not be a priority for everyone under them. If you want to see your traffic and revenue growth, then the website should be a part of every meeting. Whether this is promotions, sales, or programming meetings. If you’re talking about the radio station or about your group of stations, the website(s) need to be an equal part of that conversation. 2. Adjust how you promote the website on-air. Back when I was on-air, I was told by our consultants that talent, “should continuously sell listener benefits several times per hour. Help listeners ‘use’ the station with words that sell a benefit so that they connect the station with the listener’s lifestyle or activities.” See examples at https://www.skyrocketradio.com/blog/stop-promoting-social-media-channels-on-your-website.   Personalities should tease and sell the benefits of visiting the website as well, rather than simply noting that the website has content. See examples at https://www.skyrocketradio.com/blog/stop-promoting-social-media-channels-on-your-website.   3. Tease your content links on social media. Don’t simply share links. A social media best practice is to add a comment or question in front of everything shared on social media. Simply sharing something without comment is the lazy way and, admittedly, I’m guilty of it too. The page or post headline should grab attention and entice you to jump into a news story. However, how many LOCAL news titles have you clicked on this week because they enticed you by the headline? Even experienced writers will confess that it can be tough to write a compelling title for any piece of written work.  So, it’s up to your social media team to jump in and help by adding an additional sentence or question to the post. You should find that you’ll get more engagement and more shares (which should equate to more page views on your website) by engaging with the content you post and share on social media. Simple page shares without any interaction do not facilitate many reactions from your followers. Need help with your website?  Reach out to us at skyrocketradio.com.