By Chris Miller
Chris Miller Digital
Quit using the word “details” when you talk about your site on the air. You know what I’m talking about. How many times a day does your station say, “for all the details, log on to radio103.com!”
That’s EXACTLY what I need in my life … more details.
We’re not sending people to our websites to get an extra winning advantage, or helpful information you won’t hear on the air, or to simplify, share thoughts, get a head start, or any one of a number of positive ideas or actions. Nope, you go there for details, and not just some of the details, either! That’s where you go to stare down ALL the details.
You wouldn’t write a commercial for your tire store client saying, “For an hour and a half wait in the middle of a busy day, go to XYZ Tire & Auto!” Why is it that when we go online, the marketing part of our brains goes offline?
The pages on your site that tend to get the most hits are the ones you frequently mention on the air. However, the number of visits to each of those pages is miniscule compared to the number of people who hear the message in the first place! A good commercial will do a better job getting business through a client’s front door than a bad commercial will. It’s the exact same thing getting people to go from your broadcast to one of your digital platforms … or move from one digital platform to another. Opportunity is knocking.
That opportunity is to fully engage our marketing talents when sending folks online, and to quit saying, “Here on the air, we’ve got cheesecake, cheesecake, cheesecake! Now, go to our website for broccoli.”
What’s the advantage of going online? What’s the benefit? Move your listeners. Tempt them. Encourage them.
Those listeners who visit your website tend to be your heaviest users. They’re the ones who are more open than anyone else to spending more time with you and all the things you do … on the air, online and on site. However, as much as they love you, they have busy, stressful lives, too. You give them immediate gratification when they turn on your broadcast. Can you give them the same experience online?
Which statement would make you consider joining an airline’s frequent flyer program? I suspect “We’ll send you all the details about our program” would not be as powerful as “We’ll show you instantly how you can start earning your first free flight.”
I firmly believe you’d see better long-term results for all your different platforms if you spent less time finding pics of cute pets and hot babes for your website. Instead, use that time smartly marketing yourself to your core audience.
Do you want to get more site visits and page views, or do you just want to find a way to end the promo?
Chris Miller, owner of Chris Miller Digital, is a leading radio consultant specializing in research-based strategic planning and smart use of digital media. He can be phoned at 216-236-3955 or emailed at firstname.lastname@example.org.