Visitors in a shop converted in buyers, viewers of a website converted in ad-clickers, movie trailer watchers converted in movie-goers, every business is about conversion. Radio is no stranger to this principle.

We all know that each second of broadcasting must be optimized, each sweep must reflect our core offer, each radio moment being a conversion opportunity, from zapper to P1. Although these basics tend to be often forgotten, they remain obviously necessary. But the digital world is bringing us a lot of new conversion opportunities.

Reaching targeted potential listeners used to be a painful and costly process.
Remember the times when you would have to buy a database, send letters, postcards, or even invite people to events, in the blurry hope to convert them?

These times are gone, and each radio – this means your competition too – can benefit from incredible targeted marketing opportunities… for free ! More than that, the process has been almost reversed : your potential users are right now searching for you.

In a Google world, you don’t search for prospects, they search for you.

Of course it goes back to the concept of tribes. People tend to search for groups to aggregate with, for products to use that bring them a bit of a group identity. Never the notion of clustering has been so hot. Everything in people’s choices is about clusters, families, groups, tribes.

And you can be the tribe leader.

Radio is just like any other media : it’s universal. It can speak about any topic, refer to any fact, promote any event. Radio’s only limits are the ones YOU define by targeting your offer.

So, in our World 2.0, it’s time for you to let potential listeners find you much more efficiently. It’s time for you to claim your tribe leading position. It’s time for your radio to be more than a sound broadcaster.

The web is the key, and the way you provide to your target on the web what it may search for will define your marketing strength.

Let’s go through the check-list together :

1. Do you know what’s hot on Twitter right now ?

2. How many new fans did you get today on your Facebook page ?

3. How many times was your brand – your call letters, your slogan, etc. – retwitted today ?

4. What did you publish to make it to the first page of Google News in your language ?

5. Are you a breaking news topic ?

6. Does your brand appear on the same pages where your potential listeners favorite topics and favorite stars appear on ?

That list can be continued…

It all goes back to the same question over and over again : what do you do to be found by your potential listeners ?

Share this Story
  • 10 Facebook killer tips for Radio stations

    Facebook may be only 6 years old, still it gathers half a billion people around the world. In France, 20 millions people use Zuckerberg's network. That's 1/3 of the living population. Are you sure your station is doing it the right way ?
  • Conversion

    Reaching targeted potential listeners used to be a painful and costly process. Now what ?
  • Radio music scheduling : how do we deal with the long tail ?

    How do we deal with our listeners new music consumption habits ?
  • It's not only about what you do…

    ...but also about what you make your competition do.
  • To podcast or not to podcast.

    How much is podcasting hurting your main biz ?
Load More Related Articles
Load More By Denis Florent
Load More In Radio

Leave a Reply

Your email address will not be published. Required fields are marked *

Check Also

Is Alexa saving Radio?

Nice chat with Paul Kennedy (RAJAR Research Director) ...

Join me on Facebook !

Follow Me on Twitter !

" Denis develops a global vision where radio fully integrates digital opportunities."
Thierry Chamoux, EMG

" Denis is a respected expert in the Radio industry. His strategic vision of the different areas of the business is highly appreciated."
Julien Pauchet, Radio France

" If you are looking for someone to deliver sharp insights into the evolving audio landscape, I would certainly recommend that you get in touch with Denis."
Matthew Carver, EGTA

" Denis’ presentation was crisp, tangible, and very entertaining."
Martin Baumgartner, Swiss Radioworld