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Creating Loyal Listeners

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Using Social Media to Create Loyal Listeners

Creating loyal listeners means building loyalty with people who will actually want to enjoy the listening experience you’ve cultivated for your station brand. And it means building a following that will stay with you for a long time.

It is absolutely true that a huge, engaged listening audience represents the single differentiating factor that sets the most successful radio stations apart. Think about it. What are the biggest stations and brands in your format right now? Which competitors do you wish you could be?

So, what is it that sets radio stations apart? Simple: they have listeners who would consider themselves genuine fans. People who will tune to their station regularly and trust their brand to deliver the listening experience they believe is curated just for them.

This is why radio stations absolutely need to put in the time it takes to connect with a huge number of people, but also to be able to count them as regular listeners, fans or followers.

Unleashing the Power of Social Media

The fastest way to grow your listener base and reach potential new listeners is Social Media. That means Facebook, Instagram, Twitter, YouTube, TikTok, etc. Make sure that you are posting meaningful content with clear listener benefits. Your content will vary slightly from channel to channel.

An important tip for success on your social media is making sure that your website and your Social Media networks are linked. Social media will build your listeners and followers because each time someone likes your page, their friends will see it. That in turn means some of those potential new followers might become daily listeners and might expose your station to their friends.

So simply adding social media buttons to your website homepage and social sharing buttons on your posts could trigger a cycle where each new visitor means new followers and each new follower means more listeners.

You should understand one important thing about Social Media. In one word, that’s change. Social Media changes every instant. It intricately analyzes what the people are clamoring for, and then it gives it to them. It understands market trends consistently, and it tries to find out what really builds public interest.

Right now, it would not be wrong to say that the world belongs to Social Media. Almost everyone is using a social network or multiple social networks. They are following, sharing, liking or communicating with each other, and the world is now a much smaller place.

Social Media influencers understand the great potential of networks like Facebook, Twitter, Instagram, TikTok and others. They have made profiles and they have built entire communities of people who are interested in their lifestyles.

Benefits of Social Media

So, why are these social networks such a big hit in the world today?

• The first, and probably the most important reason is, social media gives people a voice.

• Another big advantage of Social Media is it’s fun. Social Media has become the virtual equivalent of hanging out with friends. Radio stations can definitely take advantage of this mindset. Since people will crowd here for fun, why not market to them.

• Social networks are a great place for viral marketing as well. Viral marketing is when people recommend a product or service to their group of friends. It’s in our DNA to share things we like. Experts believe that viral marketing is the best form of marketing right now because a friend’s recommendation can mean more to people than anything else.

• Social Media can also help you find out what people are interested in, and if your station brand is related to the things that interest them. Once that’s established, you have a good chance of telling listeners things about your station beyond the music you play.

• Social Media can also help build web traffic for your station.

• Another very essential benefit is that Social Media helps increase the chances of reaching and interacting with your target audience, which increases the chances that a greater number of them might start listening to your station regularly.

In radio, numbers definitely matter, especially to potential advertisers. If you are making your station visible to a large number of people, you are easily increasing your possibility of generating more ratings and revenue.

If you are looking at building your brand and your station reach through Social Media, then you should consider the following Apps to promote your station.

Facebook

Facebook is the most popular Social Media portal, with a huge global reach. There are millions of people from all over the world connecting continuously through Facebook. If you are looking at a place where you can find the highest number of people to connect with, and possibilities to connect with their friends as well, then Facebook is the right place.

At the same time, it really helps that people who visit Facebook come there with an open mind. Their intention is to have fun. When people come with an open mind like that, there are chances that they will be more receptive to what you have to tell them.

Facebook is a useful place to share text and video information and also to communicate with your listeners. Remember, communication is a two-way street and this is a very powerful way to answer questions, to get people interested in your station and help spread the word on social networks.

Facebook is a great place to crowdsource programming ideas, to run promotional campaigns and competitions and to generally get listeners to participate. This is also really good for sharing content about your station they don’t hear over the air.

If you are just starting out with advertising for your station on Facebook , the first thing you should know is that there are a number of different ways to create advertising and promotional campaigns.

• There are Marketplace Ads which show up in the right hand column of your targeted market’s newsfeed.

• There are Promoted Posts that will allow ordinary posts to show up higher in your fans’ newsfeeds, as well as showing up to friends of those fans for greater exposure.

• Page Post Ads are similar to Promoted Posts, but can reach anyone on Facebook, not just your fans or their friends.

• Then there are Sponsored Stories that show up in your fans’ newsfeeds to their friends or in their right hand side bar.

The ad type you will choose will depend on your campaign goals. However, Marketplace Ads are the ones that are placed most often.

There are a few things you want to do before you place your ad on Facebook.

• Create a goal for your campaign. For example, if you want people to “Like” your Facebook page in order to create more engagement, or if you want to learn more about who is listening to your station, down to the type of car they drive and where they like to eat. This is to ensure your ads are exposed to the best potential listeners.

• Make sure that everything is optimized for the best results. For example, if your ad wants people to click over to your website and join your VIP e-mail list, make sure that the process is easy to complete with as few clicks as possible. This will help you achieve the highest conversion rates.

To place and track the ads you’ve created on Facebook, an Ads Management page is available. Cost per click is important to track, but it doesn’t tell the whole story of who is clicking on your ad versus those who actually pursue your call to action.

Saving money on Facebook ads is also important for radio stations. Real time bidding through Facebook Exchange helps to lower the costs. It also helps achieve improved ad placements in order to get better results with less marketing dollars spent.

One thing Facebook Exchange does that the Ads Manager can’t do is allow you to purchase “retargeted” ads on Facebook that are generated after a user has visited another site besides Facebook, and receives a cookie from that site. This makes sure that users only see the ads that they are going to be the most interested in and that will help you accomplish even better targeting results for your ads.

Custom Audiences is another popular way for radio stations to capitalize on Facebook marketing. It allows you to find Facebook users that haven’t liked your page, but may have signed up for your newsletter, a contest or some other promotions. This allows you to import your email list, a phone number list or Facebook UID list into Power Editor and then Facebook will match the email addresses up with your Facebook users.

Another great tool stations can employ is to use Lookalike Audiences. This marketing feature works when Facebook is prompted to look at the characteristics of users in a Customized Audience that you have created, you can generate a list based on similarities. This will give you additional people to target that you may not have had the opportunity to reach and can create a major new increase in your ratings.

Split testing can also be an integral part of your success. To create the most successful results from split testing, you’ll rely on Saved Audiences.

There are a number of ways to save the audience you are currently targeting with Facebook ads. This is something that can be done in Power Editor by saving the target market choices you made, such as connections, age, gender, geography, relationships or other customized audiences. Then, you can create your different configuration of ads for split testing and easily select the same target to send out the different test emails. This will give you the most accurate test results because you will know you are testing within the same demographics.

In regard to split testing, along with testing the headline, call to action, image and other parts of the actual ad, also test sending the ad out at different times of the day and different days of the week. If you are targeting office workers, mid-morning to early afternoon through the week are generally the most successful. Targeting general listeners in the early evenings or on the weekends seems to work great. However, your target audience is unique and taking the time to test what times they are most likely to respond to your ads will be well worth your time and effort.

Remember to set your goals and choose the most targeted audience you can find in order to create the highest converting ads. You can now track the success of your station’s ratings from all the new activity you get from advertising on Facebook.

Twitter

Twitter is where you can share interesting aides for winning contest and other useful tips. This channel works particularly well for radio stations and invites listeners into your daily life. Share your air talents workflow, what air talent does in a day, where the station is remotely, what time to listen for entertaining content or contest information, set an appointment to tune in. Through Tweets you can post links for your contest and website, keep people up to date and it also allows people to see that you are human – which is very important. This helps to build closeness and trust.

Any tool which gives you the ability to communicate with listeners is extremely powerful – and what makes Twitter more useful for radio stations is that it encourages conversations between on air talent and listeners. These conversations are an excellent way of building a relationship with listeners and can help you grow AQH ratings. However, it’s important that you use Twitter correctly.

Edit Your Profile

Click on “Profile” at the top and you will see it on the screen.

• Your profile picture - it’s generally a good idea to upload your station logo rather than using the standard default Twitter pic. Doing so makes your profile seem more personable and memorable to other users.

• Name - this should already be filled in from the information you gave when you signed up. If it’s blank then add your station name.

• Location - again, people like to know your station whereabouts so make sure you fill this in.

• Web - enter your station’s website address here. Do make sure that you fill this in because it can provide you with an excellent source of traffic.

• Bio - this is your chance to sell your brand attributes. Type out a few words describing your station, what you do and why people should follow you, keep it short but sweet.

• Once you’ve filled everything out make sure you click “save” at the bottom.

Getting Followers: Make a list of your competitors and any influencer who is big in your area and find them on Twitter. Once you are on their profile look at who is following them. Why would we want to do this? If you think about it, the fact that they are following one of your competitors shows that they must have some sort of interest in your format niche, find and follow them.

If you have an email list, send an email to your subscribers telling them about your Twitter account.

Post a message about your Twitter account on any other social networking sites you belong to – for example Facebook, Instagram, etc.

Put a link to your Twitter profile on your website and station blogs.

And most importantly of all...Post interesting and relevant Tweets. If you make your tweets genuinely interesting to your target audience you will find that people will start following you without you really needing to do anything. These are also the best type of followers because they are the most likely to engage with your tweets and check out your links.

By far and away the best thing to do on Twitter is to post great information. What are your listeners interested in? What information do they want to know? What are their questions? What motivates them? Why are they following you? Give your listeners a reason to continue following you.

This might be by posting links to information and products you think they will be interested in. It could be by posting stories about things that are happening in the community – or answering people’s questions about the station. Be sure you are talking to listeners, build a bond.

Make sure your Tweets aren’t just a series of promotions. Yes, you can promote – but you also need to point people in the direction of great content, show off your music knowledge and show off your passion for the community.

As well as benefiting your station and providing you with a free way to market, Twitter also has the potential to do harm to your station and mistakes on Twitter could lose followers and listeners. Here are some common mistakes to avoid:

Tweeting too often: The simple truth is that people who are following your station are interested in your brand – but they’re not that interested in meaningless details. If people think you are appearing on their timeline too much – and it’s not relevant to them – they will unfollow you.

Not tweeting enough: The other extreme of course is stations that don’t tweet enough. I’m sure you will agree that it’s kind of hard to show much interest in a company that last tweeted 6 months ago.

Make it your goal to tweet a couple of times a day. Some days you will of course tweet more and other days you will tweet less. The exact numbers don’t really matter but it’s important to ensure that you tweet on a regular basis.

Always selling: Another one of the most common mistakes on Twitter is always selling stuff, always promoting your station, etc.

People follow your station because they are interested in your brand. They want to know what you can provide, clear listener benefits, and gain some useful information. Of course, it’s ok to sell sometimes (let’s face it, there’s little point in using Twitter to market your station if you never promote anything) but don’t make the mistake of doing it all the time.

Not engaging with your listeners: Twitter is a social network. That means it’s all about interacting with people and sharing information. Yet, there are stations that never talk to anyone, never send listeners a message and never reply to their own messages? They just sit there, talk about themselves and promote themselves all day long. This is bad, very bad!

If you want to see the best results from Twitter you need to communicate with listeners. Respond to their tweets, re-tweet stuff and ask questions – just talk to people. If you see one of your Twitter contacts asking a question or making a statement about something, chip in with a response. Doing these things builds relationships with listeners and it’s amazing how much more responsive this makes your followers to your tweets.

Twitter is a great way of marketing online but only if you use it in the correct way. Remember, this is your stations Twitter account not your personal account. In short, stay on the right side of history.

You should be well on your way to generating extra TSL (time spent listening) and boosting your ratings with Twitter.

Instagram

Instagram of course is highly visual. This is all about selling a particular lifestyle or dream, as many Instagram celebrities nicely exemplify. Upload pictures or videos that will allow listeners to imagine that they are fitter, sexier or more successful, show them beautiful travel destinations or show them people listening to your station in a fun environment.

In short, Instagram is where you communicate the emotion that drives your station brand and that will motivate your target audience. Keep in mind that it’s emotion that motivates action.

Building on solid Instagram strategies helps to attract your targeted audience and increase your listener base. With more traditional marketing mediums becoming less compelling to younger audiences, it’s important to maintain a steady stream of new and/or young people to grow your ratings.

The key is to push your brand more often than your promotions in order to gain greater brand recognition and influence on Instagram. Compelling content that drives audience engagement is key. Posting with Purpose and having high quality content can spark conversations and optimize engagement. To properly leverage your account, you will want to engage with your listeners and audience often. This can be through giveaways, contests, targeted campaigns and other ideas.

Instagram is a very visual platform which is why compelling content is key to getting your followers to stop and actually read or view your post. There are many ways to do this, but the number one way is to always be authentic and genuine in your branding and message.

Building trust on Instagram is easy, just use the same methods and strategies that you use in other areas. Your message needs to be authentic. Share a clear, sharp vision of what your station stands for. This includes your company’s core values, philosophies, and outlooks.

Social media and brand-loyalty go together, hand-in-hand. It's a modern method that helps brands engage emotionally by building trust with their audience. Pay careful attention to the type of content that engages users and focus on delivering it, and people will simply want to learn more about your brand.

Radio audiences want authenticity that they can relate to. Social media platforms foster two-way and group conversations. Encourage discussions and stick around to respond. Re-Gramming and commenting on listener posts about your brand can also promote brand loyalty.

Don’t be a spam risk or a pest. What is this you might ask? Well it is when the content you are posting or the comments you leave under other accounts don’t appear real, authentic or meaningful. This is harmful because it usually results in people unfollowing you or engaging less with your own content.

You're probably eager to tell listeners all about your awesome music and great contest. But before you post a glaring ad, take a break. Social media users rate over-promotion as their top pet peeve. Don’t break your audience’s trust by being spam. Pay close attention to the type of content that attracts your listeners and focus on providing that, and people will naturally want to know more about your brand.

What are your station’s core values? What catch phrase is associated with your station? What demographics does your station primarily serve? These are just a few of the questions you will want to ask yourself when taking your brand online to Instagram. Many of these factors have already been established but your messaging needs to be tailored and curated specifically for Instagram.

The best way to make sure you have Instagram content that resonates with your audience is to consistently post relevant content and plan it out. It may take some experimenting to learn what captions and posts work best for your audience, but it is totally achievable.

Pick themes based on your stations brand and include your company’s logo, colors and fonts. Creating unique branding can ensure that whenever your content is seen, people know just by viewing a post that it belongs to your station or brand.

Utilizing Instagram TV could give you a significant advantage as they are always on the Explore Feed of Instagram. Instagram is a fantastic way to connect with your audience and create expertise-like credibility with them.

Another great content idea is to create behind the scenes content of your station activities like the morning show prepping to go on the air or a look at your back-office team, studio or wherever your place of broadcast is. Show your audience how ideas come to fruition and you will gain their trust.

User generated content is bringing real listeners into the fold. This will increase your credibility score, while listeners will be delighted to see their content shared or retweeted. Leveraging influencers and micro influencers and featuring them on your feed and stories with logo placement can help to create authenticity and bridge the gap between your brand and a larger and steady audience.

If you implement them the right way, contest created for Instagram only can help establish your brand, build loyal listeners and an active audience who will share your content with a wider audience than you can organically. Whether it’s a service, product, or experience you're giving away, it must be interesting to your audience.

Reaching out to other brands in your cluster or company is also a great idea to cross-promote. Aligning yourself with other stations and formats can help to build your credibility. Exchanging content or co-hosting an event and promoting it on Instagram and other social media platforms can push your station way farther than doing it alone. Your content will be twice as powerful with half of the effort.

Using Instagram’s built-in insights is a great benefit for accounts that are signed up as businesses. This tool gives you actionable information on how you can reach more people and meet your business goals. The tool has information on the demographics of your followers, your most liked posts, your activity and more.

It is wise to check this often to understand the times and dates that your audience is online and the type of content they are engaging with the most. You can also learn what actions people are taking once they click on your profile. If they decided to visit your website or clicked on your profile based on a post, you will know it by checking the insights.

Keeping your audience interested is a key part of any successful marketing campaign. Don’t underestimate the potential value that Instagram has to grow your ratings.

The long-debated concept of the Instagram Algorithm has seen much criticism since its inception. No longer are users seeing content from their closest friends and family first, but instead they’re being shown content that the algorithm thinks they’d like the most. It used to be complex to understand, but in an effort to increase Instagram’s transparency Instagram released more details.

According to their latest reports, posts are prioritized based on three key factors of the user: interest, timeliness, and the relationship the user has with the accounts they are following. Understanding these trends can help radio stations to reach their desired number of Instagram impressions and followers.

Many experts have written articles and think pieces attempting to debunk the algorithm, but the main takeaways have all been the same: radio stations who post consistently and engage with their audiences consistently are given priority on the timeline over other posts. This is important to note as you are building up your station brand on the platform.

The primary goal of Instagram is to increase the time that users spend on the platform. The longer the users stay, the more advertisements they display. So, directly or indirectly, the accounts that help Instagram achieve that goal will be rewarded.

Create and Customize Your Own YouTube Channel to Market Your Station

In recent times, though text-based information is still quite popular, people are relying more on video-based information for their needs. This kind of information is becoming more popular because it can show people visually what they are looking for.

The biggest resource for distributing video-based information is YouTube.

One of the most amazing special features that YouTube offers is that it allows you to post your station website link in the video and make it clickable. So, anyone who views your video may click on a link within the video and visit your stations website, which will be loading in the background.

Another specialty about YouTube is that it allows people to post comments and share videos with their friends. The commenting feature is certainly very useful. It helps keep your video in the reckoning, which helps the search engines begin viewing your video links more favorably.

If you are considering using YouTube to market your radio station then the first thing you need to do is to create and customize your own channel. This isn't really as difficult as it sounds. In fact, although it’s very important, the YouTube website does most of the work for you. This will let you interact within the YouTube community, use some of their in-house marketing ploys, and even embed the videos you upload to your own website for free.

Actually, when you sign up for a YouTube account, the channel is already right there for you, waiting. It’s up to you to make it yours. You can add some personal information about your station, as well as include your web address and other important information. In addition, you can also showcase your favorite videos-either made by you or someone else.

What are some of the other advantages of creating and customizing your channel?

• You will have a profile with your URL. You will also get a unique YouTube URL that you can use on other social utility sites, or your own website, in order to drive traffic.

• You can use various YouTube functions like email, bulletins, groups, and other social utilities in order to connect with potential listeners and promote your station brand.

So, what goes into creating a YouTube marketing video? Creativity and professionalism count. Still, there are other things to take into consideration. Here are some tips to get you started.

• Make your video creative. Use fun music, great shots, and try to find an angle that hasn't already been done. People generally go to YouTube to be entertained and your video needs to be able to do this.

• Add some realism or incorporate some behind the scenes content in your video. You can do this by introducing your staff, introducing some listeners, or even giving the audience a tour of the office, or studio. This gives your station some authenticity.

• Don't just advertise. People don't come to YouTube to watch commercials. People get resentful of ads when they are on the internet. Again, make your stations video content useful and/or entertaining.

• Your video doesn't have to be professional looking, but it shouldn't be shoddy work either. The audience must be able to hear the audio and actually see the people.

• Keep it short. Most successful YouTube videos are less than 5 minutes.

• Keep your tags and categories in mind. People will find your video through the tags, which are essentially keywords, so be wise about choosing them. These will also help your video show up on web searches. Don't use random tags, either. Make sure they actually have something to do with your station brand or video content.

• Remember that while they are watching your video, you have them hooked. You’ll need to reel them in while they are still interested. That’s why it’s imperative to include your web address, as well as give them a reason to tune in.

• Don't just count on your video being shown on YouTube. You can also include links on your Facebook and Instagram pages, and in your station's website as well. YouTube will give you embedded links that will allow you to do this with just a few clicks.

• Make sure people understand what element of your station brand you’re trying to promote with your video.

• Once again, try to make your video entertaining. By doing this, people will want to watch it. They will also want to tell their friends about it. They might even post it on their blogs, Facebook page, or Instagram. This is great free promotion for your website and on-air listening. Word of mouth is one of the greatest marketing tools out there and it's free.

Your YouTube marketing video doesn't have to only contain information about your radio station. In fact, there are scores of different things you can do with your video to make it an awesome marketing video for your brand.

• Interview people who are experts in a field you are promoting as well as music artist. By doing this, your viewers are learning something valuable. At the end, you can still include your station information. In essence, you are still marketing your station, but you are also giving people something to remember as well.

• Actually, show listeners picking up their premium prizes. This is akin to customer testimonials, which can also be good. Instead of just posting a photo of your winners try to record the reaction of someone really getting the prize.

• If you are promoting an event, show clips from past events. Be as creative as possible. There's nothing like showing people having a good time to get others interested in doing the same.

• Lastly, never underestimate the power of promoting your on-air talent.

Many stations use YouTube to support their on-air product, contesting and events. However, a lot of stations are unaware that YouTube offers various features that can help make your content more user friendly.

Hot Spots - with this, you can see what parts of your video the audience is skipping past and which part they might be pausing or re-watching. You can then edit these hot spots.

Popularity Graph - this graph shows you how popular your video has been as well as how popular it is in comparison to other videos within your market.

Audio Swap - with this, you can add music to your video from your library. It's a fast and easy way to change the music heard in your video with just a few simple clicks.

Quick Capture - use this feature to record directly to YouTube from your web cam.

When you use YouTube marketing to promote your radio station, you have the opportunity to reach literally millions of people without spending any money. (Unless, of course, you have expenses associated with creating your videos.)

Tips for using TikTok

TikTok is a fairly new social media platform and it has seen significant growth over the last few years.

Marketers that do well on TikTok have visually appealing products. Alternatively they create videos showing their products being used in a visually appealing way. This is vital for success because TikTok users want to be entertained.

Music plays a big part on the platform. Most of the videos on TikTok have music playing in the background. This is easy to add to your videos as TikTok has a sound clip gallery that you can choose from. So instead of creating videos that contain a lot of talking you need to add good background music instead.

At the end of the day TikTok is all about fun. When you can tie fun into your radio stations brand on TikTok then you have a recipe for success. Your videos will be liked and shared and could go viral.

Being successful on TikTok is all about catching the attention of your listener base. In your profile you have the opportunity to tell TikTok users what your station brand is all about so make sure that you cease this opportunity.

You need to write a description that will attract your listeners. Make your profile fun and appealing. Show your listeners that you will provide them entertaining content.

When you are setting up your profile make it a Pro account. This is free and the major benefit is that you’ll have access to TikTok analytics that will show you how well your profile and your individual posts are doing on the platform.

There are different kinds of videos on TikTok and some are more popular than others. A lot of the most popular videos on TikTok have a comedy element. Making people laugh is always in demand. There are some really creative comedy videos on the platform and they always get a good response.

One of the great things about the TikTok platform is the amount of special effects that you can use in your videos. For example if you want to speed up a video or slow it down then you can easily do that.

There are some great face filters available and other effects that can really make your videos stand out. You’re not trying to create a Hollywood blockbuster but you should learn about all of the effects and use them as often as possible.

Another innovative feature of TikTok is the Duet feature. Here you can use another video and create a new video so that it stands “side by side”. The reaction video is popular on TikTok. This is where a person reacts to someone else’s video. With a side by side Duet you can really express your feelings and TikTok users love to watch this. So work out how to use the Duet feature and use it in your marketing.

Once you start creating engaging videos that TikTok users really like then they will want more and more from you. You really need to be consistent with your TikTok video posts. A lot of stations make the mistake of posting a ton of content in the first 2 to 3 weeks and then they run out of ideas and do not post anything for a very long time. It is really easy for you to be totally forgotten about on the platform even if your initial videos were really great.

Think about how often you are prepared to create videos and post them. If it is weekly to start with then stick with that. If you start to post daily your followers will expect you to come up with a new video every day. So don’t disappoint them and manage expectations from the start.

After you have created videos and posted them on TikTok then post them on your other social media channels too. Right now compilations of TikTok videos are very popular on YouTube for example. These will work well on Facebook and other platforms as well.

It’s important to know that TikTok users don’t like to be sold so never try to push your products, services or promotions on them. Instead, you want to entertain them and associate fun with your station brand.

#Hashtags and Your Station

While #hashtags are a relatively new “buzz word” over the last decade it’s a word that a vast majority of us use daily in our own lives. #Hashtags have become a part of modern culture, their place hasn't been restricted to appearing just on our social media accounts like Instagram, Facebook or Twitter, #hashtagged phrases have found their way into general conversation with phrases such as “#blessed!”

#Hashtags are great for both setting and finding the latest trends. They can be key to social media campaigns going viral. The great thing about #hashtags is that it's up to you, how you use them. You can find the latest trends and use one of them or you can set your own.

Social Media marketing is one of the top marketing methods for radio stations right now. This is why #hashtags should be playing a massive part in your brand marketing strategy.

Capturing the latest trend or even setting your own can drive thousands of visitors to your website and dial position each and every day. What radio station can afford to ignore that sort of CUME?

There are various different ways of using #hashtags for your station across a number of different social media platforms. You can use #hashtags on Twitter, Instagram, and Facebook and they can bring great results on all these platforms.

However, before you even consider using a #hashtag you really need to think about what it is that you want to say. You can't just throw any old #hashtag phrase out there; there are a few things you will want to consider to maximize the impact that your #hashtag will have.

Obviously, you will want to use #hashtags that promote your contest or events, like cash give-a-ways or summer concerts. However, that doesn't mean you want to go with a #hashtag as bland as #win or #concert.

You will want to create something unique; you will want to use #hashtags that stand out from the crowd, that are instantly recognizable and that promote what you have to offer. This might mean you have to get a little creative but it will be worth it.

You could use the call-letters of the station in the #hashtag or perhaps some other part of your branding or marketing, the choices really are endless. Just keep in mind you want your message to be clear and unique.

The next thing you will want to consider is what you decide to use as a #hashtag should be easy to remember, if you have a specific #hashtag that is part of your overall marketing plan, then don't be afraid to put it on other marketing channels.

Once you have your #hashtags in place remember to use the same ones across all social media platforms and then just wait for the CUME to start rolling in.

One of the key things you will need to do when it comes to using #hashtags as part of your social media marketing campaign is researching your #hashtags. What this means is doing a little bit of exploring to discover what the most popular trends in your format niche are.

This will give you a look at the #hashtags that are trending, the #hashtags that are most popular. You can even see which #hashtags are popular where you are and the surrounding area.

Twitter and Facebook also have their own trending analytics that will let you see the most popular #hashtags on their website that day. All of these tools will help you research the best #hashtags for you to use for your station, contest or event.

So, the first thing to consider when it comes to writing your #hashtag is the length. Ideally your #hashtag should be between 1-3 words; it shouldn’t be any more than that.

One of the best ways to use #hashtags is to ask questions. It’s a great way of getting people to engage with your station, and can really open up the lines of communication between you and your potential listeners.

As you can see #hashtags are an easy and effective way of driving CUME to your station and helping to build your brand.

As long as you are prepared to research the best #hashtags to use for your station then they can be a fabulous tool in your social media marketing campaign.

Once you have your #hashtags up and running remember to track their results and change any that are not bringing in the desired results.

Summary

On Social Media, the content needs to be excellent. It needs to be engaging, it needs to be error free and it needs to really sell the “dream” – the value proposition – that gives your radio stations brand its emotional appeal.

This will give you a new way to find new listeners and it will also be what gives them a reason to go from occasional listener to loyal fan. It will take a few encounters with your brand for someone to decide they want to sign up for your e-mail list or follow you on Twitter, etc. You need to ensure that each one of these encounters impresses these potential listeners so that they will become closer to wanting to know more about your station.

If you want someone to follow you then you need to incentivize that. I’m not talking about offering free giveaways (which will encourage people to sign up or follow and then never read anything you have to say or tune to your station). Instead, I’m talking about offering something that is genuinely interesting and is an incentive by itself. So instead of posting about why your station is great, you’re offering a clear listener benefit and you’re getting them excited about your brand.

Comments

Michael Rivers from North Carolina on September 22, 2020:

Wouldn't that be too good to be true?