Internet Marketing Podcasters: Think Like An Author To Increase Listeners
By Anna Johnson on January 20th, 2010Podcasting and Internet radio is hot, and if you’re an Internet marketer or entrepreneur looking to build your community and brand, hosting your own podcast or Internet radio show (or schedule of shows) might be just the ticket.
But with more and more online radio shows and podcasts competing for listeners, you’d be wise to consider these tips from radio marketing expert Francine Silverman on how to get, build and keep your audience…
By Francine Silverman
Losing listeners? One thing you can do is spiff up your website. If you study radio websites, as I have, you’ll notice that there is no information on the shows’ themes or whether they welcome guests. Or the best method of contact.
You have a great show on radio, let’s say on health, and people in your immediate area think it’s the cat’s pajamas. But how do folks across country find out that your wonderful health program is archived?
Think of all the terrific shows that are unknown by most people around the world.
As an online publicist, I have surfed the Internet for radio shows to pitch. Many times I’ve sent off bios, not really knowing if guests are even invited.
Go to any radio website. You may find the bios of the hosts but not the theme of their shows, or the theme of their shows, but no contact information, or whether or not they invite guests, and, if so, what kind?
In contrast, authors with websites seek to promote their books on their sites with a bio of the author, excerpts, guest book, articles, and myriad other ways to showcase themselves and their books.
This lack of information not only shortchanges potential guests but listeners as well.
Radio is the stepchild of TV but it doesn’t have to be that way. Why don’t radio stations promote themselves to markets outside their area? A show on animals, aired in Los Angeles, would surely interest pet owners all over, but the powers-that-be at the station are trying to increase the audience in L.A. – instead of focusing on streaming on the Internet so that it’s heard worldwide.
But beyond streaming, you need promotion. Just like an author promotes a book, a station must promote its shows.
Internet radio websites are generally more reader friendly than their counterparts on air.
Consider Global Talk Radio. Notice how the shows are laid out, with brief descriptions and contact information.
Remember how families would fight over the station in the car? The parents wanted Rush and the kids, rock music. Internet radio is not constrained by the demands of terrestrial radio. People can listen to podcasts at their leisure, either on the Internet or on their iPods. In comparison, people have preferences in radio stations, and tend to listen at same time each day.
In preparing an article on radio, I selected five shows at random and wrote to their general managers about their poorly designed websites. Only one responded, stating that they don’t have many guests, other than locals. His attitude was defensive, if not telling:
“Our stations are being sold soon, and we’re not going to waste a lot of time and resources beefing up a website that will have to be completely re-built anyway.”
“We can’t afford to hire producers to ascertain if a potential guest is any good, or will just put people to sleep, and to coach them before the show.”We understand the importance of websites and our sites are pretty good for a market our size. But the local business people aren’t exactly standing in line to give us money for web advertising. We’re lucky to have a part-timer that can spend a few hours a week on our 4 websites.”
“Selling books is your job, not mine.”
About The Author
Francine Silverman is an author, publicist and host of Fraternizing with Fran on The New Toginet Radio, author of Talk Radio Wants You: An Intimate Guide to 700 Shows and How to Get Invited (McFarland & Co. 2010) and ebooks of talk radio shows on business, New Age, politics, self-help, health, paranormal, sports, entertainment and men/women. Visit Talk Radio Advocate or contact Fran here.
