Promoting Your Online Radio
or Television Station
It is important to actively promote your online broadcast station so
the listening / viewing audience can be increased. Without any
promotional effort, the audience potential will be negligible.
You must consider a variety of concepts to consider for promoting an online broadcast station.
These concepts include:
- Planning the promotion
- Website traffic
- Defining your station genre
- Online communities
- Press releases and journalistic articles
- Online broadcast station directories
- Banner link exchanges
- Station promotional items
- Keeping your audience loyal
- Audience feedback
There are two techniques to promoting a online broadcast station. The first
one is to spend large amounts of money on Internet advertising such as banner
placement, or pay per click promotion. However, it is important to realize that
spending large amounts of money does not guarantee an increase in your audience
The second technique is to utilize existing resources and your own time. A
well thought out promotion plan, in conjunction with a nominal financial budget,
can achieve far greater results.
Planning Your Promotion
An outline of your promotional plan should be drafted. This outline will
allow you to compare all the individual elements. A final version should be
saved and printed to reflect the finished plan. All future revisions should be
numbered or dated and kept with the final copy.
The key to achieving results with promoting an online broadcast station is a
commitment to following the plan. Sustained results will not occur overnight. It
is important to keep a journal and track the results of implementing each
element of the promotional plan. Changes to the plan can be made, based on the
results. These adjustments will allow you to achieve the desired results.
Track Your Website Traffic
Monitoring the broadcast station's website traffic is very important. This
allows the observation of visitor information. Some examples of data that can be
retrieved from these observations include: origin of visitors, search engine
referrals, links to the website, etc.
This information can provide data on the results of implementing different
elements of your promotional plan. If the web host does not provide access to
website statistics, you can find these services offered for free on the
Internet. An example is http://www.statcounter.com which provides free web
traffic data analysis information.
Define Your Station Genre
It is important to define the genre or type of programming that your online
broadcast station will use. This will allow you to focus the promotional
For example, your online broadcast station could have the genre of Country
and Western music. This would allow you to focus on associating with that
specific genre of music.
This genre can be further narrowed into sub categories. A example of this
would be the primary genre of Country and Western music and the sub genre of
Classical. The sub genre of Classical Country and Western would encompass
older Country and Western artists such as Hank Williams.
These sub categories can allow the creation of unique niche markets and
increase audience potential
You need to research online communities and find ones that match the genre or
type of programming that the station uses.
Some examples of online communities include : Forums / Bulletin Boards / IRC
chat rooms / webrings.
Prior to posting comments to these online venues, you should carefully review
the Acceptable Use Policy. It is important that you present yourself in a
positive and professional manner through your interaction with the community.
Resourceful advertising techniques can be used while contributing to these
online communities. Station logos or web links to your broadcast station web
sites can be included with your contributions to these online communities as
long as such activity is permitted.
Another form of online communities are Internet Web Rings. These are websites
that link together because of common interests or activities. You can join a
existing one or start a new one yourself. An example of an free web ring service
Press Releases and Journalistic Articles
Press releases and journalistic articles can be written to help promote your
Internet broadcast station.
Press releases cover events and activities that are occurring at your online
broadcast station. These press releases can be submitted for free, to various
portals on the Internet. An example of an online press release submission
service is http://www.free-press-release.com.
Press releases should contain three elements :
- The introduction
- The body of the press release
- The closing
You can find additional information regarding the writing of press releases
Tips, Guidelines and Templates for Writing and Effective Press Release
Elements of an Effective Press Release http://www.netpreneur.org/news/prmachine/pr/default.html
Journalistic articles can be written featuring topics associated with your
Internet broadcast station. These journalistic articles can be submitted for
free, to various portals on the Internet. An example of an online journalistic
article submission service is http://www.ezinearticles.com
Journalistic articles should contain three elements:
- The introduction
- The body of the journalistic article
- The closing or summary
You should also answer the following questions within the journalistic
- Who or what the article is about
- Where these events are taking place
- Why the article is being written
You can find additional information regarding the writing of journalistic
articles here :
Writing a News Story http://www.mediawareness.ca/english/resources/special_initiatives/toolkit_resources/
How to Write a News Story http://www.mediacollege.com/journalism/news/write-stories.html
It is important to write quality material for press releases or journalistic
articles so that these items are accepted for content submission. Correct
spelling and grammar are extremely important. It is recommended that some one
review the material prior to submission.
There are specialized online directories for online broadcast stations that
allow individual broadcast stations to submit their unique station information.
These directories are the equivalent of search engines designed specifically
for online broadcast stations.
Most online station directories sort stations using various criteria.
Examples of common search criteria include: Format / Language / Genre /
http://www.comfm.com is a well known online broadcast station directory that
allows free station listings.
http://www.scvi.net displays station logos and web address links for online
broadcast stations that use the NSV / Theora video format.
Banner Link Exchange
Numerous web sites allow people to swap website address links or graphic
banners for free. You should stay away from link and banner exchange farms .
These are websites that contain no relevant information. Such websites provide
negligible promotional value.
If you do not have a graphic banner for the broadcast station website, there
are sites on the Internet that will allow you to create one at no cost.
is a example of a free online banner creation site.
You can also ask associates, family and friends to display your station
banner or web link on their websites.
Station Promotional Items
Items can be sold to help promote the online broadcast station.
Examples of such items include:
Hats / Cups / Shirts / Bumper Stickers
There are several Internet businesses that can help you create and sell such
promotional items. Cafe Press is a well known example. This business handles the
entire process from ordering to production and delivery of ordered items. Cafe
Press offers a free basic sales package. More information can be found here :
Keeping Your Audience Loyal
As you promote your online broadcast station to attract more audience
members, you should also provide incentives for the existing audience members to
Community interaction is an excellent method of retaining your current
Some examples of this include :
- News letters
- Online Chat
- Picture galleries of audience members
- Participatory forums
- Show off listeners locations from around the world
You can find free resources on the net for hosting or providing services for
many of these. Frapper is one of many free services that Google offers. This
service allows people to pinpoint their geographic location online. You can find
more information here: http://www.frappr.com.
Free e-mail accounts can also be offered to audience members. There are
Internet business that will allow websites to offer e-mail services to large
groups of people. These businesses are able to offer this service for free by
using banner type advertising on the mail page. ( This is similar to the
advertising found on Hotmail or Yahoo e-mail accounts. ) Everyone.net is a
example company that provides free sponsored e-mail service. You can find
additional information here: http://www.everyone.net/email_pcs.html.
Audience members can submit Shout Outs to be included in your station's
program rotation. These can be recorded audio or video clips.
This is dangerous Dave from Durban South Africa and you're listening to
the best Trance on the net www.OhMyTrance.com.
Providing quality web content that is kept current and up to date, is also
very important. This is the best incentive to keep audience members coming back.
Audience members and casual website visitors can provide input that can help
with adjusting your promotional plan. You can get valuable suggestions and
perspectives from outside sources.
Follow through with each element of the promotional plan and track the
overall progress. Remember to keep a record of how the promotional plan is
implemented as well as tracking the results.
A promotional plan should never be cast in stone. The plan needs to be
flexible and have the ability to be changed based on audience participation,
feedback and traffic patterns. Having the ability to quickly modify or update
the promotional plan is very important.
Listen to your audience members and visitors. Always be willing to consider
their suggestion or comments.