So you have a traditional radio spot, an internet radio station, show, or podcast, and now you need to know how to make newcomers loyal listeners. This article outlines the most essential steps to make your brand’s listeners wanting to tune in regularly.
Know Your Ideal Listener
Coming up with show concepts is an art form. Beyond that, it’s a must to know exactly who would be tuning into your concept. You will want to both explore which listeners are likely to tune in every week and also which companies and brands would want to target them if you are considering getting sponsors. Basic demographics to consider are geographic areas likely to tune in, races, music preference, gender, and age. After you’ve profiled your ideal listener in these more general areas, you can consider their interests and lifestyle more in-depth. Google photos of what your ideal listener might look like and pin them around your station or in your home where you are likely to see them before going off to broadcast. Over time, you can use real pictures of actual listeners of your show!
Respond To “Mail” and Partner With Their Favorites
Shaping a show your audience loves will take some participation from the audience, and you must listen to their feedback. Positive and negative comments, emails, reviews, or snail mail, should be responded to on a regular basis. As you grow in popularity, you may not be able to them all. Just let your listeners know you do carve time to read them. Satisfy listeners by attempting to partner with their favorite role models, companies, and brands, either in the form of an interview, advertising spots, offers, or events.
Promote a Sense of Community
Emodus Research company committed time in 2013 to understand more thoroughly the bond between NPR and its listeners. According to the study, listeners who are more emotionally connected to a station have a stronger bond than with local, traditional stations that move them to donate at a rate of 4 times the amount than satisfied listeners. This is the difference between satisfied listeners and brand loyal listeners.
You can achieve these results by first completing the previous two suggestions, and continuing to make the station interactive for listeners in innovative ways that maybe others are, or are not doing.
Give Them More Ways To Devour Your Content
Media.info director and radio futurologist, James Cridland, says “Don’t waste your time on which platform is the future, because the answer is: all of them. Radio’s future is a multi-platform future. The right platform, for the right person, right now.” Blogs, videos, individual Facebook accounts and forum user accounts, articles, newsletters and email campaigns are all ways for your fans to stay connected on a more personal and regular basis, further solidifying their level of brand loyalty.
Promote Your Show!
So many radio personalities think sitting on a show is enough to attract listeners and the truth is it’s not and it’s much less fun. Get out there and meet people at events! Donate air time to causes you and your listeners believe in! Brag about your accomplishments and happiest, most satisfying moments on air over your social media accounts! Promote your show however you like, but do promote your show/station.
Aaron Phillips 