Stephanie Winans

Business & Marketing Strategy Consulting

monetization

Can Radio Monetize Pinterest?

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Can You Sell It?


I haven’t seen a station sponsored pin or board yet, but I believe you can. Pinterest is all about visual content. Be picky about which clients you partner with and choose based on the custom content you can provide visually. If you’re weaving clients into a well-developed content strategy, listeners won’t care that some content is sponsored.

For example, weddings are a hot category on Pinterest. Partner with a local wedding boutique to share wedding and bridesmaids dresses. Pin their images (with the attached link to their site) over a period of time, mingled in with other wedding content like catering, music, decor, etc. You could include a pinned coupon, or a repin promotion to win one of the dresses pinned.

Create the content idea first with your demo in mind, then present it to the client. Be protective over your Pinterest account so it doesn’t become a dumping ground for client products and events.

Your followers on Pinterest will be paramount to any future success you have with clients. So create a content strategy and get pinning first to establish your station as a “pinner to follow”.

Marrying Radio and Digital: Challenge #4

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This is the final part to a four part series called “The Challenges of Marrying Radio and Digital. Here are the other parts to the series:

Challenge #1: Accepting Change

Challenge #2: Strategy

Challenge #3: Staffing and Time

 

Challenge #4: Monetizing

How can we monetize social media, mobile apps, streaming, the station website, etc.? If we can’t monetize these efforts directly, what evidence exists that they will increase ratings? These are the questions weighing heavily on the minds of managers.

As we adapt to technology’s changing landscape, we will be searching and testing ROI solutions that are well-integrated within each platform. Some digital platforms are more easily monetized than others; it’s these “others” that create a dilemma. Opportunities for monetization will emerge as we gain experience and achieve results with each digital platform.

For example, while social media was once viewed as a necessary platform that couldn’t generate revenue, many stations are now getting creative with custom social media contests and promotions that tie-in clients anxious to capitalize on radio’s success with Facebook and Twitter.

Addressing our challenges is the first step in creating a roadmap for our future in digital. If I missed any challenges you face in this series, please leave a comment below.