Buzzfeed News reported this week on Facebook’s war against fake news. Fake news sites like National Report create false stories with clickbait headlines, and depend on Facebook to drive traffic to them. Facebook is doing their best to curtail the traffic they’re driving to these sites unintentionally. [Read more…] about Hey, Radio DJ! You Have a Responsibility to Fact-Check Facebook Posts
Millennial moms are discerning. They expect authenticity and are drawn to brands that tell a compelling story with every touchpoint. Moms today demand more from your marketing than ever before.
As I shared on a recent panel at M2Moms, here are 3 things you should know when marketing to millennial moms:
- Think mobile first. Moms are meeting your brand on their phones, and they are a design-conscious audience that expects a cohesive user experience from in-store to TV to mobile. Given that 21% of Millennials don’t even use a desktop computer to go online anymore, being mobile responsive is no longer enough. Think about the mobile experience first, and then think about how that translates to desktop.
- Be transparent. They grew up with the Internet and know how to get information quickly and how to tell what’s legitimate. Many Millennials will dig into the source of information, particularly when they’re skeptical to begin with. So when it comes to creating content for your brand, make sure your t’s are crossed at all times. If not, be prepared to be embarrassed as your brand authority comes into question.
- Focus on the lifestyle. I know it’s painful to hear, but moms care about more than just your product. Your product is a tiny blip within the full (and often chaotic) life she is living. To build loyalty through marketing, think about the bigger picture. What is she doing when the need for your product arises? How is your product used in her daily life? Use content marketing and digital advertising to tell her you understand her—her needs as a whole and not just her need for your product.
- Segment your Millennial audience. A “one size fits all” approach is only good when it applies to a poncho in the pouring rain at an amusement park. Know which segment of the Millennial audience you’re talking to, and craft your message accordingly. Don’t believe me? Get a 22-year-old and a 34-year-old in a room together and tell me how much they have in common.
“Like this if you like doughnuts, too.” “Share this if you’re single.” “Like this if you’ve ever played football.”
What do these statements tell you about the brand, station, or person who posted them? Nothing. Except that they are desperate for engagement.
Every post, tweet, pin you make is representative of your brand. While studies show that asking fans to take action (by requesting likes, shares or comments) works, pairing the call to action with a post that contains strong content is key.
If someone shares, comments or likes a post, it shows up on their Timeline. If the post is meaningless and doesn’t contain content that brands your station and entertains the listener, the engagement is pointless. No one is tuning in to your station or liking your Facebook page because they saw a post that says “Like this if you like doughnuts”.
Although you may receive high engagement from that post (many people like doughnuts!), it’s empty and won’t help you achieve broader marketing goals. After all, you aren’t a company that sells doughnuts… are you?
Photo credit: SebastianDooris
Based on the digital landscape in radio today, here are 11 predictions for radio’s future in digital:
1. The fusion of on-air content and online platforms will be seamless.
As radio stations develop strong digital strategies for their on-air talent, the content and engagement of online platforms will be naturally integrated into the on-air show. As the request lines ring less and less, jocks will use texting, social media and website commenting platforms to add more listener interaction to their shows.
2. Air talent social media platforms will be owned by the radio companies who employ them.
Many of the major radio corporations are already enforcing company social media guidelines upon air talent for their individual and show accounts. While some may retain control based on a “grandfathered in” negotiation, many will lose control as they are required to follow specific rules and even give administrative access to corporate staff.
3. Air talent will be held accountable for their online results.
Website traffic and social media success will no longer be measured out of curiosity or used for bonuses only. Air talent will be required to meet quarterly goals set by management, for both the station website and their show’s digital platforms.
4. Stations will budget for social media third party apps.
To achieve results with social media, radio will invest in applications for scheduling, contesting, and analytics.
5. Podcasting will no longer be the redheaded stepchild of radio.
Radio will follow the model of television (think DVR, on-demand), super-serving the core listeners with on-demand listening. Instead of viewing podcasts as a threat to both radio’s ratings and budget, managers will innovate and restructure podcasts to create ROI, regardless of the minimal ratings return.
6. All stations will have mobile apps and websites.
As mobile website usage continues to rise, even the smallest companies will focus on the mobile optimization of their station websites, and will invest in reliable mobile listening apps.
7. Stations will own advanced video equipment.
As the pressure to incorporate video into digital strategies builds, stations will invest in video equipment for use in-studio, at promotional events, concerts, and client remotes.
8. Radio will invest in social gaming for branding and promotions.
As listeners become more savvy to standard online advertisements, digital strategists and sales managers will invest more money for better results, with creative branding campaigns and promotions using social gaming.
9. Radio sales executives will sell the entire brand, rather than just terrestrial radio.
As advertisers seek more creative, multi-platform ideas, radio’s sales superstars will view their station brand from a big picture perspective, creating unique solutions for clients that involve marketing from a variety of platforms.
10. The radio industry will become an early adopter to digital innovations.
We’ve watched the newspaper industry’s struggle to innovate, and we won’t be left behind. Radio companies will be exploring new innovations as they arise, mining them for revenue opportunities.
11. Social media strategists and content curators will be standard positions in the radio industry.
As radio’s digital efforts continue, companies will hire content producers and social media strategists to create online content, design individual station strategies, and measure results.
Get our your Magic 8 Ball and make a prediction of your own in the comments. I’d love to hear it!
Photo courtesy of Sassy-Stock at deviantart.com.
There’s a reason so many brands and businesses are creating a marketing strategy just for Pinterest. It’s a huge traffic driver. Recent statistics show it provides more referral traffic to other websites than YouTube, Google+ and LinkedIn combined.
Whether you’re a blogger, a retail boutique, or a radio station, traffic to your website is important. Web traffic makes advertisers happy, and your station may gain new listeners both within and outside your market from Pinterest referrals. If your website content is good, those visitors may become regulars. They might listen online, and again in the car when they head to work the next morning. They might even pin your content, increasing your reach yet again.
Almost 70% of Pinterest users are female. 50% have children. The age demographic is varied, with 27% 25-34, 29% 35-44, 24% 45-54. The site receives almost 1.5 million visitors every day, with users spending an average of almost 16 minutes per visit (which exceeds Facebook at 12.1 minutes). See the infographic below for a visual display of these Pinterest stats and more.
Both the demographics and the power of Pinterest as a referral source for websites make it perfect for Top 40 radio.
However, the nature of Pinterest is different than other platforms. Show up and do what you do on Facebook or Twitter and you’re destined to fail. Treat Pinterest as a “what’s in it for her” experience, and you’ll be rewarded with the virality of repins, an increase in web traffic, engaged listeners and happy clients.
Embrace The Top 40 Lifestyle: Get In Her Head
Define your station’s target listener. Go beyond the age and gender to determine what she does during a typical day. What are her interests? What are her problems? Defining these will help you create a content strategy for your station’s Pinterest account.
80% of pins are repins, meaning Pinterest users are browsing to curate content from pinners they follow (and not always to create organic pins from the web). This could be thrilling or damaging, depending on the strength of your station’s content. The pro: There is a strong chance your content will be repinned if it’s good, expanding your reach and website traffic. The con: Station-centric content can’t be your focus. You won’t gain any followers, as only the most devoted P1s will repin a promotional image or DJ blog.
Users are looking for content they can identify with to repin as a form of self-expression or content they can come back to later like household tips, recipes, or products to purchase.
The most popular categories on Pinterest are Home, Arts and Crafts, Fashion, and Food. Use your listener profile to expand your strategy beyond these.
If 50% of Pinterest users have kids, and many Top 40 listeners do too, create content for Moms. For example, pin family-friendly events from your website’s event calendar to a Pinterest board for your Mama listeners. Or create a fitness board to help new Moms lose weight. Follow the example of Star 94/Atlanta and pin cute kid pics.
Use Pinterest to engage listeners on topics they enjoy. Use it to drive traffic back to your website, too. Create boards that represent features on your website. For example, a Sleaze board where you can pin entertainment and pop culture news from the station website, and other sources, too.
Add content to your website with the Pinterest mindset to ensure stories, promotions and events have an attractive image to pin. Use teases to ensure your followers will read the full story on your site.
While it’s essential to pin like a listener, don’t forget to include content expected from a radio station. Create boards for music you play, concerts in your market, personality blogs, and more.
Need help? An intern (ahem, ‘pintern’) in your demo might not be a bad idea.
Source for statistics and image: medianewsinpics.com
Image created by Modea