We spend most of our time thinking about audio. When’s the last time you thought about visual? Facebook and Twitter have made shifts to emphasize visual content this year, while Snapchat and Instagram are already “all visual, all the time.” You undoubtedly spend a significant amount of time creating engaging content for the Web—your blog, your social media accounts. It’s time to up your visual content game or get left behind. [Read more…] about 8 Visual Marketing Tips For Radio (And Why You Should Care)
No matter what the state of your social-media usage, there’s room to improve your strategy and expand your business. But where to focus your efforts? I offer a quick rundown on which social platforms might help you and how in an interview for the Verizon Wireless Small Business Guide.
Thumbnail photo credit: Verizon Wireless
You need something new to spice up your wardrobe. You head to the mall and fall in love with a gorgeous pair of shoes. They’re shoes, and you need shoes. They’re beautiful, shiny and new, and you’ve seen them in every magazine as the hot new trend. If everyone says they’re hot, you’ve got to have them.
But what if they don’t fit?
Social media marketing is like shoe shopping. If the platform doesn’t fit your business, it doesn’t matter how attractive, shiny and new it is.
For example, if your target demographic is male 55+, Pinterest might not be the best fit for your social media marketing strategy. It’s beautiful. It’s all the rage. It’s driving traffic and boosting e-commerce. But it doesn’t fit because the demographics don’t line up with the target demo of your business.
Don’t let the allure of a gorgeous new social platform distract you from your goal. If it doesn’t fit, it doesn’t matter how attractive the platform (shoe or social!) is.
Photo credit: Foeck
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”.
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