Got Traffic?

Radio has come a long way since the first radio station web site was published on the net. Sites are full of flash, content, and interesting blogs for listeners. The problem that most stations still struggle with is how to monetize these sites into profitable stand-alone entities.

To simply assume that if you build a great site and promote it on your radio station is enough, is to assume that your listeners multiply overnight. In other words, constantly promoting the site to the same group of people does little to grow your site audience.

When our site-SonnyRadio.com was launched in 2001, the vision was to build and grow a world-wide entertainment site that would attract visitors who would tell others about what they found virally. We have constantly operated pro-actively toward that vision.

Our success has exceeded our wildest dreams. Since our niche is Boomers, their children and parents, we are muliti-generational in our appeal. Recently, Nielsen premiered their new Internet video streaming ratings showing SonnyRadio.com as No. 2 in the U.S. for February, 2008 in our target demo and second only to eBay.com. Source: http://blogs.mediapost.com/research_brief/?p=1691

Keep in mind that we achieved this milestone without terrestrial radio or newspaper support. Our send-along-marketing approach continues to grow the membership daily.

In consulting radio stations looking to increase traffic dramatically, I always stress two key ingredients: A list and a plan. The list is your email database of those who visit and sign up for alerts, newsletters, contests, etc. The plan is how you let these key visitors know about something new and exciting on your site, not limiting yourself to loyal listeners.

When you build it and they don't come back, you must take it to them and give them a reason to share it with others. That's the power of virally growing your station's site and having a story to tell potential advertisers.