(Chapter 6) Creating Station Engagement

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There's no doubt that enhanced content improves the Radio experience across the board. 

But the strategic use of promotional power is what grows the audience and drives engagement among the measurable experiences that feed ratings and fuel business intelligence.

Below are a few tactics to consider to create station engagement inside NextRadio

 

1. Remind listeners to "favorite" you in the NextRadio app

One way NextRadio makes listening sessions stickier is by creating value through features like Newsfeed - a continuously updated list of content personalized for the user.

The content Newsfeed generates is influenced, in part, by the stations a user has marked as favorites.  

So when your station is marked as a favorite, not only do you become a "preset" in the user's NextRadio app, but their Newsfeed displays your station tweets alongside additional content tailored to their tastes.

 


2. Weave NextRadio-speak into the fabric of your presentation

When you ask listeners to call, visit the station website or follow on Twitter – add a tiny bit of information to the presentation:

  • “or click Call in the NextRadio app.”
  • “or tap Visit Website in the NextRadio app.”
  • “or click my Twitter handle when you see my info in the NextRadio app.”



3. Use Companion Ads and Cards to create unique opportunities for your NextRadio audience

Find unique ways to provide value to your audience through their use of NextRadio.

Contesting immediately comes to mind.  

Imagine that we're giving away concert tickets, and the plan is to reserve one pair to drive engagement inside NextRadio.

Approach #1
  • Contest entry page on your website, hidden, requires a direct link to access it 
  • In TagStation>>Campaigns, build a campaign that includes the basic URL enhancement that creates an “Enter Now” button linked to contest entry page
    • Link the COM ID of the promo so that a Companion Ad displays when the promo airs
    • Add a Card to your music, non-music and schedule events to ensure maximum exposure
  • Include messaging like “Listen to us in the NextRadio app for an additional chance to score a pair of tickets!"
Approach #2
  • In your text messaging platform, create a keyword that will identify entries from NextRadio users
  • In TagStation>>Campaigns, build a campaign that includes the SMS enhancement to enable users to text the keyword to your short code in one simple tap 
    • Link the COM ID of the promo so that a Companion Ad displays when the promo airs
    • Add a Card to your music, non-music and schedule events to ensure maximum exposure
  • Include messaging like “Listen to us in the NextRadio app for an additional chance to score a pair of tickets!"



4. Tout the value of your station's "RECENT" tab

The "Recent" tab of NextRadio is where enhanced content for recently aired events gains additional exposure.  

Don't underestimate the value of this feature - the "Recent" tab is a great place for users to find more information about anything they heard while listening.







5. Create something custom in your own voice, run pre-produced spots, add website banners

If anyone knows how to effectively promote something to your audience, it's you.  Everything you need to work your magic can be found at NextRadio.com/promote.



UP NEXT->  Chapter 7: Measuring Success

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