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Suggestions on Promoting Your Web Radio/TV Station

It is important to actively promote your online broadcast station so the listening/viewing audience can be increased. Without any promotional effort, the audience potential will be negligible. You must consider a variety of concepts to consider for promoting an online broadcast station. Here we provide some suggestions on promoting web radio/TV station.

There are two techniques to promoting an online broadcast station. The first one is to spend large amounts of money on Internet advertising such as banner placement, or pay per click promotion. However, it is important to realize that spending large amounts of money does not guarantee an increase in your audience potential. The second technique is to utilize existing resources and your own time. A well thought out promotion plan, in conjunction with a nominal financial budget, can achieve far greater results.

Planning Your Promotion

An outline of your promotional plan should be drafted. This outline will allow you to compare all the individual elements. A final version should be saved and printed to reflect the finished plan. All future revisions should be numbered or dated and kept with the final copy. The key to achieving results with promoting an online broadcast station is a commitment to following the plan. Sustained results will not occur overnight. It is important to keep a journal and track the results of implementing each element of the promotional plan. Changes to the plan can be made, based on the results. These adjustments will allow you to achieve the desired results.

Track Your Website Traffic

Monitoring the broadcast station's website traffic is very important. This allows the observation of visitor information. Some examples of data that can be retrieved from these observations include: origin of visitors, search engine referrals, links to the website, etc. This information can provide data on the results of implementing different elements of your promotional plan. If the web host does not provide access to website statistics, you can find these services offered for free on the Internet.

Define Your Station Genre

It is important to define the genre or type of programming that your online broadcast station will use. This will allow you to focus the promotional efforts. For example, your online broadcast station could have the genre of Country and Western music. This would allow you to focus on associating with that specific genre of music. This genre can be further narrowed into sub categories. An example of this would be the primary genre of Country and Western music and the sub genre of Classical. The sub genre of Classical – Country and Western would encompass older Country and Western artists. These sub categories can allow the creation of unique niche markets and increase audience potential.

Online Communities

You need to research online communities and find ones that match the genre or type of programming that the station uses. Prior to posting comments to these online venues, you should carefully review the Acceptable Use Policy. It is important that you present yourself in a positive and professional manner through your interaction with the community. Resourceful advertising techniques can be used while contributing to these online communities. Station logos or web links to your broadcast station web sites can be included with your contributions to these online communities as long as such activity is permitted.

Press Releases and Journalistic Articles

Press releases and journalistic articles can be written to help promote your Internet broadcast station. Press releases cover events and activities that are occurring at your online broadcast station. Also, journalistic articles can be written featuring topics associated with your Internet broadcast station. They can be submitted for free, to various portals on the Internet.

Online Broadcast Station Directories

There are specialized online directories for online broadcast stations that allow individual broadcast stations to submit their unique station information. These directories are the equivalent of search engines designed specifically for online broadcast stations. Most online station directories sort stations using various criteria (Examples of common search criteria include: Format/Language/Genre/Location).

Banner - Link Exchange

Numerous web sites allow people to swap website address links or graphic banners for free. You should stay away from link and banner exchange "farms". These are websites that contain no relevant information. Such websites provide negligible promotional value. If you do not have a graphic banner for the broadcast station website, there are sites on the Internet that will allow you to create one at no cost. You can also ask associates, family and friends to display your station banner or web link on their websites.

Keeping Your Audience Loyal

As you promote your online broadcast station to attract more audience members, you should also provide incentives for the existing audience members to remain loyal. Community interaction is an excellent method of retaining your current audience members (Some examples of this include: news letters/online chat picture galleries of audience members/participatory forums/show off listeners locations from around the world). You can find free resources on the net for hosting or providing services for many of these.

Free e-mail accounts can also be offered to audience members. There are Internet businesses that will allow websites to offer e-mail services to large groups of people. These businesses are able to offer this service for free by using banner type advertising on the mail page.

Audience Feedback

Audience members and casual website visitors can provide input that can help with adjusting your promotional plan. You can get valuable suggestions and perspectives from outside sources. Listen to your audience members and visitors. Always be willing to consider their suggestion or comments.


Follow through with each element of the promotional plan and track the overall progress. Remember to keep a record of how the promotional plan is implemented as well as tracking the results. A promotional plan should never be cast in stone. The plan needs to be flexible and have the ability to be changed based on audience participation, feedback and traffic patterns. Having the ability to quickly modify or update the promotional plan is very important.

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