Got questions? The WebJockey has answers. Need ideas on how to pump up your station's website? Not quite sure how text messaging works?: Ask The WebJockey.

The WebJockey can answer your questions on new media in radio. Send him an e-mail at TheWebJockey@MJIinteractive.com and check out some of his answers to other stations below.

 

Q Can you share some of the ways I can connect my website with my broadcast advertising? I finally have a website I can showoff and I want to put it to work for my advertisers.

A Many stations overlook some of the easy ways they can link the power of their website to their advertisers' broadcast campaigns.

Try Keyword Campaigning. First, add a keyword function to your website. It's a specific way to associate a keyword with a webpage you can customize – it's *not* a search engine box which reviews all the text on your site.

Once you have the keyword function in place, offer your advertisers exclusive use of a keyword during their broadcast flights. They can include that keyword in their copy, suggesting listeners can find out more by visiting your site and entering that keyword.

For instance, a local Subaru dealer has a special 'test-drive' promotion. The keyword "Subaru" is made available to that dealer and written into ads or mentioned by the DJ... "For more information, including how you can win NASCAR tickets, just log onto WXYZ.com and enter the keyword 'Subaru'".

Interested listeners will type "Subaru" in the keyword field on your homepage and jump to an interior page which includes the offer and the details.

Keyword campaigns are a win, win, win! Advertisers value a dedicated page on your site which can include details that a :30 or :60 spot would ever attempt. Interested listeners now have an easy way to follow up with your advertiser and your home page traffic benefits.

 

Q What are some of the no cost / low cost ways stations drive traffic to their websites? My station just went live and now I'm ready to focus on growing new and repeat visits.

A First, be sure each of your jocks mentions something that can be found on your site several times during their shifts. Try pumping any features you might currently have on the new site: guestbook, photo galleries, concert calendars etc.

Also, be sure each jock has an email box on the site, so he or she can encourage listeners to send mail around a topic, event, or new program element.

Move some of your contests from your broadcast to your site, making it an exclusive through your webpage. Have the jocks promote it on air and tell listeners they must visit the website to participate or get the details.

Also the Keyword Campaign idea shared above can be great for station related promotions, community info or other content. This is a great way to use your broadcast to build web traffic.

Finally, be sure to add your web address to all of your promotional items, business cards, and stationary. Certain promotional items might just need the web address. Think Hot107.com vs. Hot107 – or 440AM.com vs. 440AM.

 

Q I've heard a lot about internet-based NTR growth outpacing spot revenue growth for stations. This double-digit growth – is it for real? How can a station without 'big company' resources tap into this?

A First, the double digit growth is for real. RAB recently reported that non-spot revenue grew by 16% in Q2. Yes, the 'big company' resources will help certain stations get farther faster with internet NTR, but here are two tips to get you started, regardless of your resource level.

I recommend getting Google affiliate program for paid search and for Adwords. If you don't want to invest the time in figuring out how to set this up, there are companies who can do this for you.

Also, consider setting up a custom store on your site with Amazon's affiliate program. How much you make will depend on how well you promote your site and whether the content on it is compelling enough to bring your audience back. E-mail me if you'd like to learn how to set up a store with Amazon.

 

Q I know 'bonusing' your website isn't a great idea and I've finally convinced others at my station to charge advertisers for presence on our site starting next quarter. I have no idea how to price space on my website and I need some advice from you on where to start.

A Thing about a 'currency' that's familiar to your advertisers. Example, 'for the cost of 4 additional spots, we can include you on our home page this month' and then include this in your proposal.

Or, if you have lots of web traffic, find out how much local directory sites are charging and go after their advertisers with more aggressive rules and parity ad sizes.

Better to start towards the low end and work your way higher with what you learn along the way. Also, the sophistication of your advertisers will improve over time, so anticipate needing a tool to help you manage the web assets, rotate ads in one position, measure the views and clicks, etc.

If your site is cluttered with lots of 'bonused' banners, badges and the like – include rethinking this, too, in your New Quarter's resolution. The appeal of being included on your site is a non-starter if your site is cluttered.