“You’ve got to have a digital strategy.”
Whether you’ve heard someone say that, or you’ve read it and it’s bouncing unpleasantly around your brain, here’s where to start.
FOCUS ON YOUR BRAND, NOT ON THE TECHNOLOGY
There are lots of new platforms and devices to get distracted by. The thing to focus on is: what good are you to your fans? People who like what comes out of your transmitter don’t expect you to come up with radically different new streams of content for your digital platforms.
On the air, you have a very limited amount of time to give people what they want. Your fans will want more of you than they’re getting now … maybe more than they have time to enjoy on the radio. That’s when they go online specifically to get more of what you offer on the air … and you can offer it there in a deeper, more focused form.
DIGITAL FOCUS: GO DEEP IN WHAT PEOPLE LOVE ABOUT YOU
That’s what they expect to find when they pull up your website or sign up with you on Facebook.
- Do they love your music? Give them more of the music and more about the music in your digital platforms.
- Do they love your morning show or stimulating talk shows? Give them extra ways to interact with and contribute to those shows online.
- Are contests a big part of your image? Make sure there are extra ways to win and extra help to win on your website and in your social media.
- Do they count on you for information? Find a way for that information to be readily accessible, in greater detail, online.
START THERE, WITH LISTENER EXPECTATIONS
Figure out what that content is, and get it online … and draw people in to your website from your social media lists. In addition, make sure you talk about it on the air. You want to train your fans … when they want more of you … to go online.
THE OTHER STUFF WILL FALL INTO PLACE
The more you focus on super-serving your fans in this way, the more all your other digital efforts will fall into place. People may be getting all sorts of interesting, compelling content on their computers and mobile devices that they weren’t even just a few years ago … but your brand has heritage … or at least, a narrow focus.
Keep your focus on what people love about your brand, and it will carry you across any new platform that comes along. That’s what thinking like a Brand Manager means in the year 2011.