Top internet marketing experts agree: The most effective way to maintain a relationship with your listeners is through a monthly newsletter. BUT the newsletter can NOT be just a bunch of information about events at your station. Here's how you can have a powerful impact on your income and ratings through and effective monthly newsletter.
It's amazing how Christian radio stations (or all radio stations) focus on gaining NEW listeners. It seems to be an obsession. However, this focus is a bit misguided.
It's like that story that we've been told many times of the farmer in Africa who was obsessed with being wealthy. So he sold his farm to go searching for riches. Turns out, his farm was sitting on millions of dollars in un-mined diamonds.
You should be FAR more focused on holding on to your current listeners than gaining new listeners. Some great business advice:
It costs 7 to 10 times more to get a NEW "customer" (listener) than it does to hold on to an existing client (listener.) So, put FAR more emphasis on keeping current listeners happy. That is just smart business!
One fantastic way of doing that is with an "opt in list." An email list you build through people visiting your website. Then you will email those listeners a monthly NEWSLETTER. This is a powerful tool to build a relationship with your listeners.
The book "Mastering Online Marketing" (Mitch Meyerson) points out that repeated exposure through regular email is key in developing a relationship with customers (listeners.)
And developing a relationship with your listeners will cut down on that 10%- 15% of listeners that might be leaving this next year. Here are some pointers you need to know about setting up a monthly email sent from your station to your listeners.
Now that you are get them on your newsletter list, don't make some typical mistakes. Here are some of the 3 most common ones:
So now you know what to avoid. How about content?
BE creative. Put some time, thought and effort into your newsletters. Give offers that your listeners will genuinely benefit from. The BEST thing you can do for listeners that cost you the least: online articles OR mp3 downloads or podcasts.
A monthly email newsletter is a powerful tool for maintaining a relationship with Christian radio listeners. If you want to build listeners, FIRST focus on keeping the ones you currently have. Internet marketing experts like Mitch Meyerson and others point out that a monthly email is a fantastic start.
THEN, when it's ready, put a link on facebook and twitter.
-Rick McConnell
(Articles provided by Rick McConnell. Starting in Christian Radio in 1978, he has been doing voice overs since 1986 through his company, Monumental Studios in Denver Colorado. Find out more about the Imaging Package called "Airshow", Voice and Production Depot and more, by CLICKING HERE)
(Articles provided by Rick McConnell. Starting in Christian Radio in 1978, he has been doing voice overs since 1986 through his company, Monumental Studios in Denver Colorado. Find out more about the Imaging Package called "Airshow", Voice and Production Depot and more, by CLICKING HERE)
