FLIPPING THE FUNNEL
by Tom Webster
90-Minute Audio Seminar; Instant Download!
A personal message from Dan O'Day:
Tom Webster understands radio, and he understands
"the technical side." He's one of the few people I turn to when I have a question about the best ways to
implement a specific Internet strategy. Need I say
magine that in 1920 something called “the Internet” was introduced
to the world. But it was limited to, say, 20 websites per market.
And then — two generations later — along came radio.
How would your station's website look and feel? Why would people
visit your site? What would they find there? How would they
experience your site?
Tom Webster researched the answers to those questions — and the
answers lead to what your station's website could and should be doing
right now to establish deeper relationships with existing and
potential listeners and to greatly increase revenue.
This remarkable strategy will completely change the way you
Click the “play” button below to hear an audio sample right now.
prioritize the resources you commit to your Web presence.
You Will Learn:
- How most radio stations try to use their websites to drive traffic to
their airwaves — and why they should be doing the exact
- How and why so many radio station websites are terrible
- The folly of trying to do too many things on your home page
- One thing that all station websites should have
- Why and how blogs can help you
- The key area that most station blogs fall short on
- The importance of having a Blog Strategy
- The importance of having a Blog Policy
- The 4 levels of involvement with your station blog
- Your most lucrative online opportunities
- Station websites & social networks
- The wrong way to communicate with your "loyal listener club"
- Creating your own "local content empire"
- Your station’s single most valuable research tool. (And why
aren't you using it?)
- Three ways to get high search rankings for your website
- A simple test you should give to every page on your site
- Profit = Reach + Frequency…plus two other key elements that
are missing from most station programming and most station
- Why you need to “own” certain search engine key words — and
how to do so
- How transparent is your radio station willing to be?
- Why you need to know what other people are saying about you
online — and have a strategy for dealing with it
- What the Web really runs on. (Radio stations just don’t “get” this!)
- Examples of terrible radio station websites (including some huge
radio companies and some famous radio stations)...and some
very good ones
- How to avoid the webmaster bottleneck and get fresh new
content onto your site continually and quickly
- Why you should partner with your local radio competitors to sell
- Why your site should feature (and profit from) contextual ads
- Should you have an internal company blog?
- Why & how you should add depth to your site
- What newspaper websites already are doing that YOU should be
- The surest way for your website to establish credibility with the
people who come to it
- 5 things for you to do next week to improve your station’s website
Tom Webster, Vice President of Strategy &
Marketing for Edison Media Research, specializes in
radio research and strategic development as well as
heading Edison's talent research efforts. Before
joining Edison, Webster designed and managed
music research projects for radio stations throughout
the United States, Europe and Japan.
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