Have you ever thought about how your listeners receive content these days? Gone are the days of in-depth reading on websites. Hello, infinite scroll. I watch people in coffee shops, restaurants, at parks, in their cars swipe up-up-up and away. Have you noticed it? People are reading content at a glance. Facebook, Instagram, SnapChat, TikTok, LinkedIn, Twitter. These social media platforms understand the shift, and are adjusting to their customers’ habits. By the end of this article, you’ll walk away with some ideas on how you can increase your station’s digital goal conversions by adjusting to how your listeners view your content online.
First, let me introduce myself. I am Brian Curee, the founder of Killer Bee Marketing Ltd. I’ve been working in the digital field professionally since 2006, and WOW have things changed! I’m sure you’ve probably noticed a few changes as well. The digital landscape continues to change every year, every month, every week, every day. For the past six years, I served with WAKW in Cincinnati as their Director of Digital & Marketing. I understand how frustrating and overwhelming it can be to keep up with all the changes. Notably, the Facebook algorithm, privacy policies, etc. ?. PLUS, there is so much competition fighting for your listeners’ attention, and the amount of time we have to grab their attention is getting shorter. So how? How can you grab someone’s attention and increase your station’s digital goal conversions? Let me point out that most of us are trying to jump straight to grabbing their attention, but it is vital to begin with cleaning up the clutter.
Cleaning Up The Clutter
Before you become a scroll stopper, make sure your station’s website or app is ready to convert that traffic. If you become a scroll stopper first, you’ll waste time and money by sending traffic to a website/app that only confuses them.
“A great marketing plan will make a bad product fail faster.” – Mike Hyatt
New visitors are scanning websites, not reading them, at first glance. Here are three questions you can ask to determine if your station’s website is scannable. Once you have answered those questions for yourself, step it up a level and ask a random stranger to scan your website and answer them within 5 seconds.
- What service are you providing?
- What customer problem are they solving?
- Does your website provide a clear call-to-action for conversion?
If you find your site is unscannable, start with simplifying the first screen someone comes to on your site (above the fold.) Get rid of or move extra information. Focus on answering the 3 questions, and anything else you want people to know can be addressed elsewhere.
Take a look at this website we just revamped for 55 Promotion. Josh’s website did not pass the 5 second test. His site wasn’t scannable and didn’t deliver a clear message.
SCREENSHOT OF OLD SITE
SCREENSHOT OF NEW SITE
We helped 55 Promotion create a plan that would clean up the clutter on their site and increase goal conversions by answering those three questions for their visitors. Using the StoryBrand method, we laid out a BrandScript and created a new website that focused on delivering clarity. You can check out 55 Promotion’s new site by visiting https://55promotion.com
Put us to the test! Are you able to find the answers within 5 seconds?
- What service does 55 Promotion offer?
- What customer problem are they solving?
- How can the customer take action?
Donald Miller says, “If you confuse, you’ll lose. We can’t afford to confuse people.”
I agree, especially in the Christian Radio Industry. The message we have been given to share and deliver is crucial to those who visit our stations’ websites, apps, etc. Let us provide clarity to help prevent losing people due to confusion.
Be A Scroll Stopper
Once you have successfully “cleaned up the clutter,” it’s time to become a “scroll stopper.”
Brian Curee is a Digital Strategist and founder of Killer Bee Marketing Ltd. He has worked in the digital field professionally since 2006, and has served the Christian Radio Industry since 2013. For six years, Brian served as WAKW’s Director of Digital & Marketing, and Web & Graphics Manager. He has completed Donald Miller’s StoryBrand Marketing Roadmap and has a degree in Computer Science and Theology. Brian’s heart is to help the Christian Radio Industry strategically deliver their message clearly through storytelling and increase their audience on digital platforms and help relieve stations from burnout by assisting them in executing their digital strategy. Contact Brian at [email protected].