SEO Brainstorming for the Birds
“People have little interest in purchasing a bed. What they want is a good night’s sleep.” ~Gregory Ciotti, Helpscout
Want more clicks to your website? Want to attract more listeners who will love your station? Well, it’s springtime. Love is in the air. Birds are everywhere, and they can teach us how it’s done. So let’s travel to Kenya and visit the male Widow Bird.
Male Widow Birds have a hard time getting noticed by females, because they dwell in very tall-growing grasslands. In order to attract their mates they have to jump very high, clear the tall grass, and sing as loud as they can. The higher they jump, the louder they sing, the more likely they’ll get a date. In order to create a good springboard for leaping, they first have to trample down a large area of tall grass. They have to be the best, because female birds are picky, and there are many suitors to choose from. They look for males with the strongest traits, so that they can strengthen the next generation.
Christian listeners are selective on the web, too. They’re looking for the strongest traits. Determined hearts. A clear spiritual voice. Integrity, and a solid foundation. They want to have strong, lifelong connection with your radio station. But how will they find you if you’re hidden in the tall, crowded grasses of Christian Website Radio Land?
#1 TRAMPLE THE GRASS, SPRING INTO ACTION! Step One: You’ve got to renew your SEO content. But before you do, you have to create a springboard by clearing the ground around you. Have you created a niche, or are you just another station? Have you developed a brand that sets you apart from the rest? Have you made your web presence genuine and personal, or are your sites salesy and cold? You can’t eliminate the competition, but you can set yourself apart.
#2 JUMP HIGHER, SING LOUDER Let’s just say your station’s mission is to offer hope to a lost and dying world. Does your home page offer hope to a lost and dying new visitor? Or is it all about the station, events and marketing? If your station offers inspirational music, your homepage should be more inspiring than any other station’s. If your teach-and-talk is Christ-centered and motivating, your emails should match that brand more than anyone else’s. Be honest. Be brutal. Your SEO’s should always match the intensity, earnestness, strength, love, personality and focus of your station. Aim to be better defined, bolder and more personable than any other.
#3 THE LAST SHALL BE FIRST People want the end result NOW. They didn’t visit your website to sign up for a newsletter. They visited you hoping to feel the love. They want to love you now, they want a reason to stay now. They want to connect with you, resonate with you and to be drawn to you in such a way that they can’t say no. They clicked … that means they’re looking. But not for long.
Welcome to the plight of the male bird. The female bird will watch your song and dance, but only for a few seconds. If it isn’t promising enough, she’s gone. So give her the desires of her heart first. Put your best forward. KEY INFORMATION almost always connects. COMMON GROUND almost always does, too. A rundown of your station’s history … will not.
#4 PREPARE TO DISPLAY THAT PLUMMAGE Gears turning? Ready to brainstorm? There’s a lot to think about. Now … please write down your ideas while they’re still fresh and exciting.
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