6 push messaging strategies that engage digital radio listeners and get them to tune back in

When radio stations discuss digital strategies to get radio listeners to tune back in, push messaging has to be at the top of list.

Unlike terrestrial radio, which essentially loses its entire audience every night when listeners turn off their devices, digital radio has push messaging at its disposal. Push messages are those alerts that apps send directly to a user’s home phone screen and they’re super successful in getting loyal listeners to open up their mobile radio apps or head back to a radio station’s website.

Radio app daily listening usage over time with multiple push messages
Multiple push messages and their effect on listeners

There are a variety of different ways radio stations have succeeded with push messaging and in this article, I’d like to highlight the various ways they’re doing that. Push messaging shouldn’t be generic and the more personalized these messages are to a user’s tastes and likes, the more effective push messages become in getting listeners to come back to radio.

Here are 6 strategies radio stations can use with mobile apps to re-engage with listeners and drive audience back to their channels:

Favorite song alerts: Say a listener has liked the new Justin Timberlake song, Nasty, in her app. She’s no longer a faceless user. We now have some valuable information about her — that she likes Nasty. One of the easiest ways to get her to reopen her radio app is to alert her whenever Nasty comes on the radio. It’s basic — but it works all the time because our messaging is personalized and reflects our listeners’ tastes.

Favorite song alerts are more powerful than an alert that would trigger when a listener’s favorite band came on. With bands, there are always some songs we like and some we don’t. A favorite song alert is much more likely to work.

Show reminders: A mobile app can easily remind a listener five minutes ahead of a show that she’ll want to log back into her app to listen in. This works particularly well with talk radio, where strong personalities typically draw in listeners to the station. But it also works for stations that have unique programming throughout the day that they’d like to promote.

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Including deep links in push messages: Push messages don’t have to be mere reminders. They can contain links that directly drive a user back to the content a station wants to share. Listeners don’t want to feel marketed to, so if your messaging is valuable and pertinent to their tastes, it doesn’t even feel like marketing.

Examples of deep links can be to archived, on-demand content available in the app. Consider including links in these messages to music videos on YouTube that accentuate the listener experience.

Contest notifications: Radio listeners generally dig the giveaways and contests their local radio stations run. It obviously gives them a chance to be rewarded for listening but it also closes a feedback loop that audiences appreciate today.

To promote usage of your mobile radio apps, consider creating mobile-only contests that are available exclusively through this channel. You can use your other promotional and listening channels to encourage listeners to download your apps to sign up for the contest. It’s a nice little sweetener and gives you an additional value-added reason to message your listeners.

Live requests: If some of your programming includes live requests, you can use push messaging to get listeners to submit their suggestions. Live requests give a voice to the listener and a feeling that they can individually impact programming. What an amazing feeling to sense that your local radio station listens to you! So, use push messages to announce to your audience that they have an hour or two to get their song requests in via your mobile radio app or website.

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App onboarding: Smart software companies know that it takes a while for a new user or customer to get used to an app. They do what’s called onboarding — a process that welcomes a new user and provides resources and communication to ensure that the user can get up to speed quickly on the app.

Radio stations should also use the opportunity when a new listener downloads a mobile radio app to onboard him. Use messaging within the app to communicate specific functionality that you’d like your listeners to know about — say, like a sleep timer or alarm that’s built in to your radio station app. Strike a balance between over-communicating and providing your users with the right amount of education for a successful experience with the app.

Push messaging functionality is built into the Nobex Partners platform and available right out of the box in our paid plans. But effective push messaging strategies should be a core part of any digital radio technology.

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6 push messaging strategies that engage digital radio listeners and get them to tune back in

The Sound Podcast launches with Nobex Partners

Santa Cruz, August 28, 2017 – FOR IMMEDIATE RELEASE

Nobex Partners is proud to announce our partnership with The Sound Podcast. They launched their custom app with Nobex Partners earlier this week.

The new podcast-focussed apps from Nobex Partners offer podcasters a chance to create custom mobile apps that are packed with all the great features that radio stations love about Nobex Partners, including integrated social feeds, custom requests forms, and push messages. Push Messages are really powerful for podcasters; being able to send a push that is in realtime, or scheduled, or episode specific draws listeners back into the app.

“We’re thrilled to be partnering with Nobex to bring our podcast, and all of our content to a mobile audience with our new The Sound Podcast App.”

— Ira Haberman | Host/Executive Producer, The Sound Podcast

“The Sound Podcast is a great example of what you can do with our podcast-focussed custom apps. It’s been great working with Ira to get this launched and ready for him to grow his listenership even more.”

— Cait Watson | VP Marketing, Nobex Technologies

ABOUT THE SOUND PODCAST

The Sound Podcast is a music discovery podcast rooted in music and musicians inspired by the Grateful Dead and the larger “Jam Band” community. We provide a forum for artists, writers and others involved in the scene to tell their story. Just like you, we’re always listening for the secret, and searching for the sound. http://www.thesoundpodcast.com/

The apps: https://www.thesoundpodcast.com/the-sound-podcast-app

 

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About Nobex Partners:

Nobex Partners powers a complete digital solution and custom apps for thousands of broadcasters and podcasters across the globe. It’s not just mobile – it’s a complete digital solution.www.NobexPartners.com

The Sound Podcast launches with Nobex Partners

How Push Notifications Boost Re-Engagement

I wanted to share a quick note with you about how effective Push Notifications are to re-engage listeners. For those of you wondering what push notifications are, it is a message that pops up on the home or lock screen of a mobile device. It doesn’t require the user to be in the app or using their device at the time it arrives. A push message looks much like an SMS text message and reach users who have installed your app on their device and granted permission to send push notifications.

​In a typical broadcast you can only reach listeners who are currently tuned in and listening to you. The power of push notifications is being able to connect with listeners who are not tuned in and encouraging them to launch the app and rejoin your broadcast.

Push Increase
Station introduced push in late March saw a dramatic increase in streaming minutes
Daily Usage
Each point represents a push message and the spike of usage after it is sent.

 

Schedule push messages to keep your listeners engaged, have your DJs and hosts send them in realtime, keep listeners coming back all the time.

There are some best practices to consider when sending push notifications

  1. Push Messages are Not Email:
    Messages should be brief and concise. Keep in mind most users will see them flick across the top of their screen and may or may not read past the first line. Usually 50 characters max!
  2. Timing:
    Since push messages are delivered instantly (or immediately as scheduled) be aware of your timing. A few minutes before the start of a new show, or before a hot new track comes up in your program.
  3. Language:
    Encourage an action, create a sense of immediacy to get the best reactions.

The Push Notification feature is available to all stations on the Plus and Pro level plans. Visit the Account tab in the Partner Dashboard to subscribe.

How Push Notifications Boost Re-Engagement