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MONETIZING YOUR WEB PRESENCEPresented by Leona Laurie

For Megatrax Production Music

www.megatrax.com

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THE OVERVIEW

Local and independent broadcasters have a unique opportunity in the digital era to transcend the limitations of their medium and engage with their audience and region in other arenas. Beyond offering the chance to win new audience members and intensify the loyalty of existing audience members, websites and social profiles offer opportunities for direct and indirect revenue streams that are worth exploring.

Following is a simple 5-step strategy for monetizing your web properties and maximizing your ROI.

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STEP 1: SETTING INTENTIONS/ R&D PHASE 1

Decide how you’d like to monetize your web presence: Directly? Indirectly? Both?

Clarify exactly who you are trying to reach: Demographics Geographic area Create audience member profiles Identify where your target audience spends their time

online Set your timeline- 6-12 months Determine objectives for audience

growth/engagement

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SAMPLE: DIRECT & INDIRECT MONETIZATION

ThePioneerWoman.com

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SAMPLE: IDENTIFYING YOUR TARGET AUDIENCE

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STEP 2: CRITICAL AUDIT/ R&D PHASE 2

Compare yourself to your top 3-5 competitors Find them everywhere they’re online:

Website Social Profiles Communities

Compare your web presence to theirs How does your website compare? Are you active on all the same social sites? Are you a member of the same communities?

Review your data collection processes Are you collecting data on online audience

engagement? Are you comparing your numbers online to your

broadcast numbers?

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SAMPLE: TRACKING THE COMPETITION

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SAMPLE: DATA TRACKING

Sprout Social

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STEP 3: EXECUTION

Bring your web presence up to the industry standard Create a plan for meeting the competition on a

level playing field Prioritize your website first Create a budget and plan for sustainable social

media management Engage, engage, engage!

Get engaged with your audience online Cross-promote online and offline Look for strategic partners who can shortcut

engagement (contests/give-aways)

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SAMPLE: STRATEGIC PARTNERS

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STEP 4: ANALYZE

Weekly-Monthly reviews of progress How are you tracking and analyzing data? Adapt as you go– if it isn’t working, ask WHY

before proceeding either way. Keep an eye on the competition

Review their web presence as often as you review your own

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STEP 5: MONETIZE

When your online audience crosses your set threshold for growth or engagement, leverage it! Monetize online through new sponsors or third

party agencies Monetize offline by creating new relationships

with advertisers/sponsors or enriching existing relationships

Be creative! If you have an engaged audience, you can include them in the creative process! (contests/give-aways)

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NEXT STEPS

If you need an outside perspective in order to honestly evaluate how you’re doing, get one!

This process should be ongoing. Include it in your annual calendar!

Look beyond your competition to other areas that share your target audience How can you learn from them? How can you work with them?

Warning: Prepare for success! Succeeding at engaging your audience in a new

way can change and grow your business. Be prepared!

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WANT MORE?

Subscribe to my blog at www.leonalaurie.com/blog

Stay tuned for the next monthly webinar from Megatrax!