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Radio Station Text Messaging: A Quick Guide to Listener Engagement

Discover how radio text marketing can help you connect with your listeners and boost engagement.

Radio DJ connects with the audience via SMS texting
May 22, 2024
Chloe Mulliner
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Reading time about 7 min

If you work at a radio station, you know how much you rely on your listeners tuning into your station on the airways. After all, that’s how you get the word out about upcoming concerts, promos, events, merchandise, programming, and more. But what if there was a way to connect with your listeners when you’re not on the air?

There is a way, and it comes in the form of radio station text messaging. This type of mobile marketing lets you engage with your listeners, even when they’re not actively listening to your radio station.

Below, we dive more into this topic so those who work in radio, like you, can enhance their marketing strategies and boost listener engagement.

Radio Station Text Marketing: A Quick Guide to Listener Engagement

Ready to find out how to use radio SMS software to connect with your listeners? Follow our guide below to find out everything about implementing a successful SMS radio campaign of your own.

Radio Station Text Messaging

What is radio station text messaging? Radio station text messaging refers to text communication, also known as text marketing, between a radio station and its listeners. Using this marketing strategy, radio stations can send marketing content to their listeners and engage in two-way text conversations.

For instance, a radio station might encourage its listeners to text a keyword to their short code for a chance to win concert tickets. Or, the radio station could text its listeners an invitation to an upcoming DJ event or even send a text introducing a new radio host joining the airwaves. From giveaways to promotional information, radio stations can send all kinds of marketing content to listeners who subscribe to their text marketing program.

Benefits of Radio Station Text Messaging

So, what are the benefits of radio station text messaging? There are a lot of radio station text messaging benefits, some of which include increased listener engagement, boosts in brand awareness, and the opportunity to drive sales.

Listener engagement is one of the most significant benefits of radio station marketing via text messages. For one, radio personalities can text their listeners, connecting with them and encouraging them to take action, like entering a contest to score backstage passes or providing feedback. Regarding texting radio stations, listeners can send texts to request songs or ask for on-air shoutouts, making them more inclined to listen to the radio station.

Radio station texting also provides a way to increase brand awareness. When listeners sign up to receive SMS marketing from a radio station, they’re more likely to remember the station’s name. Furthermore, when listeners text with the station and win tickets or hear their favorite song played, they’ll associate these perks with that specific station.

SMS for radio stations can improve sales, too. For example, a radio station could use texts to promote an upcoming concert or offer discounts on radio merchandise. In short, this form of radio station marketing provides another avenue for stations to turn listeners into customers.

Regulations for Radio Station Text Messaging

The same regulations apply to text marketing for radio stations. Any time a radio station wants to send out texts to listeners, they must comply with marketing legislation.

For example, radio stations can only text listeners with written consent to receive their marketing material via text. Also, radio stations must provide listeners with opt-in and opt-out options and identify the name of their business in every text message.

For more information on marketing regulations and how to be compliant, check out our guide here.

Best Practices for Radio Station Text Messaging

If you’re working at a radio station interested in implementing a mobile marketing solution, then it’s essential to understand the ropes.

Now, what are some best practices for radio station text messaging? Some best practices for radio station text messaging include getting permission before texting, keeping messages concise, personalizing messages, providing a clear call to action, and tracking your results.

Get Permission Before You Text

Not only is it a good idea to get permission before texting listeners, it’s the law. According to marketing legislation, you must receive listeners’ consent before texting marketing material. To comply, provide opt-in options that let listeners agree to your text marketing program. While you’re at it, include opt-out options, too, so your listeners can remove themselves from your marketing list anytime.

Keep Your Messages Short and to the Point

Due to character limits, your messages must be 160 characters or less, so you must get right to the point. Be sure to create a short copy that quickly communicates your message. Your listeners should be able to scan your messages and understand their gist quickly.

Personalize Your Messages

Adding personalized touches to your messages, like including your listeners’ names or music preferences, can help boost engagement, making your listeners feel more connected to your brand.

Offer a Clear Call to Action

When crafting your message, consider your call to action. What do you want your listeners to do? Enter a contest? RSVP to an invite? Or respond to a poll? Whatever it is, ensure your call to action is communicated within your text message.

Track Your Results

How well are your text marketing campaigns doing? You won’t know unless you use your radio SMS software to track your results. Look into different metrics and see how they align with your goals to determine the success of each campaign.

Common Mistakes to Avoid in Radio Station Text Messaging

With a better understanding of best practices, you may wonder what common mistakes to avoid in radio station text messaging. Some common mistakes to avoid in radio station text messaging include sending too many messages, sending irrelevant messages, using spammy language, and failing to track your results.

Sending Too Many Messages

Avoid flooding your listeners’ inboxes with multiple radio SMS messages every day. If you’re constantly sending messages, your listeners will begin to tune them and ignore them, or worse, decide to opt out of your text marketing program altogether. Instead, find a cadence that keeps your listeners informed without overwhelming them.

Sending Irrelevant Messages

When you send radio SMS texts to your listeners, you want them to read them, but they will only read them if they offer value. If you’re sending out fluffy messages with no substance, your listeners aren’t going to prioritize your messages, and again, they may even be inclined to opt out of receiving them. When drafting your texts, ensure you have a clear purpose before clicking send.

Using Spammy Language

Including spammy language in your radio texts is a surefire way to annoy your listeners. Moreover, some SMS programs may even block your texts if they appear spammy. Educate yourself on how to avoid writing spammy messages so your listeners can get the most out of your texts.

Failing to Track Your Results

What’s the point of running radio SMS campaigns if you’re not tracking your results? Text marketing provides a great way to hit your SMS marketing goals, but it won’t do you any good if you’re not using your radio SMS software to monitor your campaigns' analytics.

How to Create a Successful Radio Station Text Messaging Campaign

With all this knowledge, you can start sending radio SMS texts! So, how do you create a successful radio station text marketing campaign? The best ways to start a successful radio text marketing campaign are to set clear goals, find your target audience, join a reputable radio SMS service provider, and track your performance.

Set Clear Goals

As with any marketing strategy, setting goals is crucial so you know what you’re trying to achieve. Do you want to increase your listener base? Improve your sales? Or maybe enhance listener engagement? Create some SMART goals, then brainstorm how your text marketing strategy will help you hit those goals.

Target Your Audience

Who is your ideal audience? Knowing your target listeners will help you attract and engage with them. When you know more about your listeners, this lets you create curated content that will align with their preferences and behaviors.

Use a Reputable Text Messaging Platform

Do your research when it comes to choosing your radio SMS software. Consider your budget, preferences, and goals, then narrow down your options based on their features and how they accommodate your business needs.

Track Your Results

And finally, track your performance! When you know how your radio SMS campaigns are performing, you can make adjustments to yield even better results.

Engage Your Audience with Radio Station Text Messaging

It’s time to discover how text marketing can improve your radio station marketing strategies. Take advantage of our 14-day trial today!

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