We all know that radio is controlled by a small handful of big wigs who don’t even know the first thing about music. They don’t listen to music the way we do; they see it as a string of dollar signs and billboards. They wouldn’t know soul if it came up, introduced itself to them, and said “hello, I am soul.” They would still be confused. If you’re in the game of running an indie radio station, good for you. That’s awesome, and I wish there were more people like you in the world. But what can you do to make sure your station gets listeners and appeals to the largest, worldwide listenership that you can get? It’s not easy, but it’s also not rocket science. We’re here to give you a little encouragement and tips for building a local station that could gain national and international appeal over the internet.

First, you won’t have listeners without people knowing you exist. The trick to promoting something like a new radio station is to appear bigger than you are. Don’t say hey, listen to my new station! You have to present yourself like the obvious choice of a station to listen to, and act as if you’ve always been here, rockin’ the tunes. That means that you need to be present at every local event, from farmers markets, to community rallies, to graduations of the local schools, everything. Make some big posters and other signage. But also important is that radio station car. Check out www.downtownnissan.com and see what kind of big SUV’s they have, like a Xterra or a Pathfinder. These make excellent radio station vehicles, and then you can have them painted with the logo and drive around as a 24-7 promo machine. Start shopping for your station vehicle here: http://www.downtownnissan.com.

Now that you have the in-person promo down, you need engaging programming. Appeal to the masses, but don’t aim for the exact same demographic that the mainstream radio goes for. It’s a fool’s errand. Worry less about getting everyone digging on your station, and more about getting a base of hugely dedicated fans. That means having new music hours, local music slots, and of course some important and carefully culled talk show programming. The options are limitless, just you don’t want to cover the tracks of the corporate radio stations. No modern hits. That’s a great way to turn off your loyal fans. Remember, they’re seeking an alternative to corporate radio. So no crossover!

Then there’s getting the word out about your station on the internet. Remember, you can have a great local show, but if it streams online and gains podcast listeners or satellite radio lovers, you can really have a worldwide phenomenon on your hands. Make sure your online social media presence is not only cohesive, but extensive. You need to think like a major station in terms of branding, so make sure the look matches from site to site. Think carefully about your demographic. Make sure all your posts are not just about your station, be engaging in other arenas. Make sure you do not get political, but do make mention of the world around you, with appropriate hashtags. You can have a great station in no time if you do things the right way.

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