Getting a Gig is a marketing process that starts when you don’t need a gig. Hundreds (or maybe thousands) of personalities have learned that the hard way this year. So start marketing! And the product is you. One of the basic tools of branding is a robust online presence. That’s why every personality needs a website.
This article reviews the reasons every personality needs a website. Including:
- Why a website is a critical part of a radio personality’s toolbox.
- What should be included and excluded on the site.
- How to set it up so it’s flexible and can grow with your career.
You Need A Website
In my seminar Get That Gig, I encourage personalities to take responsibility and think outside the traditional radio “box”. A good place to start is with a foundation element for personal branding: a website.
Creating a great website is easier and more affordable than ever. In fact, it’s free with tools like wix.com or WordPress. Start now and make it a primary part of personal marketing.
Why You Need a Website
Never rely on an employer or radio group to take care of you. It’s not their job to build your brand. Even personalities in a happy, stable gig shouldn’t take it for granted and expect it to last.
In other words: Don’t wait until there’s an emergency.
Building the site is fairly easy. The bigger challenge is figuring out what goes on the site. Here are the first critical decisions that must be made:
- Architecture: This is key. What does your brand represent? A radio show may be part of that presence, but it could also promote a podcast and serve as a portal for listeners and fans to discover your personality.
- Home Page: Start with a simple home page with a large photo and personal logo, if available. Unless the site is exclusively a marketing tool for career advancement, create a hidden page like www.yourname.com/about for the job search. Let the home page double as a landing page for listeners and fans.
- About Page: If looking for a gig, provide decision-makers with a direct link to the “About” page. More on that below.
Once the Home and About pages are in place, start building the rest of the site. But take your time. The rest of the site can be built over time. Get the Home and About pages up first.
The About Page
This is where the job-hunting action is. Keep it simple and easy to find the most important content. Try to include:
Highlights: List primary strengths. Don’t go into detail about every skill. Just list 3-5 things that make you stand out.
Goals: What do you want? Shawn Tempesta is an afternoon radio personality and television host. His next gig will be a morning show and he is straightforward about it. Check out his site at www.shawntempesta.com.
Social Media Links: Provide links to personality (not personal) social media sites, but only include them if there’s current activity. Either get traffic and conversations going or don’t tell anyone about it.
Video: A short welcome video makes a strong impact. Avoid details, keep it brief, and make sure the video is well-lit. For tips on producing a great video, go here.
Air Check: Include a demo aircheck that gets attention and makes the decision-maker want to hear more. Keep it short! You won’t get hired off the first aircheck. It’s okay to make it downloadable, but I like offering it only in an embedded player. That way, a PD will send the link to the site to other decision-makers rather than an mp3. This introduces more personality.
Add These Pages
To keep the About page from being too cluttered, provide links to these hidden pages:
Bio: Add a resume’ page with details about work experience, awards, community involvement, and skills. Lead with strengths and don’t be shy about sharing personal information for a window into your personality. Include a link to download the resume or bio on this page.
Video: A sizzle reel in a large window at the top of a video page is a great way to condense longer clips and show versatility. For some stations, video content creation is a priority, so it’s a good idea to showcase your best video work.
Airchecks: The About page includes the main demo. This page should include more audio content. But put them in individual files, not one large air check. This allows decision-makers to hear a full range of content. For some personalities, it’s a good idea to include a full show in one file. Just be sure it’s a recent show. Nobody wants to hear what it sounded like a year ago.
Podcast: Every personality should have a podcast. It’s a great way to develop skills, whether or not the podcast is ever heard. If your podcast hasn’t connected with an audience or is exclusively to develop new skills, leave it out.
Testimonials: Like any business-to-business site, testimonials are effective. Share a few from former and/or current bosses, colleagues, press outlets, consultants, and radio pros. They’re easy to get by asking. Ideally, get a video testimonial from a respected source. If that’s not possible, get a photo and written testimonial.
Photos: Use them, but don’t go overboard with too many photos. Sprinkle in a few, but a library of pictures posing with celebrities isn’t necessary.
Blog: Are you a writer? Include a link to a blog, or at least the best content from it. If writing isn’t a strength, leave it out.
Krystina Ramey is one of the most effective personality marketers I’ve met. She explains her approach:
Check out Krystina’s website here.
Getting a gig is a marketing process, and the competition for attention from decision-makers is intense. The good news is, programmers managers, and VPs are anxious to find great talent that can make a difference in their company.
Every personality needs a website. Get started today and use it as a promotional tool for your personal brand.