by Tracy Johnson
Finding the right position is a marketing process and the product being marketed is you. Imagine launching a new product without a having an online presence. Every personality needs 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.
It’s easy, cheap and should be a primary part of your personal marketing strategy. And now is the time to build it!
Here’s why every personality needs a website: You can’t rely on an employer or radio group to manage your career or build your brand. That’s your job.
Start an online presence now and manage it to show off your personality. Even if in a happy, stable gig, building an online resource makes sense. Don’t wait until it becomes an emergency.
Think through the site architecture cleverly and it could also promote a personal podcast and be a portal for listeners and fans to discover your personality.
For purposes of helping Get That Gig, this article will ignore audience and listener opportunities. However, plan the website with this in mind in the future. Here’s how to organize the site:
Launch a simple home page with a large photo and personal logo, if you have one. If using the site as a marketing tool for career advancement, avoid publishing those links on the home page. Instead, create a hidden page like www.yourname.com/about.
Krystina Ramey is one of the most effective personality marketers I’ve met. She explains why every personality needs a website:
Check out Krystina’s website here.
This is where the action is. Keep it simple, clean easy to find the most important material that sells your personality.
Here’s what to include:
Highlights: List primary strengths. Don’t go into detail about every skill, but list the 3-5 things that make you special.
Goals: What do you want? What’s the next move you will make? Shawn Tempesta is an afternoon radio personality and television host in Las Vegas. He knows what he wants and tells you: His next gig is a morning show. Check it out at www.shawntempesta.com.
Social Media Links: Provide links to social media sites. Ideally, you have personality accounts separate from personal pages. Provide those links. And only include links with activity. If a social account has little activity, you’re not working it. Either get it going or don’t tell anyone about it.
Video: A short welcome video makes a strong impact. Show decision makers how you come across! Avoid details, keep it brief and make sure it’s well-lit. For more tips on producing a great video, go here.
Air Check: Put a demo air check on the About page that gets attention and makes the decision maker want to hear more. It’s okay to make it downloadable, but I like an embedded player only. That way, a PD that wants to play the audio for a market manager or VP/Programming will send the link rather than an mp3. This introduces more of your personality.
Bio: Add a bio or resume’ page that goes into detail about work experience, awards, community involvement and skills. Remember to lead with strengths and don’t be shy about sharing personal information to give 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 a priority, so it’s a good idea to showcase the greatest hits from videos you’ve created. Make it the best of the best. If there are only a few quality videos, avoid the temptation to fill it with weaker content. Below the sizzle reel, include full videos in smaller windows.
Air Checks: The About page includes the main demo. An Air Check page should include some greatest hits tracks in entirety. But put them in individual tracks, not one large air check. This allows decision makers to hear the full range of your best types of content. But only include one track for each type of content. For example, choose a single great interview, one phone topic, an example of a personal story, etc. 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 go. Keep it current or leave it off.
Podcast: Every personality should have a podcast. It’s a great way to develop skills for that next gig, whether or not the podcast is ever heard. Do you have one? Is it good? If so, include it. If that podcast hasn’t connected with an audience or it’s used to develop new personality skills, leave it out.
Testimonials: Like any business to business website, specific testimonials are effective. Share a few from former and/or current bosses, colleagues, press outlets, consultants and other radio pros. They’re usually easy to get just by asking. Ideally, get a video testimonial from a well-respected source. If that’s not possible, get a photo and written testimonial. Most are willing to write a few lines to help you out.
Photos: The site should show what you look like, but don’t go overboard with too many photos. Sprinkle in a few, but a library of pictures with celebrities isn’t necessary.
Blog: are you a writer? Include a link to your blog, or at least some of the best content from the blog. But if writing isn’t a strength, leave it out. It’s always better to showcase the content strengths rather than posting a weakness.
Getting That Gig is a marketing challenge, 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.
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