Traditional Radio Advertising is Still Dead – Do This Instead

In part 1 of this article, we discussed how the landscape has changed for radio ad account executives.  Long gone are the days when advertisers were ok with just hearing their name on the radio and trusting that the advertising was getting results.

The digital age we live in today has changed all of that.  Today’s advertisers are familiar with running ads on Google, Facebook, Instagram and other platforms that provide them with a wealth of information.

They know how much they’re paying per click, website visit, and conversion.  They know – down to the penny – how much it’s costing them to get a sale.

This can make life very difficult for ad sales people in the 21st century, but take heart – there are things you can do to address these issues and build a book of loyal advertisers who will gladly pay you to do business with them every month.

Three Solutions to Help Win New Clients

In part one, we proposed three solutions that radio account executives could take to win over and keep the more sophisticated numbers-savvy business owners as long term advertisers.

The first solution we proposed was to take more of a direct response approach to advertising that would drive sales and give advertisers the data they craved.

In this article, we’re going to discuss the remaining two solutions.

Let’s get started…

#2 Branch Out with Your Offer

Once you’ve come up with an offer and created a direct response campaign, you’ll be able to deliver your advertisers the numbers they desire.  Your next job then is to make those numbers as good as possible!

This is where your other digital marketing channels come in.  (You do have those, right?)

Leverage all the other channels you have – your email list, your SMS (text messaging) list, your social media channels, your blog, and the banner ads on your blog to get your clients the kind of numbers they need in order to justify spending money with you.

The great thing about these digital assets is that they are plentiful, cheap, and have ads that are able to be turned on and off at a moment’s notice.

Once you’ve leveraged them and gotten your client great results, repeat the process with other direct marketing campaigns.

Do this consistently enough and soon YOU will be the one with the coveted data.

You will know what it will take to get results, and you’ll be able to put together comprehensive digital packages – with case studies to back them up – to sell to your new clients.

#3 Reframe the Story

As a salesperson, it’s your job to control the narrative and make sure that your client is getting the full picture about what’s going on.

This is especially important when it comes to interpreting data.

What if your numbers do fall short of the numbers they’re getting on their Facebook ads, for example?

Most likely, they will.

Let’s face it, Facebook, Google, and all the other algorithm-driven ad services are really good at putting ads in front of people who are ready to buy.

That means it’s your job to put your radio campaign’s numbers in perspective and show clients the incredible value they’re getting by advertising with you.

Remind Them That the Numbers Don’t Tell the Whole Story

Here are few things you can remind them:

Their ads are broadcasted, not targeted.  You have a broadcast beacon, not a fancy algorithm that segments your programming and selects who picks up your signal.

This means that their ad is hitting people at all phases of the buying cycle – including the ones who aren’t in it at all.

On the flip side, the good news is that the radio ads are building enormous amounts of trust, community goodwill and name recognition so that when people do need your product, and they do see your ad on Facebook, Google, or Instagram, they’ll be more likely to click on it.

When consumers hear about a company on radio and see it on Facebook, that business will have a huge edge over anyone else in the market place.

Also, there are multiple studies from both Nielsen and the Radio Advertising Bureau (RAB) that radio ads increase the number of online searches and that the ROI on radio advertising can be as much as $6 for every $1 spent.

And if you read Stephanie Blue’s great article Radio is Still Relevant, you know that 77% of listeners would buy or try something that their favorite on air DJ loves and talks about.

You can also remind your client that you will be using other methods to drive traffic than just the over the air commercials.

This will give them other digital assets, such as high quality backlinks to their website to boost their SEO, and visitors to their landing pages that they can either convert or retarget with ads on Facebook or Instagram.

Yes, it may be a lot more work than it used to be, but once you learn to do all of these things successfully, don’t be surprised when you see those pesky numbers-savvy business owners turn into some of your favorite prospects and best long term clients.

Pic designed by Vecstock for Freepik.

Brent Hoodenpyle is a Texas-based digital marketing and sales specialist with over twenty years experience working with a wide range of companies to improve their digital stats and revenue.

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