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How to use Facebook to market your radio station in 2017

August 21, 2017 – 4:51 pm Comments Off on How to use Facebook to market your radio station in 2017 | 4,616 views

Are you serious about promoting your radio station on Facebook?  If so you’re probably aware that it’s getting more difficult.  As it gets tougher I thought I’d share some things to think about when using …

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Home » Featured

Bewitched, Bothered and Bewildered about Radio Sales

Submitted by on September 4, 2014 – 1:53 pmNo Comment | 3,026 views

 

Key Points:

  • Radio needs to adapt its sales tactics
  • Traditional media will be down 3.6% in 2015
  • Radio can generate a larger percentage of both traditional and digital ad revenue if it wakes up
  • The Prospects on Demand (POD) sales system delivers more ad revenue for radio by using digital marketing tactics
  • If you’re meeting or exceeding your revenue projections you’re already using POD

Radio keeps selling the same and expecting different results

I don’t get it. Why aren’t radio station’s sales tactics changing? I don’t mean what stations are selling; but how they are selling. I feel like the industry is bewitched; magically relegated to spend eternity selling the way they did in the eighties. Why do we continue to focus on cold calling? What purpose does an 8:30 meeting in the station serve? Why don’t stations clearly post on their website in-depth information about why businesses should advertise on their station? When the station promotes an advertiser who has had success advertising with the station why don’t we send them to the web to download the case study? Where is the phone number to call about advertising? It’s probably buried somewhere on the site.

Why don’t we use digital to generate new advertising prospects?

Hell, I am bothered as you can probably tell. We live in a digital world and our radio stations sell digital solutions BUT we don’t use digital to sell our advertising services. What? That’s right no real focus on generating leads online other than a contact sheet on our station’s website. That’s why we created Prospects on Demand.  Some groups do a little better job with digital efforts to attract leads but again far from being really effective. Remember most people spend a ton of time with some form of digital device. So why aren’t we there on their device talking about the benefits of our advertising solutions?

Radio’s first step to sales recovery is to realize it has a problem…

This is just bewildering but it represents an opportunity. We know that 85 percent of all B2B purchase decisions begin with an online search–not by receiving a call from a local media rep. Radio needs to have a presence where and when business owners are searching for advertising solutions. Right now radio is not on a level playing field with its digital marketing competitors; primarily because radio is not providing content and promoting its solutions online in an easily searchable way. We know that traditional media will be down by 3.6% in 2015 and that digital will be up by some 12% according to a study by Borrell and Associates. This means radio will have to adjust its sales emphasis by spending more resources on growing digital revenue. More importantly radio’s advertising solutions need to be a part of the online conversation and this will only occur with a well-developed digital lead generation strategy like Prospects on Demand. We can help, but you need to realize there’s a better way.  We did!

For more information on Prospect on Demand click here now!

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