Featured »

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 …

Read the full story »
radio broadcasting

Drive higher ratings for your station through proven innovative marketing solutions.

small business

Get the latest information on how to grow your small business.

social media

Find out the latest information about social media and the platforms that are best suited to help radio gain higher ratings and more advertising prospects.

lead generation

We use the latest techniques to both online and offline to generate qualified prospects for your company.

resource center

E-books, case studies, video presentations and other content to expand your knowledge of digital marketing.

Home » Featured

The Radio Message Needs a Strong Online Presence

Submitted by on December 12, 2011 – 10:55 pmNo Comment | 10,092 views


By Eric Corwin

I was reading an article this morning in Radio Ink by Ed Ryan, titled The Struggle to Find the Message. In the article he talks about how industry leaders believe they must do a better job of sending a clear message for how well radio works for its advertisers.  I agree a clear message is essential, but how are they going to convey this?  I don’t know that finding the message is the struggle. The fact is radio works and there are thousands of success stories to back this up.  Do we leave this up to our ever shrinking sales force to spread the word?

93% of businesses begin the buying process online

According to an iMedia Connection Blog post, 93% of all B2B buyers use online search to begin the buying process.  I have yet to find a consistent online initiative that promotes the benefits of local radio to small and medium size businesses (SMB’s). Of course most stations use their airwaves to promote the benefits of radio, specifically their own station, but few have developed an integrated online approach that effectively reaches and educates business owners about the benefits of radio.

Broadcasters use Web 2.0 to reach new advertisers

I know that most broadcasters understand the importance of internet marketing or Web 2.0 for attracting listeners.  Now it’s time to develop an effective Web 2.0 strategy to reach potential advertisers online.  The strategy would include the following:

  • Blog
  • Compelling content
  • Case studies
  • Whitepapers
  • Video presentations
  • Social media pages
  • Webinars
  • Landing pages to collect leads
  • Email

This online strategy will provide advertising decision makers the information necessary for them to make an educated decision and provide radio with advertising leads.  At the same time it will provide the industry with a stronger online presence to better compete against other media options.  This strategy is similar to a advertising lead generation program developed by Impact.

Radio’s strong message is lost online

It is becoming more and more difficult to reach decision makers, whether they are the owner of (SMB’s) or a general manager at a radio station.  The buying process has fundamentally changed.  Advertisers want to make decisions on their time, not when a rep calls or walks through the door. I don’t believe it’s about the struggle for radio to find the message as much as it is for radio to find the audience that is receptive to hearing our message.  Not just on air but online when and where they have the time.

What do you think?  Give us your opinions and comments.

Find out more about lead generation for radio