Savvy B2B marketers are rediscovering radio, a serious contender in the digital marketing arena. Delivery platforms like AM/FM, streaming audio, HD radio and podcasts are fueling real results for many organizations in a wide variety of industries. While many have been led to believe that radio is a dying medium, the American audience continues to grow with nearly 118 million adults ages 25-54 tuning in each week, according to The Nielsen Company. Additionally, radio reaches 93 percent of Americans weekly, more than any medium including television and smartphones.

Benefits of radio marketing

In all likelihood, radio is not the first channel marketers think of when developing a strategic and integrated plan. But the continually expanding medium has a number of important benefits to consider:

• Targeted audience: With more than 15,000 radio stations in the U.S. alone, radio reaches a wide audience. And, different stations air different types of programming. Target markets are already carefully segmented and extremely loyal. The variety means there is broad-based appeal to vastly unique audiences.
• Memorable medium: Marketers spend million on their visual identities. But audio branding is also an important tool. When used appropriately, sound creates a memorable brand identity, enhances customer loyalty and elicits powerful emotions in listeners.
• Measurable results: Radio allows marketers to track results by target market, station and location. This delivers on the all-important need for ROI and helps companies better focus future initiatives.
• Cost-effective: Radio lets marketers deliver their message to a targeted and captive audience at a cost that is much lower than most traditional mediums.

A new approach to radio advertising

When considering radio marketing, think outside the box. While 30-second spots were once the mainstay of radio marketing, opportunities have expanded to interviews that highlight thought leadership. While it may be possible to book interviews through traditional methods such as pitches and press releases, a sponsored segment delivers far more dramatic results. One example of this type of opportunity is offered through The Price of Business, one of the longest continuously running business shows in the country. On the air since 2001, it is nationally syndicated on the BizTalkRadio Network.

Kevin Price, the show’s host, an author, syndicated columnist and a frequent guest on other national media outlets, has experienced the benefits of frequent media coverage personally. “When you are an authority as a regular in media, amazing opportunities begin to open up,” he says. “I’ve been on many major media, including Fox News, written for Huffington Post, and have done interviews and written for some of the largest media in the country. That all began because of my regular media gigs. I have also had numerous book publishing opportunities come my way because publishing houses know I can get the word out on my writings.”

Radio interviews also lead to additional media coverage. “There is an old saying in media: ‘interviews beget interviews,’” Price says. “When media sees someone as a frequent guest on shows and news sites, the perception is of increased demand, which often leads to more interviews on larger platforms. In turn, this leads to easier access to clients, greater credibility, better clients, and much more.”

Additional marketing opportunities

The benefits of radio marketing don’t stop when the show or spot airs. Recordings of segments can be used in sales and marketing efforts in emails, social media, sales presentations and on company websites. Some outlets offer thought leaders guest blogging opportunities that will reinforce messages with audiences and expand marketing reach.

Radio appearances and published content are also important drivers of SEO, according to Price. “One of the biggest objectives of doing shows and writing articles is to improve one’s SEO for their own website,” he says. “Having frequent articles on sites with strong domain authority leads to increased traffic and more business.”

An undervalued component of your marketing mix

Instead of radio being a marketing afterthought, consider it a source of inspiration. In the age of digital and social media, radio allows for increasingly targeted messaging and data collection. While the marketplace continues to focus on emerging technologies and platforms, marketers may be missing opportunities to combine new mediums with existing ones. To learn more about how to effectively incorporate radio in your marketing mix, contact Trade Press Services today.