Marketing that stands out combines multiple approaches. That’s why radio and digital are better together.
Radio’s ability to reach listeners with frequent messages combined with digital’s ability to target those who have become aware of your brand makes for a potent combination.
What are the secrets of creating a robust advertising campaign using both radio and digital platforms?
1. Crafting a Good Radio Schedule
- Generate Consistent Interest:
Your radio ads shouldn’t just be a one-off. It takes a heavy enough and long enought schedule to ensure that listeners have multiple opportunities to hear your message, increasing the chances that they’ll remember your brand and engage with it.
- Prime Time is Key:
The morning and evening commutes are when radio listening is most active. Scheduling your ads during these peak times means reaching the most listeners.
- Diversify Across Times of Day:
While prime time is critical, you should also plan to schedule advertising during the day to catch those who listen during working hours or when running errands. Often this is the most cost-effective part of the broadcast schedule.
We’re experts in planning radio schedules and can provide you great results.
2. Compelling Radio Creative:
- Start Strong:
The first few seconds of your ad are crucial. Make sure the listener hears the name of your business. Capture attention immediately with a compelling hook, whether it’s a catchy jingle, a provocative question, or a bold statement.
- Maintain Authenticity:
Listeners connect with genuine messages. Instead of hard-selling, tell a story, evoke emotions, or present real-life scenarios. Make your customer the hero of that story.
- Call to Action (CTA) is Vital:
Your ad should guide listeners on what to do next. Make that message clear and compelling.
We’ve created great radio creative for hundreds of clients and can do the same for you.
3. Building a Robust Digital Presence:
- Fast and Responsive Website:
Most radio listeners, upon hearing your ad, will use their smartphones to check your brand online. Ensure your website is mobile-responsive, fast, and user-friendly.
- Integration with Social Media:
Promote your radio campaigns on social media. Share behind-the-scenes from radio ad recordings, conduct polls, or engage users with relevant hashtags.
- SEO and SEM:
If your radio ad sparks interest, the first thing a listener might do is search for your brand or the offer mentioned. Invest in Search Engine Optimization (SEO) and Search Engine Marketing (SEM) to ensure that your brand appears at the top of local search results.
- Retargeting Campaigns:
Not every listener who visits your website will convert immediately. Use digital retargeting to remind them of your offerings, further strengthening the radio ad’s message.
Our digital expertise will help you maximize your digital efforts and make them even stronger with radio’s reach.
Conclusion:
The magic lies in the harmony between radio and digital. While radio builds awareness and evokes emotion, digital channels provide a platform for engagement and conversion. A well scheduled and crafted radio campaign, combined with a robust digital presence, is the secret recipe for advertising success in today’s multimedia landscape.
Find out more about how radio and digital are better together – and receive a FREE Digital Marketing Report Card