4 Ways Radio Beats the Internet
Conventional wisdom says the Internet is the best place to prospect for customers, and while there is truth in that, here are four reasons why radio is more effective:
1 — Local Targeting
Radio allows you to 100% target your geographical area. While you can ‘geo-target’ online marketing, it’s not completely accurate. You may have people using a national internet service based in your area making it look like those people are in your city when, in fact, they’re scattered across the country.
Plus, the online marketing programs have margins of error. Not all the traffic you purchase will be local.
With radio, you’re reaching a pure local audience.
2 — Expense
When you target locally online the cost usually skyrockets because there is limited local traffic and many local and national marketers aggressively compete for that traffic, driving the costs up. Costs continue to grow more and more competitive with large companies having the financial resources to drive out smaller marketers.
While the entry level cost of broadcasting can appear expensive, converted leads are the true measure of value to compare the two options and in many cases radio leads will convert more easily, saving you time and reducing the number of leads you will need to make a sale.
3 — Complexity
Buying ads online and monitoring those ads is metrics heavy. There is data you have to sift through, study, develop mastery over, and then use the information to constantly tweak your online campaigns to do well. It’s a never-ending, forever changing platform.
You’ll either need to learn graphic design, ad writing, coding skills or you’ll need to outsource it – costing you more money.
Worst of all, there is no guarantee of success.
The medium of radio doesn’t change much and radio programs are turnkey. It’s not complex.
4 — Relationship Building
Radio is a more intimate medium therefore you can easily build relationship with listeners/ potential customers. Ads on the internet are just that – ads. The prospect knows it’s an ad and they know you want to sell them something.
Radio is relationship marketing. Sure, they know you’re selling, but they aren’t being forced to take or not take an action from seeing an ad. You are giving them quality information and letting them get to know you in a no-pressure manner.
Listeners can get to know you over time and that makes it much more likely they’ll want to work with you!
Did You Know This About Radio?
Radio continues to enjoy a wide, loyal audience today. Its history is fascinating. Here are some interesting facts you may or may not have known.
What year was the first radio broadcast?
1896! Italian Guglielmo Marconi, often called “The Father of Radio,” sent the first broadcast which did not transmit voice, but instead basic signals.
He founded the Wireless Telegraph & Signal Company in 1897 which lasted, undergoing several name changes, until 2006. The company was a pioneer of wireless long distance communication and mass media broadcasting, eventually becoming one of the UK’s most successful manufacturing companies.
How long is the average radio commercial?
Only 15 seconds! But data shows 15 second commercials are highly effective.
Who started many of the first radio stations?
Newspapers! Print media was terrified by the perceived disruption the new technology of radio would have on their medium, so they jumped in and started radio stations.
How did early radio stations try to make money?
Interestingly enough, it wasn’t radio commercials at first. Entrepreneurs set up stations primarily with the goal of selling expensive console radio sets that the whole family could listen to, or which restaurants and shops would buy to attract customers.
But, of course, Madison Avenue saw big ad dollars and quickly helped radio operators monetize their stations with ads.
When did FM radio launch in the United States?
1943, but it wasn’t until the 1960s that FM radio became popular. The first FM stations primarily played instrumental music that targeted shopping centers.
Top 40 music arrived in the 1970s and quickly dominated FM radio.
Who Pioneered AM Talk Radio?
Rush Limbaugh. There were other talk radio shows, but Limbaugh’s was really the first voice that achieved mainstream success and led to the explosion of talk radio. Today AM radio is populated with mostly political and sports talk shows although many talk shows are migrating to FM.
Is Radio Here to Stay?
You betcha. In addition to normal radio, we now have Internet radio, satellite radio and local radio stations are making a big comeback. People want to tune into what’s going on in their communities.