Congratulations, radio! You are #1 in something that matters! Among all local media companies offering digital advertising and services, radio companies handle more digital clients than anyone else. Not newspapers, agencies, local TV stations, or cable systems.
RADIO.
With 2023 radio local and national spot revenue continuing to drop, we must pivot and focus even more on capturing these digital dollars. But which dollars should we target? Our time and energy are precious resources, so let’s prioritize mastering the three things our local direct clients need the most help with, something they are likely already considering.
According to Gordon Borell of Borell Associates and their reputable advertiser survey of 2,318 local ad buyers and agencies, web design/development, social media, and SEO are the services clients probably seek. Nearly half of our local clients require a third-party provider for each of these services, and a significant majority (81%) already utilize one digital channel or another.
This means we have a considerable number of pre-qualified leads. So, why not delve deep and expand our knowledge in these areas? Local clients seek experts in these technical fields; we can become their go-to experts. We are likely already marketing experts to most of them, so let’s broaden our business.
Borell reveals that 40% of clients will invest the time to learn or assign these tasks to an employee, while 30% will outsource to digital agencies and broadcast groups like ours. Many of those who handle it themselves rely on non-technical full-time employees who are not adequately compensated for managing tasks like Facebook posting, website updates, or SEO. Moreover, when these employees change jobs or clients become distracted, they turn to friends and relatives for help or postpone the digital aspects.
Let’s show up and offer solutions based on the expertise of our vendors, positioning ourselves as the local go-to individuals for digital marketing.
To Borell and me, it is evident that most of our clients need assistance with their websites. They desire enhanced visibility to showcase their businesses and prioritize mobile friendliness. Additionally, clients are motivated to improve online customer ordering, appointment booking, social media presence, and review integration. Leading with these benefits of working with us can open more doors. Eventually, more than half of our clients will hire an external company for website design. Let’s target the independent businesses on our list. It’s worth noting that local clients with franchise relationships, especially those with multiple locations, often have limited options regarding who they can work with.
And there’s no need to worry about ChatGPT replacing us as marketing consultants. Borell affirms that our ability to offer strategic planning to our local buyers is a competitive advantage.
Half of our clients express a desire for fresh ideas. Even ChatGPT acknowledges that when it comes to obtaining strategic marketing advice, it is always recommended to consult with a professional business consultant or expert who can provide personalized advice tailored to specific circumstances. We cannot be replaced if we master these three areas of digital marketing!
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
