Can you talk funnel?
Amazon ads define a marketing funnel as a critical piece of the marketing process that must be understood to connect and engage with customers along the path to purchasing. Radio can work at every stage of the marketing funnel, and we are as relevant as Amazon ads. From igniting a new idea to driving consumers to Google for research and ultimately converting them into the store or website or on the phone, radio works along the way.
The marketing funnel comprises three, or sometimes four, primary stages: awareness, consideration, and conversion. Others add loyalty to the mix. To me, how a client treats the customers we send them is out of our control and will determine whether a client is loyal, so I stick with three. Each stage is part of the customer’s journey, from initial awareness of a product or service to research and comparison, ending in a purchase, form fill, website visit, or trip into the store. A CONVERSION!
We must review this process with our clients and discover the uniqueness of THEIR customer’s journey. A local car buyer goes through a funnel much differently than a fast-food customer. It is a great way to get the client to open up and for you to discuss annual ad plans to work with consumers throughout the funnel process. It’s the perfect addition to the Consultant Sell.
1. LIGHT A FIRE (AWARENESS STAGE)
At the funnel top, the goal is to capture the attention of potential customers and create brand or store recognition. Radio is excellent here because we engage our listeners and can make memorable moments.
WHY RADIO WORKS:
- Storytelling: Challenge your copywriters to use creative storytelling ads that make listeners laugh or feel happy, paint vivid pictures, and connect with listeners on a personal level.
- Frequency: Running at least 35-50x a week can build recall and recognition, hitting our audience by driving to and from work or doing yard work. Podcasts follow the listener to the gym and outside the home and car.
- Targeting: Sports and News listeners are perfect for upscale and male-oriented products and services—jewelers, auto dealers, sports bars, etc.
EXAMPLE:
I used a tagline on every radio spot for a sports bar that reminded the listener that they could watch any game on the screens at the bar. The repetitive nature encouraged listeners to associate the concept with the bar, effectively creating interest and positioning the bar as experts in their field.
2. RESEARCH (CONSIDERATION STAGE)
In the consideration stage, potential customers actively seek more information, comparing options before deciding.
WHY RADIO WORKS:
- Spread the Word: Radio ads share essential details, benefits, and USPs that inform potential customers.
- Testimonials: Industry experts or satisfied customers can be featured in interviews or testimonials, enhancing credibility.
- CTA: We can send listeners to visit websites, X or Facebook, getting deeper engagement.
EXAMPLE:
An investment counselor could air a radio ad highlighting a strategy to buy homes with no money down. The ad encourages listeners to visit the website for more detailed specifications, reviews, and all the disclaimers!
3. GETTING A CONVERSION (CONVERSION STAGE)
The final stage of the funnel is conversion, where the goal is to turn interested prospects into paying customers. Radio’s impact is famous for sealing the deal.
WHY RADIO WORKS:
- Urgency and Exclusivity: Limited time offers, or exclusive discounts mentioned in ads create a sense of urgency and encourage immediate action.
- Trust and Familiarity: Consistent ad schedules with your clients’ messaging will build trust and familiarity, making potential customers more likely to convert.
- Direct Response Campaigns: Dedicated radio spots with strong CTA’s, such as “Call or text now!” or “Visit our store today,” drive immediate conversions.
EXAMPLE
Ruth’s Chris Steakhouse has run campaigns offering free desserts just for mentioning the radio campaign. Car washes advertise a rainy-day free car wash guarantee. Endorsers routinely give discount codes to be used in form fills. Emphasize the limited-time nature of the offer, prompting listeners to do the CTA.
Radio seamlessly aligns with the three stages of the marketing funnel. From curiosity and interest to supporting research and driving conversions, radio’s unique strengths play on the customer journey through the funnel and set you up to sell long-term business. Sell the funnel.
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.
