Webinars, social media, and influencers are top-of-mind for most small and mid-sized businesses (SMBs). Your radio cluster could be the solution they’ve been searching for.
The 4th annual State of Small Business Survey by Verizon, conducted in partnership with the business intelligence company Morning Consult, highlights the high demand for your social media expertise and resources among small and mid-sized businesses. Integrating your digital strategy with on-air spots isn’t a novel concept, but now, if you’re still unsure if it’s worth your time, consider that it’s in high demand.
Moreover, in-house digital savvy marketers are more open than ever to hear how radio can be beneficial. Here’s how to leverage the Verizon survey results to boost your OTA and Digital sales.
Organic/Free Social Media Results
The survey reveals that 77% of SMBs are either already using or planning to use social media marketing to capture their customers’ attention, drive sales, and enhance online traffic. This statistic unmistakably demonstrates that businesses, particularly smaller ones, acknowledge the power of social media in reaching their target audience. However, they often struggle to achieve the desired results.
Although fundamental, Organic Facebook and Instagram posts frequently get lost amidst a sea of paid ads. So, what’s the point? This presents your opportunity to introduce a comprehensive advertising package that includes radio spots and an integrated social media marketing campaign comprising both organic and paid ads.
Teach Them
The survey also reveals that 69% of businesses express interest in accessing free social media marketing courses or programs beyond office hours. Furthermore, more than 60% agree that their operations could benefit from consulting e-commerce experts to help establish a digital presence and branding strategy.
This creates a unique opportunity for you to offer added value to your clients. Collaborate with experts or agencies specializing in social media marketing and e-commerce or leverage your in-house team to host in-person seminars or online webinars for your clients.
Just imagine the array of packages you could develop and offer! At the very least, this will elevate your status as a trusted advisor.
Radio is Influencer Marketing
The survey reinforces the significance of social media platforms such as Facebook, Instagram, LinkedIn, and TikTok. How many of your SMBs have the time or expertise to effectively operate on all these platforms?
Consider implementing influencer marketing campaigns, where your on-air hosts endorse an SMB and promote on social media platforms and OTA. This results in increased engagement, followers, and brand visibility for the business, and they’ll obtain these benefits from a single, trusted source – you.
The Verizon State of Small Business Survey should serve as all the social proof you need to recognize that SMBs increasingly rely on social media. We must leverage this trend to our advantage by offering solutions that merge radio’s proven results with the eye-catching pop of social media. Position yourself as a valuable partner for SMBs seeking to thrive in today’s competitive market.
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.
