When looking for that extra edge for local radio advertisers, packaging radio commercials with an “expert” client-hosted talk show or interviews on your local shows or newscasts can be a game-changer. This strategy can build long-term business relationships with suitable clients, such as lawyers, business accountants, agents, psychologists, or sports handicappers. These professionals can provide valuable editorial contributions to sports and news stations. Of course, the expert must have good communication skills, be comfortable speaking their mind, and be ready to be the face of the business.
The radio commercials can tout the expertise the person has and give a call to action for listeners to move on. You can often find these experts on social media writing blogs or doing a series of vignettes about their business. For these types of clients, engaging in local radio news interviews or hosting a 1-2 hour talk show can enjoy several advantages:
Visibility and Brand Recognition
Visibility and Brand Recognition: Regular appearances on local radio help the expert become a well-known figure in the community. This visibility can lead to increased recognition and brand awareness and is a much faster track than just blogging on social media. Attorney Bill Handel and his ” Handel on the Law” show have created a directory business for Handel.
Public Trust and Credibility
By sharing their expertise and providing timely insights, the expert can build trust and establish credibility with the audience. Being perceived as an expert can enhance any client’s reputation and create top-of-mind awareness needed to lead business categories.
Client Acquisition
Listeners impressed by the expert’s knowledge and demeanor may seek their services. This exposure can lead to new clients who might not have been reached through other forms of advertising and give credibility to the expert who uses social media.
Community Engagement
Engaging with the local community through radio shows helps experts connect with potential clients more personally. This can foster a sense of community and loyalty. Question and answer segments can lead to deeper connections.
Educational Outreach
The expert can educate the audience on various issues, which can empower the audience. An informed audience is more likely to recognize when they need the expert’s assistance and whom to contact.
Stand Out in a Crowd
Stand out in a crowd: Being active on local radio can set the expert apart from competitors who may not use local radio. Often, the local shows or interview segments are exclusive to the expert.
Immediate Audience Feedback
Interacting with the audience through call-ins or live questions provides immediate feedback and allows the expert to address common concerns directly in real-time. The expert can be of service NOW.
Professional Development
Regularly discussing current topics can keep the expert sharp on trends and issues, contributing to their ongoing professional development.
Networking
Local radio stations often have a vast network of listeners and other professionals. This can open doors to new professional relationships and opportunities for collaboration. The station also provides a loyal audience who typically don’t follow the expert on social media. But they may start to after hearing the expert.
Overall, local radio interviews and talk shows can be a strategic and effective way for a local expert to enhance their business, build their reputation, and connect with the community.
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.
