When it comes to reaching decision makers in the radio industry, many businesses find themselves wondering whether their efforts would be best spent marketing to local vs. corporate decision makers. The truth is that both approaches have their merits, but the motivations of these decision makers can vary. That’s why it’s important to know what you want to achieve, and make sure you understand your prospect’s motivations so that you can tailor your selling to meet their needs.
In our recent series, we discussed businesses that offer new technology to radio stations to help their business stay relevant in the digital age. Most station managers understand that investing in things like streaming, email marketing, updated equipment, and a variety of other new technologies can help improve their business. But radio executives want to understand exactly how these methods are supposed to help. And, rightfully so, since nobody wants to go out on a limb for budget approval for something they don’t completely understand.
The days of reaching audiences via terrestrial radio alone are long gone, and radio stations have become leaders in a changing industry by expanding their channels of communication — and lines of revenue — into content-heavy websites, event production, and naturally, social media platforms.
As the radio industry diversifies, stations have a growing need for the services of social media management, social media software, and analytics companies. In this article, we’re going to explain how social media is affecting radio. We’ll highlight seven not-so-obvious and insightful ways, and explain how you can use them to your benefit.
Radio stations rely on consumer research to help them make better decisions about programming and advertising. In the past, radio stations did the majority of their research in house, but as the methods of performing consumer research became more sophisticated, stations began looking to outside companies to help them stay on the cutting edge.
Radio station engineers are often a one-man or one-woman show with myriad responsibilities: ensuring that the station’s sound is optimal; that systems are in place to make sure the station stays on the air in the event of a disaster; and maintaining sound equipment outside of the studio for live events. In many cases, they’re also the go-to person for maintaining “all things technical,” including building upkeep; maintaining computers and phone systems for the staff; and making sure that they have the bandwidth for station websites and apps.
Despite its booming presence in culture, media and communications companies are still working out how much digital marketing is worth to their bottom line. This isn't to say that radio has ignored digital as added value, but it does mean that many still underestimate why digital marketing is valuable to the radio industry. This is partly due to the fact that understanding the literal ROI of digital for radio isn't always clearly understood, but neither is the future role of digital in radio. The highlights below should help put why digital marketing is valuable to the radio industry, and to your station in particular, into perspective.