Radio Drives Brand Conversations: Here’s How

In the modern world of marketing, digital media often dominates the conversation. With social media taking the world by storm, it’s never been easier to reach your audience. However, companies that only focus on digital channels and social media marketing are missing one crucial piece of the puzzle: radio advertising. Think radio users are nonexistent thanks to music streaming apps like Spotify and Apple Music? It may come as a surprise, but the data says otherwise.

Time and again, studies have proven that radio advertising is one of the most effective ways to find new leads, generate interest in your brand, and seal the deal when it comes to conversions. At Salem Surround, the nation’s leading radio advertising agency, we know a thing or two about the power of radio marketing. We’re here to break down how radio drives brand conversations and what you can do to make it work for your company.

Radio Advertising: The Numbers Don’t Lie

According to recent research, radio advertising has the power to generate incredible results for your brand. That’s because more than half of heavy radio listeners are converted using radio marketing. A heavy radio listener is defined as someone who listens to the radio for 2 hours or more each day. That may sound like a lot, but when you break it down, it’s actually very easy for someone to be a heavy radio user—two hours could easily make up someone’s commute to and from work. Plus, people tend to listen to the radio when they’re doing other things like cleaning or doing homework.

So, not only do you have a huge untapped reservoir of potential customers, but you have an array of customers that are more likely to buy. In fact, radio marketing has been shown to drive more conversations amongst heavy radio listeners than television, social media, magazine, and newspaper ads combined. With those numbers, it’s no surprise that so many brands are turning to radio marketing to reach their target audiences.

Results For Every Industry

These incredible results for radio marketing are applicable to every industry. You read that correctly: Radio marketing is the most effective way to drive brand conversations for all 15 of the major industries, including automotive, beauty and personal care, children’s products, technology, retail, and more. Some of the most effective industries for radio marketing include auto, sports, and telecom, but the results can be applied to every industry.

No matter what type of business you run, you have the opportunity to boost your lead conversions with effective radio marketing strategies from our advertising experts at Salem Surround. While other forms of marketing can be incredibly effective for certain industries, there’s no other form of advertising that can show such consistent results across all industries.

Use Radio to Reach Everyday Influencers

Paid influencers are all over social media, but there’s another type of influencer that’s incredibly valuable to your business: the everyday influencer. This type of influencer isn’t paid by a company or even famous online—they’re everyday consumers who spread the world about their favorite products and services to their friends, co-workers, and families. More technically defined as the 1 in 10 consumers who are trusted to give quality advice about purchase decisions, everyday influencers can both increase the quantity of conversions and the quality: this means not only will they increase brand awareness, but they’ll also increase the number of conversions that lead to sales.

How does radio marketing factor into all of this? Heavy radio listeners are much more likely to be one of these everyday influencers. Only 4% of heavy social media users are everyday influencers, and only 23% of heavy television users are everyday influencers. On the other hand, 25% of heavy radio users are everyday influencers. At any given moment, there’s a 1 in 4 chance that your radio marketing campaign could be reaching the ears of an everyday influencer who is poised and ready to spread your brand’s message. By creating compelling radio content that grabs the listener’s attention, you have a much better chance of securing valuable leads and ensuring that those leads result in purchases.

The Widespread Effects of Radio Marketing

There are a few ways everyday influencers spread your message, and they are expressed in three different ‘effects.’

• The “Reach Effect” means that your brand’s message reaches more people. That’s because everyday influencers are more likely to bring up your brand in conversation or to recommend your services to someone looking for trusted advice.
• The “Acceleration Effect” means that everyday influencers are more likely to stay up to date on the latest developments and advertising. They keep up with what’s new on a daily basis and are motivated to spread the word as they learn new information.
• The “Amplification Effect” means that everyday influencers are more likely to talk about the advertising they’ve heard on the radio. This allows your message to spread even further without any extra effort on the part of your marketing campaign.

Build Your Radio Marketing Campaign with Salem Surround Today

Don’t wait to see how the power of radio marketing can boost your brand’s conversions and revenue. As one of the nation’s leading radio marketing agencies, Salem Surround is here to create targeted radio campaigns that reach your most active consumers at the perfect time. Get in touch with us today to learn more about our radio marketing strategies and how we can help your brand get noticed on the airwaves.