If you're a radio manager, no doubt you've experienced the tightly wound morning show personality who storms into your office demanding billboards, TV ads, and even print ads tooting the show's horn to somebody other than those who are already listening. And when you refused, they said somewhat indignantly, "Wow, we sell advertising, we just don't believe in it."OK, maybe I was the only morning show talent making that smart-ass remark. But I doubt it.
In fact, I still agree with myself. You can stand in a forest and scream as loud as you want. Without amplification of your message, the only ones who can hear you are the squirrels and rabbits in your immediate vicinity. That is not a pathway to growth. We promote ourselves ad nauseum on our own air, but will not drop a dime to preach to anyone outside the choir.
Well along comes our friend Facebook, offering not only incredibly inexpensive advertising, but with spending caps at which ads are automatically cut off, targeting that maximizes every dime you drop, and accountability and analytics so you can measure how your ad did. I should inject a little emotional support here by reassuring you that advertising with Facebook is not an admission that it's better than radio advertising. You are not betraying your industry or sleeping with the enemy. You're just being tactical and smart.
And when it comes to targeting, what was already good just got a whole lot better. Facebook has added numerous broadtargetingcategories. I have no clue why it's called broad targeting, because it actually lets you drill down to niche specifics.
Ethnic Targeting: Lets you market your station based on your format's demographics.
Recently Moved: Gets you access to newcomers to your market who haven't chosen their favorite new local radio station yet. Butter them up with special new-to-town offers.
Away From Hometown: Offers you ways to stay connected to those who grew up on your station but moved away. Could help drive the reach of your online streaming.
Engaged Users: They even divided this up by women engaged less than six months and less than a year so you can speak to their immediate pre-wedding preoccupations. If you target females and can somehow relate to their special day, you're in their hearts.
Auto Intender:Users who are most likely in search of a new vehicle. These people will listen to the radio in their new car. Your station can be on the top of their minds.
Pregnancy Targeting:
Again, make your station a part of the most significant moments in a woman's life, and she will not soon forget you.Don't think there's not more segmentation coming, including by occupation, by political orientation, by what TV shows they like, even by what kind of music they prefer (!). If you think that's powerful for your station, it's equally powerful for your advertisers. Consider engaging in co-branded Facebook ads with them that strengthen their relationship with you, plus affords you even more exposure in the Facebook environment.
Mike Stiles is a brand content specialist with the social marketing tech platform, Vitrue. Check out his monologue blog, TheStilesFiles & follow him @mikestiles
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