5-28-2013
Did you know your station is missing out on an enormous supply of sales leads? Know what it is?
It?s your website.
Unfortunately the ?advertise with us? page on most radio station websites does absolutely nothing to capture leads for your sales team.
Imagine if you could convert just half of one percent of your Web visitors into qualified leads? For every 1,000 monthly unique visitors, you could capture five qualified leads. Why aren?t you doing it?
Using Google?s Keyword tool, the term ?radio advertising? was searched over 40,000 times in the U.S. over the past month. Your website probably didn?t appear in the search results because you don?t have enough content about radio advertising on your website!
The people coming to your website aren?t merely listeners and consumers, but local business owners and people who work for local businesses. You need content on your website to address their needs. Here are some ideas on how to reinvent your ?advertiser with us? page into a lead generation machine.
1. Change Name To "Marketing Ideas"
How many more people do you think would click on ?marketing ideas? versus ?advertise? on your website? The former is giving ideas to potential advertisers and the latter is asking them for money.
Think of creating a brand for your sales team. After all, you do work for a radio station and that?s what you do for your clients. We brand everything, so why not your sales team? What is the unique strength or competitive advantage of your sales team? Maybe a new name for your advertising information page will come from your branding process.
2. Add Content To Your Advertising Page
If you expect to capture leads from your advertising information page then a list of email addresses and phone numbers for your sales team, some basic information about your demographics, and a ?contact us? form is no longer enough.
Turn this single page into a new section on your website loaded with marketing ideas and research for local businesses in your market. Share case studies about your advertising successes and show off video testimonials from your best clients.
Regularly add the latest marketing research you?ve gathered for other potential prospects to your website. Each week in your sales meeting, ask your team about common questions they are hearing from their clients. Answer those questions and post them on your website. If your clients are asking them verbally, other potential prospects are searching for answers for those same questions on Google.
3. Entice Prospects To Submit Their Email Address
As you constantly add more and more content to the new marketing ideas section of your website, you?ll want to convert that traffic into leads. To capture emails from potential prospects, you?ll need enticing offers like free and compelling content that helps solve some of their marketing problems.
Consider creating a guide on "How to Write an Effective Radio Commercial" or "Digital Marketing Basics." Host a monthly webinar on different local marketing topics. As you post new marketing research on your website every week, enable potential prospects to sign up for email alerts. Even consider offering a free spec spot.
Want to see a radio station that has been generating qualified leads using this strategy? Check out PortlandRadioGroup.com
Stephen Warley is the founder of inboundarts.com, a research and training firm dedicated to helping radio broadcasters use digital tools to generate more qualified sales leads. He is also the founded of LocalBroadcastSales.com in 2008. Have a question for Stephen? Email him at stephen@inboundarts.com or connect with him on LinkedIn.
(5/28/2013 3:49:21 PM)
And put your PHONE NUMBER on the page.
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