Are You Marketing, or Just Selling?
My father once told me, “Never buy a car from an auto mechanic. After they’ve been paid to repair other people’s cars all day, the last thing they want to do is take care of their own car for free”.
Most radio stations suffer from the same ‘mechanic’s syndrome’; after creating innovative marketing campaigns for their local clients all day, they neglect marketing their own stations.
Most stations rely strictly on outbound marketing, largely face-to-face selling and telemarketing. Research proves that the cost per lead generated by outbound marketing is often three to twenty times as high as for leads generated by inbound marketing processes; marketing where the client or prospect approaches you instead of visa versa.
Many stations believe a ‘lead’ is a tip, referral or process that results in generating a new contact which eventually ‘leads’ to new business. Not so! The best marketers know that a lead is any tip, referral or process which results in generating new business in addition to generating lucrative revenue lifts from existing contacts and clients.
Mechanic’s syndrome prevents most stations from generating inbound leads. As marketing professionals, we know and use all of the tools at our disposal for our clients, and leave our own marketing to outbound sales calls and telemarketing.
Here are just a few of the inbound marketing tactics you should employ;
1.)Advertising. You’re not sold out! And believe it or not, advertising works and can generate leads. 2.)Websites. Your website is the perfect venue to extol the virtues of radio advertising and establish your brand as marketing professionals. 3.)Blogs. The blog portion of our SoundADvice radio e-marketing system generates an average of 4.5 leads per month per account executive. 4.)Marketing Seminars. An educational seminar that clearly positions radio’s role in the new media landscape can generate new leads as well as more revenue from existing clients. ( I mean a real educational seminar, not a sales pitch where you put Dobermans at the door and don’t let clients out until they buy your ‘package’) 5.)Social Media. Social media can build awareness, credibility and leads with no cash investment. Admittedly, social media does require your valuable time everyday. 6.)Talk Show Guests. Pro-radio marketing experts can generate interest and on-air inquiries and put radio in the driver’s seat of a bus that is currently filled with new media advocates. A guest appearance I did on an east coast station actually generated a lead for a west coast station from a business owner who had been listening online.
Outbound marketing works and you can always get better at it too. But the cheapest, fastest way to improve your sales is to compliment your outbound efforts with a solid inbound marketing process.
Click here for a free no-obligation demo of how SoundADvice can generate an average of 4.5 pre-qualified inbound leads for each one of your salespeople every month.