Tag Archives: brand

Video Might Be Strong, But…

“Video” has been the hot word for some time now. Research reveals that having video on a website makes it 53 times more likely to be found on Google.

Statistics like this can have local advertisers lining up to spend more money on videos, which often become dated very quickly, at the expense of radio advertising.

There are tons of tricks to increase your SEO, but the tricks change every day. Google changes it’s algorithms 500 to 600 times a year. Try keeping up with that!

There’s little doubt about the effectiveness of videos online. However, our TOMA surveys of more than 15,000 consumers reveal that consumers are 444 times more likely to view the website of a business they have heard of versus viewing the site of a business they have not heard of.

Nothing beats Brand Identity or Top of Mind Awareness. Brad Smith said in a recent Search Engine Journal article, “Branding is the only way to do it, and it’s the most viable SEO strategy on the market today”.

And while video might make a website 53 times more likely to be found on Google, our research and advertiser seminars validate Seth Godin’s claim that “It’s better to be sought than found” online.

Step one is to establish a pre-need awareness and preference for a business with proactive radio. Step two is to use video and other online tactics when consumers search reactive media in reaction to their need.

As Bob Hoffman put it, “Traditional Media (Radio and TV) create demand, and Passive/Reactive Media (Digital) fulfills demand”.

If the advertiser can only afford one, creating Top of Mind Awareness will win every time!

Let’s tell the proactive radio story and not let advertisers put the cart before the horse.

If you would like to learn how our TOMA Surveys and Seminars prove how radio drives search and can help you generate revenue, click here.

“Never Stop Learning – Get Better Every Day”

Remember When?

Remember the days when getting a first appointment with your new prospects was relatively easy, and more calls meant more appointments? You simply picked up the phone and said things like:

I have a great idea I would like to share with you.
I’d like to ask a few questions to learn more about your business.
I have a new station package or special offer I’d like to drop off.

Today, your prospects and clients are bombarded with many new media and traditional media sales amateurs claiming they want to learn more about their business. Business owners today don’t have time to teach you about their business. They want to work with salespeople who have put in the extra effort to learn about their business BEFORE they call.

The skeptical business owner is saying to themselves; “I don’t know you, I don’t know what you stand for, I don’t know your company, and what do you know about my business or any business for that matter?”

Effort breeds psychological reciprocity; that deep-rooted subconscious need to do something for someone who has done something for you. Provide your prospects with usable knowledge about their business over a period of time, and you might just peak their interest – IN YOU!

You can begin building your brand and demonstrating your knowledge and effort by sending a few helpful marketing tips like those in our SoundADvice e-marketing system BEFORE you ask for the appointment.

Once you have presold who you are, what company you’re with, and what you stand for, securing an appointment will become much easier. Better yet, they”ll just call you for that appointment!

The bottom line? The most important thing you have to sell is trust. And trust is built over time, not with just one phone call or one cold call.

Busy decision makers today don’t have time for typical salespeople or old school sales tactics. But they will make time to talk to professionals who have branded themselves as marketing experts who know something about their particular business category, and who appear willing and able to help them grow their business.

Want to learn more about how the SoundADvice e-marketing system can pre-sell your media reps’ qualifications? Click here to set up a time to talk with Rick.

The Biggest SEO Mistake

We were consulting one of our station’s advertisers, a veterinarian, who proclaimed they had just made a considerable investment in SEO…Search Engine Optimization, to get them to or near the top of an online search.

We immediately went online and searched for veterinarians in that market. They were nowhere near the top of the search engine page despite their investment.

The veterinarian was both amazed and disappointed, responding with “We were near the top last week”!

There-in lies the problem. While she was paying to enter the race to the top, her competitors kept upping the ante to win that race…it’s a never-ending race to the top that can change at a moment’s notice.

The only way an advertiser can be assured they’ll be found online is when their prospects search for them by NAME!

But, the problem is even more complex than winning the SEO race to the top.

Internet Guru Seth Godin says, “it is better to be sought online than to be found”.

In other words, the business that has created a pre-need, pre-search brand and preference for their business will always win that race, in two ways:

1.) They will be sought and subsequently found.

2.) The best marketers will have built their brands before the search so that when their competitors are listed, their prospects will prefer to click on them.

3.) Our local TOMA (Top-Of-Mind Awareness) studies consistently reveal:

A.) Proactive broadcast media will always be more effective than reactive print or digital efforts in creating TOMA

B.) Over 80% of the population in every market prefers to click on a site for a business they have heard of, rather than to go to a site of a business they are not familiar with.

Have your account executives been effective in helping advertisers understand why broadcast is the most powerful platform by which to create Top-Of-Mind Awareness and generate more web traffic?

If not, we should talk about initiating a TOMA survey in your market.

Roy Williams says, “I’ve long suggested that radio stations fund a TOMA study every two years. Few things are as valuable in the eyes of advertisers as these revealing market snapshots”.

Click here to arrange an online overview of how our TOMA Surveys and Training can help increase your local-direct sales.

“Video” has been the hot word for some time now. Research reveals that having video on a website makes it 53 times more likely to be found on Google.

Statistics like this can have local advertisers lining up to spend more money on videos, which often become dated very quickly, at the expense of radio advertising.

There are tons of tricks to increase your SEO, but the tricks change every day. Google changes it’s algorithms 500 to 600 times a year. Try keeping up with that!

There’s little doubt about the effectiveness of videos online. However, our TOMA surveys of more than 15,000 consumers reveal that consumers are 444 times more likely to view the website of a business they have heard of versus viewing the site of a business they have not heard of.

Nothing beats Brand Identity or Top of Mind Awareness. Brad Smith said in a recent Search Engine Journal article, “Branding is the only way to do it, and it’s the most viable SEO strategy on the market today”.

And while video might make a website 53 times more likely to be found on Google, our research and advertiser seminars validate Seth Godin’s claim that “It’s better to be sought than found” online.

Step one is to establish a pre-need awareness and preference for a business with proactive radio. Step two is to use video and other online tactics when consumers search reactive media in reaction to their need.

As Bob Hoffman put it, “Traditional Media (Radio and TV) create demand, and Passive/Reactive Media (Digital) fulfills demand”.

If the advertiser can only afford one, creating Top of Mind Awareness will win every time!

Let’s tell the proactive radio story and not let advertisers put the cart before the horse.

If you would like to learn how our TOMA Surveys and Seminars prove how radio drives search and can help you generate revenue, click here.

Remember the days when getting a first appointment with your new prospects was relatively easy, and more calls meant more appointments? You simply picked up the phone and said things like:

I have a great idea I would like to share with you.

I’d like to ask a few questions to learn more about your business.

I have a new station package or special offer I’d like to drop off.

The skeptical business owner is saying to themselves; “I don’t know you, I don’t know what you stand for, I don’t know your company, and what do you know about my business or any business for that matter?”

Effort breeds psychological reciprocity; that deep-rooted subconscious need to do something for someone who has done something for you. Provide your prospects with usable knowledge about their business over a period of time, and you might just peak their interest – IN YOU!

You can begin building your brand and demonstrating your knowledge and effort by sending a few helpful marketing tips like those in our SoundADvice e-marketing system BEFORE you ask for the appointment.

Once you have presold who you are, what company you’re with, and what you stand for, securing an appointment will become much easier. Better yet, they”ll just call you for that appointment!

The bottom line? The most important thing you have to sell is trust. And trust is built over time, not with just one phone call or one cold call.

Want to learn more about how the SoundADvice e-marketing system can pre-sell your media reps’ qualifications? Click here to set up a time to talk with Rick.

We were consulting one of our station’s advertisers, a veterinarian, who proclaimed they had just made a considerable investment in SEO…Search Engine Optimization, to get them to or near the top of an online search.

We immediately went online and searched for veterinarians in that market. They were nowhere near the top of the search engine page despite their investment.

The veterinarian was both amazed and disappointed, responding with “We were near the top last week”!

There-in lies the problem. While she was paying to enter the race to the top, her competitors kept upping the ante to win that race…it’s a never-ending race to the top that can change at a moment’s notice.

The only way an advertiser can be assured they’ll be found online is when their prospects search for them by NAME!

But, the problem is even more complex than winning the SEO race to the top.

Internet Guru Seth Godin says, “it is better to be sought online than to be found”.

In other words, the business that has created a pre-need, pre-search brand and preference for their business will always win that race, in two ways:

1.) They will be sought and subsequently found.

2.) The best marketers will have built their brands before the search so that when their competitors are listed, their prospects will prefer to click on them.

3.) Our local TOMA (Top-Of-Mind Awareness) studies consistently reveal:

A.) Proactive broadcast media will always be more effective than reactive print or digital efforts in creating TOMA

B.) Over 80% of the population in every market prefers to click on a site for a business they have heard of, rather than to go to a site of a business they are not familiar with.

Have your account executives been effective in helping advertisers understand why broadcast is the most powerful platform by which to create Top-Of-Mind Awareness and generate more web traffic?

If not, we should talk about initiating a TOMA survey in your market.

Roy Williams says, “I’ve long suggested that radio stations fund a TOMA study every two years. Few things are as valuable in the eyes of advertisers as these revealing market snapshots”.

Click here to arrange an online overview of how our TOMA Surveys and Training can help increase your local-direct sales.