Tag Archives: SEO

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.

It Ain’t Gonna Sell Itself

So you think your advertisers are flocking to social media? Maybe not.  Maybe social media salespeople are flocking to them.

Twitter, for example, invested a whopping 44% of their revenue in marketing and sales to capture a 111% revenue increase last year.

 Now, I’m not suggesting for a minute that broadcasters should have a 44% cost of sale. But you almost certainly are not going to experience sales increases by cutting your marketing and sales investments.

The good old days of only competing with a few local stations and the local paper are long gone.  Your prospects are being sold by the marketing automation software folks, social media salespeople, web designers, SEO folks, Google AdWords, and many more from around the globe every week.

 Click on this link to see what other publicly held companies are investing in marketing and sales

http://www.marketingprofs.com/charts/2015/28343/how-much-do-public-companies-spend-on-marketing-and-sales-infographic?adref=nlt082815

 Local radio is not going to sell itself.

          And….I know that you know the definition of insanity is to keep doing the same thing over and over expecting a different result.

What are you doing to increase your sales in 2016?

Our suite of  revenue-development products, from local Top of Mind Awareness surveys to our SoundADvice radio e-marketing system, is helping stations across North America to increase their sales.

Contact [email protected] to discuss how we can build a custom revenue solutions program to increase your sales in 2016.
Sincerely,
Wayne Ens
705-484-9993