Should radio be part of your business’s advertising strategy? What’s the right mix of media for your marketing plan? Today, there are more media options to choose from than ever before and getting a strong return on your marketing investment often depends on getting the media mix right. If you’re not sure how to determine what the right mix is, here are some factors that will help you decide where radio advertising and other marketing mediums best fit into your plan.
1. Radio Offers Mass Reach to Build Awareness
For years, research by The Nielsen Company has shown that radio is the number one reach medium in the country. The 2018 report is no different. Every week, more than 93% of Americans tune into AM/FM radio. That’s more than watch television, use smartphones, tablets or computers. And that’s just over-the-air listening, streaming of radio stations continues to grow online, on mobile apps and over home audio devices, such as Amazon’s Echo and Google Home.
Contrary to some perceptions, radio has been extremely resilient in the digital era. Even with the rise of digital platforms, radio has maintained a strong reach. TV, on the other hand, is eroding in the face of ‘cord-cutting’ among cable customers and increased use of on-demand streaming services such as Netflix and Amazon Prime.
So, if your business depends on reaching a large percentage of potential customers in your market area to build awareness, radio makes sense. And you’ll find that on a cost-per-reach basis, radio is among the most economical advertising platforms you can choose from.
In another Nielsen study, radio advertising resulted in a 64% increase in new customers for an auto aftermarket retailer. Why? Radio advertising won new customers for this retailer because it reached a large percentage of potential customers in the market and it delivered the advertiser’s message with high frequency. This resulted in increased brand awareness and an increased likelihood to buy—just the formula for winning new customers.
3. Radio Delivers a Strong Return on Investment (ROI)
Recently the Westwood One network had independent research conducted to analyze the return on investment of radio schedules in the consumer packaged goods category. In partnership with Nielsen Catalina Solutions, they connected radio ads exposure to purchase data from over 90 million households and found that the brand experienced an 8% sales lift and nearly a $12 return on every ad dollar spent. Again, this speaks to the effectiveness of radio advertising in reaching a wide swath of current and potential customers.
4. Combine Radio With Digital Marketing
Have you considered pairing your radio advertising with targeted digital advertising? Studies prove that radio advertising can increase website traffic as potential customers learn about the brand and want more information. And targeted digital ads can build on this momentum resulting in even better marketing results. Successful campaigns can include targeted digital display ads, Facebook ads and even paid search advertising. When the reach and frequency of a radio campaign is matched with the targeting power of digital, strong results have often followed.
Need Some Help?
DBC radio stations cover all of Delaware, much of Southeastern Pennsylvania, South Jersey and Eastern Maryland, reaching more than a half million listeners each week. Our formats are designed to reach various age ranges, allowing you to target your prime prospects by both geography and demographics. As a local advertiser, you can take advantage of the strong reach and effective delivery that DBC radio stations can bring to your marketing message. Contact us at the form below to learn more about DBC Media radio stations and reaching our passionate listeners.
“It is the leading generator of ROI over any other type of direct marketing and can be used for multiple use cases, including promotions, informational content, social sharing, relationship management and more,” said Seamas Egan, Manager of Revenue Operations for Campaigner, on email marketing.
The power of email marketing is undeniable. It’s one of the best tools on the market today for businesses that want to forge deeper connections with their clients and increase online sales. You know the statistics because, after all, that’s why you decided to invest in email marketing to begin with. But after the last few weeks, few months or few years, you might be wondering why you’re not getting the great results seen by everyone else in your industry. If this sounds like you, chances are you’ve made one or more of these common mistakes. Here’s a look at four ways you could be sabotaging your email marketing campaign and some steps you can take turn email marketing into your business’s strongest marketing strategy.
Your emails are going to spam
“To spam or not to spam?”…that is the question an email server asks every time a message enters its digital universe. And it decides on the fate of each message by looking at how other recipients have interacted with emails that originate from the same sender. So, if your business has been sending ineffective e-blasts to outdated email addresses, it’s likely that your emails are bypassing the inbox and landing directly in the spam box. Your business’s messages could also be landing in spam if you’re sending too many emails from the same server at the same time.
If you’ve been making any of these common mistakes, here are some steps you can take to get your emails out of spam and into your prospects’ inboxes:
- Delete all emails that generate error notices
- Only send to users who have given you permission
- Expand your list by adding new email addresses
- Revamp your content—make sure you’re always sending relevant, helpful information
- Use a quality tool schedule and deploy your e-blast campaigns from multiple servers
Your subject lines aren’t clear
While it’s always good practice to keep your copy concise and to the point, research by Return Path shows that there’s actually no correction between subject line length and open rate. So, what’s really preventing your emails from being read? It’s likely that users aren’t getting a clear picture of what’s inside your email. Business owners are sometimes so focused on the length of their subject line that they fail to write a subject that’s informative and compelling enough for consumers to open.
If you want your emails to pique the interest of your potential consumers, get to the point. Email users today don’t have time to read between the lines, they like subject lines that accurately describe what they’ll find inside. Here are some examples of good vs. bad subject lines:
- We’ve got something you might want to see
- Looking for spring clothing? Check out our sale this week!
- We’re offering a customer appreciation month discount
- Get $25 OFF your purchase of $50 – Today Only!
- Extended for a day! Get 50% OFF all spring accessories through Friday
- Your 50% off offer expires tomorrow, redeem online now!
You’re missing a call-to-action (CTA)
It might seem obvious that your business’s emails should tell consumers what you want their next move to be, but forgetting to include a call to action is more common than you might think. Before you hit send on your next email marketing campaign, always have another person proof your email for clarity, just like you would for grammar. An outsider reading your email should have no problem understanding why you’re contacting them and what you’re directing them to do. For example, if your email contains a coupon, you’ll want to explain what it’s for, if it can be used online and when it expires.
As you compose your next e-blast, look at your work from a consumer’s perspective. Ask yourself questions like:
- Does my email clearly explain its purpose?
- Does my email contain all necessary links?
- Is my email missing my website link, business address, phone number, etc.?
- Is my email confusing because it contains too many messages?
Your timing is off
If you haven’t identified with any of these mistakes, yet your email marketing campaigns are still struggling, your level of performance could be the result of poor timing. In recent years, various researchers have studied how consumers interact with emails on different days of the week and at different times throughout each day. As a result, we now have strong evidence to support the theory that timing does impact the success of your business’s email campaigns. One recent study by Propeller shows that consumers are most likely to open emails on Tuesdays at 10:00 am. However, it really does depend on who your clients are. The Propeller study goes on to show that there are three main groups with distinct email habits.
- B2C – consumers
- B2B – entrepreneurs and workaholics
- B2B – normal people
Here are some statistics from the Propeller study that shows how email open times differ between B2B and B2C organizations. As you review the data, determine which category best describes your consumers and consider making adjustments to your email timing if you’re not targeting consumers at peak engagement hours.
Practice makes perfect
Email marketing campaigns can be very profitable for businesses that find the right combination of timing and content for their individual consumer base. If you aren’t seeing results right away, don’t be discouraged. Most businesses go through several rounds of trial and error before they begin to see results. If you need help getting your business’s email marketing campaign back on track, the experts at DBC Interactive can help. We’ve partnered with businesses throughout Delaware, Pennsylvania and New Jersey to manage and drive new leads with email marketing campaigns. Here are several case studies that illustrate how our email marketing services have helped businesses large and small.
Interested in learning more about how we can help improve your business’s email marketing campaign? Contact us today to set up a free consultation.
If you’re a business with a brick-and-mortar location, taking steps to increase your visibility on local search could easily result in a boost to your bottom line by this time next year. According to Google, 4 in 5 consumers use search engines to find information about local businesses, including store hours, addresses, product availability and directions. Google also reports that 18% of local smartphone searches led to a purchase within a day. As more research is done on consumer behavior, we’re continuing to find that people who conduct local searches are ready to make a purchase decision; and if you’re a business owner, these are the consumers you want to reach. So what can you do to increase your visibility on search engines? Here’s a list of 6 steps you can take right now to help increase your local search visibility.
According to a study by Moz, Google My Business is the biggest driver of local SEO success. Having a My Business account will help your company appear in Google search results and Google Maps when people search for your business, or businesses similar to yours. My Business accounts are also 100% free to set up, making it an easy, cost-effective way for you to boost your business’s visibility on local search results.
2. Increase your number of social sites
The larger your business’s online footprint, the more likely your business is to be noticed and recommended by Google to consumers who are conducting a local search. The key here is choosing social sites that make sense for your business type. For example, if your business sells products that are more visual, like home décor, you should consider creating profiles on sites like Facebook and Instagram; rather than professional sites like LinkedIn. If you’re not quite sure what to post on each site, read this article to learn more about social posting for businesses.
Does your website still say you’re open 7 days-a-week when you’re only open on weekdays? If you’ve made changes to your business hours, address or phone number, it’s crucial that you update all of your online profiles to reflect accurate information, even if it’s just a temporary change. Failing to do so could result in mismatched information across sites and negative customer reviews; both will hinder your likelihood of showing up in local search results.
4. Don’t ignore customer reviews
It’s rare for any business to get all positive reviews online. So if you do happen to get negative reviews from time to time (perhaps, because of misleading business hours), the worst thing you can do is ignore them. Take time to respond to people who gave your business negative reviews with your apologies and any solution you can offer if there is one. You’ll also want to engage with consumers who gave positive reviews of your business. Giving happy customers a little TLC is just as important. Here are some do’s and don’ts to follow when responding to consumer reviews.
5. Optimize your website
If you want to show up in local search results, you’ll want to make sure that your website speaks a language that Google can understand. If you have broken links, make sure they’re updated. If you have images with no meta-tags, add simple descriptions to explain what your images convey. These are all simple updates that you or your web designer can make in one afternoon.
6. Get shout-outs
When other businesses link to your website, it creates a domino effect that leads to increased SEO for your business. Links help create awareness of your business with locals, which can lead to an increase in searches and visits to your business’s website. Gaining a rise in both these areas will benefit your local search visibility because Google wants to recommend businesses that locals are interested in. For example, if a user searches for “restaurants”, Google is more likely to recommend a site that’s been visited 100,000, over a site that’s only been visited 500 times, with the same search.
Take your visibility to the next level
Your business’s ability to appear in local search results is becoming more important as consumers turn to Google for all of their shopping needs. By making these 6 updates, you’re putting your business in a much better position to be discovered by local users at a time when they’re ready to buy.
If you’re looking for a more robust local SEO marketing plan, the experts at DBC Interactive can help you prepare a marketing plan that targets your unique business needs. Our team works with businesses throughout Delaware, Maryland and Pennsylvania, like McCombs Supply Co., Inc., to boost their local SEO. We can help implement strategies for your business like:
If you have questions about these strategies or want to learn more, contact DBC Interactive today to discuss how we can help your business gain more customers in 2018.
If you’re throwing a New Year’s Eve party at your bar or restaurant, chances are you’ve already invested plenty of time and money into making your event the celebration of the year. You might not feel like putting the extra effort into marketing this late in the game, but if you want your event to be profitable, devoting some time and money towards event marketing will make all the difference. With so many options and so little time, you’ll need to prepare your strategy quickly. Luckily, our experts at DBC Interactive are here to help. Here are 4 tips to help you spread that word about your New Year’s Eve event before it’s too late.
Create awareness with radio
Radio ads are a great way to build brand awareness with locals who are looking for things to do on New Year’s Eve. According to a study by Edison Research, radio reaches 93 percent of the adult population weekly, making it possible for your bar or restaurant to quickly reach a large number local consumers in a cost-efficient manner. If you’re a Delaware, Maryland or Pennsylvania business owner, DBC Interactive can help you record and place radio ads that fit into your business’s budget. Try following these guidelines to get the most out of your radio advertising:
- Don’t talk to everyone – The best messages are specific. Narrow your audience by creating radio ads that appeal to a particular group of consumers on a specific occasion. For example, instead of saying “Delaware’s best Piano Bar” try “Ring in the New Year with exclusive musical performances, dancing and door prizes at the Piano Bar.”
- Include a call to action – If you want people to come to your bar or restaurant’s New Year’s Eve party, provide them with the next steps to do so. Do listeners need to purchase tickets online? Should listeners be prepared to pay a cover at the door? Providing some guidance to your listeners increases the likelihood that they’ll attend your event because they know what’s required of them.
- Don’t be shy – Great radio ads paint a picture in the minds of listeners of what they can expect to experience at your bar or restaurant’s event. To help spark the imagination of your radio listeners, don’t forget to provide details about your New Year’s Eve party, including theme, food specials, drink specials, music and anything else that sets your business apart from the competition.
Increase effectiveness with digital ads
Radio advertising is one of the best ways you can share your event with large, diverse groups of people. Some listeners may be interested, some may not, and some may be on the fence. To move these listeners further down your funnel, show them how great your party will be through digital advertising. Digital ads take audience targeting to a new level, helping you visually convey the perks of attending your event to locals who fall into the demographics you choose to target, including age, interests and location. Digital ads can also link to the website, social media site or landing page of your choice. This is your bar or restaurant’s opportunity to tell users everything you want them to know about your event. Don’t forget to include visuals, like photos and videos, that show-off the success of your past events.
Digital ads can be particularly helpful for bar and restaurant owners that sell New Year’s Eve event tickets online because they can be directly linked to e-commerce portals, making purchases easy for users and business owners alike. DBC Interactive can help you choose the right type of digital advertising to fit your needs. Here are a few types of digital ads to consider:
Attract social people with social media marketing
Want to get people excited about your New Year’s Eve party? Using social media to share photos and videos of your bar or restaurant’s recent events can help capture the attention of customers looking for a place to party on New Year’s Eve. If you’re struggling to figure out what to share on social media or how often to post, remember that quality beats quantity. It’s important to post consistently, but only if you’re sharing information that’s:
- Relevant to your audience
Make sure that your posts include photos and videos. Consider sharing images of last year’s event or sneak peek videos of what’s to come this year. DBC Interactive can help your bar or restaurant create and set up social media posts that capture the attention of your target demographic. Our experts have the capability to schedule your posts throughout the month, eliminating the need for daily check-ins.
Stay top of mind with email marketing
Email marketing is a powerful channel for bar and restaurant owners who are looking for ways to promote New Year’s Eve events. Business owners can purchase email lists or build them internally by collecting customer information. Creating your own email list is a little more work, but it does offer several advantages. First, creating your own list won’t cost you anything. Second, you’re reaching people who already know and like your bar or restaurant. Third, you know that the people on your list are interested in receiving updates about what’s happening at your business.
Purchasing an email list also has its advantages. Purchased lists will likely include emails for people who haven’t been to your bar or restaurant, in addition to those that have. Marketing to a mixture of current and new customers is a great way to create awareness and attract new customers to your upcoming event. If you don’t already have an email list, it’s not too late. DBC Interactive can you purchase an email list and create content that garners the attention locals who are looking to have a great time this New Years.
Put Your Event in the Spotlight!
Your bar or restaurant could appeal to thousands of people planning to hit the town on New Year’s Eve. If you need some help with your New Year’s Eve marketing, contact DBC Interactive today to schedule a free consultation. DBC Interactive will work with your budget to help you develop a marketing strategy that creates awareness about your bar or restaurant’s upcoming New Year’s Eve event.