Industry professional Justin Steinle explains how radio drives more than just calls.
As consumers are cruising down the highway listening to the radio, often time they hear short-form radio advertisements. As they hear these advertisements with frequency, the brand and catchy messaging gets embedded in their memory. If there is a toll-free number listed within the creative, this will be the consumers typical method of response.
The secondary method of response will either be through a unique tracking domain or search results. In today’s technological era, consumers go to the Internet and Google your brand for further research. Therefore, having a strong Internet presence for you brand is key to success.
A study conducted by the Radio Advertising Bureau shows radio can increase search results by 29%. This will always be a case by case basis depending on numerous factors.
This study reviewed six categories: automotive, eCommerce, insurance, auto aftermarket, jewelry retail, and wireless communications. They also used same date, time, and market to establish this result. During this study, it also reflected that search levels varied by day part with morning drive and midday with the highest search levels at 32% – 33%.
In conclusion, this emphasizes the importance of multi-channel marketing as it shows how radio is a complementary media channel to your foundational website.
Radio Advertising Bureau *An anlaysis of 2157 ads across 6 categories in 31 markets; June-July, 2017. RAB: Radio Drives Search, Sequent Partners, Media Monitors, In4mation Insights, 2017
University of Mary graduate and business professional Justin Steinle works as a senior executive in the direct-response marketing and advertising industry. Among the business tools that Justin Steinle offers to his clients is lead generation.
Lead generation is the process through which a company identifies and compiles the contact information of potential customers. The process of effective lead generation continues to evolve in the digital age, but certain tactics can be useful for modern companies who wish to leverage lead generation as a tool to boost profits.
It’s important for companies to focus on great content marketing. Companies that run a well-written blog and create quality long form content are setting themselves up for increased lead generation. Informative, clean content will help a company to build brand trust among its customers, who then become more open to the kind of social media advertising that generates leads.
Another crucial lead generation tip for companies is to establish straightforward expectations for potential customers who visit their websites. Businesses that clearly communicate how and when a customer can expect contact are more likely to influence customers to submit personal information. Companies can further encourage the submission of contact information by designing easily read online forms that only ask for necessary information, saving requests for more specific data until after initial contact.
A veteran marketing professional, Justin Steinle has worked with a wide variety of communications strategies during his 25-year career. One example is multichannel marketing, which involves using multiple platforms to deliver a coherent message. Having implemented multichannel marketing for years, Justin Steinle recognizes the key advantages it offers over single-channel marketing.
1. Frequency. By harnessing multiple platforms such as radio, television, and social media, a company could engage its target audience more frequently and effectively. Apart from helping build brand awareness, the strategy also gives companies room to vary the delivery of their core message, from general overviews via non-interactive channels to more personalized messages via other platforms like Twitter.
2. Channel preference. Multichannel marketing offers prospective clients the choice among several platforms. In doing so, the strategy takes into account individual client preferences, as some prefer accessing services online whereas others prefer the more personalized interaction of a telephone conversation.
Over the course of his 25-year career, Justin Steinle has gained a comprehensive understanding of the most effective marketing techniques and practices. As a senior marketing executive, Justin Steinle possesses expertise in the media buying process.
Media buying refers to the practice of acquiring advertising space and airtime on media channels such as newspapers, radio, television, and online platforms. Since businesses typically engage those channels most frequented by their target audience, their media buying strategies can differ widely.
Within a company, a media buyer’s role involves negotiating with channel owners. Before settling on and implementing a strategy, media buyers must first conduct a thorough investigation of all available avenues of distribution. Key steps include analyzing the demographics engaged by the channel and evaluating its adaptive ability to the ever-changing media landscape.
Furthermore, media buyers must also recognize the limits of each channel and work with channel owners to identify and retain premium spaces. In most cases, they succeed in building such productive relationships with channel owners by negotiating deals that benefit all involved parties.
Marketing professional Justin Steinle possesses more than 25 years of experience starting and growing successful marketing companies. Justin Steinle uses a wide range of media types in his work, ranging from leading digital techniques to radio advertising.
In 2015, Nielsen reports showed that 91 percent of Americans over the age of 12 listen to the radio at least once a week. That is more than 245 million potential clients. Consider the following reasons that radio advertising is still an effective component of a larger multichannel marketing campaign.
–Many radio users are listening as they drive to and from work, when they are disconnected from digital media and digital advertising. They are a largely captive audience.
–Radio is an effective way to reach listeners across all demographics, especially those who are harder to target with digital tools. There are few barriers to radio access, as it is free to listen to and easy to operate.
–Radio advertising takes some of the hard work out of demographic targeting. It only reaches local audiences, so location-based demographic targeting is covered. Listeners will tune in to the station they prefer, which may indicate their preferences as consumers. Some advertisements will naturally be more suitable for a country-western audience, while others may do better on a pop station. This makes interest group targeting easier.
Marketing executive Justin Steinle has more than two decades of experience establishing successful marketing service companies. Over this time he has gained a broad range of marketing expertise. One of the tools Justin Steinle employs in providing marketing solutions to his clients is social media optimization (SMO).
SMO is an internet marketing approach used to increase the awareness of a company, brand, product, event, or website. The various mediums used include online communities, forums, and social media platforms such as Facebook and Twitter. SMO is an integrated and deliberate effort which includes creating the appropriate compelling content to place in the various chosen mediums in order to increase reach or drive traffic to a website.
In SMO, the outcomes can be measured in terms of retweets, page views, shares, and the like, but there is also a qualitative element as social engagement is involved. Social media provides channels where businesses can directly interact with the audience, thus practitioners must also have the skills to be able to touch base with the audience on a personal level.
With 25 years of experience in the business development field, Justin Steinle has served a range of industries from addiction rehabilitation, retirement living, to financial and home goods. Justin Steinle specializes in effective forms of marketing, including lead generation.
Lead generation is the process of getting the attention of potential customers. With the rise of social media and other digital information platforms, this process has significantly changed. More and more buyers are now “self-generated,” able to seek and find whatever information they might be looking for on the internet. Lead generation specialists must understand the complexities of this process to most effectively get a product in front of a potential consumer.
In previous years, companies would focus on representing themselves effectively and finding a customer. Mass advertising to a specific demographic worked well, and specific information blasts at one time were enough to get the attention of a customer. Today, companies must instead focus on representing the potential client, being found by him or her, and providing plenty of useful information so the potential customer can make an informed decision. Rather than targeting a major demographic, companies must work more closely and intimately with a potential client and maintain that relationship over a longer period of time.
By the time a potential client finds the product or service they might wish to buy, they have generally already learned a great deal about the product. Effective lead generation practices today must take into account that the sales landscape has hugely changed, and marketers must understand the new way potential clients pay attention and research their potential purchase.