Websites have a big advantage over other forms of traditional advertising. They’re visible 24 hours a day, 7 days a week, 365 days a year. That’s great if you have lots of people viewing your website but if you don’t, how can you use radio advertising to promote your website and market your product or service?
1 in 4 people are online while listening to the radio
UK Internet Advertising Bureau
The great thing about radio is that it already has an audience you can use to get yourself found. Getting the best results for your buck means following some common sense guidelines.
Target the right demographic on the right station, at the right time
If you’re selling incontinence pants for senior citizens, there’s no point going to the Radio Network and asking to advertise your website on ZM, which is a station that is popular with 25-39 year olds. You might listen to that radio station but does your potential customer? Radio stations spend a lot of money, time and energy researching their audiences, so the advertising rep that’s helping you will be able to guide you in the right direction and offer clear reasons on why one radio station is better for you than another one.
Once you’ve identified who your customers are and the right radio station for your advertising, ask yourself what time “your people” are listening. Is it best to put your advert out there while they’re eating breakfast, driving to or from work or perhaps the middle of the night? If you’re selling a cure for insomnia, what better time and place to advertise on talk-back radio!?
Creating your radio advert
Here’s some basic information on how to craft a great radio advert that will work for you. Your account manager will have lots more ideas!
- Most radio ads are about 30 seconds long.
- You can “own” a whole advertising slot with a longer advert.
- You need to decide what your advert is for. Is it to raise brand awareness, a special promotion or something else? Be prepared!
- If you’re going to use a phone number, make sure it’s easy to remember. An eleven digit mobile number won’t work!
- Repeat your business name 3 times. It’s easy for listeners to assume you’re a higher profile competitor, if you don’t make it clear.
- Keep your message simple. You don’t want your listeners to be wondering what it was about.
- You can use multiple adverts to promote different services for the same business. 1. We sell pools. 2. We do landscaping for your pool area. 3 We clean pools.
- Use the right sound effects or music for your advert. The wrong ones might contradict what you’re saying.
When you’re creating your advert, don’t forget to include your website address in it. I’m amazed by how many times I hear my clients advertising without using their website details.
6 things to remember when advertising your website address on the radio
- Avoid mis-spellings in your domain name. You might think using a K instead of a C or a Z instead of an S sounds “cooler” but will it help or hinder people trying to find you?
- Don’t ever use a domain name with a hyphen in your radio advert!
- Domain names that are too long won’t be remembered.
- Use a Top Level Domain (TLD). If you have a .net.nz or something more obscure like a .cc domain name, you’re going to lose a lot of potential visitors to other websites.
- Emphasise your brand if your domain name is too hard to remember or spell. Listeners will search for that instead. This only works if your brand ranks highly in searches!
- Don’t advertise a specific page like mydomain.com/stuff.php – the slash and the .php will only confuse.
If you’re doing a special promotion using radio advertising, don’t forget that when the listener gets to your website, they don’t want to have to search for the special deal. Either have a prominent specials page or even better, use a purpose-built advertising banner on your homepage. If you’re really cunning, you can combine your special offer with an email subscription service, so the listener also gives you their contact details.
Like all forms of promotion, you get what you pay for with radio advertising. But it doesn’t have to cost the earth. You can get your message out there over a whole month for only a few hundred dollars.