June 3, 2020  
 
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Marketing a Radio Station

A profitable radio station is about more than supply and demand. It's about designing ways to entice new customers to engage with your products and to encourage existing customers to increase the frequency of their purchases.

For every radio station winner, there many more radio stations that fail to reach sales and revenue targets.

Healthy customer relationships are strengthened and expanded through targeted marketing campaigns. With that in mind, it's important to leverage marketing as a path toward better customer engagement in your radio station's planning process.

Market Segmentation

Whether they admit it or not, all businesses adopt segmented marketing strategies. The marketplace is simply too large to effectively market a radio station to the entire marketplace. Market segmentation has been around for decades and it has enabled many smaller companies to dominate parts of the market, even when they face competition from larger firms.

Consumer and B2B lead list providers specialize in helping businesses segment diverse markets. By sorting and filtering current databases, your list vendor provides lists containing the names and contact information of likely buyers that fall within the parameters of your radio station market agenda.

Generating Buzz

Good buzz is a mythical creature in marketing circles. Although it's rumored to exist, it's hard to nail down. You've heard it said before: Word of mouth is the best form of promotion for products and brands. When you're promoting a radio station, meaningful brand conversations have the ability to transform the impact of your marketing efforts. The process begins with developing communication vehicles and mechanisms that invite discussion. As you begin to promote brand discussions, you will need to also develop systems for monitoring the things that are being said about your company and using positive mentions to your advantage.

Company Website

Technology is changing the way small businesses market their products and brands. The on-ramp for using technology to promote your radio station is also the anchor point for your technological strategy: A company website. Although many businesses have a website, a poorly designed and unnavigable website is worse than having no web presence at all. Your site is a representation of your business; it needs to convey the same professional appearance and functionality as you expect from any other sales and marketing asset. Conversion paths are also important. With the proper design, your site can walk new visitors through a series of decisions that culminate with either an online sale, a phone order, a personal visit or a request for more information.

More Articles on Marketing

Given your interest in marketing and in radio stations, you might find these additional resources to be of interest.

Getting a Toll Free Number

Marketing Strategy Examples

Selling a Radio Station

Phone Book Ads


Conversation Board

Is there something we didn't cover? We're always interested in hearing about new strategies for marketing to radio stations, and we welcome your feedback, tips, and questions!


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