Is There Any Better Alternative To Growing My Business In A Timely Manner, Other Than Social Media? Answer: YES! By John D. Verlin

In the big scheme of things—that’s one question I get a lot from small business owners in trying to attract new customers, qualified leads and brand recognition.

As business owners advertising options shift from traditional media to digital and online—navigating marketing dollars to increase profits can be a daunting task. With budgets cut, sales down since ‘08, etc—business owners have to be more engaged and accountable to results and their ROI. 

Gone are the days when businesses just sponsored something to get their name out there. Every dollar now has to account for a return. Heck—even my insurance agent’s fall festival cut back on burgers—and just had hot dogs!

So—what can be done to achieve increased customers on a smaller budget AND minimize that risk?

While media companies have moved their content (newspaper, magazine, video streaming TV, audio-streaming radio) online—not all media companies have invested in their online platforms to produce the desired results businesses need.

For example, media companies whose budgets have been scaled back haven’t invested in their digital properties since the majority of their advertisers (as aging baby boomers) still use media like they’ve always used. Today—it’s just not working as effectively.  

From my years in the media while working with advertising agencies and radio/TV—one combination I’ve seen time and again work— is utilizing the magic of radio—in driving attention and traffic to their other complimentary mediums—be it print, website, etc.

The reason this has worked is because radio’s strength of frequency of a message is typically more cost-effective than competing mediums—but now can be piggybacked with station website’s content and fan base.

I’ve seen the numbers—and many stations have audiences that have not decreased, but increased over the years due to smart programming and “engagement” with their fans. It’s an emotional dynamic that you hardly ever see in any other medium. 

Case in point—how do you motivate 22,000 fans to show up at a Harley dealership on a weekend? You provide three bands to play, provide “offers” on products and bring in a key radio personality to broadcast live.

This dynamic is crucial in building favorable imaging and branding for a business. It’s something that no other medium can really do as effectively—or as quickly.

Which leads me to social media. I usually suggest that businesses utilize social media as an on-going relationship builder—that can be done in the background on a regular basis. As it evolves—we’ll see more and more possibilities. But for a business WHO CAN’T WAIT TO BUILD A RELATIONSHIP over time, radio and it’s digital “measurable” components rule the roost. 

The reason it works—with a businesses limited advertising dollars—is that they can now “test” audio streaming on a radio station—combined with one or more digital assets—and get measurable results—PRIOR to launching a larger campaign. 

Once they do—the business can continue with social media but also sponsor “events” at their place of business with a station personality inviting their fans to attend. It doesn’t get much better than that.

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