Before you advertise on the radio, make sure:
Your website is well designed.
Your radio ads should dictate your web address so listeners can easily find you. A good percentage of people tune in at work and at home when they’re sitting at their computers. If your website is a joke, you can’t expect anyone to take your business seriously. Not only will an ill-designed site reflect your business poorly, it could also drive your potential customers to the competition.
It’s easy to contact you.
Test your website’s contact forms on multiple browsers (Internet Explorer, Firefox, Chrome, Safari, etc.). Also double-check all email addresses and phone numbers associated with the site. The last thing you want is to put up roadblocks for people who want to contact you. Ideally, visitors should be able to contact you using any page on the site via email or telephone.
Your search engine visibility is strong.
If you have a website, odds are you’re showing up for your business’s name. You also want to show up for keywords related to your industry. Even if listeners hear your ad, they may not search for your services using your company’s name. Let’s say you hear an ad for a landscaper in your area. If you’re half-listening, the ad might just remind you that you need to hire a landscaper. Your next step will likely be typing a generic query into Google; the businesses that dominate the search engine results are best positioned to get your business.
Your online reputation is accurate.
Google your business’s name to see what pops up. Are there negative results about your enterprise? Do you have outstanding Better Business Bureau (BBB) complaints? Have irked customers or disgruntled employees posted critical reviews of your business? If you don’t address your online reputation, the money you spend on radio advertising will be mostly wasted.
You have effective sales messages.
Keep your site’s visitors in the buying cycle. Your site is about them, not you. They don’t care about the intricacies of your founders or your company’s history. All they want to know is how you can help them. If you don’t make this clear now, your opportunity to close them might be gone forever.
What other steps should businesses take? Has your company experienced an uptick of business thanks to radio ads? Comment below!
Need help optimizing your web presence for radio advertising? Call us at (603) 217-5583 or email us for a free, no-obligation consultation.
