Baton Rouge Marketing Agency Reveals the Missing Link in Radio Ads
Any how-to guide on writing copy for radio commercials will tell you to give a description of the product, mention its benefits, and maybe include a testimonial. You should also keep it brief and leave room for all of the company’s pertinent contact information. But what is often overlooked is the right call-to-action.
So, how can you tell which call-to-action in a radio commercial will be the most effective? The answer can be found by putting yourself in the audience’s shoes. According to Neilsen, “Radio is a constant in our daily lives and the average American radio listener tunes in for over two hours per day.” Neilsen goes on to say that radio consumption reaches its peak in the morning hours, stays consistent throughout the day, and then tapers off in the early evening. Also, 2/3 of radio listeners “tuned in outside of the home.”
How To Talk To The Radio Listener
These statistics tell us that most radio is consumed while doing something else. Whether the listener is getting ready for work, driving, or sitting at their desk, they are multitasking. This means that any call-to-action that involves the listener stopping what they are doing, or remembering any lengthy or complicated instructions is a waste of time. No one is going to interrupt their morning commute to visit your showroom. No one is going to “write down this phone number.”
Keep The URL Simple
Instead, the call to action in the ad needs to be simple, concise, and able to be performed at any time. The most effective way to get this done is through a landing page with a custom URL. Simply ask the listener to not just visit your website, but visit a specific URL. This URL should mention the company name, the product name, or where the ad was heard so it will be both easily remembered and readily available. A custom landing page can literally be the missing link in radio ads.
Custom URLs Are Trackable
From the business owner’s end, the landing page with the custom URL provides several benefits. Aside from being easily remembered and easily accessed, it is trackable. If the only place that URL is being shared is in your radio spot, then you know that the clicks on that page started when someone heard the ad. This tells you, from the start, how effective the ad is, and that people are hearing the ad and following it’s call-to-action.
Customization Increases Conversion Rates
Sending listeners to a specific landing page also increases the likelihood of conversion. You know where they came from and you know what they want. This gives you the opportunity to provide the information that is specific to your audience. This level of customization makes your landing page more personal. According to Adobe, that has an impact on 90 percent of consumers.
Launching an advertising campaign on the radio can be a wonderful investment for a business. But, it is essential that they know the tendencies of the audience, and how to invite them to your business. Purchasing and placement are important, but can be lost without the right call-to-action. If your business needs assistance with radio advertising, please contact our team at Blinkjar Media and we’ll be happy to help you put together a successful campaign.
