Digital promotions and radio advertising are two of the most effective marketing tools for generating leads, increasing traffic both to your website and your store, and building your database and collecting valuable analytics. When used together, they provide the opportunity to engage and interact online and on the air with thousands of listeners.

Effectiveness of Cross-Channel Promotion

An integrated, cross-channel advertising strategy provides touchpoints across media to build brand awareness. By pairing the reach of radio with the targeting ability of digital, you can develop trust and loyalty among customers. A study of 21 brands over 18 months showed a 23% increase in interest and sales when radio and digital were combined as part of a marketing strategy.

Radio and Digital Go Hand-in-Hand

Reach

When it comes to reach, it’s hard to beat radio. Most Americans, of all ages, listen to the radio at least once a week. Radio also provides the ability to target your ads according to radio format and specific times of day. Adding digital to your strategy allows for more precision targeting, making the two channels, when used together, a powerful combination.

Creative

Combining digital and radio provides opportunities to use consistent messaging and creative across channels to maximize value. One study showed that a consistent message across multiple channels increases purchase intent by 90% and improves perception of the brand by 68%. Ensure that your slogan or tagline is consistent and that any promotions you’re running on the radio also appear on digital channels. If you’re telling a story in your radio ads, continue the story on digital channels.

Action

Always use a strong CTA to drive action. Both radio ads and digital promotions can be used to drive foot traffic to your location or direct customers to a landing page. Consumers are 6 times more likely to visit an advertiser’s website after hearing a radio ad that includes an online call to action. For your digital promotions, use a “learn more” type button for ads and social media that takes visitors to a landing page that provides information on your location. Develop your digital promotions to achieve a specific goal, and create warm leads by encouraging users to enter a contest or “raise their hand” if they’re interested in getting more information about your business.

Timeframe

Both radio and digital provide more flexibility in terms of timeframe. A magazine ad placement, for example, has a longer lead time that could affect your ability to use specific messaging. In addition, both radio and digital work year-round and can be used to make the most of your busy season and also increase sales during the slow times. By combining the two channels, you can get more bang for your buck. Use digital promotions to complement your radio ads and vice versa. Digital promotions work best when users have been exposed to an on-air message.

Tracking

Both radio and digital are trackable and measurable as long as you have a compelling message, consistent creative, a strong CTA, and a clearly targeted audience. Digital makes it easy to measure results — an increase in Facebook likes, warm workable leads, and number of email opt-ins and coupons redeemed.

Combine the power of digital promotions and radio ads to rev up your Joplin advertising. Using this cross-channel strategy can yield more leads, higher sales, and an increase in ROI.