7 min read

Radio Marketing 101: How To Increase the Number of Radio Listeners

The radio has been present in human life since the early 20th century. You could say it was the first step to the entertainment and ad-based society we live in today.

From its early beginning radio has occupied minds, hearts, and homes. And along with a type of advertising called radio marketing.

How does this radio marketing help radio survive in the age of the internet? And what can we learn from it?

In this article, you’ll find all about one of the first modern types of marketing, radio marketing. 

Enter into Shoutem app builder and start creating your app!

What is Radio Marketing?

Radio marketing, also called radio advertising, promotes products and services by purchasing commercial segments on the radio broadcast.

This piece of the radio program is called spots. And those advertising can choose what kind of commercial type will be played in spots.

Here are some popular types of radio marketing:

  • Jingle ads
  • Sponsorship ad in a radio segment or a show
  • Testimonial ads
  • Personified commercial
  • Endorsement by the host

But, we’ll get into details later.

Now, let’s look at why radio marketing is a crucial part of the radio business and its benefits. 

In this article, you'll find all about one of the first modern types of marketing, radio marketing. 

Why is Radio Marketing Important & Their Benefits

Since most radios are privately owned, radio marketing gives them a chance to continue working on what they love. 

Radio has always been a mix of good music, exciting radio shows, and various advertisements.

It conveys the message to society in a non-stressful and fun way. 

Radio marketing is a creative and engaging process behind which lies a lot of study of human psychology.

Let’s check all the great benefits radio marketing provides. 

10 Benefits of Radio Marketing

  1. Reaches wider audience
  2. It’s inexpensive
  3. It’s adaptable
  4. It’s fun
  5. It’s memorable
  6. It interests the target audience
  7. It creates a powerful message
  8. It uplifts businesses
  9. It generates revenue
  10. It’s simple yet effective

10 Examples of How To Advertise Radio Station

Make a radio marketing website

Radios have also switched online. Your own radio marketing website allows you to go way above regular radio.

You can post articles, events, and podcasts…which all contribute to better online visibility. 

Create a radio marketing application

An app might be an even better choice in the case of radio. Shoutem is a platform that helps you create your radio app even if you’re a complete beginner.

All the templates and features are already pre-made; just choose anything you need and drag&drop. Once done, click the Publish button, and our team will make sure your app arrives on the market as soon as possible.

Establish a brand identity

Even though radio isn’t primarily visual media, establishing brand identity is still important.

For example, when marketing the radio on posters or online, the logo and brand colors must be recognizable and captured. 

The brand you create should represent your radio and all the values it stands for. 

Invite guests to your radio station

When inviting guests to your station, ensure they are relevant to the topic. Bringing unsuited and unprofessional guests can ruin your own reputation.

Also, make sure to advertise the guest appearances ahead of time. This will bring more significant numbers of listeners.

Use SEO to your advantage

An optimized SEO will lead to more organic traffic and a better ranking on search engines. Use tools like Google Keywords to find out what keywords you need to place on your radio website to attract the target audience.

Use social media platforms

Radio marketing on social media is the only one that matters if you’re looking to attract a younger audience. Depending on the audience you want, start posting on Instagram, TikTok, Twitter, or any other social media you think will resonate the most.

Interact with your followers for more engagement and a better online presence.

Send a radio marketing newsletter

Email newsletters are a great way to update your loyal audience on the show’s new episodes, guests, latest music releases, and much more. You can send weekly, monthly, or even quarterly newsletters. It’s a matter of informing, but not annoying your audience.

Boost listener retention

Capturing attention is harder on non-visual media like radio, but not impossible. First, stay relevant. Keep up with the latest trends and follow what your audience shares and engages in on social media.

Second, try to involve your listeners in the show. You can give them some space in the air by calling or reading their comments.

Request listener testimonials

Listener testimonials act as a review for your radio station. Ask your loyal audience to write a few kind words about their experience with your station. It’s an excellent way to improve your reputation and gain more audience.

Keep an eye on the competition

Competition can be in the radio industry, TV, and the internet. In any case, competition is fierce, and you should be too. Keep up with what they’re doing. What type of content are they publishing? What does their social media account look like? This will encourage you to better your brand.

Enter into Shoutem app builder and start creating your app!

10 Examples of How To Advertise Radio Station

Types of Radio Marketing

Sponsorship Ad in a Radio Segment or Show

You’ve probably noticed that ads appear in many radio shows or at least in one segment of them. 

The sponsorship ad is always related to the topic being discussed. It can be sports, fashion, education…

These ads usually appear at the end or the beginning of the show. They can also occur between commercial breaks.

Jingle Ad 

Jingles are the most catchy type of radio marketing. It’s the combination of lyrics and a memorable tune. They are typically very short. They are so catchy and successful because of the frequency of play.

The constant repeating strengthens brand recognition, and, thus, brand loyalty. You probably still remember some of the jingles you heard years ago, like the one for Coca-cola.

Testimonial Type of Ads

People trust other people. And that is the premise testimonial ads rely on. Testimonial types of ads significantly improve a brand’s reliability, and authenticity and make its message believable. That’s why it’s been used in almost all industries worldwide.

Endorsements by the Host

Endorsement by the host works similarly to a sponsored ad; it just comes out more natural. Rather than having a prerecorded advertisement, the host will read your ad in a “live read” fashion and thus, create a less commercial vibe. This helps brands attract and maintain loyal customers.

Personified Commercial

Radio relies entirely on the audio aspect. That’s why they must use all means necessary to retain the listener’s attention. Personified commercial means adding unique characters to the ad.

These characters must capture the audience’s attention with their quirky, relatable persona. This type of commercial has resonated among audiences beautifully for decades now, especially among the older generation.

Bonus Tip: Disadvantages of Radio Advertising

Reduced Visual Element

Radio lacks one thing we humans love to rely on most, visuals. It can be hard to explain certain services or products without visuals. That’s why radio speakers have to be imaginative, eloquent, and with a flair for telling stories.

Research Data Can Be Limited

Compared to the precise data online ads provide, radio ads research data can be minimal. There is no in-depth audience analysis like the ones online ads can provide.

Radio Marketing Cost

Radio marketing isn’t as expensive as TV marketing or online advertisements. Still, cost heavily relies on how powerful and popular is a radio station.

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Radio Marketing FAQ

Is radio marketing still effective?

Yes, radio marketing can still be an effective marketing strategy. Significantly if the radio station is modernized and has a lot of audiences. 

What are the advantages of radio marketing?

Here are 10 benefits of radio marketing:

  1. Reaches wider audience
  2. It’s inexpensive
  3. It’s adaptable
  4. It’s fun
  5. It’s memorable
  6. It interests the target audience
  7. It creates a powerful message
  8. It uplifts businesses
  9. It generates revenue
  10. It’s simple yet effective

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