Marketing Tips

How to Make the Most of Radio Advertising & Content Radio


One of the most underutilized media in the financial services industry is the use of radio show programming, also known as 'content radio.' Our experience has shown that those financial professionals that use content radio consistently, adhere to a long-range plan, and stay within the realm of subject matter in which they specialize can enjoy great success.On the whole, advertising is geared to serve two distinctly different purposes. First, it's used as a form of prospecting, such as driving incoming traffic to upcoming events. Second, it's used to create and maintain a dominant image brand throughout a given market. Fortunately, content radio can perform both of these functions at the same time.

From an image branding standpoint, a regular presence among radio listeners positions you as a financial professional, knowledgeable about a number of different topics. From a prospecting standpoint, radio shows can be effective in a number of ways. You can direct listeners to call in to the show or e-mail you with questions, and these interested individuals then become prospects. You can use your show to announce and fill upcoming seminars. You can use ‘commercial breaks’ to offer your number and instruct listeners to contact you following the show.

Radio shows can also be used to prospect by leveraging them as professional networking forums. CPAs, estate planning attorneys, and other related professionals can be invited onto your show, either as guest speakers doing short segments of their own or as interviewed guests throughout the program. These opportunities give you the chance to develop valuable referral networks while further engendering prospects’ trust with the depth and breadth of your knowledge, capabilities, and connections.

Untapped media can be your gateway to scores of qualified prospects. Keep your eyes open for these opportunities – they may be exactly what you need to cement your brand throughout your local market.

For more about how to make the most of radio advertising & content radio, contact your Business Development Director today at (888) 807-9793!

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