Why We Built A Digital Radio Marketing Dashboard
This Is Why We Built A Digital Radio Marketing Dashboard
Why on earth would we build a digital radio marketing dashboard for radio groups?
Are the two even connected?
Our answer to this question is… yes.
In fact, a digital marketing component is critically important to any Radio group that wants to stay relevant in the future.
The world is going digital in search for information, entertainment and connection.
What that means is the need for a mainstream model TV or Radio stations are reducing in significance.
As a result, media houses are desperately trying to shore up falling revenue bases as their audiences shift online.
The biggest beneficiaries are Facebook and Youtube.
- Worldwide, there are over 1.49 billion monthly active Facebook users (MAUs) which is a 13 percent increase year over year. (Source: Facebook as of 6/30/15)
What this means for you: In case you had any lingering doubts, statistically, Facebook is too big to ignore.
- 4.5 billion likes generated daily as of May 2013 which is a 67 percent increase from August 2012 (Source: Facebook)
- 968 million people log onto Facebook daily (DAU) for June 2015, which represents a 17% increase year over year (Source: Facebook as 4/22/15) The Implication: A huge and vastly growing number of Facebook users are active and consistent in their visits to the site, making them a promising audience for your marketing efforts
And that’s just one social channel.
So if a company knew how to leverage and develop a powerful online brand presence around effective SEO techniques, they wouldn’t even need TV or radio advertising.
Bad news indeed. For the media stations that is…
Radio is going through a phase where there is only so much you can get from traditional marketing approaches.
There’s a surge of new TV and radio stations setting up shop every month. And the more radio stations and TV stations increase, the less of the pie everyone has. And it doesn’t help that there are a cluster of media planners who will determine who gets what.
The urban stations are worse off. In this case, their biggest competitors are Facebook and Youtube.
Many consumers are finding the information they need online, sharing it among friends within minutes.
Breaking News is shared on Facebook hours before it hits radio or TV. Entertainment, music videos, funny clips are downloaded from youtube or watched in real time.
No need for TV.
This Is The Age Of Online Media Channels
The rise of Pandora and ITunes Radio makes it even harder for radio stations.
In fact the surge of internet radio stations makes things even worse for mainstream radio stations.
Internet radio is so appealing because of the absence of commercials every 10 minutes.
Factor in the ability to search and listen to an internet radio station that plays only your favorite music and the scenario gets grimmer.
Media sales staff personnel are therefore having a harder time convincing anyone to advertise on mainstream radio.
For example, I handle the creative docket for a local radio station. For 90% of the creative briefs that come in, the client insists that any on-air component must be combined with a digital media component.
In short, the old tactics of surfing through the newspaper, jotting down contacts of brands that had placed print ads and them calling them up to advertise on radio are now ineffective.
They are so ineffective that a number of radio groups have resorted to massive retrenchment exercises and budget cuts in order to stay afloat.
Clients want a digital component to any advertising campaign. They too, realize that audiences are online; and not on radio.
In this new age, a new approach needs to be found to get new leads and give Radio Groups a new advertising model that works irrespective of market share or demographic.
That’s why we built a digital radio marketing dashboard.
Marketing Dashboard For Radio Stations
This is designed specifically for Radio groups saddled with the grave task of building market share for multiple radio stations in their stable and ensuring growth of audiences and revenue.
We know that brands are online and the whole world of digital marketing for radio is untapped.
It’s a goldmine.
The great thing about digital marketing for radio is the unlimited number of NEW revenue streams you can set up. These streams won’t even affect your traditional on-air sources.
So we put our heads together to see if there was one system, a tool that could attract and capitalize on these new online revenue streams enabling a win-win – for advertiser and radio station.
That’s how we came up with a Digital Marketing Dashboard for broadcast radio.
Our CRM dashboard rests on the back end of a beautiful leadgen B2B website.
Using an all-in-one turnkey inbound marketing model, we generate leads, nurture those leads using content, promotions and email marketing.
This way, we get to track them through every stage of the sales funnel and qualify the revenue potential per lead.
Your radio B2B website is SEO optimized for effective performance.
It’s important to note that this is not an entertainment or consumer related website, nor is it a static website.
It’s built to attract businesses. Period.
We even get you started with 9 highly optimized blog posts around conversations and topics that your potential advertiser is scouting for online.
But there are other reasons why we built this impressive CRM dashboard tool.
Each reason is founded on a singular inbound marketing statistic that shows that inbound marketing is a sleeping giant capable of more revenue potential than radio stations think.
Let’s share them with you. They’ll also form great conversation starters around your next coffee break.
- Nearly 70% of businesses are either using a marketing automation platform or implementing one. (Aberdeen Group)
- Companies who are marketing automation high performers have a lead-to-sale rate 1.6x the rate of their competitors. They also have a 1.4x better customer acquisition cost. (PR20/20)
- Nurtured leads make 47% larger purchases than non-nurtured leads. (The Annuitas Group)
- 67% of B2B marketers that use lead nurturing see a 10% or greater increase in sales opportunities throughout the funnel; 15% see opportunities increase by 30% or more. (DemandGen)
- 75% of companies using marketing automation see ROI in just 12 months. (Focus Research)
- Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Forrester Research).
- 63% of companies growing faster than their competition use market automation. (The Lenskold Group)
- 50% of consumer time online is spent engaging with custom content. (HubSpot)
- Companies who use marketing automation convert 53% more leads to marketing qualified leads, and report revenue growth 3.1% higher than non-users. (Aberdeen Group)
- Inbound marketing costs 62 percent less per lead than traditional outbound marketing. (Mashable)
- The top 3 content formats that B2B buyers seek out to research a purchase decision include: Whitepapers (78%), Case Studies (73%), and Webinars (67%). (DemandGen) click to tweet
- Inbound practices produce 54% more leads than traditional outbound practices. (HubSpot)
- 80% of business decision makers prefer to get information in a series of articles versus an advertisement. (Exact Target).
- 61% of consumers say they feel better about a company that delivers custom content and are also more likely to buy from that company. (Custom Content Council).
- 66% of buyers agreed that the winning vendor provided higher-quality content and 63% said the winning vendor’s content was more conducive to building a business case for the purchase. (DemandGen)
- “Click Here” gets the highest % of clicks over “Go” and “Submit.” (HubSpot)
- 81% of US digital shoppers surveyed said they were at least somewhat likely to make additional purchases, either online or in a store, as a result of targeted emails (Harris Interactive).
- Saturday has the highest CTR at over 9% (Sunday is second just under 9%). (HubSpot)
- The average email list deteriorates 25% per year. (HubSpot
- In 2014, email marketing was cited as the most effective digital marketing channel for customer retention in the United States. (eMarketer).
- Most email unsubscriptions come on Tuesdays (0.52% unsub rate). (HubSpot)
- 6:00am has the highest email CTR of any hour. (HubSpot)
- “Secrets” is the most clicked lead nurturing subject line word. (HubSpot)
- 68% of all organic clicks go to the top three search results. (eConsultancy)
- 93% of buying cycles start with a search online. If your company shows up high in the search results, or is active on a searcher’s social networks, you’ll get free brand awareness. (Marketo)
- SEO leads have a 14.6% close rate whereas outbound leads have a 1.7% close rate. (HubSpot)
- 75% of search engine users never scroll past the first page of search results (HubSpot).
- 87% of people today use a search engine and 78% use it to do searches for products and services (HubSpot).
- Websites with 51 to 100 pages generate 48% more traffic than websites with 1 to 50 pages (HubSpot).
- 50% of all mobile searches are conducted in hopes of finding local results, and 61% of those searches result in a purchase. (Search Engine Watch)
- Mobile Googling alone will exceed over 27 billion search queries by 2016 globally (Infographic Design Team).
- 54% of consumers believe that it is easier to find information on mobile-optimized sites. (ExactTarget, 2014 Mobile Behavior Report)
- 27% of consumers will leave a site if it is not mobile-optimized. (ExactTarget, 2014 Mobile Behavior Report)
- 37% of consumers are more likely to purchase on a mobile-optimized site. (ExactTarget, 2014 Mobile Behavior Report)
- Companies that blog generate 126% more leads than those that don’t. (HubSpot)
- 95% of small businesses view blogging as an effective marketing technology tool–second only to email marketing.
- 11% value it more for attracting new customers.
- 15% say blogging is most effective at engaging existing customers.
- 69% say blogging is equally effective for both objectives. (e-Strategy Trends).
- Companies that increase blogging from 3-5x/month to 6-8x/month almost double their leads. (HubSpot)
- Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI. (HubSpot)
- B2B companies that blog only 1-2x/month generate 70% more leads than those who don’t blog. (HubSpot).
- Brands that create 15 blog posts per month average 1,200 new leads per month. (HubSpot).
- Blogs give websites on average 434% more indexed pages and 97% more indexed links. (Inbound Writer).
- 82% of marketers who blog daily acquire customers from their blog. (HubSpot)
- 82% of buyers say they trust a company more when its CEO and senior leadership team are active in social media. (War of Words: Myth-Busting Social Media, SEO & Content Marketing)
- Tweets with images receive 18% more clicks, 89% more favorites and 150% more retweets. (Buffersocial)
- Tweets posted around 4 p.m. Eastern time tend to get more retweets than those posted at other times. (HubSpot)
- 84% of B2B marketers use social media in some form. (Aberdeen)
- 78% of small businesses attract new customers through social media. (Relevanza)