Internet guru, Seth Godin, says, “The last click someone clicks on before they buy something isn’t the moment they made up their mind”.
With most purchases, the mind has been compressing logical information and the heart has been building an emotional connection with the business or product long before the purchase was about to be made.
So, who gets credit for creating the relationship between your listeners and your clients, and who gets credit for the sale?
Broadcast INSPIRES and the internet INFORMS. In today’s new media world, the way we shop has changed. Businesses and products that are marketed and advertised correctly use both mediums in tandem to make sure they have the best chance of being considered by the consumer.
Our TOMA research of over 160 markets and nearly 30,000 people suggests that 72.5% will click on a business name that they are familiar with. Only 4% will click on the name at the top of the page and 23.5% will click on both. An article in Search Engine Journal confirms this by stating that “nearly 70% of U.S consumers said they look for a ‘known retailer’ when deciding what search result to click on”. They go on to say, “Branding is our only hope for conducting better SEO”.
The conclusion is, SEO (Search Engine Optimization) does very little unless they have GREAT SOM (Share of Mind) or TOMA (Top of Mind Awareness).
While the digital mediums are used closer to the actual purchases to gather information, they may get most of the credit, but it’s the traditional media (radio/TV) that inspires the consumer and creates the emotional relationship.
Does your sales staff know how to position radio’s powerful role in the marketing or buying funnel?
The secret to creating more revenue for your stations is to train your team how to position the strategic role of intrusive radio advertising to create a pre-need pre-search preference for your advertisers in the minds of your listeners.
To learn how our ENS Media TOMA Surveys and Seminars can help train your sales team and educate your clients and prospects, click here and I’ll gladly give you more information.