How Radio Can Make Your SEM More Effective


We'd be the first in line to tell you about the resilience of radio. Radio is statistically proven to be the most consumed media form in the US, making it a great avenue for building brand awareness in your local area. However, what if we told you that there are ways to use SEM and elevate radio to achieve "next-level" results?

You'll agree with us that the goal of radio advertising is to grab the listener's attention and build awareness and interest. When that happens, what's the next step a consumer takes? Today, they pull out their phone and do a quick Google search. The key in your business name, look for your business listing, check the location and hours, scan your website, and from there decide whether or not to stop by for an in-person visit. That's why a solid and seamless strategy connecting both your radio and your Search Engine Marketing increases the likelihood of achieving tangible results for your overall campaign. 

Radio Advertising Helps You Establish Brand Awareness

The-Basic-Building-Blocks-of-a-Radio-CampaignWe know that radio advertising effectively gets your brand's message out to your target audience. Listeners hear a radio ad that is creative, evokes emotion, is catchy, and leaves them thinking. Radio makes your business top-of-mind with a compelling and timely message. Without radio, your business may not even be considered. Hearing the ad, however, helps consumers remember it and respond by doing something that has become the most common practice on the internet... "Googling."

Search Engine Marketing (SEM) Helps Your Reach Your Audience Online

Once you have solidified your radio marketing campaigns, a great next step would be to utilize Search Engine Marketing (SEM) for your business. SEM is an online strategy that ensures your business listing is at the top of search results when someone is looking for the products and services you offer. 

SEM and Radio Work Together to Point Customers to Your Business Directly

Here are a couple of practical scenarios that illustrate how busy buyers respond: 

Scenario 1: SEM Without Radio

I have a new puppy and know that one day soon, he'll need to visit a groomer.  Randomly thinking about it one day, I decided to see what businesses are out there to choose from.  I pull out my phone and search for "dog groomers near me." The moment I hit enter, I see a list of paid ads for local dog groomers as well as 10 organic listings for dog groomers in the area. Never having needed a groomer before, I don't have a frame of reference for any of them, so I randomly hunt through, click on a few paid ads, read reviews, and scroll through the organic listings looking for one that might work. The problem is that your business may or may not be one that I select. 

A Generic Online Search Yields a Bunch of Options for a Consumer

  • A generic category search online yields many business results, including yours. Paid ads (SEM) at the top are more likely to be selected, but with 10 additional organic listings below, a buyer doesn't know which option to choose. The problem is one of unfamiliarity. A consumer has no frame of reference for which one to choose and therefore the selection may be made at random or based on other reasons: reviews, articles & information, etc. 
  • Being time impoverished, a consumer may also decide not to make a decision. Too many listings make the purchase confusing, and for lack of a differentiating factor, they decide to hold off and ask friends or request recommendations on Facebook. 

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Scenario 2: SEM WITH Radio

I'm driving along listening to the radio when I hear another one of your ads for a local dog groomer. I hadn't considered it before, but now I have a new puppy and the ad reminds me that he'll need a groomer soon.  I listen to the rest of the ad and like what it tells me about your business. I pull out my phone and instead of typing "dog groomers near me," I key in your business name. Low and behold, your business ad shows up in the top 3 positions! Google also shows me your Google My Business listing,  reviews, and links to any articles on your website that match my search. I scan the information feeling even more confident about your business. I press your number to make a phone call. Puppy appointment scheduled!

SEM, Powered by Radio, Prompts a Consumer to Search for Your Business Specifically

  • Because of what they heard on the radio, a consumer enters your business name in the search bar. Because of the name recognition created by radio, an online search is now very different - they are looking for more information about you specifically (rather than a generic category search). 
  • Being time impoverished, a consumer will go with what they know to trust. They've heard your ad multiple times on the radio, completed a quick online search for your business, feel confident, and are less likely to waste time looking through competitors. 

You do such a great job of investing in a solid radio campaign that elevates top-of-mind-awareness, presents your key differentiators, and drives actionable results ...why wouldn't you see the sale through to completion?!

By making your business easily "findable" to your target customers online, you are making the buying experience more convenient for them. So, by pairing a quality radio campaign with an SEM strategy, you provide a better customer experience that leads to increased buying decisions.

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