If you’re selling a product or service that is business-to-business in nature, then you’re likely always searching for new ways to network with business decision makers, build your brand, and eventually win new customers.
We often hear from business owners in the B2B category that they don’t believe mass marketing, like radio, can be effective for their needs. But we’re here to tell you that couldn’t be further from the truth! If you’re curious about how to use radio for marketing, as well as B2B networking, below we’ll discuss some of the main reasons that doing so can help expand your brand recognition and attract new customers.
Why Will Radio Advertising Benefit Your B2B Business?
Maybe you’ve tried online advertising and going to local events, but are you familiar with how radio can be used for B2B marketing? Radio, as a B2B marketing tool, can be very effective in growing your network of potential clients. As of today, about 91% of all Americans (245 million people) ages 12 and up listen to some form of radio every week, whether it’s commercial radio, streaming, pure play, or podcasts.
Here are some reasons why radio advertising can be a powerful tool in B2B marketing and networking:
1. Radio Harnesses The Power of At-Work Listening
Radio offers a convenient listening experience, and easy accessibility for many different groups and demographics, and that includes those who listen at work. Businesses of all kind often have radio playing at their office or place of business, which offers the perfect opportunity for your business to capitalize on that reach. And with the power of an awareness campaign, combined with the powerful reach at-work listening combines, your message and brand will be sure to be stuck in the minds of all kinds of local businesses.
2. You Are Able To Connect with Consumers at a More Personal Level
Many B2B radio ad campaigns are viewed as successful because they are able to convey strong messages with a spoken word and tone of voice that speaks to the emotions of listeners. Something that may not be as easily accomplished with an internet ad.
Even though you’re trying to market your product or service to another business, you shouldn’t forget that at the end of the day, you’re still selling to people. Decision makers for the businesses you’re trying to reach will often share similar traits and are often found in similar places. Radio is a great way to not only communicate with these people with a powerful marketing message, but it’s also a medium that can be very personal as well.
3. Radio Advertising Increases Brand Awareness
Radio ad campaigns increase brand awareness by 128% and brand consideration by 37%. Radio ads also allow your message to reach not just the decision makers you are looking to target, but also others within the organization. This helps to strengthen your company and brand in the mind of multiple stakeholders within an organization.
Getting your name out there and having increased brand recognition around the community can be a big help in terms of “networking” as well. Oftentimes, companies engaged in B2B marketing feel the need to rely only on face-to-face networking in front of a niche audience to expand their reach. However, when businesses use radio as a B2B marketing tool, you’re able to reach more people and a wider audience.
Our team of marketing professionals at Zimmer have decades of combined experience in radio advertising, and we know what works, and what doesn’t work. More importantly, we are capable of putting together a custom and strategic marketing and advertising plan for your business. Contact us today to start a conversation, or download our free comprehensive radio advertising guide below to learn more!