Should I advertise my business on the radio or a podcast?
Back in the day when I was a contracted radio presenter in South Africa, I would be asked one question by listeners and marketers alike. That question was, “How do you guys know how many people are listening to your station?”
The answer pre social media was generally focus groups. The researchers would call a large spectrum of people and ask them basic questions around who they listened to in the morning or whatever they were focusing on. Some were invited to join focus group event days for a series of God knows what other tests they concocted while feeding the focus group people nice food and drinks. I’m not saying it was corrupt, but it feels like it could have been.
Then, with the formulas used by each different media house and industry accepted standards, a total listener number would be reached to take to market and sell airtime. Was the number correct? Nobody really knew, and nobody really cared as long as they got to a higher listener number than their competitor and that their airtime was worth more because they had a higher listener count. Ultimately, all that matters in those giant media houses is that bigger profits are produced for their shareholders every single year.
It was always an unsustainable model, but greed led radio to fall asleep at the wheel, and podcasting came along to change the game.
If you don’t want to start your own podcast for your business, consider advertising on other podcasts rather than traditional radio. First of all, that kind of strategy allows your brand to align itself with the podcast in a way that you can’t do on the radio. The exact listener/viewer numbers are there for all to see, plus there’s video. and you can use the video for your own socials to continue to market yourself long after the podcast. You could also offer yourself up as a guest on different podcasts or ‘buy’ an interview to spread your message.
In my humble opinion, in 2023, it’s much better to spend money advertising on podcasts than traditional radio. It’s important to find a marketing partner who can advise and produce the kind of results you and your business deserve!
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