If you want to learn about your target audience, one of the best ways is to ask them. Your current and potential customers can reveal a wealth of information about what they want and how they perceive your products and your marketing. Increasing your brand awareness leads to increased engagement and ultimately, to new business growth.
In light of the pandemic, telemedicine is undoubtedly on the rise. It’s been a saving grace for patients throughout the pandemic, with FSH reporting there was a 154% increase in telehealth visits during the peak of COVID-19. Medical Economics found that 51% of the respondents said they would continue using telehealth services after the pandemic subsides because they like the convenience it offers. However, 49% of the respondents said that being able to see the physician of their choice, rather than someone assigned to them, will be a deciding factor when deciding to continue with telemedicine.
Awareness is not typically a problem for big national brands. They’ve had time to figure out how to use radio effectively to make their brands a household name. If your business is just starting out, you need a branding campaign that creates awareness over time, letting potential customers know who you are, what you do, where they can find you, what your value proposition is, and what sets your business apart from the competition.
The answer to increasing the impact and results of your advertising can be found when you integrate your marketing. Combining traditional and new media helps businesses reach their potential consumers by leveraging the different ways they consume media. In a recent study, 82% of participating agencies use paid social media, 77% use radio, and 74% use search engine marketing. Investing in ads across multiple platforms delivers greater ROI than any single platform. Not only that, but the results don't change materially by age group.
Reaching your target audience, increasing brand awareness, and building or maintaining relationships with your consumers are all achievable marketing goals. They’re also some of the biggest challenges for brands.
Radio personalities have a unique connection with their audiences. Listeners place a high level of trust in them, and they value their opinions as if they were friends or family. Partnering with someone who isn't part of your business but has a high trust factor with your target market increases confidence and credibility in your brand. A radio influencer can be a smart investment of your marketing dollars, as evidenced by a recent survey that showed 89% of respondents recognized a comparable or improved ROI with influencer marketing over other networks.
There is no shortage of evidence that proves the criticality of brand awareness. It increases engagement, search traffic, interaction during the research and consideration phases of the customer journey, and ultimately, new business growth. However, many marketers find it very difficult to link the investment to business revenue, particularly to shareholders eager to see verifiable ROI. The good news is that there are some ways to demonstrate the ROI of brand awareness, and we'll discuss them here.
The power of local influencer marketing is evidenced in a recent RAB case study. A major tech company that leveraged the on-air and social media power of local radio personalities realized a 66% lift in earned media and a 30% lift in store traffic compared to non-endorsement markets. The opportunity isn't limited to large corporations. Small businesses can also tap into the power of word-of-mouth marketing for brand awareness by collaborating with local radio influencers.
When many people think of influencers, the first platform that comes to mind is social media. However, the massive appeal, reach, and influence of popular radio hosts is still a powerful way to connect with your target audience. Fifty-eight percent of listeners tune in to a station for the talent, and 80% say that they would try a product their favorite radio host suggested. It's not only beloved hosts like Ryan Seacrest, Delilah, or Howard Stern that can instantly propel a brand to an entirely new level of recognition - local influencers have been doing it for years as well, combining radio and social media.
Research shows that customer-centric organizations are 60 percent more profitable than those who lack significant customer focus. By focusing on customer needs, businesses build a solid customer base that helps maintain and promote sales. They must know the needs of their customers in order to meet them successfully. Below, we provide more information about customer needs, their importance, and effective ways for businesses and marketers to identify and meet them.