Five SEO Tips To Maximize Your Radio Ad ROI

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Kelly Shelton (@kellyshelton32) is VP of Marketing at Boostability. Established in 2009, Boostability was founded on a simple business model: to create affordable and effective SEO for the small business marketplace. And it’s worked. Today, Boostability serves nearly 26,000 small businesses, helping them elevate their digital presence and succeed online. Boostability primarily works with partners that offer their white-labeled SEO, social media, and website build services to their SMB clients.

Radio stations know that ads are a great marketing tactic for businesses. However, ads are only the beginning of the sales journey. Online research is the next step. In fact, 81% of retail shoppers and 94% of B2B shoppers conduct online research before making a purchase.Radio ads make customers aware of a business, but online search is the business’ chance to really sell customers on a product or service.

Help your ad clients complete the sales journey and maximize their radio ad dollars by sharing these five helpful search engine optimization (SEO) tips:

Anticipate Traffic: Radio ads will increase awareness for your product or business. This increased awareness will drive increased traffic to your website. So, be prepared. Talk to your hosting provider to ensure you can handle the influx of traffic. If you are a small business and host on a shared server, consider purchasing additional space. Or look into upgrading your hosting to a dedicated server to prevent a crash as radio listeners search for more information.

Focus on one web page: Identify an existing page or build a new page that you want drive traffic to. Focusing on one page helps you tailor the message to exactly what you want the customers to see. Mirror the same information you share in your ad in your online content. That way users will know that they have landed in the right spot. (PRNewsFoto/Boostability)

Realize that not every page on your website has to be perfect. Focus on one page and expand from there. While a completely optimized website is ideal, you only need one page to be ready when you launch your radio ad.

Make Keywords Match: Identify the keyword you want to focus on in your ad and use that same keyword on your landing page. Does your radio ad talk about your 50% off holiday sale? Make sure the first thing your customers see is information about that sale. People want convenience. Make finding answers as easy as possible. If the information isn’t easy to find, they will search for answers somewhere else.

Optimize for mobile: Consumers turn to their mobile devices for answers. In fact, 80% of consumers search from a phone. A recent Google survey found that 72% of mobile users said it was important for a website to be mobile-friendly and 67% of them said they were more likely to buy if the site is mobile-friendly. A mobile-friendly website is no longer a recommendation, it’s a requirement. If you’re not mobile-friendly, you’re losing business. Google says that 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead. Don’t give your customers to your competitors.[4]

Monitor Traffic and Rankings: With all advertising avenues, reviewing your results is important to show effectiveness and ROI. SEO is no different. Monitor the traffic to your ad-specific web page as well as your entire site to look for spikes and trends during your ad campaign. Depending on your budget, consider A/B testing two version of your ad and your landing page to give you additional data to help with optimizing traffic and conversion. Run your ads. Review your data. Make adjustments. Repeat.

If you take the time to implement each of these SEO tips, you are creating a consistent buyer’s journey from awareness through the sale and maximizing every advertising dollar you spend. Don’t leave anything to chance. Like the former NFL quarterback Charlie Batch said, “Proper preparation prevents poor performance.”

Brad Hill