The “Advertise With Us” page is arguably the most valuable page on a radio station’s website. When designed correctly, and can effectively convert prospects into customers. I have discussed how to write an effect “Advertise With Us” page before, and also pointed out common mistakes to avoid. Today, I want to expand upon a powerful element that can persuade potential advertisers: Social Proof.
Social proof is a phenomenon that plays a big role in our decision-making processes. In simple terms, social proof is the idea that we tend to follow the actions of others when we’re unsure of what to do. It’s the reason why we often check out online reviews before buying a product or why we’re more likely to try a restaurant that always seems to have a long line outside. Essentially, we trust the opinions and decisions of others more than we trust our own.
When it comes to marketing, social proof can be a powerful tool for radio stations. Here are some ways to incorporate social proof into your radio station’s “Advertise WIth Us” page:
1. Testimonials
A testimonial is essentially a written or recorded statement from a satisfied customer who wants to share their positive experience with others. These testimonials can be incredibly helpful for potential buyers, as they offer insights into how radio advertising performs in real-world scenarios.
The social proof that testimonials bring makes them an incredibly powerful tool. Potential advertisers are more likely to trust the information provided by other businesses who have had experience with the radio station and attest to its quality and impact. Testimonials provide potential advertisers with assurance, which means they are more likely to invest in the station’s services.
2. Logos of Existing and Past Clients
Showcasing the logos of your existing and past clients is a powerful way to enhance your credibility and establish trust with potential clients. By displaying recognizable names, brands, or businesses, you’ll automatically provide evidence that your product or service is reputable, trustworthy, and worth investing in. It’s a subtle yet effective way to demonstrate that your work and reputation have been acknowledged and endorsed by others in the same market.
It’s also a technique that we use on the Jacobs Media website:
3. Photos and Video
I am always a little surprised when I see a radio station using stock photos on their “Advertise With Us” webpage. When it comes to social proof, real photographs of happy customers speak volumes for your brand. They give legitimacy to your station and show that real people enjoy it, rather than just staged models on a stock photo. Established radio stations should be sitting on piles of photographs and video clips that show their brand engaging with listeners, whether its at concerts, festivals, or street team events. These genuine photographs and videos add personality and authenticity to your brand, creating a relatable image that advertisers can identify with.
4. Case Studies
A case study is a comprehensive report detailing a particular advertiser’s experience with your radio station in a real-life scenario. Case studies serve as powerful social proof for potential advertisers because they offer concrete evidence of what a brand has done. Seeing real-world results from a product or service can provide potential customers with the assurance they need to make a purchase. Case studies show that a company has a track record of success and can lead to increased trust, engagement, and a strong reputation. Advertisers can use case studies to convince potential customers that they are their best choice in the market by demonstrating to them how they have helped others with similar problems.
5. Awards
When businesses are deciding where to invest their advertising dollars, they want to partner with a station that has a proven track record of success. By prominently displaying your awards, you are showcasing to potential clients that your station is a reliable and trusted option for their advertising needs. This can ultimately lead to increased business and partnerships for your station. Don’t underestimate the power of showcasing your awards – it can make all the difference for potential clients.
6. Earned Media
Another great way to showcase your credibility and influence to potential advertising clients is through earned media. When respected publications or local TV personalities rave about your station, it acts as powerful social proof for those considering partnering with you. Quotations from glowing coverage and links to features can help build trust with potential clients who are researching your station and weighing their options. By leveraging your earned media and using it strategically in your sales and marketing materials, you can not only increase your credibility but also inspire action from those who value the opinions of trusted voices in the industry.
7. Celebrity Endorsements
Radio stations often engage with celebrities by conducting interviews or promoting their concerts and other appearances. It’s a common practice to record an Artist ID (“Hi, this is Cardi B and you’re hanging with Johnny Fever on WKRP!”) to be used as social proof to attract listeners. Why not also use these celebrity endorsements as social proof aimed at attracting advertisers, too?
Radio stations have the ability to make a statement with their “Advertise With Us” page. Simply adding social proof can be enough to convert potential advertisers into customers and further improve a radio station’s bottom line. Not only does it give potential advertisers the confidence to move forward with their purchase, but it also serves as a crucial form of marketing for the radio station. Remember that with any kind of social proof, the more specific and prominent it is on your website, the better. Add social proof to your station’s website today.
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Seth – great points! This is an excellent expansion on the “Testimonials That Sell” workshop I did at the NAB in April. I will definitely steal this list for the stations I work with.
Thanks!