Local advertisers crave simplicity and convenience in their ad buys. They often prefer to deal with one provider that can take care of all their marketing needs. However, there is considerable fragmentation in the local ad-buying market.

These companies may buy traditional radio spots from you but deal with an agency for digital. This is an opportunity if your station, like many others, has diversified to offer digital tactics. You can win their entire share of wallet and give them the simplified purchasing process they desire.

So, how can you take advantage of this opportunity? It starts with understanding the advertising needs of each business and being able to deliver solutions to meet their goals.

What Do Local Advertisers Want to Buy?

Local advertisers may not know the answer to this. They could continue the status quo of what they’ve always purchased — a little radio, maybe TV and some display ads.

Other organizations may be too focused on tactics they see as popular, such as social media. Companies in your market may also be a bit savvier when it comes to modern ad buying, choosing to try newer channels like CTV and streaming audio.

Their opinions may not align with the best tactics to achieve their goals. That’s where you need to start. You should ask questions about their challenges and objectives. Do they need more awareness of their brand? Are they debuting new products? Did they just expand their services?

The answers to these questions will help you build a media plan that drives results. When your customers realize they can buy a group of tactics from you to support one campaign, it’s good news for you and them.

Making the Play to Be the Definitive Media Buying Source for Local Companies

Before you get to ask questions and develop proposals, you’ll need to position your station as a media-buying partner for local businesses. You are radio-first, as that’s your core competency. Radio has the best reach of traditional media and delivers high engagement and recall. Supplementing it with digital amplifies a campaign and enables more precise targeting.

So, why should local advertisers trust you beyond radio? You don’t have to be an expert on every digital tactic. That’s impossible because changes are always happening in the digital ecosystem.

What you should focus on is your market expertise. You have a great understanding of your area and its consumers. Combine that with foundational digital acumen, and you can confidently pitch yourself as a local media resource, not simply a radio ad seller.

Radio has progressively become really good at selling digital. The industry typically outperforms local TV and newspapers. Another crucial point to winning advertisers’ trust and business is how you define your digital ad offerings.

Emphasizing the Unique Attributes of Your Digital Ad Tactics

Digital advertising is mostly a commodity, but not entirely. There are a few ways to outshine the competition, including:

  • Ensuring high-quality inventory where ads run: For programmatic advertising and CTV/OTT, ads are trafficked to publications and content. This content is not universally high quality, and where ads run can impact performance. Be sure your inventory is premium and that you can demonstrate this.
  • Providing transparent campaign reporting: Advertisers want to see results, and the reports you provide can influence their understanding and favor. If reports are overly complex or lack transparency, it can be a big turn-off. Be sure your reporting meets their expectations.
  • Creating one proposal with airtime and digital: The third key to simplifying the buying process is submitting a proposal with all tactics. Building this out for customers to see the budget breakdown, targeting and programming for radio spots and digital can be a game changer. It’s clear and easy to understand.

Be a True Partner for Local Advertisers

Simplifying the ad-buying process for local businesses takes a lot of strain off their shoulders. They don’t have to manage multiple vendors or work with agencies that charge high fees. These organizations can get everything they need from you.

With the right approach, proposals, orders, reports and invoicing come from one system. Everything is streamlined, and your advertisers get the best advice to reach their goals.

Get more tips on the topic by reading our post on introducing digital to your current radio advertisers.