Gaining more B2B customers should be a priority for any local media seller. These advertisers often have significant budgets and more digital acumen. However, you may think you can’t compete with agencies for this big budget. You have a great position because you can deliver campaigns that combine radio and digital. Local B2B ad campaigns with both elements perform better.

Let’s look at some new data, review ideas and prepare you to pitch like a pro.

AM/FM Radio Ads Deliver for B2B

Are B2B companies typical radio advertisers? They actually make up a sizable percentage of AM/FM ad buyers. Radio is an appealing awareness and attention tactic that can plant seeds for future purchases.

The reality is that most B2B buyers have purchase intent but aren’t ready to make a decision. They perform a lot of research, and any reminders about a brand through audio marketing can improve brand recall.

New research from Westwood One states that radio reaches 85% of business decision makers weekly, while podcasts engage about 40% of this group. This exposure has huge benefits for local B2B companies. These advertisers have a captive audience, as business leaders often commute in their cars.

The report also included these insights:

  • Audio connects business decision makers emotionally and intellectually, creating high attention.
  • This group relies on audio and digital for information (e.g., ideas, learning, trends).
  • This segment listens to many types of AM/FM programming, with adult contemporary, country and pop being the most popular.
  • AM/FM radio is the leading media source consumed by IT decision makers.
  • AM/FM radio extends incremental reach in campaigns versus TV alone.

All these stats and insights deliver fuel to overcome any objections B2B companies may have about radio. This data makes it clear that radio should be part of local B2B ad campaigns.

Adding digital tactics provides the targeting to complement this reach.

Digital: The Other Side of Local B2B Ad Campaigns

Radio and digital are stronger together. As the research above notes, streaming audio is a big hit with B2B decision makers. This tactic is a natural addition to a campaign. They’ll be able to target by geography and demographics.

Many other digital ad options also can be a great match with radio, including:

  • LinkedIn ads: They can be part of a campaign for more than hiring. By targeting specific roles or industries, companies can reach those who need their product with customized messaging.
  • OTT/CTV: Streaming video ads aren’t just for consumer products. More B2B organizations are moving linear TV dollars to these tactics. With targeting, these companies get their message in front of stakeholders.
  • Geofencing: B2B spends billions of dollars on conferences and events each year. They can get a higher ROI by geofencing prospects and customers’ locations before the event and the conference location during the event. These tactics can help them set up meetings and boost awareness.
  • Targeted display: You can also recommend targeted display, either static or video. It can work in concert with radio ads by having the same tone and offer. This consistency and frequency will make their brand top of mind when it’s time to buy.
  • SEM (search engine marketing): Local B2B ad campaigns can benefit from paid search. Make sure it’s tailored to their specific goals, as SEM can work across the sales funnel.

Building a Better Local B2B Ad Campaign

With your diverse offerings and local knowledge, you can deliver high-performing, integrated B2B ad campaigns. By showcasing how effectively radio can reach their audience, you’ll be able to provide what agencies cannot. Use these data points, ideas and strategies to pitch the ideal proposal to B2B advertisers!

For more insights on acquiring more B2B customers, check out our post, Build Your B2B Advertiser Customer Base with These Ideas and Strategies.