An Opportunity for Radio’s Interactive Sellers | TALKERS magazine : TALKERS magazine – “The bible of talk media.”

An Opportunity for Radio’s Interactive Sellers

| September 23, 2013

A social media arrow in your quiver would help open doors to more potential interactive clients 

By Chris Miller
Chris Miller Digital

SHAKER HEIGHTS — Good radio salespeople I’ve worked with pride themselves on being smart, helpful marketers, not just spot-schleppers.

So here’s an opportunity for our interactive sellers.  We offer some great digital marketing tools to our clients, such as hyper-targeted streaming spots, eye-catching interactive ads on our sites, insertions in database emails, and sponsorships of texting programs.  But what about the hottest digital marketing tool today, social media?

This is where I need to play the sound effect of crickets chirping.

There are people like me who have learned how to leverage the power of social media to help make business happen.  However, even the most successful social media marketing expert doesn’t have the bag of tricks that radio does.  The power of the radio’s combined interactive tools is one of the great things that we offer.  What if I’m a local car dealer, and you come to me with a plan to target my streaming spots to the right people, test different website ad copy to see what’s most effective, and help me turn my social media into a back channel to my most likely customers?  Wow.

Yes, I’m suggesting that you consider either hiring your own social media expert for your sales department, either as a permanent job or on a freelance, as-work-shows-up basis.

See, a good social media expert is going to understand how to take a client’s image and brand, and extend it to social media.  They’ll be able to build those bonds with both potential and existing customers.  They’ll know how to create or curate content that is meaningful for the target audience.  They’ll be able to understand how what they do needs to be integrated with any other marketing and advertising that’s going on.

If you’re a radio seller, you’re most concerned about selling your own inventory instead of offering other services.  If you’re a client, however, your concern is different.  When I talk with business owners or managers about the general subject of online advertising, one of the first things I hear is often, “I know I need to be doing more with social media; I just don’t know what.”  Nobody ever volunteers, “I need to buy some streaming spots.”

I believe that a social media arrow in your quiver would help open doors to more potential interactive clients.  Most of the folks I work with also advertise in other media besides just the social sphere.  I don’t get all that other-media money.  I generally replace something they’ve already been doing.  You, however, could go for it all.  Be that smart digital marketer instead of just a digital seller.


Chris Miller, owner of Chris Miller Digital, is a leading radio consultant specializing in research-based strategic planning and smart use of digital media.  He can be phoned at 216-236-3955 or emailed at

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Category: Digital, Sales