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Sales Tip - Get Better Results For Your Advertisers

Search for your client's business using the web and your smartphone. Include Facebook, Twitter and other social sites. Search review sites for your client's name. Search Google Maps for your client. You know your listeners are doing this after they hear a commercial and before they shop. What are they seeing?

If your advertiser has an unappealing presence on the web, if there are negative reviews of your client, if your client is not listed on Google Maps -- but their competitors are -- listeners will unlikely patronize your advertiser.

If you see problems during your searches, bring them to your advertiser's attention. If you do not, your commercial may be reaching listeners, but listeners are not following the advertiser's call to action...and you and radio will get blamed for lack of results.

Source: John Potter, SVP/Professional Development, RAB