OCALA, FL (352today.com) A robust online presence is critical for businesses big and small. While it once was customary to look up a company in a business directory or the Yellow Pages, in the digital era most people look to the internet to find recommendations, reviews and information about businesses. A strong online reputation can be a company's biggest asset, while a nonexistent presence can be its most significant liability.

Research suggests 90% of consumers use the internet to find a local business in the last year, with 33% searching daily. The average consumer reads 10 reviews before trusting a business. Forbes reports that nearly half of adults in the United States have entered a company's name into an online search engine before doing business with them.

Image of a person with a phone in one hand and a credit card in the other.
With so many consumers reaching for their phones to make buying decisions, small businesses have to market online in order to be successful. Courtesy: Canva Pro

"In today’s fast-paced digital age, businesses must employ multifaceted advertising strategies to effectively build their brand," said Lisa Varner, Sales Manager for North Central Florida Media (NCFM). "Combining online local news advertising with a radio campaign is a valuable approach, leveraging the strengths of both mediums to reach a broader and more engaged audience, reinforcing the advertising message.

Varner has been helping drive positive business results through effective marketing solutions for more than 20 years.

"Online news advertising offers businesses the advantage of targeting readers with educational information about the business. By redirecting to a business’s website or with the use of promoted articles with clickable links, online news platforms make it easier for users to explore products or services instantly and learn more about the business," said Varner.

She says readers who consume local news tend to be more community focused. Businesses can promote themselves as community-oriented by associating with a community-driven, local news product. This personalized approach not only increases the chances of engagement but also helps businesses build a solid local brand.

Varner believes the best results are achieved through a multi-platform approach and often recommends radio advertising to enhance an online campaign.

"Radio remains a powerful medium with a broad reach. It offers a sense of immediacy and personal connection as listeners tune in for news, music, or talk shows," said Varner. "A well-crafted radio campaign can capture the listener’s attention with its creative on-air appeal."

Integrated marketing campaigns use more than one medium like radio and online ads to communicate their advertising message. This way, no matter where people see/hear about a product or service, they get a consistent message. Courtesy: Canva Pro

Varner says radio ads are perceived as more trustworthy due to their association with well-established stations and hosts. Consumers trust their local radio announcers, feeling they have a personnel connection. Radio offers the advantage of frequency of message and in today’s cluttered marketing world, frequency is important.

"When these two mediums are combined, businesses can significantly increase their marketing efforts, ensuring the branding message is both understood and remembered," said Varner. "For instance, an online news ad campaign can drive awareness and interest, while a complementary radio campaign reinforces the message. Using both mediums, with supporting advertising messages, provides multiple touchpoints for the consumer."

She says this integrated approach ensures that the businesses brand remains top-of-mind and that consumers are informed about the business products or services.

Varner says combining these advertising strategies allows for effective cross-promotion.

"Radio spots can direct listeners to the online news platform for more information or special offers, while online ads can feature messages from the radio campaign," said Varner. "This approach not only enhances brand recognition but also creates a cohesive and consistent message across platforms. By doing this, your message has a better chance of being remembered by consumers."

Marketing experts say combining online news advertising with a radio campaign can be a game-changer for businesses aiming to build brand presence. By harnessing the unique strengths of each medium, companies can achieve greater reach, engagement, and ultimately, brand loyalty.

For a free marketing consultation, contact NCFM.

Editor's Note: NCFM is the parent company of 352today.