New Sales Guide Highlights Radio’s Full-Funnel Capability.

Much has been said about radio’s ability to be a full-funnel solution for brands. Now, Harker Bos Group’s Crowd React Media has just published “The Simple Guide to Radio’s Role in Full-Funnel Marketing” to help radio sales teams position the medium as a marketing tool that supports advertisers at every stage of the customer’s journey.

“In today’s competitive media landscape, radio is often seen as a powerful tool for building awareness, [but] it’s so much more than that,” the guide says. “Radio can play a critical role at every stage of the marketing funnel, helping advertisers reach their goals whether they’re building brand awareness, driving conversions, or fostering customer loyalty. With the right strategies and insights, you can demonstrate the full range of what radio can achieve.”

For the top, middle, and bottom of the funnel, as well as for post-purchase, the guide defines each stage and explains how radio can help advertisers with examples and sales tips.

At the top, where the goal is to introduce brands to a wide audience, and to build recognition — and where “radio excels thanks to its unparalleled reach and emotional impact” — Crowd React Media’s guide stresses radio’s use of storytelling to create spots that “capture attention and create memorable brand experiences” and reinforce brand recall via consistent on-air exposure. Top-of-funnel ads, it says, should “highlight radio’s ability to reach both broad and targeted demographics [and] show how your station’s audience aligns with the advertiser’s ideal customer.”

At the mid-funnel consideration stage, where radio can nurture interest and keep brands top-of-mind as listeners evaluate their options, the guide suggests using air personality endorsements and spots that are both informative and include a call-to-action, suggesting sales execs “emphasize the value of host-read endorsements and explain how educational messaging builds trust.”

As for the bottom of the funnel, to turn listeners into customers, the guide notes it’s all about radio’s immediacy and local focus and recommends using promo codes to deliver measurable return on investment, time-sensitive offers, and localized messaging via geotargeted campaigns.

How can radio keep customers engaged, post-purchase? “Position radio as a way to deepen customer relationships,” the guide says, “[and] highlight your station’s ability to foster community connections.” To do this, it suggests featuring listener testimonials to build community and loyalty, sponsored segments or contests to keep the brand top-of-mind, and collaborating with advertisers on live events to connect brands with local audiences.

“Radio is a dynamic medium that can influence every stage of the customer journey,” Harker Bos’ guide says. “By showcasing radio’s versatility, you can position your station as an indispensable partner for advertisers looking to achieve their goals. Remember, whether your client is looking to build awareness, nurture consideration, drive conversions, or foster loyalty, radio has the tools and strategies to deliver results.”

Crowd React Media has made “The Simple Guide to Radio’s Role in Full-Funnel Marketing” available several ways: in article form, PDF download, or video overview.