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Making the Most of Your Online Presence

 
Brian Russell, the COO of Media Distribution Solutions, shared some research about the power of online videos at the recent Local Online Advertising Conference in New York. Their research revealed that having video on a website makes it 53 times more likely to be found on Google, and that emails with videos get 50% more clicks compared to emails without video.

We know that videos and other online tactics can be a valuable part of your marketing efforts; but beware of putting the cart before the horse.

ENS Media’s TOMA (Top of Mind Awareness) surveys of more than 10,000 consumers across North America reveal that consumers are 444 times more likely to view the website of a business they have heard of versus viewing the site of a business they have not heard of.

And while video might make a website 53 times more likely to be found on Google, the TOMA research validates Seth Godin’s claim that “It’s better to be sought than found” online.

Being sought by name is the only sure way a business can be found online, and having established a pre-need preference for a business will always trump any SEO, video, or other online tactics.

Radio is the proactive media, and online is the reactive media. You need both.

But all of your online efforts can be pre-empted by your competition if you have not established a pre-need preference for your business with proactive broadcast media when your prospects and customers react to their need by searching for you online.