“We are experts in travel and have lots of great connections with luminaries and are trying to decide whether to spend $900 per show to be on a new station in our area to establish ourselves as experts. What should we do?” – Ann L.

Before you spend large sums establishing your radio presence you will want a way of taking advantage of this exposure. Define your marketing strategy, develop your marketing materials so that when you use radio to get attention, it helps with lead generation, building your prospect list and translates into sales.

Positioning yourselves as experts is a great way to attract prospects and clients. I’d start by using the low cost strategy of distributing your articles to get free publicity . I regularly send my marketing articles out to a list of over 800 online and offline publications which generates a huge amount of traffic to my web site.

You can also use talk radio to get wide exposure. I suggest starting with free interviews on shows that already have a wide audience. Use this link to learn how.

1. Set up your marketing to take advantage of your expertise
2. Use your articles and free radio exposure to get known.
3. When people visit your web site make sure your web marketing and lead generation strategy prompts them to contact you and buy from you.
- Charlie Cook