Madalyn Sklar

Using Audio to Boost Your Brand

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Twitter Spaces and Clubhouse have changed the audio marketing landscape forever. Now everyone’s keen to make a mark in the audio sphere, with both social audio and voice tweets. But where to start? We invited audio expert Suze Cooper to help our community understand how to use audio marketing to boost their brand. Here’s a summary of our chat.

Guest: Suze Cooper
Topic: Using audio to boost your brand
Format: Eight questions directed at the guest. everyone’s welcome to share.

Q1: What is audio marketing?

Audio marketing refers to using audio elements to promote your brand. As Rachel from Express Writers said, these could be radio appearances or ads, podcasts, or live audio chats like Twitter Spaces and Clubhouse.

The best thing about audio marketing is that you can now directly resonate with your audience. Because of the personal connection that audio content brings, it’s a great way to build relationships with your community.

It’s also an ideal format to build your brand as you can demonstrate thought leadership. Our guest told us that on average, people spend 70 minutes a day on Clubhouse. It’s so hard to leave a room—that’s how attractive the medium is.

Q2: Who needs an audio strategy?

Anyone who’s considering using audio elements as part of their marketing should have a clear strategy. It helps measure your progress and make modifications and improve your plans.

That said, see that your audio strategy ties in with your overall marketing strategy. At the end of the day, audio is only one part of your marketing, so you should know where it sits in the grand scheme of things.

Having an audio strategy can help you get the most out of your audio efforts. For example, what sort of introductory music you play on your videos or podcast introductions, what tone you project in Twitter Spaces or Clubhouse, and what tunes you associate your brand with, all depends on your strategy. When you have a clear pathway forward, you can then plan all your activities based on your strategy and maintain consistency.

Q3: What are some ways to incorporate audio into your overall marketing strategy?

There are so many ways to incorporate audio into your marketing content, other than the usual Clubhouse and Twitter Spaces conversations. These include creating audiograms, adding audio elements to your blogs so that people can listen rather than read them, podcasting, and creating audio tweets if you’re on Twitter iOS.

Jim shared a few more ways to establish your audio identity. In addition to creating your own content, get involved in other people’s content as well. For example, joining as a guest on podcasts, or a voluntary speaker in someone’s audio room, converting your live streams into podcasts, and more.

Oh, and if you hadn’t considered it already, think about sonic branding. This refers to how your brand sounds online. For example, think about adding intro and outro tunes to your videos or podcasts. This is a good way to establish an audio logo of sorts for your brand.

Q4: How do you get started with your audio strategy?

As with the first step to anything, know your audience. Well. Very well. The more you know what your audience wants, the more relevant your content will be to them.

Once you’ve figured out the best ways to reach your audience and the ideal messages to convey to them, think about where your audio elements will sit in your overall marketing funnel. For example, as we discussed earlier, audio is one of your marketing tools so place that alongside other tools to help your audience convert easily. If you have 2- or 3-minute audio clips about a service you offer, consider placing that where your audience is most likely to engage and take the action you want.

For example, you could have an audio tweet pinned to your profile with a link to the contact page on your website. That way, people will hear your voice and they can directly get in touch to discuss further. At that particular moment, a voice tweet might be more convincing than a text tweet.

However, to make that judgment, you need to know what your audience genuinely wants. Consider how your audio content impacts your listener.

As Madalyn added, if you’re venturing into audio chats, it’s also worth outlining your medium-long term goals with these platforms. Both Twitter Spaces and Clubhouse require a lot of time. If it’s a powerful medium to reach your audience, then dive into it. But first, plan out what sort of topics you’ll discuss and how they’ll relate to your overall brand’s messaging.

And if you find that these media work for you, make it official. Consider investing in some good tools and equipment to help you create high-quality output.

Q5: How can you use your audio strategy to amplify your brand on Twitter?

Why, with Twitter Spaces, of course! The rules are simple: get involved, be nice, listen, share, learn, and make friends that last a lifetime. As our guest said, if you listen carefully, you’ll also get a lot of good topics for blogs and podcasts from the questions people ask and discuss in Spaces.

Another great way to amplify your Twitter presence is to send voice tweets. With 140 seconds, you can get in so much more content, tone, and characteristics than 280 text characters.

Twitter has also released a new section on the app where you can find Spaces and hosts that might be relevant to your brand. Jump in!

Q6: Share some tips for promoting a podcast on Twitter.

Well, for starters, create audiograms using tools like Wavve or Headliner, add captions, and then share it across your personal handles. Then, send it to guests who appear on your podcasts so they can also share your audiograms, and widen your reach.

It’s also important to actively talk about your podcast—outside of your podcast. On Twitter, that means creating voice tweets and chatting about it in Spaces.

Our guest also told us about podfollow, a tool that lets you create short URLs for your podcast and automatically redirect your audience to different content based on their device.

Jennifer shared a great tip as well. She suggested joining an audio challenge like the National Podcast Post Month. The greatest benefit of participating in community events is that you get to interact with contemporaries, learn from them, and expand your audience.

Q7: How can you make your audio content accessible to as many people as possible?

Add captions to all your audio content. That’s the best and most straightforward way to make sure your audio content is accessible to a wider audience. You can use an AI-powered transcribing tool like Otter.AI to automatically convert your audio files into text. You can then go through the text file and fix any errors before uploading them. If you’re on Spaces, turn on automatic captions so it’s easier for your audience to follow what you’re saying.

Q8: Twitter Spaces VS podcasts VS Clubhouse–what do you choose and when?

Both social audio (Twitter Spaces and Clubhouse) and podcasts have their benefits and challenges. While social audio is great for immediate connections and authority building, podcasts give you greater control over your content database.

That said, however, both involve a lot of work. So before you dive into audio, make sure you know where your audience is and where they’re most active. Knowing that will help you prioritize your audio strategy effectively.

If you have the energy and the resources, you might do what our friend from ASI Central suggested. You can repurpose your Spaces conversations into podcasts.

Many of our #TwitterSmarter community members who effectively use audio do this, including our guest Suze and our own Madalyn Sklar. They host a space every Wednesday at 4pm ET called #AllThingsAudio. They also release it as a podcast, available everywhere you get your podcasts.

Well, folks, that’s all from me this week. Thanks so much for reading through, and for more great insights from our chat with Suze, have a look at this Twitter Moment that Joana put together. And if you have some spare time next Thursday, join us live for our next #TwitterSmarter chat. We’ll be on from 1pm ET. Catch you then!

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About me, Narmadhaa:

I write all the things—technical and marketing copy to fill the pocket; haiku and short stories to fill the soul. A social media enthusiast, I’m a member of the #TwitterSmarter chat crew, and always happy to take on writing gigs.

Say hello: Personal blog | LinkedIn | Twitter

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