Using Audio to Boost your Marketing Activities

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Audio has exploded on social media over the last 2-3 years. First came Clubhouse. Then Twitter Spaces, and now even LinkedIn is offering audio events. But audio marketing is far from new. If you’ve ever hummed along to a jingle on the radio from the ’70s or the ’80s, you’ll know how effective audio can be as a marketing medium. This week on the chat, we invited audio content and marketing expert, Suze Cooper, to chat about all things audio. Here’s a summary of our chat.

Guest: Suze Cooper
Title: Using audio to boost your marketing activities
Format: Eight questions directed at the guest. Everyone’s welcome to share.

Q1: What is audio marketing?

Audio is marketing you hear. For example, audio promos, jingles, sounds that resonate with a brand like the opening of a bottle of Coca Cola—all of these are audio marketing.

If you create content for social media, you’ve already got a good start for your audio marketing. Record yourself narrating your text-based content, and you’ve got a whole lot more valuable content in an entirely new format. You can also convert videos into audio-only content and repurpose them. There’s so much you can do with a single piece of content.

As Benny pointed out, and our guest agreed, you can use Twitter Spaces to find your audience, listen to what they want, and then deliver it—all in once place.

Q2: Why should brands do audio marketing?

Audio is one of the best ways to reach your audience where they are. As our guest explained, nearly 73% of the US population consumes audio content.

We all listen to content all the time—whether we’re out walking or running, cooking, or watering the plants, there’s a good chance that we’re listening to something we’re engaged in.

In fact, we like listening so much that 78% of people who listen to podcasts don’t mind the ads. Podcast ads also tend to have a positive effect on the listener, with 62% saying they’ll make a purchase after listening to an ad and 67% saying they remember ads they hear.

Audio content can be fun to create as well. Social audio platforms like Clubhouse and Twitter Spaces are great ways to showcase your personality, meet like-minded people, and share a laugh. With so many of us having smart speakers and voice-activated devices at home, audio content has become an important part of our lives.

Q3: Should you create an audio marketing strategy?

Short answer: Yes. When you’re creating content, it’s always a good idea to build a strategy around it. Audio content is no different. To measure your growth and success metrics effectively, you need a strategy. For instance, if you’re creating a podcast, consider how many people listen to your podcast entirely, whether you’re getting new subscribers, and most importantly, whether you’re enjoying putting it together.

When you’re planning to set up an audio marketing strategy, think about what goals you want to achieve for each activity. As Sarah said, if you’re planning to do podcasts, think about how you can elevate your brand’s recognition through that podcast. Our guest explained this further. For a podcast, your goal may be to build a loyal audience or it to collaborate with specific high-profile people. There’re multiple angles to approach every activity.

Suze also gave us a glimpse of the future of audio ads. Soon, you’ll be able to interact with an audio ad using your smart speaker, and it’ll respond based on your choice. This could be signing up for more information or even making a direct purchase.

Q4: What type of brands benefit most from audio marketing?

Any brand can benefit from audio marketing. As our guest said, there’s always someone listening to something that’s related to your business or industry. Podcast ads are especially effective because the host would know what their audience likes and wants. So they can work with you to strategically place ads—either a fully produced one or just a mention at the right time—to get the maximum benefit.

If you’re hosting a podcast, it’s also important to note, as Madalyn pointed out, whether your audience is really tuning in to listen to you. On the other hand, if you’re advertising on a podcast, it’s crucial that you assess what statistics your host will give you about your ads. Some hosts may be more open to sharing in-depth data, while others may not.

Q5: How do you come up with interesting ideas for audio content?

The best way to get interesting content ideas is to listen to a lot of audio content. Our guest recommended Pocket for saving the links of audio content you like and want to refer to later. Not only will you pick up content ideas, but you’ll also notice how others use background sounds, effects, and music to improve their audio.

As Thiam pointed, when a person hears and listens to a brand consistently, their relationship with the brand also grows. That’s why, as our guest added, voice is such a powerful medium. Even though a podcast host only produces one episode at a time, the thousands of people listening to it will all interpret it as if the host is directly addressing them. It can be mass media and so personal at the same time.

As our friends from GiveWP put it, listeners want the same level of involvement as they get from reading a piece of content. So when you’re looking for audio content ideas, look at what people enjoy reading. Then think if you can recreate and enhance that information with audio or whether you can create audio content that complements a written piece.

Q6: How do you get started with audio marketing?

Think it through first. Consider why you want to create audio content, and identify what you can do with audio that you can’t do with other forms of content.

Then, build an outline of your strategy: What you’ll record, how you’ll do it, what production elements you’ll use, and how you’ll distribute it.

It’s also crucial to evaluate your resources and capacity to create audio content consistently, as Alyx pointed out. A lot of people like the idea of creating podcasts, and so they jump straight in without a clear long-term plan of action. Like Suze suggested, if you decide to do a podcast, batch-recording is a good way to ensure you have a regular stream of episodes. You can also do it as seasons to give yourself a bit of a break.

David told us about LinkedIn’s recently-launched audio chat room functionality. It’s a good place to trial your audio content. You can also notify connections so they can join in. As Suze said, LinkedIn Audio events are a powerful addition to your networking arsenal. Most LinkedIn connections are first made in real life. And so an audio event is a great way to catch up with those connections.

Q7: What equipment do you need to get started with audio content?

A phone is a good start. You don’t need fancy equipment to create good audio content. What’s more important, though, is to reduce the background noise and harsh surfaces when you’re recording—especially for a podcast.

Our guest’s best tip is to record in a furnished and carpeted room or a cupboard that’s filled with clothes. This will help reduce sound reverberating across the room and reflecting in your recording. The smoother your audio, the better. Check out Audacity, a free recording software. As our guest said, you can also look at Mike Russell’s tutorials on YouTube to help you get the hang of the software.

Always be open to feedback. Listen to what your audience has to say about your audio content and incorporate their suggestions. Don’t be afraid to experiment and alter your publishing schedule. At the end of the day, you’re creating podcasts and other audio content for your audience—give them what they want.

Q8: Share some resources to learn more about audio marketing.

Have a look through our guest’s guide to setting up your first Twitter Space.

For insightful data about audio content, have a look at The Infinite Dial report from Edison Research.

Suze also shared Emily Crosby’s blog posts about podcasting.

Sarah told us about, a website that matches you with podcast hosts in your industry or those that match your interests. It’s a good place to find podcasts you can be a guest on. And as our guest added, if you have the budget and you like some specific podcasts, just talk to those hosts about possible ways to market your brand in their podcast.

Well folks, that’s all from me this week. Thanks for reading through and for more great insights from our chat with Suze, have a look at this Twitter thread. If you like this summary, you’ll love the real-time chat. Join us next Thursday at 1 pm ET for #TwitterSmarter. We also have an after-chat on Twitter Spaces at 5 pm ET. See you there!

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About me, Narmadhaa:

I write all the things—marketing stuff to pay the bills; haiku and short stories so I feel wholesome. A social media enthusiast, I hang out with the #TwitterSmarter chat crew, and am always happy to take on writing gigs.

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