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Introduction to Audio Marketing
Engaging your target audience through multiple digital channels plays a significant role in marketing your business. Companies use various modes like content, audio, video, and other virtual experiences to stay connected with their customers.
The rise in high-quality audio devices has led to an increased interest in audio channels. This calls for effective audio marketing strategies to stay relevant. Companies and brands have realized the potential of audio content and its importance in advertising and marketing. Consumers today are increasingly turning towards audio channels such as podcasts to supplement their knowledge and gather information about products and services.
According to a report by Statista, the global digital audio advertising market will reach $6.78 billion by the end of 2022. The report projects a market cap of $10.01 billion for digital audio advertising by 2027. It also predicts a compound annual growth rate (CAGR) of 8.09% from 2022 to 2027.
This article will discuss audio marketing, its benefits, steps to creating audio marketing strategies, and five important audio marketing strategies for businesses.
What Is Audio marketing?
Audio marketing is a marketing technique that leverages audio content to reach and engage with a large customer base. Today, there are a wide variety of audio channels such as voiceovers, audio news, podcasts, and voice-driven advertising to reach the masses.
Some of the audio channels are personal and interative, enabling businesses to feel the pulse of their target groups. Modern businesses and brands need to be aware of the numerous audio marketing trends and develop specific strategies to stand apart from the competition.
According to a recent report, the global customer audio market will reach $196,324 million by 2028. It will reach a CAGR of 14.10% from 2021 to 2028. Due to the huge global demand for audio, companies are increasingly moving towards audio marketing.
Benefits of Audio Marketing
Enterprises and brands can gain numerous benefits through audio marketing. Some of them are listed below:
- Wider audience: Audio is an excellent way to connect with a wider group of customers globally.
- Increases website traffic: Audio channels can create an interest in business websites.
- Ease of access: People can listen to audio channels while exercising or engaging in other activities
- Digital medium: Since audio is a digital medium, businesses can create brand awareness easily.
- Increases sales: Audio channels help create new leads and sales.
- Ease of creation: In this data-driven era, companies can easily create and upload audio marketing content.
How to Create a Promising Audio Marketing Strategy?
Businesses are leveraging audio marketing to connect with customers and build brand awareness. To get the maximum out of audio marketing, brands should develop specific strategies. Here are some steps to create a persuasive audio marketing strategy.
- The preliminary step toward creating an effective audio marketing strategy is to decide on the budget. It is always better to start with a low budget and gradually increase it as you see the results.
- The next phase of the strategy is to decide on the type of audio content. It can include audiobooks, voiceover content, podcasts, social media audio, audio blogs, audiograms, and jingles. There are different ways to create an audio content strategy depending on the type of audio, audience and business goals.
- The third step is to decide the platform where the business can find its preferred target audience. The target audience can be consumers, partners, or employees and the audio platform will vary depending on the audience.
- The fourth step is to decide the most cost-effective ways to distribute the audio content. Brands can create, launch, promote, and distribute content by themselves or by hiring a third party to create, upload and promote the audio content.
- Once the audio has been promoted, it is important to gather insights from various platforms to understand the reach of the audio and business benefits.
Five Ways to Enhance Audio Marketing
Audio marketing is incredibly scalable, and businesses can easily reuse or re-create audio. Here are some important approaches to enhance audio marketing strategies.
- Business podcasts: In recent years, businesses have seen an increase in audio marketing through business podcasts. Brands can talk about their products and services through business podcasts. Businesses have seen a wider reach for their podcasts. Users listen to podcasts on websites, podcast apps, and social media. There are numerous use cases for business podcasts. Sharing a brand’s product updates and industry insights are some of the use cases .
- Video with an audio voiceover: Video content without audio is not as engaging as video with voice over and often looks uninformative. Explainer videos with voiceover are incredible in delivering complex information. Voiceover by senior executives of companies increases trust in brands and builds brand value. Since users watch more than five billion videos on YouTube, it is clear that such audio-based content have a massive outreach.
- Audio news: Sharing daily updates, discounts, and offers via news bulletins is an excellent way to reach target audience. Leading companies often use this strategy to retain and draw more leads. This is achieved through newscasts, social media pages, newsletters, and landing pages. Companies deliver audio news daily or weekly, depending on the type of business and its requirement.
- Audio notifications: It is another growing trend where instead of visual notifications, companies use sound in their products and apps notifications. This audio marketing strategy delivers a great user experience by allowing users to listen to updates through mobile push notifications. It is a convenient way to receive real-time notifications in situations where the user is unable to look at them properly. It is also useful for riders and drivers working in the logistics and delivery sectors. This notification technique has simplified the marketing of products and services to a great extent.
- Translate: To reach foreign markets, it is important to translate audio into respective languages. There are various audio translation services that can help. Audio can also be adapted to match the cultural aspects of the target geographies.
As in the case of other media, it is important to ensure that the audio is crisp and communicates the brand messaging effectively. Invest in professional equipment to create high qaulity audio or hire third party providers to create the audio.
Conclusion
Audio marketing is just as important as other forms of marketing. Including audio in marketing ensures an overall presence in digital media. It is a meduim prefererred for multitasking as it requires less effort to listen. Audio is also preferred because people can listen at their convenience in a private setting. Proper planning and implementation of the audio marketing strategy can render great results and increase return on investment.