Audio is surging and gaining share of attention for consumers and businesses. Malcolm Gladwell’s new book, Talking To Strangers, sold more audio copies than hardcover. His audio version is like a podcast – beyond just reading the book aloud, it captures the voice and sound effects that are common in a podcast.
Search is occurring through verbal commands on Alexa and Siri. Consumers and clients are asking devices to search for them, so the PPC landscape is changing too.
What’s the implication for marketers?
How can audio play a more relevant role in your marketing efforts? Should content creation center on audio versus purely visual? Of course, each marketing situation is different, but here are a couple of thoughts:
- Could you create a podcast about your industry that is relevant to a very small and narrow audience, but that represents who you want to reach? Podcasts are low-cost to produce, and if well-produced and non-commercial, they can communicate important and value ideas. If your company is the sponsor, you can acknowledge your thought leadership in the beginning. And, you can interview prospects about the industry – getting closer to them.
- Have you ever used audio files (or links) to them in your email marketing? Some recent tests for a client showed a significant increase in opens and followed through to a website. The 15 or 30-second audio files shared key factoids presented amusingly and stood out from the typical approach to email marketing.
- Audio newsletters are another opportunity to be different. Share content that can be listened to while someone works – as opposed to demanding them to watch a webinar or read and click through an online file. Here is a teaser subject line: DON’T READ OUR NEWSLETTER. LISTEN INSTEAD.
Sound Ideas
When you understand the community you serve, you can use sound to educate, entertain, and inform those prospects. You know you need to create content, why not talk about an alternative and creative approach?
Most companies are over-relying on “best practices” and forgetting that to stand out, your point fo difference needs to be heard.
Does your business need a marketing coach, guide or sherpa? Are you generating enough leads? Is your marketing underperforming? I can help.
You can set up a time to chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
Photo by Mohammad Metri on Unsplash
