The digital landscape is constantly evolving,and audio content is growing in popularity at a staggering rate.In fact, according to recent reports, an average of 193 million – or 68% US population – listens to podcasts and audiobooks on a monthly basis.
Because it’s so easy to interact with and consume. At the end of the day, your target audience is busy, and might not have the time to read a blog article or watch a video. Plus, the rise of voice-recognition technology has made it easier than ever to listen to things, as opposed to having to sit down and focus on reading something or watching it.
As such, creating audio content should be an integral part of any multi-faceted marketing strategy. Here’s how to successfully use audio content to generate leads, and hopefully, convert them into sales.
4 Ways to Attract More Leads Using Audio Content
1. Create Branded Podcasts
The number of podcasts – and podcast listeners – has grown exponentially, as has podcast revenue.Experts predict that podcast ad revenue is likely to hit $354 million in 2021.
One of the biggest misconceptions about podcasts is that celebrities host them for people who are bored while commuting or doing mundane activities. In reality, however, there are plenty of business-focused podcasts that talk about recent industry trends AND share valuable information.
Another thing that deters many people from producing podcasts is their perception that they don’t have enough time, or simply lack creative ideas. In reality, however, podcasts – much like blogging–are great for inbound marketing purposes, since they can be used as an entry point for people to engage with your brand and then move along the buyer’s journey. Plenty of savvy business owners tune into podcasts to learn new concepts and ideas that can help them scale and grow.
For example, let’s say that you’re a business coach. You could easily talk about topics like time management, leadership skills, and financial projections.
2. Get Active on Clubhouse and Twitter Spaces
Clubhouse and Twitter Spaces are both pretty similar to podcasts: the main difference is that content is streamed live and can’t be recorded for playback. If you are a marketer or business owner, these platforms present a huge opportunity to showcase your skill set and expertise on a worldwide stage.
Be sure to optimize your bio to build a strong network, connect with like-minded people, and most importantly, drop “knowledge bombs” to spike your following. Once you’ve done so, build unique marketing funnels for yourself, and then use these spaces as lead generation tools.
One great way to generate leads on these spaces is to announce company news, chat about your business decisions, and inform people how the recent announcement is valuable to them.
By doing so, you will further develop a personal brand and have meaningful conversations with your audience. This, in turn, will result in genuine feedback, ideas and suggestions.
3. Embrace Facebook Live Audio
Facebook is also jumping on the audio bandwagon. The company recently announced that it was launching a platform where users can engage in real-time conversations. Similar to Facebook Live, which focuses on video, the Live Audio feature will give users the ability to share their stories through audio alone.
SMB’s will now be able to engage with their audiences personally and allow them to ask questions on a real-time basis. Offering this type of unique experience can help companies build better brand value and convert a greater number of prospects into potential customers since they will feel that these companies are more “in-tune” with their wants and needs.
4. Use Audio Advertisements
Companies are spending a massive amount on audio ads. Spotify Ads, for example.
Here are a few reasons why you might want to consider using audio advertisements:
- Ad recall rates are better than most other forms of advertising (meaning people are more likely to remember your ad).
- People are more likely to take action after hearing an audio ad. For example, visit a website, check a new product or service, buy a premium plan, etc.
- A considerable percentage of the listening audience on platforms like Spotify and Pandora hasn’t purchased ad-free plans, which means there’s a huge opportunity for you to create ads and target them.
- A considerable number of people streaming music and podcasts on these types of platforms are millennials with high purchasing power.
For example, Calvin Klein teamed up with Spotify for their One Future, #ckone campaign, where they asked listeners, “What do you hope for?” Listeners were then able to add one song to a collaborative playlist for that specific hope, and later, the ad directed them to a landing page featuring the inspiring voices of One Future, the #ckone campaign.
Using audio in your marketing strategy doesn’t have to be a huge undertaking. You can use it in any format, depending on your resources and time. You can either create something new or repurpose existing content in an audio format and share it across platforms like Podcasts, Audiobooks, etc.
Just remember that the only way to keep your audience engaged is to offer something “valuable.” And whatever you create, we are intrigued to tap in your audio content and see you growing.