In today’s digital landscape, where visual content pops up at every turn, audio marketing has emerged as a way to stand out. From radio spots to podcasts, audio marketing offers an intimate and personal connection that can leave a lasting impression. If you’re considering audio marketing in your brand strategy, this guide provides helpful tips and insights.
What is audio marketing?
Audio marketing refers to audio content to promote your brand, products or services. Like other forms of advertising, audio marketing includes various formats, offering options to test and try.
Examples include audio ads, jingles, podcasts or a specific sound representing your brand. Each format has benefits. Audio ads, for example, can reach a wide audience on various platforms, while jingles and unique sounds create brand recall. Podcasts help create intimate and deep connections with listeners.
Why audio marketing?
There are several reasons to add audio marketing to your advertising campaign. First, it captures attention. Audio breaks through the noise of visual ads and personally engages consumers.
Next, it increases retention. Studies show audiences remember audio content more than other ads. A survey by insideradio.com reported that 60% of people remembered audio and podcast ads more than billboards; 49% remembered audio ads more than display ads; 48% remembered them more than video; and a third remembered audio ads more than social media ads.
Finally, listening to a voice can create a sense of familiarity and trustworthiness, making potential customers more likely to engage with your brand.
Tips for Effective Audio Marketing
Are you ready to develop a plan incorporating audio into your marketing strategy? Check out these essential tips to create memorable audio marketing that resonates with consumers.
Know your audience.
Understanding your target audience is key to any marketing strategy, and audio marketing is no exception. Conduct market research to identify your target audience’s preferences and listening habits, including what audio platforms they listen to, how they listen and when.
Choose the right format.
Decide whether a radio spot, audio ad, podcast or other audio branding best fits your goals. The good news is that ample opportunities to be heard loud and clear exist across multiple audio platforms.
For example, if your target audience is streaming music on Spotify, a banner ad on a playlist could be ideal. But if your target audience is more into podcasts, an ad during one that aligns with your brand and demographic would have an established, wide reach.
Create intriguing audio content.
Grab attention with professional audio. Consider investing in high-quality professional tools and learn more about audio editors to elevate your ads.
Build brand awareness.
Above all, be consistent. Build brand awareness by employing the same voice talent across multiple platforms. The tone and style should be recognizable and aligned with your brand and image, whether high energy and fun or calm and matter-of-fact.
Watch your campaigns.
Monitor your audio campaigns and pay attention to key metrics, including listener reach, engagement rate, conversion rate, brand lift, click-throughs and more.
In a “nutt” shell
Now that you know more about audio marketing, including five tips on how to get started, are you ready to be heard? Don’t forget to bookmark our blog now so you can always find us!
McNutt & Partners is a full-service advertising and digital marketing agency. Contact us or call 334.521.1010 for all your marketing needs!
