Voice marketing is one of the hottest new trends.
From the rise of Clubhouse For the podcast boom, companies and influencers are using audio content to connect with their communities and reach new audiences.
In this blog post, we explain the different types of voice marketing – and how you can use it to build your brand online.
What is language marketing?
Voice marketing is a way for companies, brands, and influencers to reach their target audiences through live or prerecorded audio content.
Radio is the original form of voice marketing, but audio content has exploded in recent years.
about 55% of the people in the US heard a podcast and 24% hear several people Podcasts every week. Voice-controlled AI assistants are also on the rise – an estimate 8 billion will be in use until 2023.
For brands, voice marketing can be an attractive alternative to expensive video production. You don't have to rent a recording studio to immerse yourself in voice marketing – it can be as simple as signing up for an app or Recording at home.
And voice marketing makes it easy to serve your audience on the go.
According to a recent studyThe locations of podcast listeners vary greatly: 64% of people listen while driving, 49% while walking or walking, and 43% when doing sports.
It's a win-win situation. Brands can reach customers directly and effectively, and consumers can perform multiple tasks while absorbing interesting content.
TIP: Language marketing can lead to accessibility issues for deaf or hard of hearing people. Provide a transcript alongside your audio content to make it more comprehensive.
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Voice Marketing Trends
Voice marketing isn't exactly new – but audio-only platforms have gained momentum lately. Here are 3 of the biggest voice marketing trends that you should be aware of right now:
- Clubhouse and Twitter Spaces
- Voice assistants
Voice Marketing Trend # 1: Podcasts
From business tips to real crime to reality TV reviews, there is a podcast genre for everyone.
155 million people Listen to a podcast every week with listeners consuming an average of 7 different shows per week.
And the total podcast audience is expected to double 2020 to 2023So now is a good time to get involved.
Here's how you can get involved in this area:
Produce a branded podcast
Simply put, branded podcasts are podcasts hosted by a brand or company.
They can be closely related to your brand or service, or address broader topics that align with your brand values. For example, Sephora hosts a branded podcast called #LIPSTORIES – a series of Relaxed, fun and honest chats about self-image.
Branded podcasts by their very nature can be a personal way to reach and connect with audiences on the go. They can often feel like an intimate conversation between friends.
For brands and creators, branded podcasts can be used to build on existing content topics or break into entirely new ones.
For example, The Hey Girl Podcast host Alexandra Elle interviews a rotation of guests who are guided by their cornerstones of sisterhood, storytelling, and self-care:
While it's slightly different from the content their Instagram community loved, it still works. Why? Because it still fits their target audience well.
TIP: Use your existing channels to grow your audience. Regularly Promote your podcast on Instagram and encourage your followers to sign up wherever they hear their favorite podcasts.
Enhance your Instagram strategy by planning and scheduling your posts in advance. Later, make it easy – get started for free!
Invest in ad segments
Buying a commercial while on a podcast is a great opportunity to tap into thriving communities of dedicated listeners.
In a report by the Interactive Advertising Bureau it even says 61% of the audience bought a product or service after hearing an ad on a podcast.
There are several types of commercials to consider here:
- A podcast-specific promo code, exclusive to listeners.
- Short spots that serve as quick "adverts" for listeners before the episode is resumed – 78% of consumers say they don't mind if ads or sponsorships interrupt their listening as they understand that it is funding the content they value.
- Native ads where hosts or guests discuss your product or service.
By promoting on a podcast that is tailored to your brand, you can reach a super-specific audience that may have a high interest in what you are selling.
For example, Beluga baby advertised their baby carrier wraps The Papaya PodcastEpisode about childbirth:
Those who listened to this particular episode were more likely to be new or expectant parents, which makes them the perfect choice for a brand that specializes in childcare products.
TIP: Think about who your target audience is and what type of content they are most likely to target – even if the topic isn't 100% targeted. For example, the underwear brand ThirdLove regularly sponsors podcasts on crime.
Voice Marketing Trend # 2: Clubhouse and Twitter Rooms
With the advent of podcasts, social media apps are jumping into voice marketing.
Clubhouse, an invitation-only audio network where users can participate in and listen to discussions, has seen a tremendous surge in public relations and growth in recent months.
With real-time audio conversations in virtual rooms, the Clubhouse user experience is similar to hearing a keynote speaker or panel at a conference.
In spite of criticism In terms of moderation and accessibility, both small and large companies are testing the clubhouse's waters.
The Waves social Digital Agency podcast Hello Arcade Often host spaces to connect with the marketing community:
In addition to apps like Clubhouse, Twitter is introducing a voice chat function called Spaces, Which according to Twitteraims to "convey emotions, nuances and empathy that are often lost in the text".
Platforms like Clubhouse and Spaces offer the opportunity to promote your products, services and events in exciting new ways – check out this space!
TIP: Social media trends are constantly changing. Read more about our Social media predictions for 2021 for the latest updates.
Voice Marketing Trend # 3: Voice Assistants
AI assistants that work by voice – think Google Assistant, Alexa, and Echo – have become an integral part of homes in recent years.
Voice assistants can make shopping easier for customers 35% of voice assistant users Buying products like food and clothing with the technology.
However, there are creative ways to use the tool beyond just ordering household items.
Jameson, a whiskey brand, created a Holiday campaign The apps Google Home and Google Assistant were used to make it easier for users to mix their favorite cocktails.
you have one Google Home Capability When users asked Google to speak to the Jameson Bar, the voice assistant responded with a step-by-step recipe.
As a marketing concept, this works on many levels. The voice assistant offers a valuable hands-free solution for entertainment at home, increases brand awareness and promotes product sales.
Language marketing is growing in popularity – and as technology advances and people find new ways to consume content on the go, more opportunities are likely to emerge.
Regardless of your business niche or size, there is an opportunity with this type of marketing to grow your community and increase sales.
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Katie is a freelance writer and content marketer based in Vancouver, Canada. When she's not writing, she can go hiking, cooking, or traveling. She loves to find the best pastry and coffee combo in the city she is in. Follow @ katie.tatham.