10 simple ways to use audio in your marketing

idea cogGot a smartphone? Then the chances are you listen to some audio using it. If you listen to audio, perhaps your customers do too.

Audio in marketing can be extremely effective; listening to a recording of something is often much more compelling than reading it. It also allows the listener to multi-task like type blog posts whilst listening to Stein on Writing. Many people are auditory, and find it easier to focus on the spoken word.

I have friends that listen to podcasts on the school run and whilst out jogging and I’m listening to Sol Stein on my Galaxy Note 10.1 as I type this post.

So if you think you can make a connection with your audience then let’s look at how you can make audio marketing work for you. There’s a right and wrong way to use audio, that should go without saying. You obviously don’t want to be the owner of one of those sites that blast music when someone visits it (unless you are a music site and you can be sure your visitor isn’t at their desk in their office….) Yes audio marketing can be a curse as well as a blessing! Here’s how to make more of it in your marketing.

1) Use audio to increase opt-ins

Often you can increase subscriber optins when you add audio to your lead magnet.  Talking about the convenience of audio on your opt-in page can dramatically increase conversion rates. It enables the subscriber to have the best of both worlds.

I’ve also seen and purchased from subscriber pages where the audio of the free ebook is an upsell. I’ve purchased. Others will too if you want to try it.

2) Use audio testimonials

Hearing somebody say how good your product is much more powerful than reading it. It makes more of a connection, better still create audio case studies around the problem and what the solution is, with your testimonial at the end. Some might find it advertorial but others will remember you in context with the case study.

3) Keep it short

Sales page audio? Then keep your audio two to three minutes or less. This is typically when people lose interest. However, you can obviously go longer if the audio is a recording of the product itself or a podcast. It’s only on your sales page that the audio should be brief.

4) Have an audio version of your product

Many people are auditory,  yeah I know the web loves visuals but they also listen. Customers would much rather listen to a recording of your product than read it – they can listen when driving, running – you try doing that with a book!  Offering  audio versions as well this will probably increase your profits as well as make the product more valuable to the listener.

5) Interview an expert

Find someone well known in your niche and interview them. Create a really strong interview packed with content or people will not find it useful and you’ve just wasted their time.

6) Do webinars

The web seminar has been on the rise for some time. Think of this as a one-way conference call. You can either have people attend it live or not. As long as you record it, you can then use that product as a bonus for your main product.  It also makes a great newsletter optin gift or a gift to loyal subscribers.

Webinars that are packed with content help build your reputation as an expert.

7) Teleconferences

For some people this is better than webinars for allowing interaction with those who attend the live event, because it allows them to ask questions and interact with the host. Webinars don’t allow interaction from the audience and most webinar services don’t allow you to unmute one person at a time for a better Q&A. When people get involved they will ask the most relevant questions and will most likely generate sales for you. Never underestimate the power of the audience to increase your product’s value.

8) Use cost effective software

Trust me when I say you don’t need to buy the most expensive recording software out there. A lot of people mistakenly believe they need the priciest application to get an effective recording, but this isn’t the case.

9) Have good sound quality

It doesn’t have to be perfect, but you don’t want it to be filled with background noise either. This applies to all audio no matter what it’s used for, whether it’s a short recording on your sales letter, or the recording for your product itself.

10) Outsource your audio

Many people simply do not want to record for one reason or another. If that’s the case, there are a number of individuals as well as companies that will do it for you from voice over artists to podcasting experts. I have a project where all of the audio from sales page introductions to the hypnotherapy audio was all created by a voiceover artist.

The bottom line? Audio in marketing can be extremely effective for boosting your business. It helps build a stronger connection with your subscribers, make your products more valuable and it can be a lot more fun than typing :)


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Sarah Arrow

Sarah Arrow started blogging to save a business and it worked! She created her first blogging challenge back in 2007, and is the author of many quick start marketing guides, turning Sark eMedia into a publishing business.

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Stephen Bray - last year

Good tips Sarah,

I’ve decided also to make an audio version of my book. That’s
a long-winded, long-term, marketing option but should prove
worth while too :)

Raena Lynn - last year

Hi Sarah,

Thank you for this helpful list for using audio for your business. I like podcasts and it is one method I would like to incorporate into my content. Audio is so convenient and marketers are busy people so it’s a great way to receive and deliver content. Although I like videos, sometimes it’s more efficient to listen rather than take the time to watch every video I encounter in a given day.

I also like the interaction benefit of Teleconferencing. Thanks for the software suggestion. You’ve made audio sound easy to implement. I’ll be happy to share this post.

Raena Lynn
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    Sarah Arrow - last year

    Hey Raena, thanks for stopping by.
    Compared to video, audio is much easier to add into your marketing activities and it is soooo much easier to do something else when listening to a podcast or audio.
    I have a friend who does the most amazing telesummits and the highlight of the calls is always the Q&A which surprised me but didn’t if you know what I mean!
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Chery Schmidt - last year

Hey Sarah, Audio Marketing HUM? I never really gave this much thought, getting a testimony and sharing this on your blog is a great way to build that trust. I am going to give this some serious thought.. Thanks for sharing the Audacity link I have no idea what this is or even what to do with it.. HEHE Perhaps you could do a blog post for us.. Thanks for the informative post.. Chery :)
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    Sarah Arrow - last year

    Hi Chery, start with Pamela and Skype… work your way up to Audacity :)
    You may also want to check out Soundcloud, that’s what I recorded the intro to this post with and it’s very simple to embed the audio into your post using it.
    I will add a using Audicity to the list of posts to write :)
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sally - last year

Nice Soundcloud intro, Sarah!

Soundcloud has been one of my favourite apps for a while, I love including clips from expert interviews in my blog posts along with text, it brings the topic to life. They’re also popular with readers, traffic for the audio clips is higher than I expected.

The other cool thing is that you can now record directly into the app on the iPhone, edit the beginning and end and publish in minutes. Pretty nifty!
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Jackie Walker - last year

I have more audio hidden away on my pc than I can shake a stick at – from radio shows to course information and visualisations! I really need a clean up as I’m quite sure I’m sitting on a wee goldmine of products.
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Daphne Bousquet - last year

Great tips, Sarah. I love to listen to teleseminars when I am exercising. There is something about exercising the body and the brain at the same time…. Personally, I teach visually through webinars, but since I realize it is much easier to listen while you are doing something else, I always make the audio of my products available for download. Double whammy!
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Jake - last year

Sarah, this is mind blowing!! totally! what I like about it: 1) it’s innovative, 2) it’s something completely new! it’s the first time I’m reading about this.
sure, audio is more compelling, if you have a good voice and you know how to speak clearly, it’s a must.
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Silviu - last year

Hi Sarah,

I agree. Many people are “audio”. The studies show different numbers but they all converge to the 10-15% value. This means that about 10-15 % of people base their learning and get information on audio and not on visual channel. This might be very lucrative, indeed.
Also audio is very good for those people who fear to be seen on video or think their image will undermine their marketing efforts or simply have a beautiful voice and want to use this great resource.

Audio case studies? This is by far the most interesting point. How can you do such a thing? In a case study you come up with a lot of numbers and you present them in a synthetic, intuitive way (tables, diagrams, infographics etc.). How can you present all these in audio form?

Interviewing and audio testimonails? Excellent.

Use audio for opt-ins? Never thought of. Also, it seems easier than video.

Very inciting post. A lot of ideas to apply and test. Thank you

Have a nice day
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Yorinda - last year

Hi Sarah,
great tips!
One of the things I like that comes with my computer is the sound-recorder which allows me to do voice recording with my headset.
I have been curious about audacity?
Have you used it?

Thank you for sharing your knowledge!
Have a great day!
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Erin Read - last year

As someone who specializes in marketing to folks over 50, I like the idea of audio testimonials. That authenticity will resonate with boomers & beyond. To me, your tip #9 is CRITICAL, given that 20% of all Americans suffer from hearing loss. It hits in our 30s and 40s (32% of men report hearing loss by 39 years old) and by the time we’re 65, one out of 3 people has difficulty hearing.

What are your thoughts on making audio more accessible for older people and those of all ages with hearing loss?
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Donald Brown - 11 months ago

I use audio in my own business. I run a membership program where I teach people how to create and sell info products.

The way that I use audio is I create audio lessons by using a digital voice recorder that records in the popular MP3 file format. I then connect the recorder to the computer and upload the recording to my Host Gator server.

After that, then I send out an html based email to my students that has in it, a button that they click on to begin playing the audio straight from their inbox. There’s nothing that they have to download to listen to the audio.

You can use audio for your information products, you can create entire audio courses and make pretty good money doing it too. A matter of fact, creating audios is really quite simple. All that you need is some simple not too expensive audio recording software, or even a relatively inexpensive digital voice recorder that you can connect to your computer to transfer the audio from the device to your hosting account and so on.

The fact is, creating and using audio in your business is really quite simple and easy to do. Not only that, but if you use audio for your products, then you can sell them for much higher prices, or even use audios as upsells if you wish.

So if you’re not using audio in your business, then seriously think about it because it will definitely help the business in the long run.

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