Why Audio Is the Future of Customer Engagement

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Technology allows brands to connect with consumers like never before, and changing strategies to make better use of technology is a must. Bynder’s 2021 brand status report found that more than a quarter of respondents were more concerned about how to successfully reach their audience on increasingly crowded digital channels.

This concern drives innovation, but just because a marketing strategy is new does not mean it is effective. Think of Google+ accounts. Blog entries full of keywords. The marketing department’s garbage can is full of marketing trends that have never stuck. Now is the time to add static and one-way content to the mix.

What is the problem with this content? For one, it’s more of the same. How can marketers expect to rise above the noise if they only add more of the same waves? There is no brushstroke. Everything is under control. Consumers want magic and excitement, not a carefully planned brand marketing strategy that parades as something more extraordinary: 80% of viewers prefer to engage with live content rather than pre-recorded pieces, after all.

Without a doubt, forums like Instagrm and Facebook Live are more interactive. Socialinsider analyzed nearly 4 million Facebook videos and found that audiences were much more easily engaged with live videos – a successful broadcast can crush the engagement metrics of a social media video post. However, the method is underused, as 88% of the videos on the platform are pre-recorded. Marketers are already lagging behind in public engagement and consumers are moving to a different type of interaction: audio events.

Related: Why more brands are posting with their videos (and why you should too)

Rescue audio events

Audio-based media, such as Clubhouse, have had a boom in recent years. According to Influencer Marketing Hub research, some 700,000 Clubhouse rooms appear every day and are part of the organic development community. And this is Clubhouse on a bad day: at its peak, the platform had almost 10 million monthly downloads.

While Clubhouse’s popularity has waned, other tech giants have grown with their own iterations of audio spaces, such as Twitter’s Spaces. Launched in late 2020, Spaces claims to improve the concept of tweeting by including live voices. By mid-2021, Spotify had followed suit when its Greenroom reached the center of the stage. Even LinkedIn is testing the waters of the audio scene.

This method is successful because audio streams still carry the weight of the “presence” found in a live event in person. Users can enter the conversations or just grab the back seat and listen to the scoop. They are usually structured freely rather than with a fixed agenda, these audio events take on a fortuitous tone.

This is not just a trend. With the global health crisis, people have increasingly turned to audio to pass the time. A Sortlist survey found that more than three-quarters of people have increased their consumption of audio content over the past two years.

Audio is a brand new marketing strategy that can create thriving communities with everyone, from questionable leads to enthusiastic fans, and companies would be wrong to pass up this opportunity.

Here are three ways for companies to take advantage of audio-based communication events and get on the bandwagon before it approaches its zenith.

Related: The clubhouse is now valued at $ 4 billion, thanks to its latest round of funding

1. Host exclusive audio rooms

Everyone likes to be the first to know. Depending on the platform you are using, audio rooms may limit entry to selected participants. Therefore, they can serve as invitation-only experiences to nurture brand loyalty. Even without a video component, participants may feel that they have been given special access to information that is not yet available to others.

Community-driven exclusivity has been a big hit with some big brands. Nike increases engagement by rewarding members who use its SNKRS app with downloads outside of scheduled releases. Even when using the app, exclusive access is not guaranteed, which adds to the excitement of receiving a pop-up notification that there are a couple of Jordans with your name on them.

Translate this magic into audio space with live launch ads and chat room gifts, and you have a formula for marketing success.

2. Promote user-generated audio events

Customers treat other customers’ reviews as more valid than the content created by the company. Knowing this, you may want to encourage existing satisfied customers to moderate or co-organize audio discussions. Do not assume that this will happen without your input. Tint’s 2022 user-generated content status report found that 6 out of 10 people willing to put together user-generated content want brands to be specific about the type and related parameters.

User-generated events have multiple benefits for the brand. On the one hand, incorporating other people into the content creation process allows for greater output and scalability. In addition, it can make the audience feel part of the process. Allowing more people to participate in the brand, especially in a creative way, gives them a sense of belonging. This social brand engagement practice will increase your number of brand ambassadors, from hired influencers and content partners to your fan base (who will eventually also become a fan of your brand).

Related: 5 ways entrepreneurs can take advantage of social audio

3. Conduct a question and answer survey in the audio chat rooms

One last way to achieve this marketing trend is to use audio applications as a meeting point for first-party research and information. Emerging audio events can be effective environments for performing focus groups. Customers don’t just want customization; they expect it. Talking directly to your audience can be faster and more effective than guessing why a certain tactic has not achieved the expected ROI. Bringing members of the target audience closer to audio events can be a source of innovation.

HubSpot recommends targeting existing audiences for focus groups, as they are often the people who have already invested in the brand. They may be the first to try new products and initiatives, so why not take advantage? Including them in the conversation increases their emotional bond with a brand and allows marketers to easily access a valuable amount of feedback. Following the path of audio rooms can help speakers feel more comfortable. After all, no one knows you’re resting with your favorite tracksuit pants on an audio-only call.

But audio-only focus groups have a bigger advantage than not having to worry about fixing their hair: Recent research has found that groups with audio-only signals communicate and solve problems more effectively than those who do. they also broadcast video. Eliminating distraction will lead to fewer interruptions and a better view of your brand.

Without a doubt: audio-based events are happening for a while. Just make sure you don’t arrive late to this party that shows so much promise.

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