Cash In on Soaring Popularity of Audio – According to the Pew Research Center, audio as a media format is soaring in popularity. As many other marketers stay stuck in a world of text or video marketing only, you can set yourself apart by using audio as a way to reach more of your audience.
Research shows people are developing preferences for listening to information through audiobooks and podcast episodes.
I’m not surprised by these research findings. I’ve been listening to Gary Vee for years pounding on the need for online marketers to start a podcast.
This isn’t just one demographic, either – both men and women of all ages are tuning in to listen and absorb information while they relax or multitask.
Smart marketers who are tapping into this media format as a way to cater to the needs of their audience are finding that they enjoy the creation and delivery process.
Not only do you not have to worry about being on camera or being overly scripted, but most platforms will syndicate your podcast out for you to other platforms, giving you a built in reach that expands what you are able to do on your own.
Turning Your Info Products Into Audiobooks
You don’t want to simply take a transcript of your book and read it out loud. You want to use advanced audio techniques when turning an info product into an audiobook. Ideally, it will help your audience form a bond with you through an emotional connection that spills out in your words.
You get to bring your narrative to life using this media format. To the listener, it’s as if a friend is sitting there talking to them, so your words need to be filled with dialect that conveys certain emotions.
You can emphasize certain things and bring humor or even sadness into the narrative. A hero’s journey can be told through your story of success, and they want to feel the story unfold, not just hear words.
Words lose meaning when they’re on paper. But hearing the inflection – the pain, the triumph and more unfold is what really hooks them and makes them loyal to your brand, eager to hear more.
You can also bring soundscapes into the mix. These create an environment that they become immersed in, but you don’t want to just use any sound – it has to match the mood of the content.
A book on stress management might need soothing sounds, but if you’re talking about building momentum and overcoming obstacles, you might have a Rocky-type theme playing low in the background.
You can use sounds like wind or rain – or music, but you have to make sure it adds to the experience and isn’t distracting. You also have to make sure you have the right to use the sounds and music before adding them to your audio.
You can maximize your use of audiobooks by having exclusive releases and using scarcity to ensure people download it as something special and unexpected from you, too.
With an audiobook, you have the ability to not only share your own insight, but to bring other experts onboard where you interview them – or even have a discussion with someone in your audience who agrees to be recorded for the audiobook.
Putting Together a Niche Podcast
Podcasts are very popular because, unlike an audiobook, it’s not a single download but an ongoing series they can count on to discover new and interesting information. This is a less polished production oftentimes than an audiobook, where you might even hire a professional narrator.
With a podcast, people are tuning in not just for your expertise, but for your personality. You can create podcasts on a schedule that you feel works best for you – whether that’s daily, weekly or something else.
You can make podcast episodes that are similar to how you create blog posts, taking one concept and discussing it in depth for your listeners. They’ll tune in when they’re driving, taking public transportation, working out, or doing chores.
Your podcast can be on any niche topic you’d like. One of the most popular topics for a podcast is advice. People need advice about relationships, budgeting, making big ticket purchases, and more.
To take things to the next level make sure you’re not just creating a basic production. You eventually want to invest in a high quality microphone and recording area that’s soundproofed.
Learn how to properly edit your podcast to perfection and add sounds when applicable. You can also create innovative intros and outros that make the podcast turn into more of a show production.
You want to learn how to promote your podcast, too. Don’t just rely on a third party platform to syndicate it for you. Although that is a nice perk being offered, you still want to do the work to gain a large following.
One way to do this is by having video recordings of you recording your podcast. Many popular podcasts do this and it adds another layer of traffic to the mix. You can also collaborate with other podcasters in an effort to build both of your audiences.
Whenever possible, show up as a guest on other people’s podcasts, webinars and even as a guest blogger where you promote your podcast as the main option for learning more from you.
Engaging Your Audience with Audio
Instead of having a static podcast, find ways to bring your audience in as an active participate. Some people set up an 800 number to allow them to take recorded messages and address them on the show.
But there are other ways to make it interactive, too. Allowing followers or top tier patrons to choose next week’s topic is always a nice touch, and you can even give them a few to choose from.
Or, you can gamify your podcast. Gamification is growing in popularity and brands are rewarding listeners when they complete tasks, which allows them to get special downloads or access to additional content.
You can also present an idea via the podcast and then have interactive elements like surveys, quizzes and worksheets they can use after they’ve consumed the content from you.
You may also want to do a live podcast where you can take live questions from your audience and answer them on the fly. This is a fun and exciting way to allow your listeners to get to participate.
Monetization of Your Audio Content
Many marketers only monetize audio by including links in their book or show notes (description areas). Or they verbally send people to a URL where they can earn if the listener converts for them.
But there are other ways to monetize your audio content. Many podcasters charge a fee for access to their show. Or, they allow a free version with a payment required to access the full episode.
This bonus content should be a deep dive into the other topic, with far more value and detail. Another thing you can do is charge for supplementary materials, like a print workbook to accompany the audio.
You can even give listeners the option to pay a nominal fee to avoid ads. This is something often done on video streaming services, and many people sign up – just as they would for your ad-free audio.
There are many ways you can take a basic audio approach as a smart marketer and elevate it to a competitive status. In many cases, your competition will be very small because most people still rely on text and video for the most part.
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