4 Ways to Use Audio in B2B Marketing

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4 Ways to Use Audio in B2B Marketing
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Introduction
Listening to music while you commute to work
isnt anything new. Listening to a podcast while
on your lunch break, however, is an example of
the growing way that audio is becoming important
for marketing. That because people are busy but
listening to something gives them the chance to
consume one thing in an audio format while doing
something else. So how can B2B marketers use
audio?
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Understanding the listening process

• Before you start, it is important to understand a
  bit about the listening process. If you are going
  to work with a B2B marketing agency, then they
  should have some good information on this, but it
  never hurts to learn the basics yourself.
• Humans listen for a number of reasons. It can be
  a way to figure stuff out and to understand the
  world. It helps us stay alert and awake
  listening to music on a long car journey for
  example. It can also help change our mood
  bouncy music when you feel down, gentle mood
  music when you are working.
• We also recall what we hear very well, and this
  is what makes audio such an important component
  for marketers. When we talk about a new song we
  love or a great podcast we heard, we are talking
  about the memory of that thing. And therefore
  this is a great way to market your business.

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Four ways to use audio
So how can you or your marketing agency get the
benefits of using audio? We asked top marketers
at Agency Inc and they gave us four different
ways to use audio in your business.
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Podcasts
The rise of the podcast has been a steady and
consistent one for over ten years now. And the
rise of B2B podcasts is one of the big growth
areas. Many big companies have started their own
podcast while many entrepreneurs also get their
message out this way. They are a strong part of
the inbound marketing approach, providing
valuable and educational content for people in a
way that is easy to consume. You dont even need
to start your own podcast you can pitch to
podcasts to be a guest and get your message out
without the work of actually running your own
show.
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Facebook Audio
Facebook Live is well known as a popular live
video platform but not everyone realises that the
is also a Live Audio. This is an option when you
dont want to invest in cameras and lots of
hardware and is great for lower connectivity. It
also has that podcast factor that allows people
to listen to it when they are on the go. Theres
some uncertainty as to how widely available it is
but it is definitely worth checking out.
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Spoken content

• The idea behind turning a blog post into spoken
  content started out as one for accessibility
  for people who cant read the post, theres a
  handy audio version.
• But it can also be used as a marketing tactic but
  needs to be done carefully. A computerised
  version of a blog post isnt engaging but
  someone reading it through with character and
  personality can make it more like a podcast and
  we know how popular those are.