Are you leveraging client testimonials to gain maximum exposure?
Feedback is the life blood for any business. If clients say you are great then, you have convinced a prospect one step further to using your services. Written testimonials are essential, but you can stand out with audio testimonials by:
Connecting with prospects in a different way
Reinforcing your services and why you are great; and or
Reminding them to try out a new service
People always wonder if audio is relevant or at all a valuable marketing tool, and if you are not familiar with audio, here are my 3 reasons why you should include it as part of your content marketing strategy:
You can deepen your relationships with your audience by sharing your expertise – answering (unknown) questions and or solving someone’s pain in a more direct and more personal way. People don’t realise that audio is a secret weapon – you can sell without selling.
Apart from building rapport, you can improve your digital footprint and that creates more opportunities and a different experience for people to interact and engage with you.
Broaden your reach
Yes, you increase your brand awareness with audio, but more importantly is you extend your reach to people who consume audio content and are auditory learners. In today’s digital world, no one can rely of creating just written content alone. With so many more people using smartphones, information is easily accessible on the go, and if part of your audience wants to consume in this format is not available, then they will simply go somewhere else that appeals to and suits them.
These are just a few benefits you get from creating content in a different way – with audio. In this post, I’ll walk you through how you can get started and the strategies you can use to maximise your time and efforts with this case study with my client Caroline Wolf of Capsule Wardrobe Collection. Caroline is a professional stylist and Personal brand specialist; and works with senior executives and female entrepreneurs.
We had an initial consultation to establish how we would achieve her objective – which was to inform and educate her client base and attract potential clients.
We established that this process will include 6 clients talking about why and how they use Caroline’s services; and 5 interviews with her talking about different aspects of her service offering. As a stylist, Caroline wanted to talk about:
What a capsule wardrobe is
The 5 essential items every woman needs
Why senior executives work with her
How she got into fashion and becoming a stylist
With the clients, we talked about each one and discussed in detail how they were different and keen to highlight a range of clients she works with. For instance, one of her clients is based in the States and she wanted to demonstrate how easy and convenient it is to working with overseas clients. Caroline also has clients across Europe and as far as Singapore and Australia. In terms of her target audience listening to audio, majority of them are Radio 4 listeners, so are used to podcasts.
Setting the questions
With some background on her clients, I created bespoke questions to ensure that listeners felt a genuine sense of connection with each client, and increase the likelihood of identifying with one or more of them. Caroline contacted each of the clients herself, and set up the dates and times for the interviews.
The interviews were relatively short – between 3 – 10 minutes long; and we conducted in a relaxed, conversational manner which lends well to podcast interviews, and increases listening.
Editing, Sharing etc.
I always recommend to clients to use music as a nice way to ease listeners into whatever content has been created – it enhances the listening experience. There are lots of different places to find royalty-free music for your podcasts, but make sure you pay for it, or you could be liable if the music creator finds out you’ve used it without paying for it. If you decide not to pay, make sure you credit the artist and it’s very visible for all to see.
Caroline selected a piano-based tune for her recordings and it really complimented the clips and the overall objective.
In terms of hosting and sharing audio clips or podcasts, I always recommend SoundCloud. If you don’t know about SoundCloud, the best way I describe it is it’s the YouTube of audio. It offers 180 FREE minutes and in my opinion, is the best tool for social sharing and engagement. You can read my blog where I outline the 7 Reasons why SoundCloud should be your audio partner.
I set up Caroline’s SoundCloud account and showed her how she could embed the SoundCloud clips on to her website, and how easily she can share the clips easily across social media. One reason I love SoundCloud is because you can connect your social media accounts to it and share repeatedly as you wish.
3 Strategies Caroline can use to maximise her audio testimonials
When I talk to people, they are not sure of any practical ways to use their audio clips. There a few options available and here are some Caroline can use:
1. Create individual blogs
It’s important when you are creating audio content, you have a clear objective. With Caroline, we identified the different touch points within her service offering, she can use target and attract more clients on an ongoing basis. This allows her to write individual blogs addressing the service she’s referring to. I mentioned ‘Sell without selling’ and this is an example of how this will work.
2. Email Signature
You’d be surprised how many people actually click and read links in email signatures. It’s a great way to engage with potential clients who are unsure if they are ready to become paying clients or just get to know more about you. Some people call this ‘untapped real estate’ and I agree. I’ve had numerous conversations with people who have told me they read about me through a link in my email signature. With Caroline, we created bite size clips that are between 1-2 minutes long that explain succinctly part of her services.
3. Social Media
I’ve already mentioned that SoundCloud is connected to social media, but there are three ways Caroline can use her clips on social media:
Create specific questions
I mentioned at the top of this post that audio can be used to educate and inform your audience. You can use it to answer people’s questions and or address their pain. Creating specific questions and using the clip as the answer to it. For example, Caroline provides capsule wardrobes for her clients, but not everyone knows what it is. One pain point her clients have is knowing what’s appropriate to wear when they have different events to attend in a day and they want to have to change during the day. That’s called a flexible wardrobe by the way. We created clips to address these specific services and Caroline can create targeted questions to address this.
Christmas is fast approaching and the new year round the corner too. One of the services Caroline offers is personal branding. A couple of the audio testimonials address this and one of the interviews with Caroline herself too. She can create a competition and use it to raise awareness of this service, targeting people who want to improve their Personal brand in 2016. She can also use the other interviews as part of the campaign.
4. Create videos
There are a lot of people who only use YouTube as their source of education and entertainment; so there’s an untapped audience waiting to discover you. Apart from that, it improves SEO rankings. Caroline can create videos of all her clips and use the right keywords to improve her exposure. Not all content on YouTube is visual and some people prefer that, so don’t worry about it just being audio.
I hope you’ve found this post helpful in dispelling the notion that audio is not relevant and it is an important part of your content marketing strategy. While this post has focused on Caroline and audio testimonials, the principles can be applied to any sector and to any aspect of your business you want to promote.
You can listen to Caroline’s audio testimonials here – Audio Testimonials
If you’d like a free consultation on how you can use audio to increase your online visibility and engagement, please email me: email@example.com or fill out the contact form below.
Happy audio creation!
- How to repurpose your podcast interviews - November 10, 2015
- What do you look for in a podcast host? - November 4, 2015
- What NOT to do during your podcast interview - October 27, 2015
- Why do people hate the sound of their voice? - October 6, 2015
- Case Study: How to leverage your services with audio testimonials - October 1, 2015
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