How to Include Audio in Your B2B Marketing


Yes, you “heard” that right. Today, I’m talking about audio and how it can enhance your marketing efforts. Despite the growing number of digital technologies, our affinity for audio continues. According to the 2016 Edison Research Infinite Dial report, online radio listenership has increased by 35% since 2005. And, if you’re thinking that audio is just for the consumer market, you’re wrong. Audio is a great opportunity to create branded content for the B2B market, too. Here are three ways you can include audio marketing in B2B:

1) Create Branded Podcasts

Podcast listenership is steadily rising, creating a significant marketing platform.

Source: Edison Research

Podcasts are similar to blogs in that you need to create content that delivers something of value. Tell your company’s story, interview experts in the field, educate on a specific topic…you get the idea. Come up with an editorial calendar and a plan for distributing your Podcasts. In a pinch, you can use blog copy and tweak it for a Podcast.

2) Create an Audiogram Snippet

This is the cutting-edge technology, aiming to make it easier to share audio. There are apps that enable you to clip up to 45 seconds of whatever you’re listening to and share it with whomever you choose. It turns audio into something bite-sized and shareable, which is pretty cool. You can also attach your own (minimal) copy to the audio snippet, if you’d like.

3) Try Facebook’s Live Audio

It launched in 2016 and has largely been under the radar since. But, that doesn’t mean it’s not effective. It’s also a good option if you are needing to broadcast live from a low-connectivity area that doesn’t support video. Just as with a live video on Facebook, listeners can discover live audio content in News Feed, ask questions, and leave reactions in real time during the broadcast – and easily share with their friends.

I encourage you to consider adding audio to your marketing plan in 2017. It’s a great way to reach your prospects (and loyal customers) in a new and impactful way.





The Next Big Thing In Digital Marketing (Part 3 of 3)


Last week was all about the changes in television. Today I am concluding with a look at what’s coming in digital marketing.

Social media enables marketers to be evocative, entertaining, and effective in ways we never could before. The different social platforms help marketers change behavior and drive action very effectively. The biggest tip for good marketing is to always keep learning about what is new and how it can work for your business.

The Next Big Thing In Digital Marketing (Part 2 of 3)


Last week I showed you some statistics from Business Intelligence that hit home the fact that digital advertising is disrupting the market and will continue to do so. This week the focus is on how digital has overpowered and out maneuvered traditional television marketing.


This second post features the statistics that show the decline of traditional network channels and the upswing of alternative television viewing options like Hulu, Apple TV, and Netflix.

Did you ever guess we would come to the day when the three major networks (or even cable stations) weren’t the most powerful spots for your television advertising dollars? Well, that’s been the reality for quite some time. And, these numbers indicate that it shows no signs of stopping. If you want to make your TV ad dollars perform for you, consider these statistics before you make your choices.


The Next Big Thing In Digital Marketing (Part 1 of 3)


As marketers we are often looking for a crystal ball to know how to make our marketing dollars work the hardest for us. I found the following information from Business Intelligence that just may function as our crystal ball. There is a lot of information, so I’m going to share it over a few posts.


This first post focuses on the continued growth of digital marketing and its impact on traditional marketing.

For some marketers it’s been a hard journey to accept that the sales geography has changed and is continuing to change. But, the numbers don’t lie. If you are continuing to market the same as you did just a few years ago, you are doing so to your detriment.

It is not enough to merely have a presence on these digital media. You have to have a command of the media and use it to its fullest advantage. There is a lot of information on my blog and on the Internet that will help you learn how to use digital media to increase sales.

Really study these statistics and see where your marketing plan is missing the mark. Then fix it!