Guide to building a marketing plan around voice broadcast
Voice broadcast marketing has sometimes gotten a bad rap, thanks to poor quality, spammy robocalls. However, modern voice broadcast messaging is an effective addition to most companies’ marketing mix when used in the right context. It’s especially helpful in initiating and growing connections between a business and its customers. What’s more, voice broadcast messaging gives businesses a wide variety of marketing uses and value for their money.
In an era where customers and prospects are bombarded with emails, SMS, and promotional social media posts, it’s easy for marketing messages to blur into the background.
Voice broadcast marketing takes care of this challenge, as it’s harder for calls to go unnoticed. Although email has an open rate of 27.45%, most emails, especially promotional emails, can sit in the recipient’s inbox for weeks and sometimes months. In fact, one survey found that consumers ignore as many as 57% of emails because of overloaded inboxes. That said, phones today are constantly in hand for the majority of people, and this makes it a perfect way to communicate with your customers and prospects.
With traditional sales calls, businesses had to rely on more salespeople and resources to achieve a desired goal. So even though there was a script at work in most cases, messages were not always consistent or effectively delivered. The cold calling work was also more repetitive and mundane. Voice broadcasts are a different ball game. Companies can simply send out perfectly-crafted voice broadcast messages to hundreds of customers at once, keeping the message consistent and conveyed exactly as desired.
The goal is not to pit voice broadcast messaging against other marketing forms. In fact, the bigger goal is to incorporate different marketing channels into an effective and successful marketing mix— voice broadcast messaging included.
Today’s guide helps you figure out how to effectively integrate voice broadcast marketing into your overall marketing plan.
Is Voice Broadcast Marketing Still Valuable in 2022?
With the rise of online digital marketing, one might be led to believe voice broadcast marketing is no longer useful. But this couldn’t be further from the truth. Voice broadcast marketing is still as useful as it was in the 90s when it was introduced. Rather than fading away, voice broadcast messaging has undergone several transformations which have made it more effective as a marketing tool.
For example, today’s voice broadcast marketing is more interactive. Instead of traditional one-way communication, interactive broadcast voice messaging allows customers to respond in real-time. Businesses also have more access to data and customer intelligence insights, which all play a part in improving voice broadcast marketing.
Thanks to modern technology advancements, voice broadcast marketing has become more automated and easier to manage. It might even be easier than setting up a pay-per-click(PPC) Google search campaign. With the help of voice broadcast marketing software, you can quickly set up a marketing campaign and have it delivered to your customer’s phones in just a few minutes.
The key to successful voice broadcast marketing is using it within a relevant context. This means sending voice broadcasts to people who want or are interested in your products or services.
Here are a few other benefits of voice broadcast marketing in 2022.
Bring Personality Into Your Marketing
With most marketers relying on only email marketing and other digital marketing forms, voice broadcasts can be a welcome breath of fresh air. Voice broadcast marketing brings humanity back into marketing campaigns. Even pre-recorded voice messages, when planned well, can help strike a connection between your business and customers, and this can draw trust and engagement.
For instance, a voice broadcast message with the business owner’s real voice can help the recipient connect more with a brand than if it were just a regular and common email.
If your business takes it a notch higher and hires celebrities to record the broadcast messages, it will be interesting and capture your recipients’ attention. Having a well-known celebrity pre-record broadcast messages can add ‘star-quality’ to your campaigns, amplifying their reach. For example, Morgan Freeman’s voice in Visa’s promotional campaign is recognizable, adding trust and vivacity to the advert.
Get the Point Across Quickly
When you communicate with customers via voice broadcast, they won’t have to read over large walls of text to understand the message you’re putting across. In most cases, voice broadcast messages are short and sweet—30 seconds to 1 minute. The customer or prospect will immediately know what’s in it for them. They can decide to engage more in the conversation by taking the desired action, like pressing a key to interact with a live person or responding to a question.
It’s Easier to Align To Your Branding And Values
Consistency in your marketing is one vital aspect of running successful campaigns and fostering trust between your business and its customers. In fact, 59% of consumers prefer to shop from brands they trust. This trust is a result of the brand being consistent in its messaging, especially in marketing campaigns. Another 73% of consumers prefer brands that personalize their shopping experience.
Voice broadcast messaging enables you to provide a personalized experience, as well as build trust with customers. You’re in complete control of the message type, tone, and emotional impact you desire to evoke from customers with a voice broadcast message. You can make customers feel appreciated, understood, or in control with the type of voice message you send.
Related: What Are Automated Voicemail Drops? Do You Need It?
How to Build a Marketing Plan Around Voice Broadcast
On its own, voice broadcast messaging can be effective and reach a variety of customers. But combined with other marketing methods, voice broadcast messaging can be what sets you apart from the competition. Here are some ideas, strategies, and tips for integrating voice broadcast messaging with other marketing channels.
Establish Clear Marketing Goals
It’s a well-known fact: Every successful marketing campaign has clear goals behind it. It’s the same for your voice broadcast marketing. You’ll need a clear marketing goal that defines what you want to achieve with a voice broadcast campaign.
Since you’ll be using voice broadcast marketing in conjunction with other channels, you need to have a set of goals specifically for the voice broadcast campaign and another for other marketing channels. You’ll also need an overall marketing goal that shows how these different channels will flow together and complement each other.
For instance, if you have an upcoming B2B event, you can have “get 100 signups” as one of the voice broadcast marketing goals. Having clear and SMART goals ensures you know the ROI you need to generate for your campaign to succeed. It also helps you know when to reboot your campaign. In this case, a reboot can mean rewording your pre-recorded voice broadcast or changing the call schedule to a more appropriate time.
Get Your Customer List In Order
Most companies will have a Customer Relationship Management (CRM) system, so this step should not take as much time. The important thing is to segment your CRM list into categories based on your voice broadcast marketing goals. With the categories in place, you will have a relevant list of customers and prospects who have opted into your voice broadcast. In addition, you’ll also see what other campaigns a subscriber is already receiving.
For instance, let’s say you’re a car dealership with a website where customers can check out cars they are interested in. With a promotion coming up, you decide to send out an interactive voice broadcast message to people who’ve visited the website and checked specific cars several times.
Your broadcast message will be more personalized since you’ll reference the prospect by name, thanks to your CRM data. You can also offer a promotion based on specific factors. For example, you can offer the prospect a 20% discount for the car brand they checked out most.
Or, if a customer purchased a car, you could send out a voice broadcast message offering them 15% off their first oil change.
CRM data combined with a full-featured voice broadcast platform gives you the particulars of a subscriber and shows you the type of campaigns subscribers are already receiving. The result is a relevant voice broadcast message a customer will be more willing to interact with.
Remain Relevant From All Angles of Your Voice Broadcast Campaign
Integrating voice broadcast messaging into your marketing plan involves syncing voice messages with the other existing marketing channels. For this to happen, you must ensure that the type of voice broadcast message you send out is relevant to consumers.
If a customer or prospect has not yet opted-in to voice calls from your company, they might reject your call or block your number. However, if you’ve used other marketing channels to allow customers to opt-in, customers will recognize your name and know you’re not a spam caller.
Once you’ve gotten past the initial roadblock, the next step is to ensure the actual message is relevant. In most cases, as long as you have customer CRM insights, it will be easier to personalize messages and ensure that your voice broadcast campaign has a clear call to action(CTA). This will increase the probability of customer engagement as your recipient is more aware of the next step to take after listening to your message.
Related: How to Leverage Voice Broadcast Marketing Effectively
What Type of Marketing Campaigns are Suited for Voice Broadcasts?
When deciding which campaigns to deliver via voice broadcast, consider the goal and intent of the marketing campaign. Generally, any campaign where personalization is key is a perfect candidate for a voice broadcast campaign. In addition, time-sensitive campaigns will also work favorably when delivered via voice broadcast.
Below are three key examples of marketing campaigns to deliver via voice broadcast.
Time-Sensitive Offers and Promotions
Time-sensitive offers and promotions are an ideal content type for voice broadcast because customers are more likely to engage with a phone call than a random promotional email or social media ad. As earlier pointed out, it’s easier for emails, SMS, and social media posts to get lost in a cluttered inbox. However, a call can be harder to ignore.
So how does it work? You simply call the customers and deliver a pre-recorded message or direct them to a live call handler to present the time-sensitive offer. You can also provide more information about the offers by coordinating your communication methods so that customers can get the essential information quickly and clearly, then move on to a more comprehensive marketing element from there.
More than 90% of marketers have used influencer marketing and consider it a vital advertising strategy. However, a large part of influencer marketing is confined to the online or digital space. What if you could extend it to an offline setting? It’s possible with voice broadcasts.
For example, you can have a well-known influencer pre-record a marketing message and then schedule calls to your subscribers. Imagine the surprise and excitement such a call would elicit from customers. To make the influencer voice broadcast even more appealing, include an offer within the voice message. This strategy would work especially well if you’re already working with the influencer on platforms like Facebook, Instagram, and TikTok.
Market and Customer Surveys
Another way to build a marketing plan around voice broadcast is to use it to conduct market and customer surveys. Voice broadcast is a handy tool when it comes to collecting customer feedback.
Simply use your CRM data to sample a group of customers to take a survey. Then send out a voice broadcast asking the customers for feedback. With a fully featured voice broadcast platform, the call recipient can interact with the call by pushing a button to respond, and their feedback will be automatically saved. You can also opt to direct the customers to a web form or landing page where their feedback is automatically recorded.
Web-Based Voice Broadcast Software to Get You Started
Voice broadcast messaging can be an impactful primary marketing channel in your marketing mix. The key to achieving success with voice broadcast is ensuring relevance at every campaign level. More importantly, having the right voice broadcast software can make the most difference in how successful a campaign is. You want voice broadcast software that’s cloud-based and versatile, with interactive features and dedicated PRI lines. Your voice broadcast software of choice should also offer toll-free local numbers, call forwarding and a virtual auto attendant.
VoiceShot voice broadcast software can offer this and much more to make your campaigns successful. Contact us today for a free demo and see your voice broadcast marketing in action.