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13 Unbelievably Effective Ways to Use Voice Over to Grow Your Business

June 3, 2020

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13 Unbelievably Effective Ways to Use Voice Over to Grow Your Business

Growing a business is all about communicating the right message, to the right people, at the right time.

Right? (sorry couldn’t resist)

Whether you’re talking to customers, staff, partners or investors when you use eye-catching imagery and engaging audio your chances of making a memorable impression skyrocket.

At Voquent, our team are blown away by the projects our customers create using voice-over. Sometimes, they invest a lot of time and money in a project destined only to be seen by a very small and exclusive audience. They do so because they know for a fact that when you want to make an impression, using a professional voice actor to set the tone and entertain the audience is extremely effective. Listening to a professional voice over is like eating a delicious cake. It’s fun, tasty and you want more.

So, I’ve put this quick list of 13 effective ways to use voice-over right now in your marketing, internal communications, customer service and more. You probably already use some of the methods described, but there are sure to be a few surprises in here. At the very least I hope it gives you some inspiration!

 

1. A memorable out of hours greeting

Out of hours greetingYou might think ‘Mabel’ on reception has a nice voice, but that’s just your opinion. Ask yourself this: what do my customers want to hear?

When customers call your business and get an out of hours greeting, they want to be reassured that their call is important and that someone will get back to them soon. When you choose a professional voice over to provide this message in a clear, nurturing tone you immediately tell customers your service is of high quality, and this builds trust.

Top Tones: Eloquent & Nurturing >

2. Directing callers to the right place

IVRStill, on the subject of people calling your business, Interactive Voice Response (IVR) systems are a common way to route a caller to the correct person or department. It’s easier than ever for a small business to set-up an IVR system using VoIP software. Long gone are the days where you needed a dedicated server box and a qualified IT technician!

Using a professional voice artist on your IVR system is extremely important because you don’t want customers to get frustrated and hang up. Make it delicious and they will make it through the system, happier and more engaged with your business.

Top Tones: Eloquent & Nurturing >

3. When you have to put callers on-hold, keep them informed and entertained

on hold marketingEveryone has experienced the dread of being put on hold. The awful music choice, only made worse by the occasional interruption to tell you that ‘your call is important to us’. Lies.

But it doesn’t have to be like this. If you have to put a customer on hold then at least make it fun. Give them an experience. Relaxing music, interspersed with genuinely useful information about other products or services your business has to offer will go a long way to improve their impression of your company. You may even have a new sale on your hands! We recommend an on-hold marketing track that is at least 2 minutes long (so it doesn’t become repetitive).

Top Tones: Conversational & Nurturing >

4. Go viral by making people laugh

go viral with a funny videoThe TikTok and Instagram audiences are constantly on the lookout for good content to share with their family, friends and followers. Chadwick Martin Bailey and iModerate Research Technologies found that 63% of people mostly share news about funny videos. Posting a funny video which is loosely related to your product or service with a comedic voice over is a great way to show that your brand doesn’t always take itself too seriously.

Top Tones: Comedic & Playful >

5. Tell a niche audience something they don’t know

podcast advertIf you don’t already advertise on podcasts, you’re missing out. Podcasts are nearly always about one subject, which makes them brilliant for speaking to an audience interested in your business’s niche.

There is a podcast out there for almost every topic imaginable and sponsoring a podcast that appeals to your audience is cost-effective advertising.  Podcasts with a big following will have a prescribed set of ad packages, but smaller niche podcasts may offer you more flexibility, and more bang for your buck. Start by researching podcasts that your audience may listen to already and then tailor your message for the audience. Whatever podcasts you choose to advertise on, get the commercial professionally narrated and produced for maximum return on your investment.

Top Tones: Authoritative & Inspiring > 

6. Create a promo for a micro audience

Video maker tool for promoIn recent years, TV advertising has undergone a lot of change thanks to increased broadband speeds and the proliferation of on-demand services (like Netflix). In the past, only big business could afford TV advertising but with online competition from the likes of Facebook and YouTube, it is becoming legitimately affordable option now, because you can target micro-regions (one city, one state or county).

Of course, if your business is online, the location may not be as important but your micro-audience will have specific interests and be of a certain age and gender. You can target your micro-audience using platforms like Facebook / Instagram, YouTube, Twitter, Pinterest, Quora and more.

A low-cost way to start is to create simple 6-15 second ads. Facebook has it’s own inbuilt video maker for this, but if you want to get creative there are loads of great tools to make it yourself, such as Adobe Spark which allow you to add your audio. Make the post on your preferred platform and then boost it to your micro-audience. It can all be done the same day!

If you offer a solution which solves a micro audiences problems, you’ll build an army of loyal customers too.

Top Tones: Comedic & Inspiring > 

7. Inspire people to take action

inspire people to take actionTaking action is simply about doing something to achieve the desired outcome. If your product or service helps people to achieve more, that’s the story you want to focus on. Here’s an example:

Imagine you sell a finance software product which gives your customers an easy way to generate invoices and pay suppliers. Whilst the features and benefits of finance software are important, inspiring customers to take action starts by telling them a story of how things can be better with your product. This is how you influence their decision.

A comparison video which shows one stressed out business owner, drowning in paperwork, versus a smiling business owner with time on his hands to do something awesome, will immediately grab the interest of your target audience because it solves real problems, and people will want that solution for themselves.

Top Tones: Authoritative & Inspiring >

8. Sell your ideas

pitch and sell your ideasSelling your ideas to key staff, investors or partners is at the heart of growing any business. Most business owners will use PowerPoint slides to tell their story with key images or metrics. It’s a bit dull though.

We’re emotional animals and to take your pitch up a level you need to engage our emotions – get them excited!

A video opener can be a powerful way to achieve this. The music and the voice can take people into your world, whetting their appetite for more.

Done right, an opener can be used in almost any pitch setting. Whether at bigger conferences to motivate an entire workforce; or at private investor meetings – the pitch video is always about their needs and wants – your business’s offering is the solution.

Choosing the right voiceover for your investment pitch video could be worth millions. Choose wisely.

Top Tones: Authoritative & Inspiring >

9. Educate staff to improve ALL the numbers

use eLearning to educate staffEducating staff is often overlooked by the smaller and medium-sized business. Yes, it takes time to create digital training assets and yes, it will need updating regularly as technology or processes change, but it’s worth it.

Think about this: how much time does it take to get one member of staff up to speed on all your systems, health & safety, compliance, processes etc? Do you know?

If you don’t know, you should. My bet is probably weeks, maybe even months. But it’s not just the time it takes for the new staff to learn everything they need to know; it’s also the time it takes for the manager to teach and oversee their progress. Onboarding and training new staff is one of the biggest hurdles of any growing business.

Speed up your training by investing in eLearning courses and walkthrough videos. You can easily create eLearning courses by starting in PowerPoint and then importing your slide deck to authoring tools like Articulate to add multimedia and testing. You can also use tools such as Adobe Captivate to screen capture software and processes which will serve as a go-to reference.

Adding a neutral voice-over to the eLearning courses will make it easier for new starters to understand everything. If you plan to expand into other countries then courses can, of course, be localised.

Top Tones: Authoritative & Eloquent >

10. Explain ‘how it works’

explain how it worksAn explainer video with voice-over is perhaps one of the most common types of projects we get here at Voquent.

Explainers come in all shapes and sizes. From bespoke animations with sizeable budgets; to whiteboard animation products like Sparkol’s VideoScribe, which offers a library of illustrations for a relatively low monthly fee.

Any explainer is essentially an animated presentation and the voice-over is extremely important to getting the message across. If your ‘how it works’ video is going to be seen by thousands of potential customers it’s worth investing in a voice that fits your brand and gets the messaging on point.

A cheap voice-over could end up costing you more.

Top Tones: Authoritative & Conversational >

11. Make the content more accessible

make content accessible to all via audio channel2.2 billion people globally have a visual impairment or blindness. The majority of people with vision impairment are over the age of 50 years, so if your business targets this demographic, a larger percentage of them will be vision-impaired.

But I’m not just talking here about the blind and visually impaired. Making content accessible to all is about providing more ways to interact with your content. More ‘channels’.

An effective way to create a new channel is to convert your blogs into audio-blogs. To do this, get a professional narrator to read and record the blog and then embed the audio into your blog post. What I LOVE about this is when I’m reading a blog and need to go out, I can just download the audio to my phone and listen to it in the car.

You can also turn your blogs into videos using a combination of voice-over and images for your YouTube channel, or even break down the blog into several short video posts for Instagram. Repurposing your blog content into other channels will broaden your reach and help to grow your business.

Top Tones: Authoritative & Eloquent >

12. Convert e-mail newsletters into audio or video

newsletter in audio or video formatAn e-mail newsletter is still an effective way to reach customers both new and old, but most newsletters suck. Crammed with boring text stories about things that are important to the business, not the customer.

Instead, as well as creating a more eye-catching newsletter in MailChimp (or similar), also convert it into an audio story, or even create individual stories for each piece of news you want to share. Linking to an engaging piece of audio or video content which has something to benefit the customer will see your engagement soar.

Top Tones: Authoritative & Eloquent >

13. Speak to the world!

go global and localise your messagingOut of the world’s population of 7.5 billion people, 1.5 billion speak English but only around 360 million speak English natively. For the rest, it’s a 2nd or 3rd language.

If you want your business to reach a global audience (and who doesn’t?), translating your content is critical. After all, most people will search in their native tongue first.

This isn’t just about targeting ‘countries’, it’s about people. For example, did you know, that in New York, the Japanese language is the 2nd highest language used in a search? That means if you’re advertising your business in New York it’s worth considering localising the ads and funnel (landing page/video content) to Japanese too!

Going global is about speaking to everyone in your neighbourhood too.

Top Tones: Authoritative, Comedic, Conversational, Enticing, Eloquent, Inspiring, Nurturing, Playful >

 

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Article by Al Black (Co-Founder)