Ways Audio Increases Brand Credibility (and How That Amplifies Your Other Marketing Efforts)

Customer approach to audio
Audio advertising is a highly effective medium that audiences consider highly credible. While audio can be a powerful marketing channel, it can simultaneously bolster and amplify your other efforts. When you are intentional with your overall marketing strategy, you can use audio as a force multiplier, leading to exceptional ROI.

In this post, we’ll go over how investing in audio increases brand credibility and how that can carry over into your other marketing.

Increasing Brand Credibility Across Ad Platforms

Building your brand reputation and credibility with audio ads will make your consumers more likely to notice and trust your ads on digital and other platforms. Audio has a significant emotional connection, making it more likely to resonate with customers, especially on beloved platforms.

Here are some of the ways audio ads can help you to achieve this goal:

Human touch

Audio ads give your brand a voice (literally). You can use them to shape customers’ perceptions of your company and reinforce that perception over time. Incorporating the “human element” into your audio ads fosters a connection between your audience and your brand, making it seem more relatable and trustworthy.

Recall and recognition

It’s no secret that people are more likely to recall ads they’ve heard multiple times. (For instance, who of us can’t instantly recognize McDonald’s “I’m lovin’ it” jingle?) If you use audio to keep your brand top-of-mind among your consumer base, they’ll be more likely to turn to your company as their preferred solutions provider when it’s time for them to take action.

Industry authority

When your brand’s voice shares industry insights through audio advertising, it positions you as an authority — perhaps even a thought leader. According to some research, nearly two-thirds of people find radio trustworthy, making it the most credible media channel (even ahead of newspaper). If you want to beef up your company’s reputation in terms of marketing, then audio is one of the best ways to go.

Emotional engagement

While audio advertising doesn’t have the visual elements that video or display ads can offer, it can still evoke strong emotional reactions in your listening audience. Music and voice inflections can stimulate consumers to think about how their lives could be better with your product or service, bolster their confidence in your brand, and motivate them to take action. 

Repetition for reliability

Aside from consumer recall, repeated deployment of audio advertising can foster a warm sense of familiarity with your brand, especially if you sponsor radio shows or podcasts people regularly listen to. They will come to expect your ads as part of those programs and appreciate your contribution to helping make that content.

Targeted messaging

While not all audio is created equal in terms of targeting capabilities, you can certainly personalize your ads for different audiences no matter what type of audio marketing you use. Consider which audiences you’re aiming for specifically, and then develop ad creative that will resonate with them. This effort will enhance your credibility across various segments. Developing slightly different versions of ads that use unique examples for each audience lets you place personalized ads on the platforms your customers will most likely encounter.

Content integration

Integrating your audio ads into content that listeners already enjoy and trust helps your brand benefit from the same credibility by association. For instance, sponsoring a trusted podcast will no doubt boost your brand’s trustworthiness in the eyes of its devoted followers. The same is true for radio shows or other online publications.

How Audio Impact Translates onto Other Ads

How exactly can audio ads generate impact for other marketing media? There are several ways. For example, think of someone encountering a digital ad for a company they’ve already heard about while streaming audio. That initial exposure may spark their interest in the brand as it’s being presented to them now. The credibility generated by the audio ad may also cause them to be more attuned to the digital ad’s messaging. The final outcome may be a click-through to the company’s landing page and a conversion — all because of a well-developed audio ad.
Investing in audio may increase your brand’s exposure and bolster its credibility. Of course, making the right marketing strategy and tactics decisions is easier said than done. However, with assistance from an experienced, qualified media partner, you’ll no doubt be able to navigate any challenges that arise. 
Your audio advertising can be a powerful force for establishing and maintaining customer trust. If you continue to invest in it, you’ll see positive results year after year — and your business will thrive!

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