In our hyper-visual world, it seems counterintuitive to have an audio-only ad campaign. But on the contrary, your highly desired customer base (i.e. Millennials ) are listening more than ever.
During my daily internet scavenging for useful information to share with all of you, I found a research study in partnership with Spotify for Brands and YPulse on Understanding millennials through music. The study surveyed 7000 millennials (individuals born between 1982 and 2000) from first world countries (United States, United Kingdom, and Australia). From the study, there were four key takeaways:
- Music is the number one passion for Millennials. Music is a key a part of their lives. It defines who they are. Music sustains them through allthe moments of their lives whether good, bad, happy or sad.
- Millennials stream music through their mobile devices and listen throughout the day. Streaming provides a soundtrack to their lives.
- Millennials gather social currency from discovering new sounds and sharing with their network.
Music tribes no longer exist. With more access to music from around the world, Millennials are wide-ranging in the audio content they consume.
Okay. Millennials listen to music but how does that help me market my small business? The research demonstrates the ability of these kinds of media platforms to reach younger audiences. Audio has great potential and here are some ways to incorporate audio in your small business advertising strategy.
Create a Playlist
Creating a playlist, is an easy and free strategy to build relationships with your current consumer and cultivate new ones. With a Spotify account, you can create a playlist to match the tone of your brand. Playlists are an excellent option if you have a brick and mortar location. During your business hours use your playlist to set the store ambiance. Also help to build your playlist followership by encouraging your customers to follow on Spotify. If you’re a salon, your playlist might give your customers something they can bop their head to. If you’re a personal trainer, your playlist may be high energy helping your clients give it there all. Whatever you choose make sure the sound you curate matches your brand and places your business in a professional light.
“Spotify playlists are Kate’s mood ring, mirroring what she’s feeling at any given moment. Pop hits spin while she’s in spin class, international music stimulates her mental state throughout the work day and her pregame playlist gets her in the mood for a fun Friday night with friends. Whatever you’re feeling or doing, there’s a playlist for that.”
Podcasting is an excellent way to connect with a mobile audience and could possibly be a supplement or even a replacement for your business blog. MasterCard has a podcast titled, “Fortune Favors the Bold.” The show discusses how our relationship with money is evolving. A money podcast by a credit card provider is very on-brand for MasterCard.
You may have a smoothie bar, your podcast may be centered around, healthy living. You’re a restaurant you could have a food show like Blue Apron, focused on a type culinary cuisine or a commenting on food trends. A podcast is a great way to solidify your authority on a topic. This goes with saying, but the topic of your show should connect well with your brand. If you’re a novice podcaster, start-out on SoundCloud where audio files are free and easy to upload. Also don’t be afraid to ask loyal customers or local influencer in your area to be the voice of your podcast.
Spotify Ads (Now in Beta)
Lastly, we have the paid advertising on streaming platforms. Currently, there is not an active self-serve ad platform for streaming services but Spotify ads is currently in beta and I’m really excited about the potential. The Spotify Ad Studio will allow any business big or small the opportunity to advertise on the platform. Businesses can upload their audio files directly to the ad studio, segment their audience based on age, gender, location, activity, and music taste. You can even segment by device. Just set your desired budget and campaign dates and you’re good to go.
If you need further convincing to dip your toe into audio, I think spotify said it best: Audio stays with people all day long, reaching them where visual media can’t — from the car to the shower (really). So what are you waitng for? Create that playlist, start your podcast and draft your ad script and prepare to make long lasting customer relationships one listener at a time.