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We talk this episode with David Ciccarelli, the CEO of Voices.com about how to build a stable of voice and sonic branding for your business. David has created an online marketplace for voice actors and believes audio is the most underused asset B2B marketers have. 

We discuss how to build a brand with the voice actors. This means deciding on what your organization “sounds like” and how you want to connect with your customers. The choice of a voice actor matters. Should you go with a commanding narrator or an approachable expert guide? “Your sonic brand is the unique soundscape that drives home the tone and personality of your brand voice,” he says. The company has created a guide to becoming a voice actor and also produces an annual “State of the Voice Over” report.

David says visual media has become crowded and notes that nearly one-third of people are primarily audio learners. “Marketers have saturated the eyes and we have to move on to the ears,” he says. “They have found that audio presents an opportunity to tell their story in a deeper, more meaningful way.”

He shares several podcast tips for B2B marketers. Commit to a small number of initial episodes or set a threshold and evaluate, but once you commit, stick with it. Decide if you want to primarily be a guest on other podcasts or host one of your own; those are very different strategies. Prepare show notes in advance, and make sure to tell a story with a beginning, middle and end. He has found that 20 minutes is the ideal podcast length as it’s the average duration of a commute, walking the dog or a daily exercise routine.

David has appeared in numerous media outlets, including Business News Network and The Globe and Mail TV, and is a frequent guest speaker at industry conferences.  He is also a great resource for all things audio, such as this online recording studio and this streaming production service.

About David Strom

David Strom is a former editor-in-chief of Network Computing and Tom's Hardware who has written two computer networking books and thousands of articles about B2B IT.

About Paul Gillin

Paul Gillin, host of FIR B2B, is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. Full bio