Many online marketers today are already using audio in their marketing mix. However, the vast majority (even many of the big guns in internet marketing) continue to produce low quality (tacky) audio productions.
Here's the problem : low quality audio is equally as bad as the used car salesman in the checkered pants and white belt. It's simply tacky. The good news, is that this is NOT something that is the norm any longer. It is rapidly changing. In fact many internet marketers have realized that the quality of their sound is equally as important as the content of the products that they create.
The solution? Either you outsource your audio to a professional, or you learn to produce great audio yourself.
Just like in the offline world of small businesses, Internet marketers who have already reached a comfortable level of profitability will begin to outsource certain tasks. This will allow them to increase their productivity and focus on revenue-generating processes. The other added benefit of higher quality, because you're outsourcing to a professional who works in their field of expertise every day.
Some common areas of outsourcing include graphic design, copywriting, web design, video development, and of course … audio production.
In addition, there are different areas of audio production where YOU might want to consider using a specialist. One example is royalty-free music. This kind of music comes with rights to use it on your productions can be available as a catalog (or library), as a single clip, or for those wishing to create their own brand, it is also possible to purchase the exclusive use of a music track. Although in this case you won't actually own the copyright to the music, you'll be the only marketer using it in their online marketing audio productions.
Another type of audio specialist is a voice over artist. In addition to radio and television work, many voice over artists are now taking their talents to the internet. This includes e-book audios, podcast intros, voice overs for video, web site introductions and others.
A recording engineer or audio editor can also be hired to clean up or edit your own recordings. Often interviews, seminar recordings, and webinars aren't polished enough to hit the internet airwaves. An editor will remove the dead spots, balance the different voices, and augment the over-all quality of your recording. Once this is done, it's now ready for CD or DVD mastering.
If your online business is not yet in a place where outsourcing is an option, all hope is not lost. Any computer can be turned into a digital audio workstation. Software and hardware is available for both macs and pcs. And the best news, is that even some of the software (with basic editing features) is free. Using Audacity (audio recording software), your audio quality will not suffer. Your only limitations are in what audio editing features are available to you. In fact, even Camtasia is capable of producing great audio quality too.
In conclusion, be sure that in every audio you produce, that quality is top-drawer. If you're unable to outsource, then acquire the tools you need to produce great audio yourself: audio editing software, a great vocal mic, sound card, speakers, and headphones. With some practice you'll be proud of the results you can produce!