The Complete Voice Actor Marketing Strategy: Direct vs. Indirect Marketing

Anne Ganguzza
Aug 26
3 min read

Updated: Sep 10

with Tom Dheere

BOSSes, Anne Ganguzza is joined by Tom Dheere to tackle a topic many voice actors fear most: marketing. In this episode, they break down the essential difference between direct marketing (you go to them) and indirect marketing (they come to you). The hosts discuss how to make both strategies work for you, offering a powerful, actionable roadmap for building a sustainable voiceover business.

Voice actor marketing is often feared, but it's a critical part of a successful voiceover business. In this episode, Anne Ganguzza and Tom Dheere break down the difference between direct and indirect marketing, offering actionable advice to manage expectations and cultivate long-term client relationships.

Watch the Full Episode Here ⬇️

For an even deeper dive into the conversation and to watch the hosts interact, you can view the full episode below. Don't forget to subscribe to the VO Boss YouTube channel for more exclusive content and expert advice!

Chapter Summaries

Direct vs. Indirect Marketing: The Key Distinction

(01:50) The bosses define direct marketing as an active approach where you seek out specific clients (e.g., cold emails, cold calls). In contrast, indirect marketing is a passive strategy where you create content (blogs, social media) in the hope that clients will find you. The discussion establishes that both methods are equally important for a complete voice actor marketing strategy.

Understanding the Client's Pain Point

(04:36) To make direct marketing less terrifying, Anne and Tom urge voice actors to focus on the client's needs rather than their own. The goal is to provide value and solve a problem for the client. The hosts emphasize that outreach should not be self-serving; it should be about how your voice can help a company sell their product or brand.

Managing Expectations: The Marathon, Not the Sprint

(08:12) The bosses stress that voice actor marketing is a long-term game. Tom points out that a client may not have an immediate need for a voice actor, and when they do, your chances of a positive response from a cold email are between 1-3%. The conversation highlights that consistency is key to staying "top of mind" for future campaigns.

The Dangers of Spam and the Power of Personalization

(17:18) Anne and Tom discuss the risks of "spammy" outreach. They advise voice actors to be brief, concise, and professional, and to show a genuine interest in the company. Marketing outreach should not be a "crowbar" to a cash register, but a way to build a relationship by solving a problem and making their job easier.

Authenticity and Voice: Finding Your Unique Sound

(25:58) The conversation concludes with a powerful takeaway: a successful voiceover business requires a balanced marketing breakfast. They advise that voice actors should combine direct marketing (even during busy periods) with indirect marketing (social media, blogs) to cultivate a steady flow of auditions and ensure long-term career stability.

Top 10 Takeaways for Voice Actors:

Define Your Strategy: Understand the difference between direct marketing (reaching out) and indirect marketing (being found).
Solve a Problem: Your marketing outreach should focus on how you can solve a client's needs, not on what you can gain.
Embrace the Long Game: Voice actor marketing is a marathon, not a sprint. Be patient and persistent.
Manage Expectations: The response rate for cold emails is low (1-3%), but consistency and quality make a difference.
Be a Problem Solver: Treat yourself as a solution to a client's pain point, not as a product to be bought.
Don't Be Spammy: Your email outreach should be brief, personalized, and always offer an easy way to unsubscribe.
Cultivate New Clients Constantly: Never stop marketing, even when you're busy, to ensure a steady pipeline of opportunities.
Know Your Place in the Chain: Understand that voice actors are often the last part of a project, so expect quick turnaround times once you are hired.
Practice All Methods: A balanced approach combining direct outreach, indirect content, and online casting platforms is key to a robust career.
Your Value Is In Your Professionalism: Make their job easier with professional, timely, and respectful communication.

Referenced in this Episode

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