Voiceover Marketing in a Much Noisier World
With Marc Scott
Marketing your voiceover business has always required consistency, but right now, getting someone’s attention can feel harder than ever. Social feeds are crowded, inboxes are full, algorithms decide what gets seen, and AI has made it incredibly easy to create more content faster.
In this episode of the VO BOSS Podcast, I talk with voice actor, business strategist, and coach Marc Scott about what voiceover marketing looks like in this much noisier environment. We talk about social media reach, search and AI, personalized outreach, demos, and why the human relationships behind your business still matter more than any tool or platform.
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Understand How Much the Marketing Landscape Has Changed
It’s easy to assume that if you post something online, the people who follow you will see it. That’s not necessarily true anymore. Marc shares that even with a Facebook group of nearly 6,000 members, some posts may only reach around 50 people. The audience is there, but the platform decides how much of that audience actually sees the content.
That changes the way we need to think about voiceover marketing. Posting consistently can still be useful, but simply putting something online and waiting for people to find it isn’t a complete strategy. We have to think about where our clients are, how they’re finding information, and whether we’re creating enough meaningful touchpoints for them to remember us.
Think Beyond Likes and Focus on Being Findable
Marc talks about shifting his attention away from likes and views and thinking more about indexing. Instead of creating content only for immediate engagement, he wants that content to continue helping people discover him through search.
That idea becomes even more important as people start using AI tools alongside traditional search engines. If you specialize in corporate narration, e-learning, medical narration, or another area of voiceover, creating useful content around that work can help establish what you know and what you do. A thoughtful article about corporate narration may not get hundreds of social likes, but it can give search engines and AI systems more information about your experience and expertise.
AI can also be useful behind the scenes. Marc and I both use it for things like research, troubleshooting, and helping us work through information. The important part is remembering that the tool should support your thinking, not replace the experience, perspective, or personality that makes your work yours.
Pay Attention to What Clients Are Asking For
Marc has seen some areas of his business change as AI becomes more common. Certain types of lower-level voiceover work have decreased, while other areas continue to create opportunities.
Corporate narration is one example. Marc has noticed more casting specifications asking for storytellers, documentary-style reads, and performances that feel connected rather than traditionally “corporate.” Clients aren’t always looking for someone who simply has a polished voice. They’re looking for someone who can understand the story and communicate it naturally.
That’s an important distinction. The value of a human voice actor isn’t just the sound of the voice. It’s the ability to interpret a script, respond to direction, understand context, and make choices that help an audience connect with what’s being said.
Make Sure You Believe in What You’re Marketing
Marc shares that there was a point when he realized he wasn’t actively marketing some of his demos because he simply wasn’t excited about them. That hesitation matters. If you don’t feel confident about the material you’re sending to potential clients, you may find yourself avoiding outreach, second-guessing emails, or putting off follow-ups.
Your demo is part of the promise you’re making to a client. If someone hires you because of what they hear on your demo, you need to be able to deliver that level of performance in a live session.
Marc talks about one commercial session where the client changed direction completely during the recording. Because he understood the performance and felt confident in what he could do, he was able to adjust and re-record the spot quickly. That adaptability helped turn the experience into an ongoing client relationship.
Personalize Your Outreach
Generic outreach has always been easy to ignore, but AI has made generic emails even easier to produce. Someone can create a polished sales message in seconds. That means a perfectly written email isn’t necessarily going to make you stand out.
Marc recommends spending a few minutes learning something about the person or company before you contact them. Look at their website. Check their LinkedIn profile. See what they’ve worked on recently. You don’t need to spend an hour researching every prospect, but a little context can make your message feel like it was actually written for the person receiving it.
And don’t remove your personality because you’re trying to sound professional. Humor, warmth, and even a little sarcasm can be part of the way you communicate if that’s genuinely who you are. Professional doesn’t have to mean generic.
Build Marketing Around Relationships
Platforms and algorithms can help introduce you to people, but they shouldn’t be the entire foundation of your business. Marc talks about how LinkedIn learns from the content you post and the people who interact with it. When he mixed voiceover content with coaching content, the platform didn’t always know which audience it should be recommending him to.
That meant becoming more intentional about what he posted and who he wanted to reach. Social media can be useful when it supports a clear goal, but we also need to remember that recommendation engines change all the time.
A large part of my own business continues to come from repeat clients, referrals, relationships, and people finding me through search. Those connections aren’t built by chasing every new marketing tactic. They’re built by consistently solving problems for clients, doing good work, and giving people a reason to trust you.
Tools will change. Platforms will change. How people search will continue to change. But the foundation of good voiceover marketing is still being useful, being visible in the right places, and building genuine relationships with the people you want to work with.
Podcast Chapters
00:00 – Marketing in a Noisier World: Marc and I talk about how AI, crowded platforms, and changing algorithms are making it harder for voice actors to get attention.
07:18 – Think Beyond Social Media Reach: Marc explains why he focuses less on likes and views and more on creating content that can be indexed and discovered over time.
18:16 – AI, Genre Changes, and Human Storytelling: We discuss how AI is affecting some areas of voiceover and why clients are increasingly asking for storytellers and more connected performances.
28:29 – Confidence in Your Demos: Marc shares why being proud of your demos matters and how strong preparation helps you adapt when a client changes direction.
34:31 – Personalize Your Marketing: We talk about researching prospects, writing more thoughtful outreach, and letting your personality come through in professional communication.
43:31 – Algorithms, Relationships, and Long-Term Growth: Marc explains how he became more intentional with LinkedIn, and we discuss why repeat clients, referrals, search, and trust remain essential.
10 Things to Remember About Voiceover Marketing
Posting doesn’t guarantee visibility. Social platforms decide how much of your audience actually sees your content.
Don’t measure everything by likes. Content can still be valuable if it helps people discover you through search later.
Create content around what you know. Useful, genre-specific information can help establish your expertise with clients, search engines, and AI tools.
Use AI as a tool, not your entire strategy. Research and automation can save time, but your experience and perspective still need to come through.
Pay attention to changing client needs. More clients are asking for natural storytelling, connection, and strong script interpretation.
Market work you feel confident delivering. If you aren’t proud of a demo, it may be harder to promote it consistently.
Remember that your demo is a promise. Be prepared to reproduce that performance when a client directs you in a live session.
Personalize your outreach. A few minutes of research can make an email feel very different from an automated pitch.
Let people hear your personality. Professional communication doesn’t have to sound generic.
Build relationships, not just reach. Algorithms may introduce you to people, but trust, good work, repeat clients, and referrals are what build a sustainable business.
Keep Listening
Listen to the full conversation with Marc Scott on the VO BOSS Podcast for more insight into voiceover marketing, AI, search visibility, personalized outreach, and building stronger relationships with the clients you want to reach.
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