3 min read

How Businesses Can Use Text to Speech As A Competitive Advantage

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A few short years ago, text to speech in B2B was more of a novelty. It has now become a necessity. In keeping pace with generating training and business videos, text to speech is a crucial component to scale production and automate content delivery.

How Are Companies Using Text to Speech?

Today, companies are using text to speech (TTS) in three important ways:

  1. To automate video production at scale
  2. For customer acquisition and retention 
  3. For brand consistency

So, let’s talk about how to make text to speech work for you.

Using Text to Speech in Today’s Marketplace 

Scaling Production

To compete in today's marketplace, particularly if you offer software products, you need a robust video library that includes How-to videos, tutorials, product demos, walkthroughs, onboarding, sales enablement, etc. Producing the volume of material required can be overwhelming with in-house teams, and astronomical cost-wise when outsourced!

Selling internationally? Then you’ll also need videos in multiple languages. Requirements, production complexity, and cost just went up. 

What happens when you tweak something in your product, add an enhancement, or change out elements? Now, videos are out-of-date, and editing comes into play.

All of this can create an expensive challenge to produce the volume of videos needed and keep them current effectively. Using text to speech in creating and editing videos automates much of this laborious work, speeds up production, and cuts costs.

Customer Acquisition and Retention

B2B companies use videos to add value to the entire customer journey, both the customer's presale and after-sale experience. Video enhances your ability to attract and retain customers, so tools that streamline this, like text to speech, are game-changers.  

Customer Acquisition

On the acquisition side, especially if you're growing fast or offering a free software model, videos give the support to stay ahead of customers moving through the sales funnel. Being able to produce and update them as required is invaluable.

Additionally, if you want to go global, you need a viable way to replicate videos in multiple languages.  

Customer Retention

On the retention side, there are three key benefits of using text to speech to generate and edit videos quickly. TTS lets you:

  1. Help existing users avoid submitting tickets as they can self serve through a library of resources  
  2. Assist new users who miss initial onboarding to get onboarded when convenient for them and access answers effectively
  3. Incorporate the new trends in training, which has moved away from instructor-led education with customer expectations for asynchronous education 

These benefits all make learning easy for users as part of the post-sale customer journey and aids in retention.

Brand Consistency

Companies are using specific voices more and more for brand consistency. There are even a lot of trending marketing terms out there for this, such as "acoustic brand identity" and "sonic branding". And with voice to text technology becoming easier to use, more natural sounding, and much more affordable than when first rolled out, major companies are increasingly adopting branded voice to resonate with customers and prospects. 

Text to speech lets you craft your company's voice without having to rely on specific voice talent. Staff comes and goes, and so do voice actors. Using a program that can mirror human voice provides unlimited access to a voice without having to rely on schedules or changing employees.


Video Production Software That Uses Text to Speech  

Fortunately, there's powerful software on the market to help scale video production while incorporating text to speech. The right software allows you to seamlessly create and keep videos up to date whenever there is a feature update or new product through automation. Using Videate, for example, you can automate video creation and edits with a chosen text to speech voice in whatever language needed.  

An Ideal Text to Speech/Video Production Process

An ideal production cycle happens in just a few minutes and looks something like this:

  1. Upload a Google Doc, Word, or XML file containing your "script".
  2. Choose the video's various dialects to automatically transform text into spoken words.
  3. The software follows the script and creates a video by executing the movement in your software using sample data and special effects that you define.
  4. If you need to make a change, edit the text and let the software handle the changes to the video.   

We can help!

With Videate, you can update hundreds of videos simultaneously, making it easy to refresh any of your videos in preparation for a launch, new release, or entering a new market.

The Videate platform also allows you to quickly customize videos for key clients or accounts—or even specific industries for personalized demos. Our software is one of the most dynamic on the market for video production automation and text to speech capabilities. Reach out for a demo today - we'd love to help!  

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