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How is my VO Business doing?
Voice actors ask themselves this question over and over again at every stage of their career. Most attempt to answer the question by looking at how much money they're making or by examining their audition-to-booking ratio, but fail to look further...
"There are many metrics beyond your VO revenue & booking ratio to see how your voiceover business is doing" - Tom
Measuring your voiceover success: break it down by genre.
When looking at my voiceover revenue, I break it down by genre. I think about every gig's "Origin Story". I perform a quarterly client churn to see how many clients I’m losing & keeping in the long-term.
What about my booking ratio?
I don't suggest tracking your booking ratio to measure success. The casting process can be random and arbitrary. If you feel the need to, here are some statistics:
For those new to voice acting, expect a 1:100 or 1:150 ratio, especially if you're only auditioning on Pay-to-Play sites.
For experienced voice actors auditioning on Pay-to-Play sites, via representation, and via Direct Marketing clients, expect a booking ratio of around 1:50 to 1:60.
Consider Social Media Engagement
Although it is fun to look at Likes and Comments on social media, the Shares are what really matter for marketing purposes. Shares create organic reach which puts your posts in front of a new audience and can potentially get your voice in front of a voice seeker.
Look deeper than your overall revenue and booking ratio to determine your quarterly success.
If you're a vet and booking 2% of the time, you're doing well!
Keeping up with clients directly is the best way to book consistently + without auditions.
Focus on creating shareable posts to get your face (and voice) in front of voice seekers.
There is no shame in staying on P2P sites, auditioning regularly, and pulling new clients offsite to turn them into direct-marketing clients.
Voice Over Legal
Voice Over Legal was written by Lawyer & Voice Actor Rob Sciglimpaglia. If you want to gain a better understanding of what voice actors need to know on a legal level, this book is a must-read.
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Tom Dheere is the VO Strategist, a voice over business & marketing coach and demo producer since 2011. He is also a voice actor with over 25 years of experience who has narrated just about every type of voiceover you can think of. When not voicing or talking about voicing, he produces the sci-fi comic book Agent 1.22.