What is voice marketing and why you should use it

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Consumers are adopting voice technology at a record pace - and brands are scrambling to keep up with the competition or risk losing out. We'll cover how voice marketing helps brands use voice-enabled technology to deliver truly meaningful experiences to customers.

Many brands understand that more and more consumers are turning to voice assistance: by 2024, the number of digital voice assistants will reach 8.4 billion units - more than the world's population. The nascent ecosystem may seem complex, but in reality it is no different from any other marketing strategy whose main goal is customer satisfaction. The only difference is that voice marketing is a set of tactics and strategies designed to reach an audience through live or recorded audio content. Voice marketing is expected to become a $ 40 billion channel by 2022 .

For brands, voice marketing can be an attractive alternative to expensive video production because it doesn't require special equipment and can be recorded through voice apps. Additional benefits include reaching previously inaccessible audiences, such as consumers who listen to podcasts on the go, in the car, or while exercising. According to a recent study , podcast listening locations vary widely: 64% of respondents do so while driving, 49% while walking, and 43%- during training. At the same time, brands are able to reach customers directly and efficiently, and consumers can multitask while consuming engaging content. The transcript will help make audio content more inclusive.

Voice Marketing Trends

While voice marketing isn't exactly new, audio-only platforms have been gaining traction lately (Clubhouse, for example, reported 10 million weekly active users earlier this year ). In addition, many social networks are introducing voice technologies: Discord , Facebook , Twitter .

The most relevant areas of voice marketing now include:

Voice Marketing Trend #1: Podcasts

There are podcasts for every taste, from business advice to reality TV reviews. around 144 million people listen to podcasts every month in the USA. More than 55% of those surveyed in the US admitted to listening to podcasts, and 24% listen to several podcasts every week. As for Russians, 65% of respondents periodically listen to at least one podcast , and 10% do it daily, with 27% spending up to an hour a day on it.

Companies host branded podcasts. They can be closely related to the brand or services, or cover broader topics that align with the company's values. For example, Sephora hosts a branded podcast called #LIPSTORIES , a series of casual, fun and honest conversations about self-esteem.

Because of their nature, branded podcasts can be an engaging way to capture attention and connect with audiences on the go. Often they can be perceived as an intimate conversation between friends.

For brands, branded podcasts can be used to develop existing content topics or create entirely new ones. Using your existing channels to expand your podcast's audience will help increase your reach.

Buying advertising space during a podcast is a great opportunity to tap into thriving communities of engaged listeners.

In fact, a report from the Interactive Advertising Bureau found that 61% of listeners purchased a product or service after hearing an ad on a podcast.

Several types of advertising to integrate into a podcast:

Voice Marketing Trend #2: Voice Social Media

Following the rise of podcasts, social media apps are increasingly using voice marketing.

Despite criticism of Clubhouse, businesses are actively using this channel. This is often done in one of the following formats:

Along with apps like Clubhouse, Twitter is rolling out a voice chat feature called Spaces , which, according to Twitter , aims to provide "the emotion, nuance and empathy often lost in text."

Voice Marketing Trend #3: Voice Assistants

AI assistants that operate via voice - such as Google Assistant, Alexa and Echo - have become popular recently, with 35% of users purchasing products such as groceries and clothing using this technology.

However, there are creative ways to use this tool beyond ordering essentials. For example, Jameson , a whiskey brand, created a holiday campaign that used the Google Home and Google Assistant apps to help users mix their favorite cocktails.

They created a Google Home skill so that when users asked Google to “talk to The Jameson Bar,” the voice assistant would respond with a step-by-step recipe.

As a marketing concept, this works on many levels. The voice assistant is a valuable solution for home entertainment, as well as increasing brand awareness and driving product sales.

According to JustAl, the domestic voice AI market is projected to grow by 50% this year, with natural language processing and voice assistants growing the most.

According to a recent report from Microsoft, 72% of consumers regularly use voice search features on their smartphones and other devices. Voice marketing is gaining popularity—and as technology continues to advance and audiences find new ways to consume content on the go, we're likely to see even more opportunities. Regardless of business niche or company size, voice marketing provides an opportunity to expand a brand's community and drive sales.

How Does Voice Marketing Work?

Voice marketing works in a simple way, although, as a relatively new practice, it presents more challenges than certainties . To understand it, it is enough to look at the way in which voice searches are carried out: a user asks the voice assistant of his choice, which processes the query and sends it to the search engine that will offer the best possible result.

At that moment, the strategies designed by the brand to position themselves and give answers to such users come into play . The most recognized are the adaptation and creation of web content to spoken language, SEO optimization on page and off page and using an appropriate tonality to please users and generate trust.

Advantages Of Voice Marketing

Given its characteristics, voice marketing offers benefits that make it an almost unavoidable practice for small, medium and large brands:

• It builds trust, as users have a conversation with the voice assistant as if it were another person.
• Due to the simplicity of their use, voice assistants facilitate the inclusion of all types of users, including people with some type of visual, cognitive or mobility disability.
• Voice searches are constantly growing and are part of the daily life of many users.
• It allows the brand's message to reach several users simultaneously , that is, while an Internet user makes a query, it is possible that they are at home accompanied by other people who will also listen to the message .
• Voice searches are very specific (the address of a restaurant or opening hours, among others), which makes it easier for customers to convert.
• It offers great possibilities for local marketing , since voice searches generally have geolocation as their context. For example: "which playgrounds are open this Sunday", so that the voice assistant will have to access the user's location to offer options close to her home.

There may be other advantages that will be revealed as this area of digital marketing develops.

How To Include Voice Assistants In Your Marketing Strategy?

It is possible to incorporate voice assistants into your marketing strategy through different actions. The main ones are the following:

Voice Content Generation

If users search by voice, it's natural for them to prefer voice responses. In this sense, it is convenient that you adapt and create the web content in audio format .

Making a podcast is an excellent idea, especially at this time when this type of content is in full swing. Also, you can produce an audio version of the frequently asked questions section and product descriptions . The recommendation is that the content offers concise answers to users and, at the same time, achieves a friendly and natural tone.

SEO optimization for voice assistants

The SEO strategy in voice marketing is very different from the overall SEO strategy of the brand. The main reason is because the way we write is totally different from the way we speak. In this sense, keyword research is totally different and focuses on long tail keywords or long tail terms.

In addition, strengthening local SEO is essential to be easily found by voice assistants.

Voice Ad Campaigns

Voice Advertising, also known as voice-activated advertising, is guaranteed to be responsive because it can be less intrusive, target users directly, and even invite interaction. In addition, you can optimize by introducing long-tail keywords to your ads or native advertising in audio format.

Examples And Success Stories Of Voice Marketing Campaigns

Some examples of voice marketing campaigns that reflect ways search can be leveraged through voice assistants and smart speakers include:

johnnie walker

The famous brand of Scotch whiskey has opted to optimize the user experience through voice marketing . As? Using Alexa, it inquires about consumer preferences and then recommends the product that best suits them.

Albert Heijn

The largest supermarket chain in the Netherlands is able to recommend recipes, help create shopping lists and provide optimal delivery service through Google Home .

Bol.com

Through Google Assistant, Alexa, Siri or other voice assistants , this e-commerce company provides its users with advice on shopping and gifts. In addition, it publishes its daily offers, offers information on the status of orders, and even allows you to place them.

4 Reasons to incorporate voice marketing into your campaigns

And it is that no one can deny that voice marketing is a trend that is here to stay. Yes, the keyboard and mouse are tools that will continue to be important, but they are now being competed with by digital speakers as more and more people are using voice search to find information.

Do you still have doubts? Take a look at some of the reasons why you should implement it in your digital marketing strategy:

1. It is present in people's daily lives

We couldn't start any other way. With voice marketing you reach people's daily lives, something essential to gain a place in their minds.

Listening to a third party has been shown to generate a feeling of closeness that no other tool does. That's why you can work, cook and exercise while listening to someone, being much more practical than other alternatives.

2. You reach an entire community

Yes, with voice marketing you can reach the privacy of the user , but you also have the possibility of reaching a community in general to influence their decision-making thanks to the voice.

Forget about the costs of reproducing the copy on all social networks. Now with voice marketing you only have to record your message once to start monetizing. Are you going to miss it?

3. It generates a feeling of closeness

Very related to the previous points. When making a promotion, you not only care that users see it, but that it has enough power to influence their actions.

Well, with voice marketing it is much easier, and the fact is that the voice unlocks many mental parameters that trigger sales and leads, so it is time for you to pay attention to it.

4. A fully inclusive channel

It is true that when it comes to making a digital marketing strategy it is essential to focus on a specific niche , but that is not why we should leave people with disabilities aside.

In this sense, with voice marketing you will have the possibility of helping those who have visual or mobility problems . Apply it and involve this audience in your marketing strategy.

Steps to incorporate voice marketing into your strategy

Incorporating voice marketing into our business is a more than successful decision, we have that fixed in mind. However, the catch is that we have no idea what steps we need to implement to be successful with this trend.

Now let's see in detail what we should do:

1. Do keyword research

There is no doubt that SEO is essential to attract qualified traffic to our website. These are the techniques we use to get organic visits , that is, without paying directly. Even so, it is important to understand that when doing voice searches they are done more precisely, that is, users go straight to the point . Therefore, the first thing we must do is a good keyword analysis to position yourself in the top positions of Google.

2. Create audio content

It is true that users are increasingly searching by voice , but now they also expect to receive answers in this same format.

The voice activates some senses that it is very difficult to generate with the text or the video , with which, it provokes that affinity that we so desire towards our brand. In this way, formats such as podcas t will continue to grow in the following years and it is time that you pay attention to it. Focus on creating audio content and watch the numbers start to roll in.

3. Invest in optimizing the location of the business

Voice searches base their operation on location to give much more specific answers to the user.

This means that it is very important to invest in the optimization of the location of the business. In other words, you have to appear on Google Maps along with a good description so that users know where you are.

Do it and the results will surprise you.

4. Invest in advertising

Voice marketing has been such a big trend that it has created new ways of advertising.

This is how we found digital speakers , which give you the possibility to promote much more specific messages if you know the needs of your target customer.

How to start using voice marketing?

It is very likely that after reading this article you want to start your path in voice marketing. The truth is that it is a trend that is here to stay, but to make the most of it, it is essential that you optimize your positioning.

What we like most about voice marketing is that you can set the response to appear on the screen or dictate it into your ear. You have the last word.

Likewise, it is important that the questions are simple to respond to each of the requests made by users. Only then can we take advantage of voice marketing.

Now it is your turn to apply each of the tips that we gave you today. Take a look at how companies have applied different strategies, from serving customers by voice to taking advantage of virtual assistants from Amazon or Google to improve their user experience.

You have the possibility of making a much closer accompaniment so that the client makes the best decision or you can indicate where the delivery is located. Everything will depend on your needs and the budget you have to invest in logistics.

What is certain is that you only have to have the intention and establish a roadmap , since voice marketing does not require as high an investment as other alternatives. Therefore, decide now and make the decision before other companies displace you from the market.

And what experiences have you had with voice marketing?

5 good voice marketing strategies

With the use of virtual voice assistants, the marketing and SEO positioning of web pages is beginning to turn around. When people speak, they do so with longer and more complex sentences than when writing, so content and strategies must be adapted.

Voice marketing professionals offer some recommendations of strategies that you can apply to position yourself better . The intention is to use voice assistants to achieve better visualization when searching through this channel:

1. Design your content to answer questions

One of the first things to understand is that the way the user searches with the voice assistant is very different from the written format. In general, more than 70% of people search in the form of questions when using this tool.

Therefore, it is key that you have a question and answer session in your content , which provides the client with the exact information they are looking for. You have to focus on those questions that are most frequently asked or that may be most relevant to improve the user experience.

Thus, when searching with a voice assistant, the person will use a more natural language than when typing. For example, it will not search for: “corner store closing time”, but will ask a question: “what time does the corner store close?”.

You have to take into account these new search formats, in order to adjust your content . Remember that a voice assistant will give a single answer to the user and you must work so that your business appears in this search.

2. Improve the content on your website

Although the development of blogs with informative content is a strategy more focused on traditional searches, you should not neglect your content. The intention is that you provide concrete answers to what the client is looking for.

When creating the content, use phrases that answer questions that may arise to the client . For example, a cosmetics store must answer if its products are suitable for vegans or a restaurant if it has a special menu for celiacs.

You can do it in your FAQ section, but also include it in your content, which will help search engines detect you. In addition, he prefers to make short texts, but that provide valuable information and with a language that helps to empathize with the user.

3. Change the way you design your keywords

An important change in the SEO approach with voice marketing is that long tail keywords are prioritized. This is because the user, when communicating with a voice assistant, does so in a more natural way, as if they were talking to a friend.

Thus, you should work more on key phrases, since this way you will respond more quickly to the person's needs . If you have a business that sells artisan bread, a traditional search would be, for example: “artisan bread in Valencia”, but the voice assistant would say: “I am looking for a shop with artisan bread in Valencia”.

4. Do not neglect meta tags and local information

The so-called metadata is HTML code that is read by Internet search engine spiders, giving them a general description of the theme of the page. In addition, in traditional typed searches, it is the user's first approach to the content.

To work voice marketing, you must focus strictly on what you offer in your content. Likewise, keep your business information up to date, especially on Google My Business , since most searches for voice assistants tend to be local.

5. Develop a skill

If you have enough budget, one of the best options to position yourself with voice assistants are skills. These are functionalities, which are added to the assistant, which are developed by a third party, that help make searches more specific.

There are skills developed by categories, such as music, restaurants, shopping sites, weather, among others. By making one of these applications for your business, the intention is to improve the customer's shopping experience , providing the possibility of easily accessing offers, comparing prices or any other function that contributes to loyalty.

This tool is mainly used with the Alexa voice assistant, which is one of the most used in smart speakers. If you develop an attractive skill that meets the needs of the user, you will have the possibility of receiving numerous downloads and increasing your customer base.