As a marketer, you have built your career by creating engaging campaigns that capture calls, clicks, preferences, promotions, and sales. You have mastered the art and science of SEO.
Are you ready to vote?
Why voice search works
Most of us, on average, start speaking before the age of two, but we don’t start reading until we are five. However, children can navigate a speech interface like Alexa more easily than reading words on a screen. The same goes for teenagers and adults. On average, a person speaks about 150 words per minute, but can only type 50 words per minute, which makes it much easier for us to spend money on the mouth than on the fingers.
In addition to safety and convenience, voice offers consumers a deep connection with brands, where they can get advice and interact seamlessly with digital oracles that can guide their purchasing decisions.
Deconstruction of the voice-guided shopping journey
About 20 years ago, marketers faced the challenge of mastering search engines, accepting SEO, and positioning their brands for a changing future. Marketers today face a similar test: how to implement and use VUI.
For those facing the challenge, the solution lies in deconstructing the voice-guided shopping journey, from the consumer to the device, from the voice assistant to the brand.
Here are four steps to get started:
- Create a psychographic voice profile
According to data from Voicebot.ai, consumers who use speech today are generally young (18-29 years), iPhone users, and men (69%). Marketers should research their brands to determine the psychographic profile of their customer base. Where does the voice fit into the behavior of your brand’s target audience? When and how does your ideal buyer use voice? How can the voice influence the customer’s decision-making process?
- Map devices compatible with the brand
Car buyers are increasingly looking for Bluetooth-enabled cars for hands-free calling, but that does not mean that the cars are voice assistants. In many cases, more than one voice assistant can be activated from a single device, allowing consumers to choose which voice assistants they prefer and on which devices. As marketers, we need to understand what type of device consumer’s use most when buying a branded product.
For example, for restaurants that geographically dominate “close to me” markets, cars become an ideal optimization device. However, a running shoe brand may be more interested in the VUI of headsets or other wearable technologies, such as smartwatches.
Or look at the case of smart speakers. For many consumers, the next smart speaker will be on their TVs, as manufacturers recognize the value of injecting their products directly into the purchase journey. Since TV was once a premium means of advertising distribution, it will become a cashier for voice purchases made directly in the consumer room.
- Play the voice assistant game
The four most valuable brands in the world, Apple, Google, Amazon, and Microsoft, correspond to the four most popular voice assistants in the world: Siri, Google Assistant, Alexa, and Cortana. However, marketers must realize that consumers use different voice assistants in different ways. One can use Siri to get instructions in the car, use Alexa to buy household items, and another voice assistant, like Samsung’s Bixby, for movie recommendations.
Marketers must play the role of combining brands and voice assistants to ensure that their products are found.
- Seduce algorithms through SEO
Marketers used to focus on attracting consumers, but now they also need to attract the algorithms that guide the voice assistant’s recommendations. Although search results on a laptop generate dozens of results, the rumor tends to match the search for a result. To attract the algorithm, marketers must understand the capabilities of their targeted voice assistant; so, they need to use the knowledge to reorganize their SEO.
For example, Siri uses tagged Google excerpts (Google descriptions and excerpts from the website) to answer basic questions, while Alexa relies on a library of more than 70,000 skills (programmed by brands like UPS and TV Guide) to ensure that Amazon offers voice assistant presentations. an ideal user experience.
Brands need to adjust their SEO to include the exact questions that consumers use in voice search, often in the form of frequently asked questions, to increase their chances of reaching them by voice.
Or growth … or silence
The voice is not a fad. It requires immediate attention and investment. Marketers need to have a sense of urgency when implementing tactics that allow companies and brands to remain visible on the invisible interface.
When managing a brand, you wonder if consumers can find your products and buy them with your voice. So, sit down with your team and go on the buying journey, including defining your target customers, the devices they want to use, and which voice assistant is best for this process.
For marketers who are adopting this change, there is a great opportunity to gain market share and position your brand for growth. Prepare for the silence of marketers whose voice remains unconscious.