How Marketers Can Use Voice Search and Technology

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How Marketers Can Use Voice Search and Technology

Trends | May 11, 2021

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Voice search and marketing has become popular channel marketers are using to increase customer retention and boost online presence. Current statistics show that 41% of adults use voice search at least once per day. 

In an ever-changing world of technology and new developments, it’s not a surprise that voice marketing has garnered such popularity in recent years. But how can marketers and their customers benefit from this innovation, and what are the steps to implementing it within your business’s strategy? We’ve laid it all out for you below:

how does voice search work

How does voice search work?

You may find yourself asking, “What is voice search marketing?” Let’s get into greater detail about it.

Ever since Apple introduced their Siri feature in their iPhones in 2011, communication through a screen rather than a keyboard has resulted in transformative changes in consumer behavior.

Voice search allows users to communicate with the internet in a faster and more efficient way. For example, rather than searching for a product online with a keyboard, and then using a mouse to click the “buy” button, voice shopping enables you to do both at the same time.

voice search in digital marketing

Voice search in digital marketing

For marketers, this opens up new opportunities to reach out to their target audience through innovative channels and voice-enabled digital devices such as smart speakers, phones and televisions, as well as gaming systems and cars.

Voice search marketing is the pool of strategies and tactics designed to reach target audiences through voice-enabled devices fitted with AI such as Alexa, Google Assistant, Siri and many others.

It includes all branded audio, such as sound icons, audio labels, and IVR phone systems. It also captures audio material including podcasts and Flash Briefing. Voice search optimization (VSO) is a vital part of voice marketing since brands, products and services optimize their content to be found through spoken searches. It is also a direct extension of search engine optimization (SEO).

voice search stats

Voice technology stats

Voice technology usage has risen in the ranks of popularity due to users' increasing comfortability with technology and the convenience and improvements it adds to the customer experience.

A report by software company Adobe stated that 36% of consumers own a smart speaker, and 75% of speaker owners use their device daily. In fact, 55% of households in the U.S. are expected to own a smart speaker in 2022.

Consumers use voice search for all kinds of reasons such as checking the weather or setting reminders. But another factor has also garnered popular attention — voice commerce.

43% of voice-enabled device owners use the technology to shop. Voice search marketing provides a valuable tool for businesses since it costs virtually nothing to implement, yet brings in more customers and revenues.

More than half of consumers who use it are willing to receive promotions and offers from the brands they frequently shop at, meaning customer retention rates have the possibility of increasing a significant amount, as well as voice-activated shopping rates.

voice search for business

How to use voice search for Business

Now that this has become a valuable tool for marketers, how do they begin implementing a voice-based marketing strategy? We’ve broken it down into four simple steps.

Consider the customer journey

It’s important to understand where your customers’ journey currently stands. Are they still unfamiliar with your product, or do they have deep knowledge about what it is and what your brand stands for? 

Knowing where your customers are in their journey can help you determine at what phases voice technology should be implemented.

Test it out

In order to determine if this technology is the right investment to make, it’s a good idea to devise a test plan that allows you to see the beneficial results of your strategy.

Establish what your goals are with a voice-based marketing campaign. Are you looking for increased awareness? More conversions? Then, create a design plan that revolves around these measurable and attainable goals.

Create voice-only content

While repurposing content is a useful strategy, not all content can be recycled into voice only. 

That’s why it’s important to develop content for voice specifically so you can guarantee you’re receiving the most optimized results.

Analyze your findings

Once you’ve deepened your research about the voice search optimization process, results will start flooding in. Remember to always be open to making changes if you notice a negative trend in your findings so you can guarantee it won’t occur again in the future.

Voice technology will continue to grow to become one of the most valuable channels for marketers, as it opens up new pathways of communication between themselves and their customers.

Want to start a voice search marketing campaign to increase your customer retention rates? Our expert-led team can create a strategy that does just that. Let’s talk!

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