Your potential customers are using the voice search technology and as an entrepreneur, it is up to you to meet them there.
Las Vegas hosted its glimpse into the feature or the popular Consumer Electronics Show where the most innovative companies present their new tech. And one of the most impressive themes from that journey into the future was the growing popularity of voice search as an effective marketing channel.
An independent research many by the Capgemini Digital Transformation Institute shows than 51% of customers already use voice assistants and 81% of those users are accessing the voice assistant through a smartphone. In order to understand your customers and capture the revenue, you must embrace the new trend.
Kleiner Perkins conducts annual reports on the digital landscape. According to the latest report, voice search takes 20% of mobile search origination. There are predictions that this number will grow to 50% by the end of 2020.
Voice assistants, at CES in 2018, took the main stage even before the event started dominating press day as TV manufacturers revealed that their models would house modern voice assistants. Other products that used the event to present the voice assistance integration included ceiling fans, mirrors, dryers, deadbolts, speakers, routers, refrigerators, and more.
As voice-enabled tools and devices become more popular, marketers are acknowledging voice as a powerful channel for commerce. Bing data from returns on 2018 show year-to-year investment in voice search technology has grown 24%.
Using data from Cortana, we already know that the questions presented to voice assistants started with “how” or “what” and then there is drop off in search share for the remaining words. Marketers should think about what questions start with these words and then invest in those exact queries.
A ticket seller, for example, who wants to capture the customers who are using voice-assistance should ensure portfolio coverage on “what website sells tickets”, “How do I purchase tickets”, “Where can I go to purchase tickets”, etc.
For search marketers, whether the target audience is engaging with voice search is half the question. Understanding how these people engage is important. It is essential to relay this information to businesses so that companies can take advantage of this insight.
There is an action for brands and marketers should be asking themselves:
➢ Does the keyword portfolio have coverage for long-tail questions in command form?
➢ Does the keyword portfolio have coverage for long-tail questions in question form?
➢ How to connect popular descriptor tokens such as “price, ”best”, “top” and others to the core product keywords?
According to one research by Invoca (call intelligence company) voice search is one of the most popular modes of communication for 20% of customers making a purchase of $500 or more. Only 2% are removed from the 22% who prefer traditional online search. I guess we are entering a new era of communication as more and more people go mobile-only. The voice assistant usage has grown by an estimated 130% this year. Although the benefits of voice for customers are obvious and immediate, implications for business owners and marketers are still emerging. It is important to think about how voice will impact the entire customer experience, from beginning to end, from discovery to purchase.
According to the same research, the voice assistants facilitate the purchase and they are also influencing them. As a matter of fact, Invoca reports that around 40% of the polled population had a voice assistant who impacted one of their purchases.
It is more than clear that voice search is an opportunity for business owners and marketers to direct customers toward their products or services.
Although the digital transformation is underway, it is still in its rookie stages. One thing is for sure – the future of search marketing is predictive. We know for a fact that voice assistants are delivering salient and personalized information to their users while advancing the traditional methods of search. Soon users will discover products they don’t know they wanted. Voice search is the main contributor to this movement as search becomes capable of communication with customers on any device and any platform.
The experts recommend small business and brands should focus on a few crucial things when it comes to their marketing strategies:
➔ Write unique content in a conversational and friendly tone that sounds natural when read and spoken aloud.
➔ Listen to what your customers have to say. Listen to their questions and create attractive content to provide specific answers.
➔ Understand where you can promote your business, compete with others, and post your answers. You can start with queries that rank on the first two pages of the search results and then optimize for the future placement.
Your customers are already taking advantage of voice search. It is about a time for you and your business to do the same.
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