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The way to market your organization efficiently with voice search

By Marcel Gemme

Just a few years ago, voice search was a novelty. Similar to other technologies, however, voice search has matured to such an extent that marketers can no longer ignore it. To be competitive, you need to include the voice as an integral part of your marketing strategy. You need to know the following:

1. The voice search is very accurate

If you wanted relevant answers from a speech recognition technology in the past, good luck with it. But today machine learning systems can compete with people for accuracy. For example, Google's speech recognition offers a 95% word accuracy rate for English.

These improvements mean that while you can trust good language systems to connect customers with the right products, services, or information with increasing nuance, leading companies have already set customer expectations for delivery. Translation: Buyers will not tolerate sub-par systems.

2. Interest in voice will only grow

Since voice search systems have reached a point where they actually work reliably and can meet customer expectations as well (if not better) than conventional query options, customers' confidence in them increases:

Nevertheless, only 4% of companies are properly optimized for voice search. What about the breakup?

In other words, business leaders are at an ideal intersection where reliable systems are available, and there are still many customers who have not been reached or who want more of the systems currently in use. By bringing these systems and customers together, companies can avoid being left behind.

3. People are after convenience and all kinds of information

When people use voice search, they don't just want to find a good pair of shoes or a TV. Chaitanya Chandrasekar, CEO of QuanticMind, writes that they want all sorts of other information, such as: B. Your business hours, how to connect with support specialists and when you have your next sale. This is partly why some experts have predicted a "completely different Internet" within the next five to ten years, in which voice-activated chatbots have almost replaced the e-commerce channels we have used so far.

Buyers are also looking for general tips that can relieve everyday life – think about hacks and instructions for life. In fact, according to seoClarity, words like “how”, “what”, “best” and “simple” are among the most common searches for voices.

This means that with online marketing, you are likely to have to change your overall optimization approach using elements such as grammar and semantics, the structure of your website, and structured data markers that affect Google's ability to find your content. Of course, optimization is ideal from the start and not ideal afterwards.

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4th voice can be part of many different customer-brand interactions

If you look at Narvar data, you can see that customers who want different types of information from voice systems can use it at many points in the customer journey. For example, about half of buyers (51%) use speech to research products. Customers also use voice to:

  • Adding items to shopping lists (36%)
  • Track packages (30%)
  • Make purchase (22%)
  • Submit a rating or a rating (20%)
  • Contact support (18%)
  • Reorder a little (17%)

These statistics show that you shouldn't just think about customers finding you or your products. Voice search and commands can accompany your buyers from start to finish. So give your customers as much comfort and satisfaction as possible by integrating language options into more types of interactions.

5th voice is often only the starting point

A BrightLocal survey found that a consumer most frequently calls the company after a local voice search (28%). Customers are also very likely to visit company websites (27%), appear at the company location (19%) and do more research on this business or additional companies (14% or 12%).

In short, while voice services can allow a customer to perform many steps without human interaction, you shouldn't consider this a complete replacement. Many people will take further steps after the first search, and they will still want to hear a human voice every now and then. You will have further questions and are ready to physically connect with you and your offer. Do not drop the ball in other areas, e.g. For example, by making your website aesthetically pleasing and easy to navigate, having enough employees ready to chat, specifying an exact contact number, or keeping your business well filled.

Voice search is already changing the way customers contact brands. However, companies of all sizes still have time to deal with language systems that benefit both the customer and the bottom line. The next step is to find voice search solutions. As with other technologies, however, these are not necessarily one size. It is therefore important to look around and define your goals precisely. If you can scale and update your options, they'll be even more effective for your business.

CONNECTION: 5 super easy ways to market your local business

About the author

Posted by: Marcel Gemme

Marcel has created two of the largest websites in the United States and Canada that reach and help millions of people every year. He is an author and leader in the field of drug and alcohol addiction. Marcel's main focus is on three points: education, prevention and rehabilitation. He strives to remain at the forefront of technology to help more and more people.

Connect with me on LinkedIn.

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