In the modern business sector, digital marketing is constantly evolving with the latest industry, consumer, and market trends. Marketing experts need to stay on top of the latest trends in order to craft agile and flexible campaigns that they can adapt on a moment’s notice. This allows them to leverage the latest marketing technologies and the most promising marketing channels, such as promotional video marketing for your brand.
By monitoring the trends and the key metrics on your website, like the average session duration, you can uncover how the customers are nowadays interacting with their favorite brands. This, along with the rapid rise of AI-driven technologies, has prompted users around the world to use voice search.
Given the fact that the number of voice assistants in use is expected to rise to 8 billion by 2023, it’s safe to say that voice search is a lucrative opportunity all marketing experts should exploit. The key is to understand how voice search can enhance digital marketing and SEO strategy over the long term.
Today we are looking at the key ways using a voice-assisted search engine can enhance your digital marketing strategy. Here’s what you need to know.
1. Capitalizing on a rising industry
Voice technology has made great strides over the decades to provide customers with a seamless way to interact with tech and the web. Nowadays, voice technology is rapidly becoming commonplace in businesses and households, giving marketers an opportunity to reach a global audience.
However, it’s not just about the availability of the technology, it’s also about how it evolves over time. Leading brands and manufacturers are constantly improving voice recognition technology and adding new features to appeal to modern consumers.
Customers are now able to enjoy more streamlined conversations with AI assistants, get better local search results, and integrate voice technology with other IoT devices in the office and around the household. This creates a connected network of devices that drives voice search and voice technology forward.
What this means for marketing is that business leaders need to incorporate voice search to capitalize on an ever-growing market. Over the long term, voice recognition will drive digital marketing and SEO in particular for local and global searches. This will enhance the overall customer engagement while helping marketing experts push their brands to the top of the SERPs.
2. Voice search is transforming digital marketing SEO
Speaking of SEO, it’s important to note how voice search is helping companies climb the SERP ladder. Given the fact that SEO is a long-term commitment and not a one-off solution, marketers have to monitor the latest developments in the field and implement new best practices quickly in order to stay ahead of the competition. Voice search might very well be the addition that tips the scale in your favor.
Now that more people are using voice search, you have to adapt your existing content marketing to fit the unique context of voice queries. Start by making your keyword phrases longer, as voice search queries typically include more words than textual searches.
For example, if a customer is searching for a nearby auto body shop, they might pose a question like “where can I find a reliable mechanic that’s near” instead of just reciting keywords at the assistant like “auto mechanic near me”. This is why it’s important for your keywords to accommodate these long-form search queries in order to appear at the top of the search results.
Not only does this lead to better customer engagement, but it also improves search results, and helps the search engines prioritize top-quality and relevant content.
3. Using voice search to enhance customer engagement
Customers are nowadays looking for quick solutions to their problems and a way to seamlessly interact with their favorite brands. This increases the need to enhance customer experience through live customer service and voice-search. Even though the current state of customer experience indicates that customers prefer to talk to live agents and brand representatives, it’s important to note that they will often use voice search to research a brand before getting in touch.
This presents a unique opportunity for marketers and customer service agents to drive lead generation and conversions together. Marketers can leverage a voice assisted search engine to enhance the company’s visibility in the online world, while the customer service department patiently awaits the call.
Once the customer finds the brand at the top of the SERPs, they will feel inclined to get in touch. These are quality leads, because the customer is already engaged through voice search and is now able to progress further down the sales pipeline or growth funnel, depending on the business type.
4. Driving traffic and quality leads to your site
Speaking of lead generation, voice search is a powerful tool for driving traffic to your site and other platforms. Even though companies nowadays rely heavily on call tracking, sales and lead generation, it’s still imperative for marketers to focus on obtaining quality leads through the main website, social media, and ads. You can also use tools like LinkedIn automation tools, Facebook tools for best results on social media.
Voice search in particular is handy in this regard, as it doesn’t just provide an answer – it also gives the option to open the related web page. If you manage to get your content into the featured snippets, you can appear at the top of the SERPs. As the top voice search result, you will generate a higher click-through rate than your competitors.
With that in mind, whether you are running an in-house marketing team or if you are working with a marketing agency, you have to make sure both are using voice search optimization to drive traffic to your site.
5. Staying ahead of your competitors
Last but not least, it’s always important to remember that your loss is someone else’s gain. In other words, if you don’t capitalize on voice search now, you can be sure that your competitors will. Using a voice assisted search engine to enhance your marketing strategy is a powerful way to turn the public’s attention to your brand. On the other hand, not using voice search will make your competitors easier to find.
Consider this: you have a store in a competitive industry and created high-performing digital marketing elements like explainer videos, a website, or social media profiles, but you don’t use voice search. A potential customer might be looking for you specifically, but if you haven’t optimized your online presence for voice search, the AI assistant will recommend the next best thing. This is a surefire way to lose leads and drive traffic straight to your competitors.
Needless to say, it is imperative that you prevent your customers from reaching out to your competitors, so make sure to integrate voice search into your digital marketing and SEO strategies as quickly as possible.
Digital marketing is constantly evolving with the latest trends, and voice search is leading this change. With these insights in mind, go ahead and implement voice search into your operation in order to enhance customer engagement and take your company forward.