First of all, you might be wondering, what is voice marketing? As its name implies, it’s the implementation of voice into your marketing, but it’s slightly more layered than that. Voice marketing can involve tone, podcasts, sound, etc. It also consists of a strategy for reaching your target audience through the use of voice-enabled devices. Some of these devices that you’re likely familiar with include Amazon Alexa, Google Assistant, and Apple Siri. Voice marketing has unlocked a new dimension, a new medium for media as we know it. It’s destined for a rapid rise in the future of digital technology. Some would say it’s already here.
First of all, the voice is unbelievably convenient for the consumer. If you can speak, you can use it, and convenience is one of the top value propositions of virtually any successful business model. This will also separate you from other competitors in the marketplace. Industry analysts predict that most searches will be conducted via voice, and it will thoroughly sweep traditional mobile marketing aside.
According to a study from The Smart Audio Report by NPR and Edison Research, 1 in 4 Americans has a smart speaker in their home. And suppose Americans don’t own a device like an Alexa. In that case, they possess an iPhone or something similar and use Siri for functions like search and other forms of communication.
Implementing voice into your content marketing strategy can manifest itself in various ways. It doesn’t have to count as your primary tool either. Simply integrating it into your plan can be a practical approach so that over time, once voice marketing becomes more prevalent, you will have already jumped on the wave. There’s voice search, which accounts for inquiries via search engines like Google, voice integration, which involves integrating voice tech with other aspects of your branding. There is voice production, which is simply the creation of voice as the content itself. The prime example of voice production is a podcast, a form of media entirely produced through voice. While creating a podcast series is a huge endeavor, and should probably demand most of your attention, your brand can have podcast episodes without making a series. In other words, you can create individualized, sporadic episodes that might cater to something topical and relevant to your brand itself. Constructing an episode could change the content you usually produce for your target audience and add an extra dynamic.
As you would with any new feature added to your brand composition, the first step in integrating voice-accessible content into your strategy is to make your consumers aware and generate overall awareness. It can be as simple as coordinating Siri’s ability to bring consumers to a commercial on YouTube through voice or a podcast on Spotify. Voice-related Call-to-Actions (CTAs) in your campaigns will seamlessly add it to the mix.
There is still a lot we are learning about voice technology within advertising and marketing. It’s difficult to distinguish between voice search and traditional search in terms of SEO and differentiate the optimization between the two for brands. Still, it would be beneficial to start learning more about voice tools!
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