What your brand strategy should appear to be in the era of voice search

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
7 min read

The rise in voice search has recently stolen the marketing tech headlines for 2018 but will this season see anywhere near this much discussed tactic take centre stage concerning how organizations adapt their propositions to appeal to voice optimization?

If comScore and Mary Meeker’s annual internet trends reports should be believed, 2018 could indeed function as firing of the starting pistol on the race for brands to optimize for voice. Both these industry sources reported that:

“40% of adults now use voice search once each day and Google voice search queries were up 35 fold in 2016 from 2008 levels”

But before jumping head-first into exercising a “voice strategy” let’s have a brief consider the opportunity and what this means for brands seeking to benefit from this tactic with regards to content marketing. For people who have not subscribed to the free online digital marketing conference, Digital Olympus, I’d seriously recommend subscribing to it.

The event includes expert speakers from the planet of digital marketing to provide slide decks on specific subject matter, one of these brilliant was Voice Search presented by speaker Jono Alderson.

Jono presented a remarkable glimpse into the origins of platforms and technology to the dawn of voice-enabled devices and how this may be impacting brands, their future and what brands have to be considering to regulate their technique to retain awareness and relevancy through voice-enabled devices.

The change in Search

With voice, it’s suggested that consumers won’t participate the buying cycle. All advertising works on the assumption it is possible to interrupt or buy a user’s attentionSo let’s have a scenario of a brandname promoting their service or product by way of a desktop or mobile platform.

In the context of an electronic marketing plan, it may be to look at a campaign to purchase display ads or optimize something through utilizing a mixture of tactics such as for example SEO and a paid social strategy. The theory here’s to intercept and capitalize on search demand from users thinking about purchasing something or service, for instance:

If I’d like a fresh refrigerator I would be familiar with four brands predicated on, the right cost range, 5-star reviews, and an excellent reputation. EASILY am choosing between these brands I’ll have multiple browsers open on my desktop or mobile device where I’ll scroll through each brand’s product page to help expand assess which model fridge I would like to choose.

The next stage of my decision-making process may be to then reduce my choices of brands predicated on further personal preferences when i move further down the purchase funnel.I might decrease the initial four brands when i include a lot more filtering predicated on my needs such as for example the delivery time, customer reviews, voucher code available or not?

But in a voice search environment – this changes completely:

In other words, your choice making, filtering of choices as well as the amount of brands you initially choose is completely removed from the consumer’s control: for example

“Hi Google, I’d like a fresh fridge”

All the processes where in fact the consumer viewed brands or was influenced by advertising, or optimized for search no more happens… All of the points in which a brand used to earn attention no more exist with voice search.

How can you make sure your brand is put whenever your brand can’t depend on the tactical elements it could usually deploy on a desktop?

The tech giants stealing the marketplace with regards to voice-enabled devices are Google Home, Amazon Alexa and Siri and it’s really suggested they use three concepts to make decisions to build sets for users

  1. Availability – What’s the option of the product/service an individual requests
  2. The Suitability of the greatest brand highly relevant to my needs (could it be cheap, 4 stars, locality)
  3. Implied preference – predicated on all of the vendors, which looks like an excellent fit predicated on your past preferences and behaviour?

Past preference and behaviour is made from a assortment of insights and data Google is wearing an individual e.g. it’ll look at every little bit of data on you out of every connected device to develop a profile – which brands perhaps you have interacted with, where can you shop, who you’ve reviewed etc.

Brands will have to consider how exactly to positively influence this consideration set (availability, suitability, implied preference). Put simply, as a brandname, you should be asking the question: How can my brand retain it’s relevancy through in voice serp’s to meet up the broad criteria of an individual?

What’s vital that you understand may be the changing environment for brands to interrupt the client and their decision-making journey – it will get yourself a lot tougher. Traditional digital marketing offers a amount of tools and tactics to accomplish that – deploy a re-targeting campaign, launch a paid search or internet affiliate marketing strategy as well as optimize product and content pages to attain page one rankings on search engines.

The the truth is these kinds of tactics won’t have a job to play with regards to voice so when the voice-enabled device has generated up its knowledge of your search history and brand preferences – it will supply you with a single option predicated on your instruction or “moment”

So do you know the opportunities for brands?

We could possibly be seeing a shift in brand technique to look to take part in the idea of mass marketing: can brands get users to learn an article, such as a post, download our app, sign up to our newsletter? Using this method, you’re developing brand reach across potential prospects who have interacted together with your brand through a digital touch point and therefore you will end up recommended as a brandname within the decision-making system (as discussed)

Brands will have to market proactively to consumers many months before they exhibit a particular need – the marketing may not directly convert but its job would be to make sure it is building out “brand currency” that’s considered an attribution to final conversion and visibility through voice.

To expand on the logic of mass marketing and driving wider touch-points with an increase of diverse audiences, this may see brands venture into new markets through product development or through content marketing – attractive to new audiences via related industries.

For further reading with this approach, I would suggest you have a look at Blue Ocean Strategy – it is a framework, developed by W. Chan.Kim and Renee Mauborgne:

Blue Ocean Strategy

Blue Ocean shows that instead of compete in “bloody red oceans” where competition is rife and price-led strategies will be the a key point of difference, organizations should disregard the competition and choose to create new markets (Blue Oceans). Among a brandname that did that is Starbucks and how they redefined the coffee industry and experience

In the context of voice search – this similar strategy could possibly be put on organizations trying to shift their brands into new, uncontested marketplaces (where their competition will not exist) and appearance to create services and services that can help fuel the chance of new audiences who is able to build “brand currency”.

How to influence the consideration set to improve your “brand currency”:

To benefit from growing your brand visibility there are many of practical techniques and tactics to take into account when seeking to driving potential touch points of one’s brand for instance:

  • User Engagement – Gets the user already installed the app, are you currently driving social shares, perhaps you have built out opportunities to create a content model, are you currently actively driving email subscribers, are you currently driving reviewed services? In case a user has read articles, it’s likely you’ll be contained in the consideration set
  • Build out your Questions and Answer Content – Are you currently addressing user questions inside your industry? Focus on key word research and make sure your content efforts are answering the questions of one’s audience (who, what, why, where, how, when) – map out these kinds of questions and create useful content that addresses their needs
  • Understand Intent – Don’t just concentrate on the keywords but understand the intent surrounding the keywords. Will there be an opportunity for the business to build up content associated. Have a pay attention to this podcast by Dan Shure – http://www.evolvingseo.com/2018/03/08/090-aj-kohn/
  • Customer Service – Data alone won’t supply the full picture. You should be getting first-hand information from your own customer-facing departments and appearance to adapt comments from customers into relevant content that may be used, do you know the common questions, pain points to be adapted to content structure in supporting knowing of your brand
  • Analytics – Commence to plot out opportunities to explore new markets by data mining Google Analytics and Audience reports, specifically Interests and Affinity Categories and appearance to recognize the forms of categories that drive users to your desktop/mobile platforms – is there opportunities here to generate new markets for the brand?
  • Domain Authority – A recent article by Backlinko.com analyzed 10,000 Google home results and identified several findings to take into account when optimizing for voice. For brands with which have developed a higher domain authority the study suggests that “authoritative domains have a tendency to produce voice serp’s more than non-authoritative domains” 

Building your brand’s domain authority will, therefore, provide additional opportunities in maximizing brand exposure through voice

Now may be the time for marketers and much more importantly the wider organization they operate to raised know how and what voice search may mean and an excellent place to begin would be to better understand the positioning of the brand, and also the opportunity voice search, may mean.

As discussed in this article, there are a variety of both quantitative and qualitative insights available which will help to patch together what this opportunity or threat could be and how as a brandname normally it takes advantage or indeed create new uncontested markets in satisfying the requirements of one’s audience and new audiences

A recent video by L2 suggests that to comprehend the role of voice, brands have to be clear on what their goal is e.g. could it be to market product? Could it be to aid smart & connected homes, content and category authority e.g. providing utility supporting and assisting your audience.

If voice presents the decline in interrupting the buyer through a selection of online/offline tactics, then brands will have to take an organisational view concerning how this medium will undoubtedly be supporting and enhancing the brand and which means a proceed to understand and begin making use of their audience, create a better knowledge of their needs and wants and the role their brand plays in creating a direct relationship.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

Leave a Comment