Voice marketing is a set of strategies designed to reach audiences who are using voice-enabled devices, like Amazon’s Alexa and Echo, Google Home, smartphones, smart watches, smart speakers, smart TV’s and computers.
While B2C companies are taking advantage of voice marketing on Amazon’s Alexa for e-commerce, there are exciting reasons for B2B companies to consider using voice search marketing as well. For instance, research suggests that 55 percent of American households will own a smart speaker by next year. Amazon, Google, Salesforce and other high-profile companies have developed voice-enabled products designed for businesses.
For B2B leaders, it’s essential to stay current with the latest trends, and voice search marketing’s volume continues to go up for its growing impact on modern marketing. Here are four reasons why B2B companies should integrate voice marketing into their overall marketing strategy.
AI Voice Assistants Are Listening
When Frasier Crane famously said, “I’m Listening” on his popular (albeit fictional) radio show, he could not have known just how prophetic his memorable slogan would become, except now it is AI voice assistants who are listening. According to a TechCrunch report, it’s anticipated that an estimated 8 billion voice-enabled AI assistants will be in use in 2023. If you want your customers to find you, you need to be optimized for voice search. Research suggests at least half of all searches are voice-based and 40% of adults use voice search daily.
Voice Search Marketing’s B2B Mobile Impact
Creating your mobile audio identity will become increasingly valuable for B2B companies in the future. Research shows that 50 percent of B2B voice searches are from mobile devices, which means people can ask questions about your business at any time of day, so you need a voice marketing strategy to provide customers what they need, when they need it. It’s important to remember when using AI voice assistants, customers typically ask specific questions that are conversational. So, focusing on long-tail keywords will pay dividends in your voice marketing strategy.
Increased Use of Mobile Devices at Work
More than three-fourths of B2B buyers are using their mobile devices while at work, according to the Boston Consulting Group. There is potential for these B2B buyers to use voice search as it becomes more prevalent in our daily lives. Accordingly, it’s important to optimize your mobile user experience (UX) because that is where people will likely search for solutions your company can provide. If voice search leads them to your website on their smartphone, you want to make sure they will stay to engage with your content with an easy-to-use, informative format.
More and More Companies are Growing Authenticity with Alexa Skills
If you say “Alexa, how do I get ink stains out of my silk shirt to your Alexa device, it will tell you what the laundry experts at Tide suggest. That is an example of an Alexa skill. Given Alexa’s popularity, investing time and resources into developing an Alexa skill can be an asset for your B2B company, and being available to your audience where they are will increase your voice search ROI.
If you have not utilized voice search in your marketing strategy, there is no better time than now to get started and get your brand voice heard.