Voice Marketing

A voice marketing strategy? Statistics say that 20% of the searches we do are voice and that next year they will be as relevant as the written ones: they will reach 50% of the total. Alexa, Siri, Google Assistant, Cortana and Bixby, assistants from Amazon, Apple, Google, Microsoft and Samsung can transform the way we consume information (and products). How do these changes affect brand positioning?

“The new Voice ecosystem completely removes the foundations of branding and gives sound the importance it deserves. As the proliferation of voice assistants increases, companies must implement effective strategies to capitalize on this potential. Voice applications allow brands to be ubiquitous and always available, no matter where the customer is: at home, in the car, at the office, at sports…” emphasizes Roberto Carreras, founder of speakera company specializing in voice marketing.

This presence of brands through language must be done with a strategy designed to be organically present in searches (a new SEO). With marketing campaigns that get people heard, such as podcast content, audio newsletters or advertising that goes beyond classic radio spots. But also with a language-based brand identity, like the visual identity and logo have been designed for years.

How does Coca-Cola speak?

“All businesses are very familiar with creating guides and strategy guides on paper, audiovisual or other formats and consumer touchpoints; However, considering how brands should sound or speak is something entirely new for marketers. How does Coca-Cola speak? Is it a female or male voice? Is she young or mature? Brands need to learn to redefine themselves by adding this new dimension,” says Roberto Carreras.

“But – adds Carreras – a voice marketing strategy does not just mean developing a voice application, it must create value for the customer and create a customer experience with a consistent brand message at all touchpoints: from the wedge to the voice of the brand that traverse the entire voice ecosystem. Worked well, voice can be a powerful extension of a brand and in the future will likely be the first touch in the relationship with the customer, key to their new positioning.”

The question is: How is the voice identity of a brand designed? At Voikers, they “developed a methodology to strategically generate voices. Our methodology combines 4 ingredients: brand attributes, emotions, voices and purpose. Depending on what you want to say, your voice will sound a certain way. We want to bring science to how the voices that identify companies are selected because we know their impact is huge. The voice has a great ability to create emotions,” explains its founder.

From SEO to AEO

A new sound identity and new language content that offers customers added value. But without a doubt, the change that concerns businesses of all sizes the most is the way voice search can impact their organic positioning. A change that requires familiarity with how the AEO works (Answer Engine Optimization) as part of our SEO strategy. With this new positioning, aspects come into play that traditional SEO has not taken into account, such as intonation, the grammatical structure of the sentence and the context of the questions.

“We are not looking for the same thing when we write as when we speak. We use a different language and the searches are longer. They are searches based on questions: Where is something like that or who is such a person, for example? Companies are working to provide short and clear answers to these questions. One change we’ve seen, for example, is the FAQs being restored to the websites. Questions and Answers are included again, reflecting on content related to voice search, with specific questions and clear answers, using non-technical language so they are part of a conversational moment rather than a technical reading,” explains Jesus Mera, COO of antevenio.

“We haven’t found a search that is more semantic, more conversational, and generally more detailed. We use both long-tail keywords and short-tail searches. Some short-tail keywords would be: what is sushi? And the wizard knows you need a definition. Some long-tail keywords would be: What is the best sushi restaurant in London? By adding more keywords, qualitative terms like “best”, Google tries to rank restaurants. And the local search term ‘Londres’ gives Google an indicator to only show results in that area,” comments Roberto Carreras.

Voice Marketing or the New Marketing

We search differently and searches are presented differently. If you ask Alexa when Madrid is playing, she should know whether you mean Atlético de Madrid or Real Madrid. But if you ask him when the next home game is, he won’t make you repeat your question because he remembers the previous one and understands what you mean. Something that doesn’t happen with written research. In short, the language results contextualize the questions.

Another important change is that they take the user’s location into account. For this reason, Audio Marketing recommends focusing heavily on positioning for Google My Business.

“Local businesses like a bar, flower shop or shop are interested in customizing with keywords to take advantage of the closest points search. If a user is walking through the center of Madrid and wants to eat a squid sandwich, they will ask what is the best squid sandwich in Madrid. We need to think about how our potential customers are asking and try to answer that question with our positioning. With voice search, we need to be less general and focus on very specific niche keywords, very similar to how we normally speak,” says Juan Cano Calvo.

To appear in voice search, don’t forget to include all kinds of basic information about the store: the address, the opening and closing times, the prices, whether you can reserve, whether we have vegan dishes… Anything you can answer specific questions that potential customers ask. “It’s also important that these local businesses appear on opinion and recommendation sites. And that all these keywords are present in these opinions. Businesses should promote their presence on sites like TripAdvisor and similar sites,” adds Cano.

The ultimate goal is to appear in the first search results because the rest doesn’t count. “When you ask a question, the speaker gives you the first two results. If you asked for a restaurant it will tell you: you have two restaurants within a mile radius and the closest is like this. He doesn’t read you the third, fourth, and fifth. This forces companies to work exclusively in these top positions,” says Jesús Mera.

A work that requires a lot of improvisation and experimentation, since everything has yet to be written in this field. And possibly specific tools for this will become popular over time. At the moment, solutions like Answerthepublic can be of great help; It provides lists of keywords, combinations of prepositions associated with them, and even a list of the questions that users typically ask when using those keywords.

Complete the sales process

We’ve talked about brand presence so far, but what about the sales process? Can it be included in the voice marketing strategy? That can and should be. “We have tested podcasts and see their great advantage in the fact that the user’s attention is very high. Even if they do something else, their attention span is much higher than banners and other links. In fact, we have concrete answers. That they get to a website via a voice message and sign up for a webinar or class,” says David Tomás, co-founder of Cyberclick.

Although today only 2% of Alexa users have bought something by voice, no one doubts that as trust in these assistants increases, paying online without lifting a single finger will become popular. The technology already exists.

“Alexa can show you some search results, give you the price, and ask if you want me to buy it for you.” Also to advertise. If you want to defer payments with your bank card or for us to refund part of the purchase amount,” says David Tomás. And the Ocado supermarket in the UK already allows you to make purchases through Alexa. You can say: “Tell Ocaso, he’s supposed to put tuna in my shopping cart and that’s it, you save a lot of interactions,” comments Carreras.

For Jesús Mera, “Voice search will not change the world of advertising, but it will be taken into account when creating content. Content that offers users added value: videos for networks, podcasts, advertising that goes beyond the classic formats of radio advertising … A model must be found in which to discover how the user reaction provoked by voice ads from the request for information can become an order”.

Corporate podcasts: a new marketing tool

BBVA and General Electric (GE) are some of the most forward-thinking brands when it comes to harnessing the power of corporate podcasts: podcasts created by companies to connect with their audiences. Voice content with information and entertainment without talking about the company itself and its products. Corporate podcasts force even more, if possible, to flee the “Bulletin” of how wonderful we are. A pioneering example was the series The message, a 2015 entertainment podcast created by GE, has been followed by more than a million listeners and was #1 on iTunes. A science fiction story written by playwright and screenwriter Mac Rogers that tells an alien menace and connects the audience to GE technology without directly selling the brand; The multinational corporation is only mentioned once in the 8 episodes.
As Juan Cano explains: “A pizzeria cannot talk about their pizzas because no one will hear a podcast with that content, but they can create content about how to make pizzas or, if it’s a Naples pizzeria, about travel speak. for example . As with any other content marketing message, you need to think about the user you’re targeting and create content that’s easy to hear, informative, and entertaining. Above all, remember that listening to these audios is a secondary task for most users. You hear them while cooking, on the way to work or while exercising. So generating a lot of value or a lot of entertainment is very important.”
To reach our audience it is important to “share it on social networks and in specific podcast applications such as Apple Podcast, Google Podcast, Spotify or iVoox. Without forgetting that focusing on a niche helps to show up in search,” says Cano.
Another alternative is to create your own podcast channel to increase the distribution of your content by following in the footsteps of BBVA Podcast.

Voice Search, Voice Content, Voice Marketing, Online Marketing, Podcast