3 reasons why your Business needs an Audio & Voice Marketing Strategy

By Erica Famojure

12 February 2020

Odds are that in the past week, you used your smartphone’s voice assistant at least 14 times.

From setting up a calendar alert, creating an office shopping list, listening to podcasts on your daily commute. You’ve found a way to seamlessly integrate audio and voice technology into your daily routine providing you with a bit more ease.

Your potential customers are doing the same and are waiting to hear from you.

With more than half of all searches being done by voice, and the increasing rate at which people are listening to podcasts, adding audio to your marketing strategy is essential for staying relevant in the audio age.

You figured out your social media strategy and maybe you’ve got a chatbot plug-in for your site. Do you really need to invest in another type of marketing? Isn’t voice marketing just another trend?

Yes, you do. And no, it’s not.

Here’s why your business needs to get serious about audio marketing and voice marketing.

1. Discovery

Discovery is key for your business. Almost half of consumers are using their smart device voice assistants to search for products and do product research, create shopping lists, and a third of consumers use voice AI to comparison shop.

Your potential customers are looking for brands through voice search. Getting Siri, Alexa, and other assistants to direct them to your business is important for progressing from the awareness to discovery stage. Since the space is relatively new, your impact will be bigger than a more established technology. For Google especially the gains you make on voice searches also impact your SEO which is why you must keep voice tech and audio marketing front of mind when developing your SEO strategy.

2. Personalization

After discovery comes consideration and (hopefully) conversion. At this point the name of the game is making your unique value proposition clear for each person.

Consumers often build relationships with brands. They want to talk to a brand via direct message and receive a response quickly. In an increasingly automated world, your customers appreciate and respond well to personalization.

Done well, voice technology creates an expedited and more personal customer service experience with the use of voice bots. Though it may seem counter-intuitive, using a voice bot can provide your customers with a more human experience when they first interact with your brand. Over 40% of voice-activated device owners feel like they are conversing with an actual person when interacting with a voice assistant.

3. Easier and better than digital

Audio content and voice technology make modern life easier. Many people prefer listening to an article than sitting down and scrolling through it. Information is provided expeditiously and while book nerds may protest, listening is not cheating.

More importantly audio offers and audio advertising are more effective than their digital counterparts. The new surge of podcast ad analytics offered by major platforms is making it easier to calculate ROI and evaluate where your audio efforts fall within your marketing strategy.

The same way that consumers expect to be able to find your business through voice search, they also want to get info about special offers and promos, and ultimately convert on their phone.

Make it easy for them to enjoy your brand’s knowledge and leadership without the scroll. Place a sponsored ad in a podcast episode or consider making your company blog listener friendly. Your time on site and retention metrics will thank you.