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Voice Marketing ABC: How To Achieve Business Success – Heidi Cohen

Jan 19, 2022
Voice Marketing ABC: How To Achieve Business Success - Heidi Cohen

Voice_Marketing_ABCAre the Voice Marketing ABC part of your business strategy?

Or do you think voice-enabled devices are still a niche market?

Or maybe you believe:
Only the big boys have enough resources to invest in emerging technologies.

Well let’s reassess the voice market!

Because, when technologies and platforms first emerge provides your best shot to stake out your turf and to establish your brand.

Why?
Since there’s less competition, you can become a leading player.

As the market matures, more businesses enter and create more competition.

Further, people across age groups and geographies became digitally savvy due to COVID health concerns and quarantines.

From Disruption To Innovation Research by WorldPay FIS completed by 2,000+ US consumers in June 2020 found that:

In terms of purchasing:

So your target market and their influencers use the latest technology including voice-enabled devices.

As a point of reference, according to Voicebot’s Bret Kinsella:
55% of US adults have a smart home device or smart speaker.
Smart Home and Smart Speaker Ownership U.S. Adults

And this translates to 128 million US consumers for smart homes (or 38.5% of the US population (eMarketer-July 2020.)
US voice assistant users and penetration, 2018-2022

What does this mean for your marketing?
Expand onto voice-enabled devices by applying the Voice Marketing ABC to your marketing and plans.

What Are the ABCs of Voice Marketing?

The voice marketing ABCs consist of these 3 marketing strategy elements:

These Voice Marketing ABC are grounded in micro-moments as defined by Google (2015). As a result, your listeners want to:

Voice-enable devices include a variety of options, including:

Further, about 1 in 3 US adults uses voice assistants or voice interfaces to interact with smart home devices at least monthly. (Voicebot – December 2020) And the level of technology adoption depends on the device owned and used.

Since smartphones remain the most used voice-enabled device, make sure mobile users can find your business and content.

To understand how people use voice-enabled devices in their homes, look at the shades, electric kettle and thermostat highlighted in this smart kitchen (via AHS).

People choose voice-enabled devices in these use-cases:

Marketing Implications

What does this mean for your marketing? (via Google 2015)

Voice Marketing ABC: Audience

When creating voice responses and/or interactions, determine who is speaking.

Buyer relationships for your content, products and/or services include:

Also determine why past customers no longer need or want to buy from you. Because they can influence future purchases from your organization.

Further, if they’re family or friends of your prospects and customers, they sway both current and future buying decisions. So your post-sale on-boarding and customer winback strategies matter a LOT.

To satisfy both buyers and end users, your offering must meet Clayton Christenson’s “Jobs To Be Done”. Your content, products, and services must fulfill these 3 needs or they fail to work for your customers:

When a prospect uses a voice-enabled device, she expects it to:

Translation:
You must deliver the content your audience wants when, where and in the form they prefer.

Actionable Voice Marketing Tips:

To support your voice content and interactions:

Voice Marketing ABC: Brand

Focus on your brand to create a consistent, trustworthy customer experience (aka:CX). This contributes to your brand equity and increases the value of your business.

Brands are defined as shorthand marketing messages with identifiable representation; they create emotional bonds with and perceived value for customers. They consist of:

Why?
Voice Marketing depends on how you position your brand.

In Obviously Awesome, April Dunford states:

“Positioning is the act of deliberately defining how you are the best at what a defined market cares a lot about.”

Effective positioning consists of 5 factors (Source: April Dunford, Obviously Awesome, page 45):

How Trust Influences Your Brand’s Voice Marketing

BUT your brand faces significant challenges in the current environment.

Why
Because trust is at an all time low. Before you shrug this off, realize that voice success depends on your brand’s ability to deliver trusted content!

Since 2018, there’s been a “Truth Decay” characterized by 4 trends (Source: Rand):

Before creating voice and other forms of content marketing, consider who should deliver this information to your audience.

WHY?
Because the credibility of the source matters a LOT.

Ideally start with the experts within your organization who understand your customer and what they need to know to use your product, service and/or content once they’ve made their purchase. Company technical experts consistently rank at the top of the list of trusted resources according to Edelman’s Trust Barometer.

Actionable Voice Marketing Tips:

Voice Marketing ABC: Context

Context defines the MOST RELEVANT answer the speaker expects to be delivered most quickly (regardless of which source or brand of the information and/or device provides it.) Beyond the implicit assumption of speed, it can be a unit of data, information, and/or content.

As April Dunford says in Obviously Awesome:

“Context enables people to figure out what’s important.”

Context is what distinguishes voice use from other digital formats, such as text, images and/or video. It’s grounded in micro-moments (Google – 2015)

Further, context takes into account who, what, why, where, when and how. It encompasses the:

Actionable Voice Marketing Tip:

Provide content marketing to:

How the ABCs Work Together for Voice Marketing Success

To successfully achieve measurable business success when you add voice to your marketing mix, it must be the “BEST ANSWER” in the sweet spot at the center of your:

Otherwise your voice marketing fails to achieve its objectives. Among these options are:

ABCs of Voice Marketing Conclusion

Due to the accelerated digital acceptance and use across age groups, your target customers regardless of age use more digital devices with expanded functionality including voice to make their lives easier.

To meet these evolving behaviors, you must provide useful and relevant voice content, information and data when, where and how your audience wants to receive it. Because if you don’t, your competitors or close substitutes will.

So, to get measurable results from adding voice capabilities to your marketing mix, take into consideration the Voice Marketing ABC:

BUT, take care to create a voice experience that represents your brand AND appeals to your audience’s expectations and contextual needs.

Happy Marketing,
Heidi Cohen

Heidi CohenHeidi Cohen is the President of Riverside Marketing Strategies.
You can find Heidi on FacebookTwitter and LinkedIn.

Get Heidi Cohen’s Actionable Marketing Guide by email:

This content was originally published here.