60% of mobile users have used voice search at least once in the past twelve months. 44% of connected speaker users order products through their device every week. There is no doubt, the voice is the future of marketing !
From V-commerce to the rise of speech analytics, here are the major trends that will influence the voice marketing sector in 2021.
1. Make way for V-commerce
V-commerce consists of searching for products, creating a basket and / or making purchases via connected speakers or the voice command of a smartphone. Its main objective is to facilitate the purchasing process to provide an efficient alternative to using a keyboard and mouse.
Do you think the world is not yet ready for this new version of e-commerce? Think again ! 62% of voice speaker users are likely to buy something through a connected object.
- Analyze how voice search algorithms work: for example, in search results with Amazon Echo, priority is given to the lowest prices, limiting the alternative brands / products available for purchase.
- Create unique voice experiences: Identify where and when your consumers can use their voice to find and interact with your products (at home from work, while shopping, on Sundays…).
- Work on voice SEO: more information in the next point ...
2. SEO through voice marketing
With traditional SEO, you may very well be content with a position on the first page of results. Voice marketing, on the other hand, requires optimization for the top spot only. If you are not ahead of your competition, you will not get voice traffic.
So how do you optimize your SEO for voice search?
- Write content in a natural and conversational tone
- Focus on helpful answers rather than keywords
- Focus on semantic research
- Work with the user's intention
- Provide contextual responses
- Produce long content of 2,300 words or more
- Use structured data
- Use the SPEAKABLE property in schema.org to identify the sections that are suitable for audio playback
Call on SEO professionals to boost your voice SEO quickly. Describe your project on Elitechsystems.com and receive quotes from freelance SEO consultants quickly.
3. The rise of vocal UX
With voice, making a purchase becomes faster and can be done at any time of the day, even while taking a shower! Which optimizes the user experience.
However, it is necessary to guarantee fluidity in the use of the devices and a rapid understanding of the requests. In 2021, manufacturers will work to find out in what context their devices are used (in the kitchen, in the car, in the office, etc.). Indeed, the boom in voice being fairly recent, there is still little data on the user experience and how to improve it.
4. The rise of speech analytics
Speech analytics consists of analyzing voice recordings or calls from customers, in order to find useful information to guarantee the quality of products or services. Speech analytics software identifies words and scrutinizes audio patterns to detect emotions and stress in a speaker's voice.
They can analyze the phrases used by customers to quickly identify their needs, wants and expectations. They are also used to provide scripted responses based on previous calls, particularly to sales or customer service.
A useful analysis to adapt your scripts, chatbots and content and better “speak” to your audience.
5. Voice marketing and privacy
55% of users worry about continuously listening to connected speakers. 63% are concerned that hackers may be able to use these devices to gain access to their home or personal information. The protection of their data has been a central concern of consumers for a long time. Vocal is no exception to the rule.
If you use or integrate a voice assistant on your site, then you have legal obligations. In particular, you must comply with the General Data Protection Regulation (GDPR). Your privacy policy should mention the use of a voice assistant and emphasize obtaining consent before collecting any data.
The good news is that if you want to integrate your app or product with the famous voice assistants (Siri, Google Assistant, or Alexa), the manufacturers will provide you with the necessary instructions.
For example, the Google Assistant takes care of obtaining consent through its own app and also takes care of the options to modify or withdraw consent.
The introduction of voice technology is changing the way consumers search and buy. Therefore, your marketing strategy will have to evolve in the face of this new trend. Ready to give voice?
Ketan Parmar is Digital Marketing Strategist at Elitech Systems, Implementing cutting edge SEO strategies to help businesses strengthen their online presence is his forte. Apart from helping small and big businesses, he loves to jot down valuable resources for Entrepreneurs, Start Ups, Technology Geeks with his knowledge and expertise of 10 years in the industry.
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