Voice marketing: Definition, examples & tips
The world of digital marketing has a structure that constantly evolves and grows with the development of technology. In this ever-growing marketing world, voice marketing also emerges as a strategy utilizing voice-activated technologies. Applying this strategy will also help you increase your brand awareness and establish a more profound connection with your target audience.
In this article, we talk about the definition of voice marketing and key points about voice marketing. We explain how to use voice marketing for your business in 6 steps. Also, you can see 5 effective examples of voice marketing. You can also learn 7 expert tips for voice marketing
Key points about voice marketing
🔐 The number of active voice assistant devices worldwide is expected to double by the end of 2024, reaching 8,4 billion. (synup)
🔐 %56 of smartphone users use voice search to find information about a brand or business. (Invoca)
🔐 34% of Internet users who do not have a voice assistant are interested in purchasing one. (GWI)
🔐 Users prefer voice assistants to manage routine tasks in their daily lives more effectively. (PWC)
🔐 The global voice assistant market is expected to reach a massive $45 billion by 2028. (LinkedIn)
First things first: What is voice marketing?
Voice marketing is a valuable digital marketing strategy where businesses use methods such as voice assistants, voice searches, and voice content to promote their brands, products, or services or reach their target audience.
With the development of technology, voice marketing is also seen as the future of advertising. You can develop a voice marketing strategy by using this rapidly growing technology.
How to use voice marketing for your business
With the development of technology, developing and growing marketing methods have become inevitable in running a successful strategy. You can use voice technology to effectively reach and make your brand voice heard with your target audience. You can follow the steps below to learn how to use voice search marketing for your business:
Guide to using voice marketing
Step 1: Understand your target audience
The first step in using voice marketing correctly, as with any marketing strategy, is to understand and recognize the interests and behaviors of your target audience. Knowing these is crucial for developing a marketing strategy that has the potential to meet the wants, needs, and expectations of your target audience. In this way, you can create a more robust and influential voice marketing strategy.
💡 In addition, you can create a marketing research survey to understand your target market better.
Step 2: Determine your goals
The next step is to determine your marketing tactics and goals. What do you want to achieve with your voice marketing strategy? Knowing the answer to this question is essential for creating a successful voice marketing strategy. For example, you can aim to increase customer satisfaction and share of the market or improve customer service by taking advantage of developing voice search technology.
Step 3: Create engaging content
In the ever-evolving digital marketing world, voice advertising helps you adapt to consumers' changing habits. At this point, it is vital to create content that will attract the attention of your target audience. You can use viral, funny, or exciting social media posts when creating your audio marketing campaign. Effective social media shares will make your content marketing campaign more memorable and effective compared to your competitors.
Step 4: Optimize your content for voice search
Optimizing your content for voice search engines helps you effectively target customers and attract your target audience's attention. You can use colloquial language and include keywords that people will likely use. Creating content in various formats, including blog posts, podcasts, and paid advertising, can help you stand out in voice searches. It will ensure your ad is relevant and easily discoverable to voice searchers.
💡 You can run a voice marketing campaign through social media platforms like Reddit, Twitter, or Clubhouse.
Step 5: Start implementing your strategy
Once you’ve optimized your content for voice search, you should do a final check of the campaign you’ve created. It’s best to ensure your goals align with your marketing strategy and that you’ve optimized your content for voice search. You can implement your voice marketing strategy after completing your final checks.
Step 6: Analyze your campaign results
Calculating the share of voice marketing campaign results allows you to evaluate the effectiveness and success of your campaign. Measuring the share of voice will enable you to see what you did right and wrong in your campaign process. Thus, you can improve your missing or faulty points, run your following marketing efforts more efficiently, and achieve more productive results.
💡 You can also perform sentiment analysis to determine whether your content's emotional tone is positive, negative, or neutral.
5 Effective examples of voice marketing
Voice marketing, a strategy that has become increasingly popular in recent years, has become an indispensable marketing tool for brands. You can also take your place on this platform by running a voice marketing campaign. Below, you can see 5 effective voice marketing examples that will inspire you:
1. Sephora - Lipstories
One of the world-renowned brands, Sephora Collection, has launched a successful audio marketing campaign through a podcast in collaboration with Girlboss Radio Network. With the #LIPSTORIES podcast, the brand aimed to create an emotional connection with its consumers by promoting self-love and body positivity.
Example LIPSTORIES by Girlboss radio (Source: Apple Podcats)
2. Jameson - 'OK, talk to Jameson Bar'
Jameson, a whiskey brand, created a campaign using Google Home and Google Assistant apps to help customers with cocktail recipes. When users tell Google, 'OK, talk to Jameson Bar' via voice search, the brand’s Google Home skill is created for the voice assistant to respond step-by-step. The brand partnered with 360i to create this new skill.
Example showing how 'OK, talk to Jameson Bar' works on Google Home (Source: Adweek)
3. Domino's Pizza - Amazon Alexa voice ordering
Domino's Pizza has integrated with Alexa, allowing consumers to order through the voice assistant. This application, valid for orders placed in the US, is an example of voice assistants used for voice marketing. Users can order with commands such as Alexa open Domino's or Alexa open Domino's and place an order, and they can also track their orders. You can even re-order a saved order if you have a saved profile.
Example of Dominos (Source: Amazon)
4. Philips - Lighting with voice command
Philips, one of the world's leading lamp and home appliance sellers, has an essential place in smart home systems by integrating with voice assistants. The brand offers personalized experiences to its users to be more comfortable in their homes. Philips bulbs work harmoniously with voice assistants such as Alexa, Google Assistant, or Siri, offering the ability to turn lights on and off or adjust color and brightness with voice commands.
Example of Philips (Source: Philips)
5. Spotify - Siri integration
Spotify, a world-famous and widely used music app, has integrated with Siri and benefited from a voice marketing strategy. The brand allowed users to open the app and manage their playlists through Siri voice commands and shortcuts. In this way, it aimed to personalize its users’ music listening experiences and make them spend more time on the platform.
Example of Siri (Source: Spotify)
7 Expert tips for voice marketing
Integrating innovative voice technologies into your marketing strategy can increase your brand’s awareness and help you stand out from the competition. However, there are certain things you should pay attention to when creating a voice marketing campaign for your business. Here are 7 expert tips to help you run a better voice marketing strategy:
7 Pro tips for voice marketing
🔊 Create colloquial content: Since voice searches work with questions and commands that users use in everyday language, your content should suit this spoken language.
🔊 Be concise and clear: Since voice assistants usually give users quick and straightforward answers, you should also produce the content you create in a way that users can understand, short and precise.
🔊 Try to deliver personalized experiences: Providing personalized experiences allows your users to establish a more profound and stronger connection with your brand. Therefore, you can offer customized experiences to your users based on their past experiences.
🔊 Strengthen your local SEO strategy: Your business needs to appear in local searches. Therefore, you can strengthen your local SEO strategy to ensure your business is visible in local searches. You can also use SEO statistics to move your brand to the top online.
🔊 Optimize user experience: To provide a seamless user experience, you should ensure your voice commands are accessible to understand and user-friendly. You can also use UX research tools to create a better user experience.
🔊 Try different audio advertising strategies: You can test different voice ad formats with various target audiences to determine the most effective advertising strategy.
🔊 Use AI and analytics: You can use artificial intelligence and analytics tools to evaluate your campaign's performance and increase its effectiveness. You can also look at AI statistics to create better planning using AI.
Wrapping it up
Voice marketing, which is seen as the advertising of the future, has become an essential tool that businesses should use with the development of digital advertising. You can conduct your marketing activities using various voice marketing technologies such as podcasts and voice assistants. Now that you have learned everything you need about voice marketing in this article, you can start creating your campaign!
In this article, we defined what voice marketing is and critical points about voice marketing. We also included 6 steps for using voice marketing for your business. Finally, you can see the latest compelling voice marketing examples and 7 expert tips. You can follow our blog to learn more about successful marketing campaign types and how to use them.
