October 17, 2022
Have you ever wondered how you are able to remember each and every word of your favorite song by heart and recite it repeatedly without any errors at all, but are not able to memorize half a page of your beloved book no matter how many times you have read it?
Do you know why this happens? Well, this is because the voice or music has a unique quality that makes it special and easy to recall; the rhythm and tone. When you hear something through a voice, the tone with which the voice enters your ears helps you to mark it in your mind.
So, do you think this specific quality of sound can be used in marketing? The answer is yes. The element of voice, or music, is an essential one in marketing. The jingles are an excellent example of the use of voice and music in marketing. You sure do remember the lines of the jingles of your favorite candy or dolls from childhood, right?
This unique quality of voice can be applied to marketing in many ways, and its application in the form of voice marketing is one of the most common practices we follow and exercise today.
The versatile voice marketing.
In a nutshell, voice marketing can be defined as a method of targeting or reaching out to target audiences through the use of live or recorded content. Marketers integrate voice-enabled search and voice AI solutions into their marketing strategies to build a silent yet salient business ecosystem around users.
The practice of voice marketing to implement a preplanned strategy over the target audience can be said to have popularized with the invention and mass production of radios. Brands prepared audio advertisements and then had them broadcast over the radio.
With time, the systems and strategies we use for voice marketing have changed a lot. For example, you have heard about voice search assistant software like Amazon Alexa, Google Echo, or Apple Inc. Siri, right? So, do you know these devices are among the best marketing tools to promote, advertise, or sell a product?
When you are asking Alexa to find the best smartphone to gift to your friend on his/her birthday, do you think the search results you are getting are random? Well, it isn’t. The suggestions or search results you receive are tailored to your preferences by your service providers based on a variety of factors, such as your online behavior.
Aside from the voice search assistants, podcasts and social media platforms such as Clubhouse and Twitter Spaces are also being used to implement preplanned marketing strategies into our lives.
The power of personalization
One of the key elements that every voice marketer focuses upon while delivering their strategies to the target audience is personalization. It means that the voice marketers, through different channels, will collect the personal preferences and choices of a unique target audience by evaluating their online activities, search patterns, engagements, etc. and then deliver a custom-made advertisement especially for them, which is made specially to meet their preferences.
In the sphere of voice search optimization
You may be familiar with the practice of SEO, in which we optimize our website or pages with techniques that make ours the top of the list in the search results to drive more traffic into them. Like this, with the emergence of strong voice marketing campaigns, the practice of VSO, i.e., Voice Search Optimization has also developed.
So, what is VSO? In simple words, the practice of optimizing your pages to appear in voice searches is known as VSO. VSO helps to place your product on top of the results to attract more interest and traffic to your product or website.
Crafting an effective voice marketing campaign
In order to build an effective voice marketing campaign that covers all your objectives, you need to look into some things.
- Does your business fit for voice-search marketing: The first thing you need to consider before launching a voice marketing campaign is to check whether the product or service you provide is suitable for implementing the strategy through voice search marketing.
For example, if you are an entrepreneur who sells products in bulk, creating custom voice search strategies or campaigns for the general public may not benefit your business because your target audience is retail buyers rather than customers directly.
- Understand which mode of voice marketing your audience prefers: As said earlier, each of your clients will have their own preferences and practices. You need to study and evaluate the traits of customers and then have to bake the marketing campaigns in a way that they would like to have a bite.
For example, if your target customer is an active podcast listener, then you have to use the opportunity to set up a marketing strategy that can be effectively conveyed to him/her through the podcast.
- Set the right tone for the marketing campaign: Before you can build a strategy, you must first thoroughly understand the qualities, behaviors, and emotions of your product, brand, or service.
For example, if your product is a shampoo for taking care of the beard, then you can use a male voice to narrate the advertisement just like using a female voice to demonstrate the advertisement for a lip-stick.
- Make it interactive: One of the most common mistakes by which you could ruin any voice marketing campaign is by channeling it with uni-directional communication, i.e., from the marketer to the target audience. We have to change this strategy. We have to take into consideration that the customers like to be an active participant in the campaign rather than a passive listener.
For example, you can provide the customers with interactive sessions and multiple choices to have while they are involved in your marketing campaign. Let them feel that they too have a role to play while they are in a session with you.
The advantages of voice marketing.
The main advantages of voice marketing involve,
- The cost of production of an effective voice marketing campaign is much less than that of a digital or video marketing campaign.
- More user-friendly than the traditional type and search options available.
- Unlike any written, digital, or video advertisement, with voice marketing, customers can listen to the advertisement on the go while engaging in any other daily activities.
- It’s easy and convenient for the audience to understand and engage.
So, these are the basic things you need to know before you study and research more on the possibilities of voice marketing to take your business to new heights and growth.
