How Voice Search Strategies Help Connect Brands & Customers

With the ubiquity of smart devices today loaded with digital assistants like Siri, Alexa, and Google Assistant, consumers are increasingly turning to voice search as a common way to get quick info or connect with local businesses and services. After all, it’s incredibly easy… 

After saying a phrase like “Hey Siri” — or, in some cases, simply the digital assistant’s name — all you have to do is say a phrase or request an action. Your smart device will take it from there, using speech-to-text technology to convert your words into an instant search query. Within a matter of a few seconds, no typing required, you should have a list of relevant resources or hear spoken snippets of top search results.

Is Voice Search Really a Big Deal?

Recent statistics give us a ball park idea of how big voice search has become. The 2022 Smart Audio Report, for instance, conducted by NPR and Edison Research with over 2,300 study participants, showed that “62% of Americans 18+ use a voice assistant on any device, and those devices can include: smart speakers, smartphones, TV remotes, in-car systems, a computer/laptop, tablet, among others.”

Okay, okay… so people use their voice assistants, but how frequently are they using voice search, really? Another voice search survey involving about 600 consumers of varying ages found that “58% of consumers ages 25-34 use voice search daily. Meanwhile, 43% of consumers 55 years or older leverage voice search weekly.” 

Why Does Voice Search Matter for Brands?

So, what’s it to you? Put simply, if voice search is one of the major ways your audience is searching online, it’s your brand’s job to be easily found via that channel. (Keep reading for more on how to do this.) 

Plus, this is key: voice search affects B2B and B2C markets alike. Since it’s an overarching trend in how consumers are finding brands and engaging with them online, it applies to most industries and businesses.

How to Optimize Voice Search for Your Brand

To make your brand voice-search friendly, here are some things your marketing team or marketing partner should consider: 

• Integrating conversational keywords into your SEO strategy to reflect common speech patterns (e.g., “Where can I get the best sushi near me?”)
• Devoting greater attention to optimizing your online presence for mobile users, since many voice searches are conducted on mobile devices
• Strategically emphasizing your brand’s location or service area, since many voice searches are related to local goods and services
• Enhancing the overall brand experience online to make the buying experience more enjoyable for customers

An excellent marketing partner will help your brand adapt to voice search while also maintaining other Search Engine Optimization strategies. The goal should be a strong, user-friendly online presence through both voice and more “traditional” search tactics.

Future-Proof Your Digital Marketing with the Right Partner

The digital landscape — and therefore digital marketing — are continually changing. As technology advances, it’s likely that consumer use of voice search will continue to rise in popularity and yield even more personalized results, especially as voice recognition technology and AI improve. Plus, we may see increased “voice commerce” — consumers using their smart tech more often to make purchases directly through the verbal interface. 

To navigate all this growth in technology, make sure you have an adaptable, proactive digital marketing partner to help effectively connect your brand with current and prospective customers. With more than 40 years of experience, Asen exists to help brands like yours thrive in a wide range of B2B and B2C industries. We stay on top of user trends like voice search and implement SEO-friendly digital marketing tactics that optimize campaigns — because what we do is all about ensuring the brands we serve see results.

If you’re looking for a team to discuss the right voice search tactics for your business, we’d love to talk! Learn more about our digital marketing services or reach out to us today. You can also follow us on social media (@thrivewithasen) for more content like this!