It’s not an easy task for businesses to face the up and coming topic of voice. Quite understandably, as it is so diverse and covers a vast range of possible applications.
This versatility calls for a thorough look at the possibilities and necessities that arise when familiarizing yourself with this growing trend. As only by understanding voice fully, will you be able to asses which aspects might be interesting and beneficial for your business.
Zooming in on the specific needs of your customers will then enable you to develop a successful voice strategy that elevates your customer communication.
Get to know “Voice”
Before you take a deep dive into new activities and processes, it is important to learn more about what you are dealing with. Embrace the new voice trend by understanding what shifts voice brings along and what impact voice control and spoken search queries are going to have on your customer interactions.
Find out how voice is changing the business landscape and our personal lives and what lies ahead when most homes are suddenly equipped with smart speakers and voice assistants are becoming the new normal.
Rethink your marketing
Some things can be applied to every business that is trying to implement a voice strategy into their products or services. One thing to rethink will definitely be your marketing and especially content creation. Implementing a successful voice strategy calls for new styles of content that must fit into the bigger picture of your strategy.
With voice, companies also have to adapt their branding. Suddenly it’s not primarily about visual content, but also about sound. Brand personality and the way that it is communicated has to have different qualities than brands used to have. Voice marketing can be seen as an add-on to people’s experience, whereas old school visual marketing was made to interrupt their attention in an often intrusive way.
Podcasts are a great example of the way voice work. You can listen to a podcast while doing pretty much anything. The same goes for voice marketing – it must be integrated into people’s lifestyles rather than disrupting them.
Learn from your competitors
Find out who of your competitors is already following the voice trend, how you can learn from them and at the same time improve it to create an even better experience for your customers. This is where you have to be very clear about your own USPs and asses how voice-based marketing or services can be valuable for your unique clientele.
Know your customers
With voice becoming more important, the way that customers act changes. They are using new technologies on various devices and locations and are interacting with machines using spoken language instead of written text.
For businesses, this means finding new processes and behaviors to cater to their clients’ changing needs. Think about reshaping content for voice-based SEO or figuring out how to best curate content for voice assistants.
Steps to successfully implement a voice strategy
Once you’ve pulled off the groundwork, you can start implementing your voice strategy.
First things first. You need to know where you are currently at. Have you dabbled in implementing voice strategies already or are you just about to start this new adventure? Where would it make sense to implement voice-based services in your communication?
To successfully implement a voice-strategy you have to know where you want to go with it. What are the short- and long-term goals behind it? What exactly do you want to accomplish with a voice strategy? Define your actions based on your goals.
For things to run smoothly and successfully pay attention to thorough planning and development. As with other technological developments, you might have to find the right partner to implement Alexa Skills or other voice-based services.
Our experience with numerous successfully implemented chatbots and voice assistants shows that the way data and content are processed and analyzed is crucial for any successful implementation of Skills or voice-based services.
Chatbots, voice assistants and AI,
The next step is all about integrating the new voice-based features into your existing marketing, offers, and services. This is when it all ties in together and you can see and test how customers react and what things need to be improved.
5. Analyze and optimize
Once the new services are live, you need to start measure results and compare them with your set goals. The more data you can gather and analyze, the faster you can optimize and work on the finetuning.
Voice strategies are all about dealing with shifting customer behaviors and needs. Voice controls and interactions will become the predominant way for humans to interact with machines and it is starting today.