June 29, 2018
Reaching Customers through Smart Speakers
When talking about the latest consumer trends in IoT, it’s impossible to ignore smart speakers. These devices breathe new conveniences into our lives, keep us entertained and help us stay organized. Smart speakers also present new opportunities for brands to connect with consumers.
A recent article in ClearVoice predicts that 30% of consumer browsing sessions will take place using voice-activated technology. Whether that’s through Siri, Android or a smart speaker, your company needs a strategy for voice. The world of voice search still remains nebulous to most. How can you optimize content and sales channels for smart speakers?
Know your Demographics
First, determine if your audience engages with smart speakers. What demographics do you sell to? Do they regularly use voice-activated devices? Be sure to use data versus relying on your assumptions. Smart speakers and voice technology may seem like a new technology espoused entirely by millennials, but baby boomers love it! Using voice commands definitely beats reaching for reading glasses and typing on a small screen.
If your customers use smart speakers or virtual assistants, what is their preference?
Create Smart Speaker Content
If your customers prefer Amazon’s Echo, they may ask for a flash briefing. This command allows the user to receive a brief through their Echo from a blog or news source. In order to get featured in a flash briefing, your brand must produce daily web content. If your company is featured in a news article, be sure to link your content to those sources.
Advertise on a Podcast
Many consumers use their smart speakers to listen to podcasts. Tens of millions of consumers worldwide listen to podcasts regularly. Find out what your customers listen to and consider allocating some of your advertising budget to sponsor those podcasts. If you work in a trending industry, consider starting your own podcast!
Optimize for Local Voice Search
Smart speaker searches often pull information from FAQ style articles or from local information. When writing web content, consider writing in a list format or in an FAQ format akin to how a user may ask their smart speaker for information. A recent article in Forbes stresses that smart speakers and virtual assistants are much more likely to leverage local SEO for results. If your business operates in a brick and mortar location, be sure to list landmarks near you. For example, one might ask for “Thai restaurants near USC” or “Drugstore near Wrigley Field”.
Virtual assistants and smart speakers are powerful forces in today’s IoT age. While companies cannot pay for advertising directly through these channels, they can certainly still reach their customers through creative ways. If anything, the popularity of smart speakers only elevates the importance of creating engaging, optimized content!