January 20, 2020How chatbots are a key to making small business successful
Many SMBs Don’t Realize The Effectiveness Of Chatbots
When most people think of chatbots, they’re thinking about automated AI text exchanges that are managed by big-ticket organizations like Google. However, a lot of people fail to realize that Small to Medium-sized Businesses, or SMBs, stand to benefit even more than larger corporations.
However, before we get too deep into the reasons behind this, it’s helpful to get your head around what the term “chatbot” really means in this context. Essentially, AI text interaction between your system and site visitors is managed through a chat interface. The idea is to “ape” or “mimic” a human conversation.
Ideally, most who interact with a chatbot won’t even realize it. You might even have encountered this already when perusing a website where a chat window popped up the moment you arrived. The idea is for you to feel like you’re talking to a sales representative from the company of the site you’ve visited. Good chatbots feel like authentic representatives communicating via direct messaging window.
Two primary types of chatbots are out there right now: those based on scripts, and those based on AI. AI chatbots can be both better and worse than script-based chatbox owing to their mild unpredictability. They talk like a human, ostensibly, but can populate some strange responses on occasion. Meanwhile, scripted chatbots are easily identifiable as “robotic”, and so don’t impart quite the same impression on visitors.
Distinct SMB Advantages
As an SMB, you might do better to have a chatbot functioning from AI principles; however this isn’t always the case. The value is this: you get high return for low investment. A chatbot is much cheaper than a team of dedicated employees, and can produce more value. Consider these distinct SMB advantages which stem from an efficient chatbot option:
- Chatbots Provide More Value Than Their Associated Cost
- A Clear Customer Service Perception Emanates From Chatbots
- SMBs Incorporating Chatbots Can Align Focus With Core Prerogatives
Chatbots Provide More Value Than Their Associated Cost
As an SMB you want to appear as professionally viable as corporate enterprises, but without having to expend the same level of resources. A big corporation will have salespeople and secretaries pounce on any visitor. You can’t afford that as an SMB, in all likelihood, without a good chatbot.
A Clear Customer Service Perception Emanates From Chatbots
When clients are immediately interacted with as they visit your site, that lets them feel important. It may be better to go with AI chatbots in this scenario; though you can present scripted chatbots as such, and straightforward action tends to have the intended effect. Also, when users have questions scripted chatbots can’t handle, this is a fine opportunity to send a line out to a flesh-and-blood person on your team. Additionally, scripted or based in AI, 24X7 visitor support is available at the click of a mouse through chatbots.
SMBs Incorporating Chatbots Can Align Focus With Core Prerogatives
You need to get all the mileage you can out of every employee of your SMB. If they’re playing selling games with a potential customer who will never buy, their efficacy across the surface area of your business is diminished. Chatbots help facilitate routine task automation, freeing up your team.
Maximizing SMB Chatbot Efficiency
Chatbots facilitate customer service, maximize core prerogatives, and produce ROI. Be gradual about things starting out. Let chatbots handle basic tasks and expand their shadow of responsibility manageably. It’s also advisable to use chatbot platforms that have already been built. Together, AI and automation can help your SMB retain competitive viability even among larger corporations.
January 2, 2020Chatbot vs Website Funnels
Chatbots Expedite The Buyer’s Journey
Website “funnels” are designed in a way that impels potential clientele toward conversion. If clientele were livestock, strategy behind website funnels would be cowboys spuring the cattle back to the “ranch” of conversion. Since at least 2007, cowboys have been using All-Terrain Vehicles (ATVs) like four-wheelers rather than horses. If you think of websites as horses in your clientele cattle drive, and ATVs as chatbots, you’ll see how advantageous chatbots truly are.
Many cowboys swear by their horses, but more successful ranches have made the ATV switch. Some agricultural groups use both. As a business, you’d do well to consider the advantages of chatbots over traditional website funnels. Website monetization manages to “rope in” up to 3% of traffic, while the other 97% of visitors won’t buy a thing. Meanwhile, conversational marketing cuts wasted efforts in this regard substantially, initiating at least three times the conversion rate seen through older methods. It’s the difference between a horse and an ATV–or a horse and buggy and an automobile.
With chatbots, your website can automatically and immediately “talk back” to curious clientele through services like Facebook Messenger. This chatbot “conversation” can be dynamic and personalized; designed to specifically represent the interests of all involved. Following we’ll briefly cover a few introductory items pertaining to how chatbot innovations outshine older website marketing strategies so you can figure out how best to incorporate them:
- TOFU Expansion
- Content Marketing Via Messenger
- Bots For Customer Journey Facilitation
- Lead Generation Bots That Enable Sales
- Key Advantages Of Messenger Marketing
- Implementating FB Messenger Marketing On Your Site
Chatbots have high levels of personalization potential that can be used to directly meet clientele needs as pertain to your specific business. Figure out where clientele belong, then personalize based on this content using messages that follow a gameplan–your website can’t do that.
There’s a six-step process you can alter to fit your needs, it’s generally going to look like this: the first message is high-value content, the second has more “fun” content, you suggest a soft-sell with the third, send some more “fun” content on the fourth, trickle out high-value content with the fifth chatbot message, and selll on the sixth. Mix and match to fit your needs; consultation helps you maximize.
Top Of Funnel marketing strategies are abreviated “TOFU”. The wider the mouth of your “funnel”, the more potential clientele you can encourage toward conversion at its bottom. Driving traffic to chatbots produces a wider funnel than traditional website marketing. Clientele can be sent to different segments of a given chatbot’s programming as well, helping the bot most appropriately respond to what clients are searching for.
Pop-up “messeges” on your website do this well, facilitating more effective clientele “opt-ins” than emails are known to produce. Users can engage by just clicking the pop-up message window, and entering their info. So substitute out email pop-ups for chatbot messenger pop-ups which additionally capture clientele email–you’re “doubling down”.
All you’ve got to do is install a widget on your homepage. The pop-up will have some customized messages that are variations on”How can I assist you?”, followed by appropriate calls-to-action. You can alter such messages as it suits you.
Content Marketing Via Messenger
You can use exchanges between clientele and chatbots to suggest relevant content based on client queries. Chatbot content should be calibrated for classic buyer’s journey stages: awareness, consideration, evaluation, decision-making, and purchasing. Chatbots can automatically guide clientele through these stages as they gather information and deliver answers to relevant queries, helping customers decide.
Bots For Customer Journey Facilitation
Dovetailing from content marketing, bots calibrated to pull clients further down the sales funnel are infinitely more effective than “static” websites, and save your marketing division a lot of work, further helping you consolidate and maintain sales resources.
Lead Generation Bots That Enable Sales
In terms of lead generation, several best practices suggest themselves. Bots should be calibrated based on factors like where users are coming from, existing onboarding procedures, email capture via chatbot messaging, gift-giving in terms of coupons, or discounted services through chatbots.
Additionally, gamifying clientele preferences by allowing them to rate things or demonstrate what they prefer, defining discounts in exact dollar amounts rather than percentage reductions, soft-pressure messages like those telling visitors certain inventory is running out, and leaning into clientele patterns additionally produce effective lead generation through chatbots.
Key Advantages Of Messenger Marketing
Effective messenger marketing facilitates key advantages. Do it right, and expect the following:
- Expanded Email Open-Rates – More Than Double That Of Email
- More Reliable Clickthrough Rates; Up To 60% Better Than Email
- Increased User Data Collection Automatically; Including Insight And Data
- Exceptional Reduction In Marketing Costs Per Lead–Up To 477% Reduction
- Natural Opportunities For Content Marketing Specifically Matching What Clients Want
- Increased Levels Of Signups Without Clients Being Pressured In An Uncomfortable Way
- Exact Personalization Precisely Matching Business Needs And Desires Of Your Clientele
- Moare Automation Than Is Available Through Traditional Personal And Website Marketing
- More Effective “Micro-Targeting” Incorporating Exact Data As Recouped By The Chatbot Messenger
- Expanded User Base: Clientele Already Use Options like Facebook Messenger; You’re Just “Leaning In”
Marketing cost reduction alone strongly specifies incorporation of chatbot technology in addition to existing website techniques. You’ll likely end up phasing out website lead generation tactics entirely, as they’re roundly outshone through chatbots; but every business is different, and consultation is always wise.
Implementating FB Messenger Marketing On Your Site
Proper implementation includes determining who clientele are, asking the right questions to classify them through chatbots, designing content for classifications to meet clients where they are in the buyer’s journey, matching content to clientele, and using this information to relay clientele to salespeople who “close the deal”. All these things provide clear advantage to websites which don’t have such marketing options available.
A More Successful Sales Process
Chatbots help personalize outreach, expand sales funnels, disseminate appropriate content, facilitate a more streamlined sales journey, generate more leads, reduce overall expenses through key advantages, and maximize your site’s sales generation potential thorugh their implementation. This is a broad overview presented in brief, but there’s much more to recommend chatbots. For competitive viability, trade in that old website horse-and-buggy for a souped up chatbox autombile.
For more information on chatbots, contact soOlis or click out chat bot.
December 26, 2019Chatbots in Business
Understanding Chatbots and AI
Chatbots are an application of Artificial Intelligence (AI) for functions traditionally requiring human activity. Basically, a chatbot pops up on a website like an Instant Messaging window, and could even have the “avatar” or “profile picture” of a real person, depending on how the business configures the bot. This chatbot handles clientele queries so people don’t have to, and in a way that seems organic.
The effectiveness of AI has progressed exponentially as technology has. It can be expected this trend will continue. One way this continuous innovation directly affects businesses in the form of AI chatbots. These cut time in customer query resolutions, reducing physical personnel needs for your business.
It’s expected by 2020’s end, 1 out of 4 digital customer service activities will be the responsibility of chatbots. It’s expected within five years of that, the market for this particular AI will be worth one and a quarter billion dollars. What AI chatbots are, and what they do, is something your business should take into consideration. In this writing, we’ll briefly examine them in more detail.
Businesses choose chatbots for a few reasons, including:
- Facilitation Of Better Social Experiences
- General Entertainment Value
- Exploration And Curiosity
- Productivity Enhancement
In terms of social experiences, chatbots drive conversations and allow people to ask any question free of human judgment. In terms of general entertainment, it’s hard not to crack a smile at what an AI algorithm thinks you intend with a question; plenty of people kill time this way, and you can even design chatbots expressly for this purpose.
Similarly, since AI “personalities” are a relatively recent innovation, people are curious to test chatbot abilities. Lastly, chatbots can provide people immediate assistance on a website as necessary.
Ways Chatbots Help Your Business
Several key positive outcomes of chatbot applications that are already known include:
- Personal Assistance
- Continuous Availability
- Reducing Operational Expenses
- Exposition Of New Business Features
- Promoting Greater Customer Satisfaction
- Expanded Opportunities For Effective Marketing
Customers want to talk to somebody whenever they have a need, not during regular business hours. Chatbots make this possible, and in a way that’s more cost-effective than options like live-chat. They’re available around the clock. This can be additionally convenient in terms of personal assistance–you can send search queries to bots, rather than a secretary or intern. Accordingly, you conserve personnel resources.
Chatbots are also excellent at helping provide exposition into new features of your business with a friendly tone, and a comprehensive nature exactly matching your requirements for showcasing products. This is, again, direct and immediate, facilitating greater satisfaction among clientele.
Finally, they can be used to send clients matching a specific criteria varying offers. Customer Relationship Management (CRM) software utilizes chatbots directly and indirectly: directly when clients interact with them, and indirectly when clients match criteria for later messaging along CRM profile protocols.
Designing Your Own Chatbots
There’s a four-fold strategy to pursue in designing your own chatbots:
- Goal Definition
- Channel Specification
- Methodology Of Approach
- Customization Of Final Products And Their Launch
You need to know what you want out of chatbots; consultation helps you define goals. You need to know where you’ll use them, the way you’ll implement them, customized components of their launch, and how best to launch them. These things are reasonably straightforward, and certain best practices are already becoming common.
What To Take Away
Chatbots are here to stay. They’re growing in popularity, they make things better for customers, save money, and you can configure them to directly enable the your business needs. As a cherry on top, they’re perfect for marketing. You may want to look into them if you haven’t.
For more information on chatbots or to request information about having a chatbot created for your business, contact soOlis at 877-789-8773 or soOlis.com.
December 13, 2019Are Chatbots a Better Marketing Tool?
Customer expectations have increased over the last few years. In fact, a recent study by Google showed that 61% of people expect businesses to deliver personalized brands. Similarly, the number of people who want to reach businesses through messaging has increased. However, it’s difficult for companies to keep up on chat. This challenge has led to many businesses losing leads who attempted to reach them through live chat.
Live Chat May Not Work
While live chat may help you to communicate with your visitors, you’ll need a solution that can help tailor your conversations to your visitors and their problems. You need to sift through each and every conversation and answer all your customers’ questions. Unfortunately, your sales team may have a difficult time keeping up. The poor customer experience may add unnecessary friction to your site visitors.
A Chatbot is a Better Alternative
A chatbot that can engage prospects, organize them, and also direct them to the right place will be a win-win both to your site visitors and the sales team. But before you build your chatbot, it’s important to have a look at the live chat transcripts. They’re important, especially when it comes to conversational marketing because you get to hear the prospect’s words on what they want to do.
To start your chatbot, bucket all intents from live chat into three classifications: sales, support, and others. Visitors to your website can then select the chatbot that matches their intent.
Getting technical support for a particular product on the website can be a challenge. But there are more thorough resources that are better-suited to provide your visitors with answers. Therefore, instead of keeping visitors in the chatbot, you can use what you know about them from the CRM to direct them in the right place. The chatbot can look into their contacts, and serve them with a detailed webpage depending on the products they’re using.
Visitors Want to Talk to Your Sales Team
Most of your website visitors who interact with live chat want to reach your sales team. However, this doesn’t mean that they want to connect to a human right away. For your sales team to communicate with prospects, they need the visitors’ name, email, and website. Therefore, the ideal chatbot should be programmed to collect this information naturally.
According to NewVoiceMedia, prospects can become frustrated if they are required to repeat themselves. To combat this problem, you can check the CRM and collect the needed information up-front. This way, your sales team won’t spend valuable time requesting email addresses.
Your chatbot success can come in a few ways:
- It can anticipate the next step of a conversation and use quick replies. Opening up a new chat and clicking on a button is less laborious than typing in a text field. Therefore, your prospects won’t have to create the first message.
- A chatbot has multiple-choice options that can drive more engagement. This makes it easier to start and maintain a conversation.
- Chatbots can write like humans. Prospects often don’t want to talk about sales. Instead, most of them want to talk about products they are yet to use.
Chatbots can help you meet your prospects wherever they are. Before you get started, interview your sales team and look at the chat transcripts. Group the questions your visitors ask into different categories. It’s also important that you and your team think about the best ways to help your visitors.
For more information about chatbots, message soOlis here.
November 25, 2019The Importance of Your Google My Business Page
Why do you need a Google my business page? The answer can be boiled down to one reason; to get noticed. In this day and age where a large number of searches are being done with local intent (45%, by Google’s estimates), it makes the concept of Google my business a lot easier to understand. Interestingly, although this feature is free, many people are not using it. This is a pity since it is one of the fastest ways to get noticed for businesses. The following is a brief look at the main ways in which Google’s feature can be very useful for your business.
Mapping Your Future
If you were to recount all the times you looked for a business, whether it was a restaurant or tire shop, on your computer or phone, you may have noticed Google showed all the options on a map. This is no accident. All those businesses that populated the screen with red markers, signed up for Google my business page. Once you do it, your business will also start popping up on Google maps business listings as well.
Be Part of the Pack
There was a time when a customer searched for a business, and Google returned with a map showing where similar businesses were located, they would show as many as seven listings. This was known as Google seven-pack. Now, Google only lists three, hence the Google three-pack. It’s crucial to get listed in these three. And one of the best ways to be part of the three-pack is by signing up for this feature and being relevant.
Keeping Up with Quality
There are several criteria Google takes into account when displaying search queries. One of them is how well the business is rated by customers. Therefore, even if you are using Google my business, higher ratings will get priority. There is no short cut here, other than consistently giving customers a good experience and the business keeps getting those five-star reviews.
Take Advantage of the Features
Google my business has features such as “Insights” among others. The Insights feature is a good way to know what your customers want. The analytics will also show you how noticeable your product or brand is to customers. Regardless of what type of business you’re in it is important to know who your customers are and what they are looking for, and Google can help you with that with their analytical tools.
What to Take Away
The bottom line is that in this highly competitive world, getting noticed is the difference between having a successful business or not having a business at all. The more eyeballs you attract makes all the difference and Google my business is one more tool you can use to increase your business visibility.
For more information on your companies’ Google My Business page, contact soOlis at 443-735-1446.
November 17, 2019Are You There When Your Members and Prospects Are?
The chatbot market is expected to rise to $1.25 billion U.S dollars by 2025, which is a significant increase from 2016’s $190.8 million U.S dollars. Gartner also predicts that 25% of all customer service operations will use AI virtual assistants by 2020. As the popularity of chatbots continues to grow, all businesses need to take advantage of the benefits of AI technology. If you are still deliberating, here are the benefits of using chatbots for your business.
Reducing Operational Costs
Chatbots automate customer service operations such as query collection, providing instructions, and repetitive answers. Funding your agents to be available 24/7 all year-round is costly. According to IBM, businesses spend $1.3 trillion to respond to 265 billion customer service call every year. You can use chatbot technology to answer up to 80% of routine queries and free up your agents and free your customer service agents for more critical queries. Consequently, you can slash your customer service costs by up to 30%.
Around the Clock Customer Service
Chatbots are virtual assistants that do not need sleep, customer breaks, vacations, and are not prone to illnesses or disasters. They provide 24/7 customer service assistance to your customers. You can also update your virtual assistants to collect information from customers, sell your company’s portfolio and catalog, and make a recommendation based on previous customer preferences. Both your business and clients will stay happy after interacting with chatbot technology.
Did you know that 91% of unsatisfied customers will not return for a service? If you keep losing new clients, there is a high chance that your business will sink. As more customers continue to seek immediate responses, not being able to respond immediately will leave them unsatisfied and cause them to find solutions from your competitors.
Chatbots provide instant answers and engage clients as soon as they visit your website. They also inform a client that their query has been received and direct them to customer service agents, which will help you gain their goodwill.
Consistent Customer Service
While human beings can deal with queries that you cannot automate, they also work depending on their mood. Personal problems, general dislike, hunger, and the time of the day can affect the productivity of your customer service agents. If your agent is not in the right mood, they may not give your customers a satisfying experience.
Chatbots, on the other hand, work tirelessly and always adhere to rules. They only respond as programmed, in a polite manner, which provides consistent customer service. If you need responses in multiple languages, you can achieve it with a program – a skill that may be challenging for your customer service agents. Once you program the virtual assistants to work in various languages, you will improve the customer service experience in your business.
Extended Marketing Avenue
Chatbots do more than improve customer service- they can also market your business. How? As they engage your customers, they can sell products to your customers in a personal way. Since these virtual assistants retain customer query data, they can recommend products based on a customer’s previous queries. You can also improve your business’s customer reach by automating responses on multiple platforms. It would be impossible to expand your reach at the same rate if you do it manually. Lastly, virtual assistants also eliminate gaps in your sales funnel by responding immediately to customer queries. They smoothen the transition between engagement and conversion to improve your marketing and sales.
Utilizing chatbots for your business has numerous benefits. They cut down operational costs, provide 24/7 consistent customer service, extend your marketing, and help you retain customers.
For more information on chatbots click this link.
November 5, 2019Customer’s Experiences are Changing- Is Your Business
The marketplace is complex and characterized by marketing messages, advertisements, and offers which can overwhelm consumers. Customers prefer receiving messages that are tailored, relevant, and timely. Companies like Amazon, Netflix, and Uber are cognizant of this and have taken the lead in providing personalized customer experiences.
These companies design bespoke customer experiences based on the past actions and behaviors of a customer, or how they predict them to act in the future. These offers are consistent across all channels.
What Possibilities Does Technology Avail in Terms of Customer Experience?
AI offers a host of intelligent technologies that can help organizations design personalized customer experiences. This ranges from demand forecasting, optimizing inventories, detecting, and intervening in case of customer dissatisfaction. AI and upcoming technologies can continuously learn and improve, collecting and analyzing structured and unstructured data to formulate and hypotheses in search of new customer insights. These intelligent solutions provide;
1. End to End Visibility
AI links marketing and supply chain management to create an enterprise that is more responsive to customer demands. This helps organizations optimize available resources. Having an integrated enterprise provides end to end visibility, which helps companies create personalized customer experiences.
2. Intelligent Agents
Chatbots can comb through volumes of data, providing customers with rapid responses to a wide range of queries. Intelligent agents significantly reduce the amount of time that customers have to wait before they obtain the action or information that they need. This helps companies improve their efficiency in handling customer queries by reducing call center volumes. Many businesses have also come to the realization that most customers prefer, are more active and open with intelligent agents like chatbots as compared to humans.
3. Intelligent Solutions
AI and other intelligent solutions can be used to gather accurate data and all other information that can aid in the designing and execution of personalized customer experiences.
4. Prediction of Demand
There’s nothing that damages customer experience more than a stock out. Machine learning and AI can be used to analyze internal sales data and external market trends to provide accurate and timely sales forecasts.
5. Prediction of Customer Needs
Both businesses and customers benefit when marketing campaigns are tailored to customer needs. AI and machine learning improve targeting, which makes brands more relevant. This improves customer experience as well as sales.
How Companies are Bridging the Gap Between Their Perceptions and What Customers Want
1. Better Information Management
Transforming rich data to useful information is critical for real-time marketing. Cognitive technologies can take raw data, transform it with powerful analytics, and then use these real-time insights to provide personalized offers.
2. Complete Customer Profiles
Creating complete customer profiles is a challenge for many businesses. How do you collect all this data across channels to create a holistic customer profile? Cognitive technologies are instrumental in the creation of personalized customer profiles.
3. Offline and Online Insights
How do you merge data from the web, social media, and traditional sources? In the past online and offline data was stored separately. AI and similar technologies easily tie up all this data to create bespoke customer experiences.
4. The Power of Analytics
Cognitive technologies are used in data mining, modelling, correlation, and forecasting. This provides businesses with powerful analytics to optimize customer experiences.
Since care is the new commerce, AI, and other intelligent technologies are not only instrumental in designing personalized customer experiences, but also eliminating organizational silos to optimize customer service.
October 28, 2019Why Content Marketing Is Important
Content marketing is one of the most important digital marketing strategies of them all. Content is anything on your website that’s informative, helpful, and useful to your audience – typically blog posts. By sharing your expertise, you build up trust with your leads.
Content marketing stands out from other approaches because it raises your visibility in search engines. Good content gets shared and linked to by others. This creates a small but steady flow of targeted Web traffic, introducing people to your site at the moment they need you.
Gyms are in an especially good position to benefit from content marketing.
People who search for health and fitness topics often feel overwhelmed by all the conflicting information they see. Content establishes you as an expert voice they can trust. That makes it more likely that, when they finally decide to take action, they choose you over the rest.
Let’s consider some of the best ways gyms can use content:
Share Exercises and Workout Routines
When future customers are checking out gyms, they want to know where to get started and how to get results. It’s difficult for them to figure out an appropriate set or maintain the proper form on their own. Interactive content, such as quizzes, can help them assess their fitness needs. Then, videos can show them exactly how to make the most of their gym time.
Explore Healthy Eating and Lifestyle Topics
Not everything in your content strategy needs to be about exercise. Related topics can bring you traffic and highlight your add-on services. For example, if you have dieticians or nutritionists on staff, you can discuss healthy eating and encourage readers to schedule a consultation. You can also post about building positive habits and keeping up a gym schedule.
Show Off Your Members’ Results
Social proof is evidence that demonstrates to would-be customers that others like them have had success with you. There’s no better social proof than customer testimonials and case studies. These can be effective as videos or in the form of a short brochure. Showing off results from a variety of members with differing fitness goals will capture attention from more readers.
Demonstrate Your Team in Action
From Pilates to spin to yoga, many gyms are offering classes these days. If that describes you, why not video your trainers at their best? You can have them give advice directly to the camera – which can be a simple smartphone – or even record one of your class sessions. Just be sure to get a release from any members you record or include the release in your membership contract.
Amplify It All With Social Media
Social media is a great way to get the most from all of your content initiatives. Twitter is the best platform for meeting potential new members, followed by Instagram. On the other hand, Facebook stands out for its ability to build a community and communicate with existing members. You can even offer special offers to attract lapsed members or inspire up-sells.
Consistency is the key to getting the most from Web content. A few months of investing time and energy into content, especially blogging, will help you develop a competitive advantage that newcomers can’t beat. Plus, it’s one of the most cost-effective approaches around.
No time to write a blog? No problem. Our team will help you build and stick to a content-heavy digital marketing strategy that works. We can do it all for you while you stay focused on what you do best – giving you plenty of time to hit the gym. To learn more, contact us.
October 23, 2019Voice Integration For Business
At the start of 2019, Amazon announced more than 100 million devices have been sold with its Alexa voice assistant software. Latest figures on Siri place it on more than 500 million devices. Since thousands of “smart home” devices are compatible with Google Home, estimates of its installed base vary – but it’s a safe bet the billion-unit mark is in sight.
In the coming years, it will be possible for users to make an ever-growing variety of requests from an ever-growing number of devices. Those devices, in turn, will collect a treasure trove of information about the users they serve and share those details with dozens of peer devices.
Over the last ten years, mobile displaced desktop as the platform of choice for accessing online content. About 81% of Americans own a smartphone. An increasing number of those are using the phone as their principal means of internet connectivity.
In 2020 and beyond, voice-enabled devices will drive a huge share of online engagement. This will include not only smartphones, but a variety of smart housewares integrated into the fabric of daily life. Each device opens the door to new marketing, advertising, and sales opportunities.
Businesses already have the technical resources they need to prepare for the voice-driven future. Unfortunately, most companies large and small have not yet started the process of adapting to it.
How Voice Integration Will Impact Website Views, Traffic, Lead Generation, and More
Voice integration will give enterprises unprecedented opportunities to reach their customers in new ways. However, it’ll also challenge assumptions about the best ways to connect and engage.
Marketing teams can no longer plan around the idea that users will read their content. Instead, website interactions will be mediated by a hands-off interface. Text will be interpreted through an additional layer of technology, read aloud by virtual assistants.
Here’s how businesses can expect the digital landscape to change:
1. New Content Must Be Optimized for Voice Platforms
What does it mean for content to be voice-optimized? For one thing, voice platforms focus on natural language queries without lots of formatting. They find and present content best when that content is concise and question-focused. Voice will also present a whole new set of search queries businesses need to build content for to ensure search visibility.
2. Advertising Must Add Voice Into the Mix
This one’s easier said than done: Thus far, voice platforms have struggled to implement onboard advertising solutions in the vein of Google Ads. However, that day is sure to come, and brands should have a team waiting in the wings to adapt their ad copy. Pay-per-click strategy will also need to adjust to fold voice into budgeting and analytics.
3. Analytics Must Evolve for New Forms of Content Consumption
The rules are about to change when it comes to measuring site success. More traffic will arise from within devices, which will make it harder to attribute traffic and determine buyer journey stage. Brands will need to work vigorously to tie site activity to users across all channels. Metrics will also change meaning, with “dwell time” becoming harder to measure.
4. Lead Generation Must Proceed Seamlessly in Voice
Lead generation will still be the foremost goal in the voice-first future. Short transactions that move users toward their immediate goals will become much more important than the long-form landing pages of today. Traditional “storytelling” techniques in sales and marketing will take a backseat to relevance, usefulness, and immediacy.
Tomorrow’s most successful enterprises will be those who prepare for the voice revolution today. For expert help getting your business ready for voice integration, contact us.