6 Reasons Why B2B Brands Should Incorporate Voice Search

6 Reasons why B2B brands should incorporate voice search

More and more consumers are switching to voice-driven navigation thanks to the technology’s speed and ease-of-use.

TechCrunch tells us that 57% of users prefer to speak to a digital assistant rather than typing on a computer or using a touch screen, and that number is only expected to grow. Voice search will soon become a standard feature as B2B brands rapidly adopt voice technology into their products, those that fail to keep up will fall behind competitors.

There are plenty of examples of how B2B brands have pivoted product offerings and marketing strategies to accommodate voice search. E-commerce brands, for example, may integrate their sites with Amazon Alexa’s voice shopping. They’ll optimize their online store to allow for easier voice navigation and purchasing to create a seamless experience whether you’re shopping on your computer or via voice-to-text.

Below, we cover 6 ways that voice technology can be used to improve your product or marketing strategies.

01 Voice technology improves UX/UI

Convenience and speed can make all the difference when a potential customer decides to choose your site over a competitor.

Think about it this way — we all know the frustration of navigating a website with layers and layers of menus. Or have you ever used a product that has so many settings it’s difficult to find exactly the configuration that you’re looking for?

When stuck in these situations, people tend to switch to somewhere that offers a faster, easier user experience.

Voice search technology can streamline the navigation experience, helping your users get from Point A to Point Z in seconds. By working with your sitemap and relevant keywords, commands like “Find a 6-foot fern plant with no pot” or “Update my two-factor authentication” can be easily executed with the power of voice.

02 Analyze voice data for purchasing insights

Data is everything. And luckily, just about everything collects data – voice technology included.

Historic voice data is a powerful thing. With voice technology, you can gain a granular understanding of how users interact with your site. See what users are searching for and if those requests are fulfilled or unfulfilled. This is valuable, user-generated information for planning your product roadmap and optimizing features.

Maybe you’re receiving a lot of requests for a very specific product feature. You might want to add a shortcut to that feature on your homepage or navigation bar.

Perhaps you’re seeing a large number of unfulfilled voice requests for a setting. It might be time to update your product to fulfill those users’ needs.

As you view voice data over time, you can see how voice technology has made an impact on your product and continue shaping it based on trends.

03 Seamlessly capture leads

Similar to chatbots, voice assistants can help to generate more leads.

Say a customer is visiting your site and asks to “Learn more,” “Demo a product,” or “Contact someone.” Voice technology can be used to automatically redirect them to a form where they can leave their contact information.

But the power of voice doesn’t end there. That same user can fill out the form with their voice or leave a message similar to a voicemail.

So, why is this so important? The less friction customers face in the early-interest stages increases the odds of them converting into a warm lead and providing contact details. An uncertain customer might close out of your product if there are too many steps to leave their information, but voice technology eliminates that possibility.

What’s more, you can identify all voice-driven leads to tailor your marketing strategies accordingly.

04 Easily navigate sites and search for information

To circle back to analytics, we can all agree that granular data searching and filtering capabilities can be a lifesaver when searching for specific information. You want to find information on product X under dashboard Y for users A, B, and C? Have fun configuring those filters.

However, if you repeat that exact search query into a voice assistant, you’ll be immediately brought to your specified dataset in seconds. No searching, clicking, or filter configuration needed.

While searching for those sneakers via traditional searching methods might take longer, it is a more straightforward process. Voice technology opens the door to new purchasing and discovery options that better position you to cross-sell or upsell products and features.

05 Easily create meaningful customer engagements

Research on voice technology shows that users feel voice content is less intrusive than, say, a digital ad that appears when scrolling on a webpage. It feels more like a thoughtful suggestion than an in-your-face shoutout.

You can use this information to guide users along the purchase process to encourage them to buy similar products, additional products, or upgrade their existing product.

For example, if a user is searching for a specific analytics feature in your voice platform, you can suggest a case study that shows an existing customer who benefitted from a premium analytics offering. The user conducting the search will be more included to choose the premium version after seeing the value it provided to other users.

This can also be used to showcase upcoming events, like paid webinars, product launches, or even sales and promotions.

Not only will you be targeting users that are already interested in said product or event, but you’re engaging with them in a way that feels natural and thoughtful — both increase the odds of a successful conversion.

06 Futureproof your business

Digital channels are constantly changing and evolving, partially thanks to the demand of its users. Young people, in particular, prefer cutting-edge technology, especially if it creates a streamlined experience. They gravitate towards the hottest trends.

Voice technology encompasses exactly that. By investing in a voice assistant, you open your product up to a segment of tech-savvy users. This is more than just a growth hack, it’s a way to improve site sustainability by increasing the flow of highly engaged traffic.

Once they’ve become accustomed to using voice technology to navigate your product, they’re less likely to leave for another product that doesn’t contain voice. Why? Because those sites offer an inferior user experience.

Would you move your web traffic searches from Google to Bing? The tech-savvy or data-conscious folks might say yes, but a majority of people will say no. Although they’re a near-identical experience, Google search provides faster, tailored results — or at least that’s how it appears to most people. Voice assistance takes that same concept and applies it to your product compared to competitors.

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March 15, 2021

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