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The Sound of Success: Leveraging Voice Search in B2B Marketing

Founder of Orchid Agency
Marissa Lodato
February 8, 2023
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No longer a futuristic concept, voice search is a daily part of our lives. In the US alone, 41% of adults use voice search daily. With the rise of virtual assistants like Alexa, Google, and Siri, more and more people are turning to their voices as a quick way to access information. But as the world of technology continues to evolve, so too must the world of B2B marketing. The power of voice in B2B marketing is something that shouldn’t be underestimated. 

This shift in behavior has created an opportunity for B2B companies to reach their target audience. But with this opportunity comes a challenge- to stay relevant and competitive in today's market, B2B companies should optimize their marketing strategies for voice search. 

In this blog, we'll take a closer look at the power of voice in B2B marketing and provide tips on how to optimize your strategies for voice search. From incorporating question keywords to using conversational language, we'll cover all the essential elements you need to know to make sure your business stays ahead of the game.

What is voice search?

Voice search is a technology that allows users to perform online searches using verbal commands rather than typing keywords into a search bar. It uses natural language processing (NLP) and speech recognition to understand and interpret the user's query. The technology then uses this information to search the internet for relevant results and provide the user with an answer or a list of results.

There is no doubt that voice searches have become increasingly popular in recent years as more and more people have access to smart devices and virtual assistants. This is partly due to the convenience and ease of use that voice search provides.

For B2B buyers, voice search is an effortless way to evaluate products and services as 41% of adults in the US use voice search every day and 50% of B2B voice searches actually come from mobile phones!

Why do you need to keep up with voice search for B2B?

Keeping up with voice search is essential for B2B companies for a plethora of reasons:

  • Competitive advantage: Utilizing voice search for B2B means staying relevant and competitive in today's market. B2B companies that don’t optimize for voice search risk missing out on potential customers who may not be able to find their products or services through traditional search methods.
  • Convenience: Today’s modernized B2B industry is all about convenience. As the world becomes increasingly fast-paced, people are looking for ways to save time and make their workdays more efficient. This convenience can be a powerful tool for B2B companies looking to connect with potential customers.
  • Better user experience: Voice search offers an overall better user experience for customers who need answers fast. This can lead to increased customer satisfaction, loyalty, and ultimately more sales.

Keeping up with voice search for B2B is not only a way to stay competitive but a way to connect with potential customers in a convenient and personalized way while also providing a better user experience.

How Can You Optimize For Voice Search?

Incorporate Question Keywords

Question keywords are used when someone types a question into Google. These keywords include words like who, what, when, where, why, or how. Incorporating question keywords into your website and content is one of the most important steps in optimizing for voice search. 

These keywords should be based on the type of questions that your customers are likely to ask when searching for products or services related to your business. By including these keywords, you are effectively creating a trail of breadcrumbs for potential customers to follow, leading them straight to your website.

Hint: You should use keywords in a natural way, and it shouldn't feel forced. This means that you should use them in the context of a question or statement, instead of just listing them out in a keyword-stuffed manner. 

In addition to incorporating question keywords, you can also make use of schema markups. Schema markups are a way of providing additional information about your content to search engines, it's like adding a GPS to the map that helps the search engine understand your content better and improves the chances of appearing in voice search results. It's a way of communicating the intent of your content, which makes it more likely to be included in voice search results.

Use Conversational Language

Using conversational language is crucial for voice search. When people use voice commands to perform online searches, they tend to use natural, conversational language. This means that they will often ask questions the way they would if they were talking to a person. By using conversational language on your website, you can ensure that your content is more likely to match the types of queries that people are likely to use when searching online.

Something else to consider is that using conversational language will help with user experience. It will make it more natural and easy for people to find the information they need, like talking to a friend but with a purpose. This can lead to increased customer satisfaction and loyalty, ultimately leading to growth.

Ensure Your Website Is Mobile-Friendly

Because of the onset of smartphones and the increasing number of people using voice commands to perform online searches, it's crucial to ensure that your website is optimized for mobile devices. A mobile-friendly website effectively increases the chances of your site appearing in the top results for voice search queries.

Having a mobile-friendly website also means that it should be easy to navigate and load quickly - this is important for voice search as users will expect quick and accurate results. Navigation should be simple and intuitive, with a clear hierarchy of information, and easy-to-find links. This will help to ensure that users can quickly find the information they need.

Your website should likewise be optimized for smaller screens, this means that the layout and font size should be adjusted to make it easy to read on a mobile device. This will help to ensure that users can easily read and understand the content on your website, regardless of the device they are using.

Use Concise Questions

Google prefers answers to voice search queries to be short and to the point, think of it as a speed dating session. You have a few seconds to make an impact and make them want to know more. This means that the typical voice search result is only 29 words in length, so it's important to be as specific and concise as possible when creating content or meta-descriptions for your website.

When creating content or meta-descriptions, it's important to make sure that they are relevant and provide the right information, it's like making a good first impression. The information should be presented in a clear and concise manner and should be easy to understand. Avoid using jargon or technical terms that may be confusing to the average person.

Optimize for Featured Snippet

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To optimize for a featured snippet, you should ensure that your content is well-written, informative, and relevant to the user's query. Use clear and concise language and format your content in a way that is easy to read, such as using headings, bullet points, and numbered lists. Additionally, you should target keywords that are likely to be used in voice search, as these queries are in the form of questions.

Keep in mind that Google's algorithm for featured snippets is constantly evolving, so it's important to stay up-to-date with the latest best practices and to continuously monitor and adjust your content accordingly. This can include analyzing your search engine rankings, tracking the performance of your content, and monitoring the featured snippets of your competitors.

With that being said…

The power of voice in B2B marketing is undeniable. As more and more people turn to voice assistants for quick, hands-free access to information, it's essential for businesses to optimize their content for voice search. 

By targeting the right keywords, providing informative and relevant content, and staying up-to-date with the latest trends, B2B marketers can increase their visibility, drive more leads, and ultimately close more deals. So, don't just sit back and let your competitors steal the spotlight, start optimizing for voice search and give your B2B marketing the voice it deserves. If you have questions or need help with enabling your marketing voice then drop us a note.

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Marissa Lodato

Marketing Manager at Orchid Agency
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