More Americans are turning to voice technology on their mobile devices with each passing year. Whether it is voice searches or the use of voice assistants on a mobile device, the time has come for digital marketers to increase their comfort level with voice technology as a part of larger digital marketing campaigns. Mobile devices have already become a preferred method of research and shopping online for consumers, and the increasing efficiency of voice recognition technology is only pushing more consumers to mobile.
Google notes that 20% of mobile searches on its platform are made using voice search. In fact, voice-enabled device usage grew by nearly 130% in 2017. As voice search continues to grow in prominence, here's three helpful tips to generate more calls in this new climate.
Retool SEO with Voice Search in Mind
In order for brands to generate calls through voice search, businesses need to rank highly in search results. When consumers turn to Siri, Cortana, or Google for voice search functions, the vast majority of the information collected comes from search engines. This means that SEO strategies in Pay Per Call and digital marketing need to be revamped with voice searches in mind.
When it comes to existing content, it is vital that product descriptions on the business site or display ads in search engines contain language that answers the questions consumers are asking. An alternative option is to create new content that answers those inquiries in a quick and concise manner. Examples of quick, concise formatting include:
- Bullet lists on product pages
- Data tables
- FAQ pages
Improving SEO strategies and the language in existing content helps boost a brand's standing in search engine results. Better rankings in search engines result in the brand appearing in voice search results, and helps generate more calls.
Localize Your Pay Per Call Marketing
In 2016, one-third of all mobile searches were local in nature. This means consumers aren't merely looking for product reviews or pricing, but are also searching for a phone number for the nearest location to make a purchase or set an appointment. To generate more calls from voice search, businesses need to localize Pay Per Call content to answer questions specific to a local area. One way of doing this is tailoring specific landing pages with local relevance in mind. Those pages should contain accurate information on local store addresses, hours of operation, and phone numbers. More importantly, the unique numbers used in Pay Per Call campaigns on those landing pages should route to the right location matching the city/state of the caller.
Use Data to Refine Consumer Targeting
Last but not least, use the data received from past calls and conversions to refine consumer targeting in Pay Per Call. Consumers who pick up the phone to make a call are more likely to buy than those who don't. Callers have done their homework and are ready to buy, which means data from previous calls can aid in refining future consumer targeting. Phone calls offer a treasure trove of data on consumer voice search patterns. Pay Per Call data analytics can track language patterns, consumer intent, and outcome from each call.
This data can identify phrases commonly used during successful conversions. So, if businesses want to generate calls with voice search, it's important to learn from past success in generating future conversions.
On a final note, it is now more important than ever before to merge marketing channels in a digital marketing campaign. Consumers follow a multi-channel path of discovery online before converting with a brand. In order to generate calls with voice search, brands need a multi-channel approach that tracks the entire consumer journey from initial voice search to successful conversion to keep marketing campaigns in line with marketing goals going forward.