06/09/2023
The rise of voice search technology has revolutionized the way people search for information online. With the increasing popularity of voice assistants like Siri, Alexa, and Google Assistant, more and more people are using their voice to perform searches instead of typing. This shift in consumer behavior has significant implications for B2B digital marketing campaigns. In this article, we will explore the impact of voice search on B2B digital marketing and discuss strategies businesses can adopt to leverage this new trend.
The Growing Importance of Voice Search
Voice search has gained tremendous popularity in recent years. According to a study by Comscore, it is estimated that by 2022, half of all searches will be voice searches. This rise in voice search can be attributed to the increasing use of smartphones, smart speakers, and other voice-enabled devices. The convenience and ease of use offered by voice search have made it a preferred choice for many users.
For B2B businesses, this means that optimizing their digital marketing campaigns for voice search is no longer optional but essential to stay competitive in the market. Ignoring voice search can result in missed opportunities and a decline in visibility and traffic. Therefore, businesses need to adapt their strategies to ensure they are optimized for voice search queries.
Optimizing B2B Content for Voice Search
To effectively optimize B2B content for voice search, businesses need to understand how people use voice search and what kind of queries they make. Here are some strategies to consider:
1. Focus on Conversational Keywords
Voice searches tend to be more conversational in nature compared to traditional text-based searches. Instead of typing short phrases like "B2B marketing services," users are more likely to ask questions like "What are the best B2B marketing services for lead generation?" Therefore, it is important to incorporate long-tail keywords and natural language phrases into your content to capture voice search queries.
2. Provide Concise and Direct Answers
When people use voice search, they are often looking for quick answers to their questions. Therefore, it is important to provide clear and concise answers to commonly asked questions in your content. This will not only help improve your chances of appearing in voice search results but also enhance the user experience by providing valuable information.
3. Optimize for Local Search
A significant portion of voice searches are local in nature, with users looking for businesses and services near their location. Therefore, optimizing your B2B content for local search is crucial. Make sure to include location-specific keywords and information in your content, such as your business address, phone number, and operating hours. This will help voice assistants provide accurate and relevant information to users in their local area.
4. Improve Website Speed and Mobile Experience
Voice search users expect quick and seamless experiences. Slow-loading websites and poor mobile experiences can result in a negative user experience and may cause users to abandon the site. Therefore, it is essential to optimize your website for speed and ensure it is mobile-friendly. This includes optimizing images, minifying CSS and JavaScript files, and using responsive design principles to ensure your website looks and performs well across different devices.
Voice Search and B2B Lead Generation
One of the key objectives of B2B digital marketing campaigns is lead generation. With the rise of voice search, businesses need to adapt their lead generation strategies to capture potential leads who are using voice search to find products and services. Here are some tactics to consider:
1. Create Voice-Optimized Landing Pages
When users perform voice searches, they are often looking for specific information or solutions to their problems. Creating dedicated landing pages that are optimized for voice search queries can help capture these potential leads. These landing pages should provide clear and concise information about your products or services and include a strong call-to-action to encourage users to take the next step.
2. Utilize Voice Search in Paid Advertising
Paid advertising platforms like Google Ads and Bing Ads offer options to target voice search users specifically. By incorporating voice search keywords into your paid advertising campaigns, you can reach potential leads who are using voice search to find products and services. This can help increase your visibility and drive qualified traffic to your website.
3. Leverage Voice Search for Account-Based Marketing
Account-based marketing (ABM) is a strategy that focuses on targeting specific high-value accounts. Voice search can play a significant role in ABM by providing an additional channel to reach decision-makers and influencers within these accounts. By aligning your content with the needs and pain points of your target accounts, you can optimize your digital marketing campaigns for voice search and increase your chances of capturing qualified leads.
The Future of Voice Search in B2B Digital Marketing
The impact of voice search on B2B digital marketing is only expected to grow in the coming years. As voice assistants become more sophisticated and accurate, more users will rely on voice search for their information needs. This presents both challenges and opportunities for B2B businesses. To stay ahead of the competition, businesses need to continuously adapt and refine their digital marketing strategies to align with the evolving landscape of voice search.
As voice search technology continues to evolve, businesses can expect to see advancements in areas such as natural language processing, voice recognition accuracy, and integration with other smart devices. These advancements will provide businesses with more opportunities to engage with their target audience and deliver personalized experiences.
Conclusion
Voice search is transforming the way people search for information online, and its impact on B2B digital marketing campaigns cannot be ignored. Businesses that want to stay relevant and competitive in the market need to adapt their strategies to optimize for voice search. By incorporating conversational keywords, providing concise answers, optimizing for local search, and improving website speed and mobile experience, businesses can position themselves to capture potential leads who are using voice search. Additionally, by leveraging voice search in lead generation and account-based marketing strategies, businesses can further enhance their digital marketing efforts. As voice search technology continues to evolve, businesses need to stay ahead of the curve and continuously refine their strategies to leverage the power of voice search in the B2B sector.
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