Voice search has gained popularity as a method of finding information online due to the emergence of voice assistants like Siri, Alexa, and Google Assistant. In fact, it’s predicted that 55% of households will have a smart speaker by 2022, according to a ComScore survey. Even though voice search is frequently linked to consumer-facing sectors like retail and hospitality, it’s also causing a stir in the B2B market. This article will examine the effects of voice search on B2B digital marketing and go over tactics that companies can use to stay competitive.
The Impact of Voice Search on B2B Digital Marketing
Voice search has the potential to revolutionize B2B digital marketing in several ways. Here are a few key areas where we can expect to see an impact
- Changes in Search Behaviour
Changes in search behaviour are one of voice search’s most important effects on B2B digital marketing. When using voice search, users frequently speak naturally and in a conversational tone. As a result, organisations must optimise their content for natural language searches and long-tail keywords.
For instance, instead of focusing on a term like “B2B marketing software,” you might want to use a longer-tail query like “What are the best B2B marketing software options for small businesses?” This will increase the likelihood that the content you provide will appear in voice search results.
- Increased Importance of Featured Snippets
The boxes that show up at the top of Google search results and offer a brief response to a user’s inquiry are known as featured snippets. These snippets are even more crucial for voice search because voice assistants frequently read them aloud.
Businesses must concentrate on producing content that provides clear, concise answers to particular questions if they want to be optimised for featured snippets. To help Google recognise and pull relevant content, you should structure your content with subheadings, bullet points, and numbered lists.
- Greater Emphasis on Local Search
The increased focus on local search that voice search is having on B2B digital marketing is another effect. When using voice search, people frequently inquire about nearby establishments or services.
This implies that companies must make sure that all of their web entries, including their address, phone number, and business hours, are current and accurate. Additionally, you must make sure that your content is optimised for regional search terms like ” best SEO provider agency in pune.“
- Rise of Conversational AI
Finally, voice search is driving the rise of conversational AI in B2B digital marketing. Conversational AI refers to the use of chatbots and other tools to engage with customers in a natural, conversational way.
With voice search, businesses can use conversational AI to provide quick and helpful answers to customer queries. For example, you could set up a chatbot that answers common questions about your products or services, such as “What is your pricing model?” or “How long does it take to implement your software”
Strategies for Optimizing B2B Digital Marketing for Voice Search
Now that we’ve explored the impact of voice search on B2B digital marketing, let’s discuss some strategies that businesses can use to optimize their marketing efforts.
1. Focus on Long-Tail Keywords
As we have discussed, voice search favours long-tail keywords and natural language searches. Finding the long-tail keywords that your target market is most likely to use while looking for your goods or services is the first step in optimising your content for voice search. To assist you in locating pertinent keywords and phrases, use tools like Google’s Keyword Planner or Moz’s Keyword Explorer.
Once you’ve determined your target keywords, naturally integrate them into your content. You might hurt your search rankings by loading your content with keywords or employing them in an unnatural way.
2. Create Content that Answers Specific Questions
It’s crucial to produce content that provides definitive answers if you want to optimise for featured snippets and voice search. Consider the questions that your target audience is likely to have, then write content that answers them succinctly and clearly.
To help search engines recognise and pull relevant content, make sure your content is well-structured, clear, and includes subheadings, bullet points, and numbered lists.
3. Optimize for Local Search
As we already discussed, local search is given more priority in voice search. Make sure your internet listings are correct and up to date in order to optimise for local search. This covers other directories and review websites in addition to your Google My Business listing.
Verify that your company’s name, address, phone number, and operating hours are the same on all platforms. By integrating geographic terms in your content, such as the name of your city or region, you may additionally optimise it for local keywords.
4. Invest in Conversational AI
To communicate with your customers in a natural, conversational way, think about investing in conversational AI. This can entail adding a chatbot to your website or social media pages and employing voice assistants and other technologies to respond to client questions in a timely and useful manner.
Make sure your voice assistant or chatbot is user-friendly, has clear and succinct responses, and adds value for your clients. To analyse client interactions and gradually improve the efficacy of your conversational AI, think about adopting AI-powered solutions.
The way that people obtain information online is changing thanks to voice search, and B2B companies must modify their B2B digital marketing strategy to stay competitive. Businesses may tailor their B2B digital marketing strategies for the voice search era by concentrating on long-tail keywords, producing content that addresses particular queries, optimising for local search, including partnering with the best local SEO company. Investing in conversational AI can improve businesses’ digital marketing efforts by providing a personalized customer experience.
a. Is voice search only relevant for consumer-facing businesses?
No, voice search is also becoming more and more important for B2B companies. You may raise your website’s search ranks and increase organic traffic by optimising your content for voice searches.
b. What types of businesses can benefit from voice search optimization?
Voice search optimisation can help any B2B company that depends on internet search for lead generation or customer acquisition. This covers companies in a variety of sectors, including marketing, software development, consulting, and more.
c. How can I identify the long-tail keywords that my target audience is likely to use?
To assist you in locating pertinent long-tail keywords and phrases, use programmes like Google’s Keyword Planner or Moz’s Keyword Explorer. Additionally, you can use social listening tools to keep tabs on the online conversations taking place among your target market and to track the terminology they are using to describe your goods and services.