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Voice search is set to become the next ‘big thing’ in digital marketing

Voice search is set to become the next ‘big thing’ in digital marketing

Today’s busy lifestyle means that consumers demand that digital technology keeps up with them, and with the advent of voice search technology – are we seeing the final days of ‘at the click of a button’?

It is stated in Entrepreneur that since the launch of voice search in 2011, voice search is now being used by 55 percent of teens and 41 percent of adults, and with this figure is set to rise, businesses will have to adapt to digital marketing’s next ‘big thing’.

Voice search technology – still in its infancy

So, are we seeing the end of “at the click of a button”. Well, probably not. Many of us enjoy the almost meditative effect that typing gives us and the peacefulness of searching the internet in the comfort of our own homes, without the interruption of voice.

Not only that, but the comparative infancy of voice search technology means that it is still far from perfect. As an article written for the Guardian explains:

“The problem with using the human voice to control computers is well known and well documented: it doesn’t always work. You can find yourself adopting the aggressive tone of a belligerent tourist in a foreign land while digital assistants employ a range of apologetic responses (“I’m sorry, I didn’t quite get that”, “I’m sorry, I didn’t understand the question”). Error! Hyperlink reference not valid. We throw our arms up and complain about their shortcomings. Plenty of us have tried them, plenty of us have dismissed them as a waste of time.”

Despite those current frustrations, there is little doubt that the use of voice over technology is on the increase and this is where businesses – like Amazon – see the future. The release of Amazon Echo is testimony to this. It is estimated in GeoMarketing that an impressive 4.4 million units have been sold so far.

Voice search technology is still in its infancy and there will be a focus from developers to eradicate the issues mentioned previously. However, the growth in popularity of voice search, emphasises the enormous potential it has as a digital marketing concept.

Andrew NG, Chief Scientist at Chinese web services company -Baidu, states where he sees the future for voice recognition:

“As speech recognition accuracy goes from say 95% to 99%, all of us in the room will go from barely using it to using it all the time. Most people underestimate the difference between 95% and 99% accuracy – 99% is a game changer”

As the growth in voice search usage grows, there will be a requirement for digital marketers to make sure that their websites and other online content are optimised for SEO purposes.

4 Steps to maximise your SEO for voice search

Local voice search: The advancement in voice search technology has also seen a rise in popularity for local searches. This is especially useful for people who are ‘on the go’.  Smartphone technology has made finding a local event, restaurant or place of interest, much quicker and easier. Instead of using the small digits on a smartphone to type into the search engine – which can often lead to frustration through miss-typing – users can simply talk into their device and find their destination within seconds.

To make sure your business is at the head of search listings, it is essential that your business is listed with a physical location in geo-location in Google Local and social media sites – such as Yelp.

Common questions: It is imperative that you research thoroughly the questions that are most commonly asked by your target market. If possible, try and survey as many people as you can to find what questions are being presented. Search relevant forums as well as popular review sites such as Trip Advisor. It is also advisable to review the most common questions that have been asked on your businesses social media accounts.

Use voice search to find common questions: You can use voice search to discover which of your competitors are highest ranked, you can also use it to examine the format the answers are delivered in the search results. Try and identify answers that are not being listed and establish whether you can target these unanswered questions to gain an advantage over your competitors.

Simplify answers using social media: Always focus your answers around ‘who, where, what, when and how’. Make sure the answers you give are clear and concise. Once you have added the direct answer onto your social media site, you can then add variations around the same question such as “how do you fix?”, “How can I Fix?”. Always remember to include this on all searchable content such as blogs.

To maximise your SEO for voice search, contact the friendly team at Effective Group. Their expert team will advise you on how maximise your businesses potential for voice search.

Branded podcasting forecast to double in 2017

Branded podcasting forecast to double in 2017

2001 saw the launch of the ‘must have’ digital audio device of its age, the iPod. A lightweight gadget that could carry the entire content of an individuals’ audio library in the small confines of their pocket. From that point onwards, the iPod would revolutionise the way people listen to music for years to come.

Placed within the iPod’s technology, was an innovative means for consumers to access narrative audio content known as Podcasts. For the following years, podcasting would become a niche genre for many years that followed. Despite the lull in the podcast market that occurred from early 2010 until recently, podcasting has seen a resurgence lately and has provided brands with an extra avenue in which to create new business opportunities.

Writing for Digiday, Max Wilens, forecasts that 2017 will show a marked increase of brands that will provide branded shows for their consumers:

“Barely more than a year after GE and Panoply debuted “The Message,” a Cannes Lion-winning science fiction podcast that was compared to “War of the Worlds,” branded podcasts have come en vogue: Publishers including Gimlet, Midroll and Gannett have all launched brand studios, pulled in new advertisers, gotten existing ones to fork over more money, and some industry observers expect that branded content in podcasting will more than double in 2017.”

Matt Turck – Chief revenue officer of Panoply confirms 25% of its podcast revenue is generated from customer content.

“It is kind of exciting and hot right now,” says Turk.

Why brands are turning to podcasting in 2017

More and more people are turning to podcasting as part of their daily digital media diet. It is suggested that consumers like the fact that they don’t have to engage with a screen for their fulfilment. When you consider the amount of time many of us spend in front of screens today – whether for work or leisure – this is an easy concept to appreciate.

Brands are realising the digital marketing potential that can be gained through podcasting. Jay Baer – writing for Convince and Convert – provides research conducted by Edison, the report claims that podcast listening in the USA grew by 23% between 2015 and 2016. This evidence suggests that podcasting has now become an established part of the digital media landscape.

A primary reason for the growth in podcast usage in recent years is largely down to the change in the way they are accessed. Podcasts were traditionally accessed via computers, but modern day technology – such as tablets and smartphones – allows consumers to access their podcast shows and broadcasts wherever they are, not just in the confines of their home.

Businesses benefiting from branded podcasting

Case studies provided by Adweek show that high profile, USA based company – Intercontinental Hotels, have produced two 20 minute stories for their podcast, and the success of those broadcasts have motivated them to produce many more in 2017.

The report suggests that many more well-established brands such as, HBO, State Farm Insurance and General Electrics are set to follow suite. It appears that businesses who are searching every possible avenue to increase their client base are finding podcasting as a creditable means to engage with new and existing audiences to drive sales.

Technology colossus – GE have found unprecedented success through their highly popular series The Message. The broadcast ran between October and November in 2015 and attracted an astonishing 4.4 million downloads with an average of 450,000 consumers tuning in per episode.

The success of this branded podcast has inspired GE to follow up with a second series. A ten-part show by the name of LifeAfter. Further success was anticipated and with feedback from they decided to make the next series even bigger and better than the last by making the shows longer in length.

Andy Goldberg – GE’s global chief executive confirms how branded podcasting has benefitted their organisation:

“The Serial format works for us—we’ve built a strong audience, It’s more in the entertainment world than it is in the advertising world.”

To get the best advice of how podcasting can benefit your company. Contact the expert team at Effective Group. Our friendly staff will guide you on your path to designing and implementing a successful and profitable podcast. 

Landing Pages

 

How to design landing pages that will win you clients

You’ve spent time agonising over the design and structure of your website and after much hard work you are happy with the end-result. However, to maximise the potential of your site, it is imperative to make sure you are visible and accessible to internet traffic. To do this, the design of your landing page should be maximised to win you clients.

Landing pages are entry points for your website or a section of your website. By assuring that your landing page is well designed, you give your business the best opportunity of increased sales conversions via your website.

Writing for Finance Feeds, Adinah Brown of Leverate, explains how a well-designed landing page can attract more sales for businesses:

“A quality landing page is most conspicuous for its attention grabbing headlines and persuasive CTAs (Call To Action) and getting them right will be the defining attribute towards making your landing page a success. Often it’s a case of simply having big and highly visual fonts, which has been known to increase conversion rates by as much as 133%,” says Adinah Brown.

Useful tips for creating an effective landing page

Understand your customer: Obviously, it is imperative to establish your target market and by defining the profile of your ideal customer you place yourself in an excellent position to attract new business. Once you have painted a picture of who your customer is, you will find it easier to tailor your strategy and use your resources to suite that profile.

Encourage website subscription: An effective way of gathering a potential pool of customers is by enticing them to subscribe to your website. By visiting your website they have already shown an interest in the products that you supply, therefore it is useful if you can encourage them to re-visit as often as possible.

This can be achieved by running incentives on your landing page. It is imperative that any incentives that you provide are relevant and engaging to your audience. Try to avoid gimmicks such as offering a free mouse mat or pen. Instead try to offer an incentive that will add value to your customers’ everyday life – such as an e-book that offers useful tips and advice – which is relevant to the service that you provide.

The Finance Feed report shows that GrooveHQ discovered that over 8% of visitors to their website would register if there was an incentive running, and of that figure, 11% would convert into buying customers.

Provide content generated by clients: This is an excellent means to establishing buyer trust. We live in a world of cyber fraud and ‘cowboy’ tradesman, so even in this modern digital world, positive word of mouth is largely regarded as the best advertisement your business can have. Consider this, as a consumer – if your friend, neighbour or family member has had a great experience form a company and speak about them in glowing terms, you are much more likely to have faith dealing with that company yourself. Therefore, it is advisable that any positive feedback your business receives – whether it be from customers, regulatory bodies or from other companies – is displayed on your landing page.

State what makes your business special: Once you have gained the attention of your website visitor, it is essential that you emphasise the quality and benefits of the products that you supply so that your prospective customer will gain confidence in your brand. In essence, you’re telling the customer why they should buy your product.

Customers love video content: Video content helps to establish trust for consumers and a short introductory video, explaining what your business is all about and the services or products you offer, helps to establish buyer confidence. The landing page is an excellent means to deliver this and will save the visitor from any extra reading.

Provide consumer confidence by displaying reviews: It is accepted that up to 88% of consumers put their trust in testimonials and reviews. It is advisable to place reviews of your products and services on you landing page. This will not only promote what you offer, but also give visitors peace of mind of the company they are buying from and the purchase they are about to make.

For expert advice on how to design the perfect landing page, and with all other aspects of digital marketing, contact the professionals at Effective Group. We’ll guide you on how to maximise profit from your website.