[PODCAST] how to be pragmatic about Voice?

Nov 19, 2020

Stop, and listen to this episode of the Authority Brand Podcast titled: “Using Voice-marketing to build your authority brand“. It is an hour of your time well spent. Susan and Scot Westwater of Pragmatic Digital help the world’s most innovative brands combine deep business acumen with unmatched Voice experience. They consult on Voice strategy for brands. So here are my key takeaways from the one hour podcast.

 

Voice technology needs to learn our patterns

The more the system knows about you, the better it can help you. For the usage of Voice, data privacy and Voice assistants constantly listening in are prime concerns of users and potential users. Wake words such as “Hey Alexa” are paramount in steering the integration of Voice assistants in everyday life. User trust is ultimately the currency this technology thrives on and a strong indicator to be carefully developed.

It is a fact that Voice technology is required to learn our patterns proactively to assist us. So the key questions are:

How much am I willing to give up for what I get out of it?
How can Voice assistants be helpful without being creepy?

why do you want to work with Voice?

To succeed in Voice, you need to do your homework. Everything else is a waste of your time and resources. First off, ask yourself: “Why do I want to work with Voice”? Using Voice is about being intentional. It is about starting small, staying focused, and achieving an impact. There is no way around figuring out strategically where Voice can hit smartly and has a quick return on investment (ROI).

customer-centric content is king

Voice requires content with an added value for the user. And this content requires maintenance. So when Voice experiences are not successful, it is usually not the technology, but it’s content. Customer-centric content is king, also in Voice. So there is no way around grunt work: Who is your audience? What is the challenge you are solving for your customer? What is your message? What is your content strategy? Don’t have an answer yet? Then it is time to get to work.

“have you done your homework”, technology asked?

Technology is not a shiny object, a “nice”-to have. Instead, it forces you to do your homework and get back to your fundamental questions! It is about the customer’s added value and not just one more channel to talk about yourself! There is no way around customer journey mapping, getting input from customer service about relevant content, and of course, content promotion. It is not enough to create content; you need to promote it!

Voice is intimate. Voice-enabled devices are in the homes of their users, so this is as private as it gets. The challenge is: How do I get invited in? How do I build a relationship? How can I assist?

create, recycle, market

Voice is about content and building an ecosystem that intertwines with other content channels so that customers can switch seamlessly between channels and experience brand consistency. Content-cross promotion is how you integrate voice interaction with other forms of content, i.e., promoting your podcast on Instagram. You may also recycle your existing content, for example, videos, and make their audio separately available. Managing your content, making it inclusive, i.e., through subtitles in videos, preparing it for a different channel is a great way to optimize your resources. Also, make sure that your content links with your ecosystem to get your full value.

3 things to remember

Before you get a headstart in Voice, remember three things:

Keep it basic and straightforward: start-out with a minimum viable product (MVP) that offers one solution to one problem. Once this works, you can build on top of it. Don’t reinvent your content! Make sure your content solves a problem. Be consistent. What does your brand sound, look, and feel like? Your customers should always know when they are interacting with your brand.

Voice-driven content is the chance for small to medium-sized companies to overtake big industry players.

The earlier companies start building their Voice ecosystem, and find out what works for them, the harder it is for industry giants joining later to catch up. The moment to get started with Voice is now!

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