Page 300 - Social Media Marketing for Dummies

As you can see, asking questions plays a big part in the current use of smart
speakers. Knowing this gives you the opportunity to create content for voice
search that answers questions you know your customers ask.

Discovering What Customers Want

When you’re preparing your online content for voice search, you need to be aware
of the kinds of things that people will ask. According to a 2017 Google study,
“Voice Activated Speakers: People’s Lives are Changing,” here’s the content that
people want to be able to get from companies via voice search:

» 52 percent want deals, sales, and promos.
» 48 percent want personalized tips and information to make life easier.
» 42 percent want information about upcoming events or activities.

» 39 percent want business information such as store hours.
» 38 percent want access to customer service or support.

These tasks give you a solid understanding about the kinds of questions users will
ask their smart speakers as voice search expands. You’ll note that this is the same
kind of content you expect them to want when text searching for information
about your company. The key is to structure it for voice searching.

To accommodate voice search, you need to prepare your content. To learn how to
prepare your content, see the section, “Getting Your Content Ready.”

Providing Answers

Most marketers are always looking for ways to provide their prospects and cus-
tomers the information that makes it easy to buy and use their products. There are
currently things you can do to capture the attention of voice searchers. We look at
two: flash briefings and actions.

Although these voice assistants don’t allow marketers to advertise, they do allow
companies to create content that can provide their audience with helpful informa-
tion or a way to place orders.

284 PART 4 Getting Your Message to Connectors