How Voice Search Is Emerging And How To Use It To Advance Your Brand Online

Photo by Omid Armin on Unsplash

Without question, we have seen many changes occur in the Digital Marketing landscape this past year. From major events to fast-changing consumer trends, it can be a challenge for brands of all sizes to keep up. One major trend in Digital Marketing that has been emerging is Voice Search.

Voice search has been on the rise this past year. In fact, 40% of internet users in the US along with a third of its population use voice search. That is expected to rise in a big way in the near future. For brands big and small, this makes voice search crucial to helping them increase their online presence. That way, they’ll be able to keep up with fast-changing consumer trends and be able to reach their ideal consumer.

In this blog post, we’ll discuss a few ways how your brand can use voice search to advance your cause. In the end, you’ll be ahead of the game when it comes to fast-changing online trends. Let us explore them, shall we?

Use Conversational Language For Your Content

When it comes to search results, searchers want results that are quick and immediate. Google understands this and has taken steps to improve its search experience. This rings even more true for voice search. With voice search, Google has made direct answers their top priority. 

Voice search results are prompt and to the point. At the same time, voice search keywords tend to be longer and more conversational compared to text search. When we use text search, we might type “pocket flashlights” or “recipe for chocolate cookies.” With voice, we might ask “How do I make chocolate chip cookies?

To have success with voice search, you want to use conversational language in your content as opposed to computer language. When using language that’s more natural, there is a better chance at matching and appearing in search results. That’s why it’s crucial to research the intent of searchers to better understand how they ask verbal queries. 

You always want to study the query and conversational styles of the searchers. Likewise, take the time to learn what question keywords or types of questions are being used and asked the most. This helps give you a better idea of what type of answers are the best fit for these query types. By addressing these areas, you’ll gain valuable data-driven insights that’ll help you know what people want via voice search.

Make Use Of Long-Tail Keywords

As mentioned in the previous section, voice search queries tend to be longer. This is where long-tail keywords come into play. With long-tail keywords, they are less competitive and give your content a better chance at getting seen by the right people. On top of that, they give you a better chance at achieving higher conversion rates. It sure makes a huge difference compared to shorter and more competitive phrases.

The best strategy at using long-tail keywords in your long-form content is by using them in the title. You can also use H2 headers with those long-tail keywords in the body text in a clear and concise manner. This helps your content at performing well in voice search rankings.

Make Your Content Readable

Something that gets overlooked a lot is content readability. With people constantly on the go these days, making your content scannable and easy to read is basically a must. This means that you need to create content that is precise and readable via a standard reading level.

You want to achieve a Flesch Reading Ease Score of at least 60 or 70. If you really want to achieve high-quality readability, then aim for a score of 80 or higher. The Ease Calculator here is a great tool that checks your score and helps guide you in writing your content. Grammarly is also a great tool to help you improve your readability and catches mistakes you never thought you’d make.

There are other things to also consider when writing content for voice search. You want to strive for short paragraphs (3-5 sentences long), divide your content with subheaders, and add bullet points as needed. You also want to use the Inverted Pyramid writing style. This means put your key points in the first paragraph and work to gauge readers’ interest as they read along. If readers can derive value by scanning the content text, they’ll be enticed to read more.

Using natural language while avoiding excess long words and sentences is key to helping you succeed at voice search.

Ensure That Your Website Is Up To Speed

One thing that is important for voice search but also gets overlooked is website speed. The speed of a page makes a big difference whether people do business with you or not. Websites with longer load times have higher bounce rates than those with faster load times. In other words, you’ll lose out on potential customers if your site takes too long to load. This makes keeping your website up to speed a crucial issue to address. 

GTmetrix is a great tool that checks your and helps recommend steps to help improve it.  Taking steps to ensure fast page speed is vital in helping your voice search efforts succeed while attracting paying customers.

Make Great Use Of Google My Business (GMB) Listings

When it comes to voice search, people like to use it for local searches often. This makes Local SEO a crucial factor in determining whether you’ll rank for these types of queries. This is where Google My Business (GMB) listings come to light. GMB listings let Google know that your business is located in a specific place. GMB listings are a vital tool for small businesses as they stand to benefit most from Local searches.

When using GMB listings, always include your name, address, and phone number (NAP) in it. On top of that, make sure that your business listings are consistent with your GMB listings. This is key in helping improve your standing in the voice search results. It’s also advised that you add posts with special deals and updates to help your brand stand out. If you don’t have a GMB listing, then take these steps in order to get top-notch results right away.

Ensure That Your Website Is Built To Handle Mobile

A voice search ranking factor that is perhaps the most vital today is the mobile-friendliness of websites. Today, mobile takes up a majority of our voice search and overall search queries. That’s why it’s vital that you work to deliver your users a top-notch mobile user experience (UX).

The best UX is one that is seamless across all devices (mobile, tablet, desktop). That’s why you should opt for your website to be of Responsive Design. This means work to design your site so that it scales your content automatically to match your device’s screen size. Also, run a test to ensure your site can handle mobile. This tool will also give you advice on how to improve your site to be more friendly to mobile.

Without question, mobile will be important both now and in the future. The same goes for voice search so making your site a mobile-friendly one should be in your plans. This crucial step is a voice search SEO best practice that will help set you up for future online success.

Voice Search Ready Websites Help Bring Your Brand Online Success

Without question, voice search will be a huge deal going forward. With that said, it’s vital that brands take measures like these to help advance their cause online. It’ll help ensure that they continue their success of reaching their audience online and help grow their business over time. By taking steps to optimize for voice search, you’ll be ahead of the game in meeting those fast-changing consumer trends. In the end, your brand shall stand out amongst the crowd and turn site visitors into paying customers.

What do you feel is key in helping a brand’s voice search efforts succeed? What other voice search tips do you feel will attract people to one’s website and inspire them to take action? Questions? Comments? Please feel free to share this blog post and share your thoughts below.

Four Ways Emotional Marketing Helps Connect With Consumers

person standing near body of water
Photo by Nathan McBride on Unsplash

Have you thought about what it takes to stand out amongst the online world of brands to attract consumers? People today are driven by their emotions when they weigh their buying options. Today, the importance of knowing every aspect of your consumer is a huge deal. Not only that but working to tap into their emotions in a way that connects with them is key. As Alina Wheeler once said, “Brand is the promise, the big idea, the expectations that reside in each customer’s mind about a product, service or company. Branding is about making an emotional connection.” In other words, working to connect with them in a human way is how your brand stands out. In this blog post, we’ll discuss some emotional marketing methods that will help your brand reach your consumers.

Use Colors To Build Your Brand Name

When it comes to colors, brands use that to build their identity in ways that help attract their customers via emotional tactics. For example, Texas-based Whataburger uses orange to bring to mind feelings of hunger and nostalgia. Bright, warm colors like orange, red, and yellow can invoke feelings of comfort and warmth as they do for Whataburger. That being said, these colors can also bring to mind feelings of anger and hostility.

Dark, cool colors like blue, purple, and green can evoke feelings of calm and relaxation like the blue ocean breeze. At the same time, colors on the dark, cool side can also bring to mind feelings of sadness and indifference. When it comes to making the choice of color for your brand, it’s crucial to keep in mind how you want your consumers to feel. What-A-Way to be creative in order to stand out just like you like it.

Support A Great Cause

Doing good for others will help your cause with building trust with your customer base. For example, many brands are going the extra mile to honor the work of doctors and nurses during this pandemic. Companies like The North Face have really stepped up to do just that by giving them a 50% discount for their efforts. Supporting great causes like these will help people see your brand as one who cares about others. This would make it more likely for your brand to gain new customers in the long run.

Address Consumer Pain Points

This is where research will be key to the success of your brand. Brands who are problem solvers are those who will have the most success at gaining new customers. For example, Utah’s Nature Pro Cleaning works to address the concerns of chemicals in traditional cleaning options. They also address the concerns of tough stains, grimes, and other particles on carpets, tiles, and other home surfaces. What they do is offer non-toxic power washing options that are chemical-free and remove those foul particles from surfaces at the root. This helps those surfaces be free of them for good which allows people to enjoy a healthy home. By working to address consumer pain points like these, you’ll build trust with them in a big way.

Provide A Customer Experience (CX) That Speaks Their Mind

What will really help brands win over customers is providing them an experience that speaks their mind. Research is key in this regard which then leads to getting best results. Consumers love them offers that are tailored just for them. After all, 54% of them say that they’ll feel rewarded with offers that speak their mind. The mattress brand Purple is a great example of providing just that for its customers.

Their campaign of offering those in the military a 10% discount was received well by them. Purple did a great job connecting with them via their “Made In USA” brand identity. This kind of CX helped Purple up their conversions by 6X. This proves that providing your customers with that kind of experience makes a big impact for brands of all sizes.

Emotional Marketing For The Win

three people sitting in front of table laughing together
Photo by Brooke Cagle on Unsplash

No matter what the goals of your brand are. Working to build your consumer outreach via these emotional tactics is key to growing your brand for the better. Even more important is getting to know your customers in order to better connect with them. That way, your brand will lay the groundwork towards giving your consumers that great CX. Brands who work to relate to their customers are those who will find the most success. By taking a Consumer-First approach to emotional marketing, your brand shall grow in a way people will be proud of.

What other emotional marketing tactics do you feel will help brands better connect with their customers? Questions? Comments? Feel free to share this blog post & share your thoughts below. 

The Importance Of Influencer Marketing Today

There is no question that the nature of today’s online world is shifting towards more consumer-centered ideals. What that means is that online consumers want to hear less from brands about what they’re selling and more from brands about how they relate to them and their needs. In other words, authenticity is the name of the game when it comes to building relationships with online consumers. This is a big reason why Influencer Marketing is on the rise and is a great way to get ahead in today’s online world. In this article, we’ll go over the top reasons why Influencer Marketing is important and how one can use it to get ahead in today’s competitive online world.

It Has Become The New Norm

There’s no doubt that Influencer Marketing has basically become the new norm. In fact, 92 percent of consumers around the world have stated that they trust earned media like recommendations from friends and family over traditional corporate advertising according to a study done by Nielson. People these days can’t stand brands that attempt to shove sales jargon down their throats. What they want to hear from brands is how they can help them solve the problems that they face. In other words, online consumers are into brands that resonate with them and are caring about the ordinary people. This is a big reason why Influencer Marketing has become ever so popular today and isn’t going anywhere too soon. 

Finding The Right Influencer

When it comes to trying to use Influencer Marketing to get ahead in the game, we must first know what we’re looking for in an influencer to potentially work with. We must do some research and ask these three questions:

  • Will they fit in with a brand and the vision that it has?
  • What role will they play in helping a brand accomplish their objective? Will they fit in with a brand and the vision that it has?
  • Will this potential influencer resonate with the brand’s target audience?

By answering these three questions, you’ll have a better picture on how to plan out your online marketing strategies. When it comes to influencers, there are three types of influencers listed below and what they’re best described as:

  • Mega-Influencers- Typically have at least 1 million followers and tend to be celebrities like Beyoncé, Chicharito and Alex Morgan for example.
  • Macro-Influencers-Typically have somewhere in between 10K to 1 million followers and tend to be journalists, bloggers and other people who share their passions with the world.
  • Micro-Influencers-Typically have less than 10K followers and tend to be ordinary people like you and me.

Now when it comes to selecting the appropriate influencer to reach out to, it all depends on who you are, what type and size of business you are and what you’re looking to accomplish. Corporations with room to “splash-the-cash” like Gatorade for example tend to go for those Mega-Influencers like they to Kevin Durant and Dwayne Wade for example.

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For small businesses, especially those who are more limited on advertising cash, you might be better off investing in either Macro or Micro-Influencers. They’re less costly and are much more likely to resonate with your brand as they’re viewed by online consumers as a more trustworthy source. One thing that every type of influencer has in common is that they’re more likely to respond to you if you show interest in what they do and offer something of value to them. Always important to keep in mind to always reach out to them in a professional manner and ensure that it’s a win-win situation for both sides in order to lay the foundation towards long-lasting relationships with potential business partners.

Putting Your Influencer Marketing Strategies To Work

Now when it comes to actually putting your influencer strategy to work, we must work to connect with online consumers in an authentic manner. The way we go by doing that is to obviously know who your target audience is first. Once you’ve figured that out, find out what the passions and interests of your target audience are and work to tap into their passions. A great example of that is when Nike partnered up with Megan Rapinoe and the USWNT to run a commercial inspiring women to strive for their aspirations and to shatter glass ceilings in order to advance women’s rights in this country. 

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Nike without a doubt built inspiration among women and all those who are passionate in wanting to see women succeed everywhere including myself. Another important note to remember is to consider the feelings of how your target audience would react. It’s always recommended that you don’t try to relate your Influencer Marketing campaigns to controversial topics. If you must, proceed with caution and analyze your target audience to ensure that your current and potential consumers don’t get offended. Strongly recommended that you always focus more on the passions of your target audience.

Another great way to up your game in Influencer Marketing is to feature your influencers in consumer testimonials. A great example of that is when Dove featured an actual consumer in Molly Burke on how their products gave her a positive new experience as she faced blindness.

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This is definitely a great way of using Micro-Influencers like Molly to showcase how their products can give them that totally new feeling that one never experienced before. As mentioned earlier, when an ordinary consumer like Molly has this kind of positive experience, they’re more likely to be trusted by potential consumers more than traditional advertising would. Without a doubt, Influencer Marketing campaigns like these two can go a long way in advancing your brand or cause in a positive way.

Influencer Marketing For The Win

With the increase of Influencer Marketing in today’s online world, there’s no question that businesses from small to big need to get onboard as the future of advertising will depend on Influencer Marketing. Always important to remember the kind of target audience you plan to reach out to, figure out which types of influencers would resonate with your target audience and work to capture their attention by tapping into their passions, interests and emotions. With this type of formula in planning out your Influencer Marketing strategies, you’ll no doubt have great successes in making your brand stand out in an authentic way and lay the foundation towards long-lasting relationships with your current and potential consumers.

What do you feel is key in using Influencer Marketing in advancing your brand and/or cause? How has Influencer Marketing influenced your decision to consider a brand? Questions? Comments? Feel free to share this article & don’t be afraid to share your thoughts below.

Using Instagram To Establish Your Brand

A couple of weeks ago, I had the honor and privilege in taking part of an Five-Day Instagram Engagement Challenge hosted by Social With Shayna’s Shayna Marks. It was there where I had the opportunity to work alongside many female entrepreneurs from different places with different backgrounds while learning a great deal about the work that they do in building their online presence. One of the biggest lessons I learned from this experience is that people crave authenticity. They prefer brands that are open to two-way conversations and make it about their target audience. In other words, they love brands that speak their language. In this article, we’ll discuss creative ways on how one can use Instagram to be personable on your way to establishing the reputation of your brand.

Defining Your Target Audience

When it comes to establishing your brand via Instagram, the first step is to know who your target audience is. It’s important to know that the “One Size Fits All” approach won’t do the job when targeting a specific audience. Depending on the type of business or page that you have, each will have their own type of audiences who have different kinds of needs. In other words, you must dig deep in researching the kinds of consumers that are more likely to perform a specific action on your page or even become your customer. Let’s say you own a Digital Marketing blog page and want people to read your blogs, you might want to target people who work in Digital Marketing who are looking for ideas on how to make them better at Digital Marketing. They would be more likely to do business with you than say a bicycle rider (BTW, I love riding bikes 😉). Definitely take time to know everything there is to know about who your potential consumers are. If you do that, you’ll be off to a great start in building up your online presence here on Instagram and on social media overall.

Adjacent Accounts

In addition to defining your target audience, you also want to partner up with people who can be of help to you in establishing your brand. This is where adjacent accounts come into play. Now you’re probably wondering what adjacent accounts are. Basically, they’re businesses or page owners who have a target audience similar to yours but do different types of work. Let’s say that you’re a Digital Marketer looking for quality photos that capture the feelings of your target audience. A great type of adjacent account to try to partner with in this scenario would be brand photographers like Courtney Paige Ray. When it comes to partnering with adjacent accounts, it all depends on the needs of your business so I recommend that you take the time and research potential adjacent accounts who can collaborate with you while helping each other stand out in today’s online world in a positive way.

Using Location Tags

You’re probably wondering why I’m talking about location tags. Well just so you know, location tags can actually be more helpful than you think. If you use location tags in a strategic way, you just might be able to grab the attention of your target audience. The important thing to keep in mind when it comes to grabbing the attention of your target audience via location tags is know which places they like to hang out at. Let’s say for example that you want to reach avid bicycle riders. More than likely, the best places they would hang out in would be in recreational areas or in parks such as Big Bend National Park. That’s where the location tags come in handy when it comes to making yourself known to your target audience. Assuming that the Instagram profiles of your target audience is public, reaching out to your target audience via location tags is pretty easy. Always remember to never be afraid to reach out to them via their “natural habitats’ as Shayna likes to call them. 

Using The Right Hashtags

Now we arrive at the section where music instrument players call the “sharp sign”. Oh and did I forget to mention that I played the baritone and mini-tuba during my days at Ropes High School in small town West Texas.Those were definitely the days. Well anyways, these hashtags or “sharp signs” or whatever you like to call them are a valuable symbol that can get you visibility if you know how to use them to your advantage. Now you’re wondering how you can get seen by your target audience when you post on Instagram. What you’ll need to do to be seen by your target audience is identify 7-10 hashtags that they actively use. Now comes the tricky part figuring out which hashtags would actually help you get seen by your target audience. It’s important to know that many hashtags have a high density (over a million) and are more likely to be highly competitive meaning that you’ll have a hard time being heard by your target audience. Same thing goes for using hashtags that very few people use. The one time I recommend using low-to-no density hashtags is when you want to create your own unique hashtag that best identifies with your brand. Now what you want to do to be seen by your target audience is use hashtags that a more moderate amount of people use. The recommended hashtags that you should use as Good Ole Shayna told us are those that have a density in between 10K-200K. By following these tips on how to use Instagram hashtags, you’ll definitely be on your way in seeing your online presence grow and making your voice heard in today’s competitive online landscape.

Authenticity Is The Key

Now that we’ve covered the basics of researching your target audience and how to grow your online presence on Instagram, we’ve now arrived at the part where we talk about the best ways to actually engage with your target audience on Instagram. The #1 rule when it comes to Instagram engagement is to never use sales jargon or ask for favors right off the bat. That will never end well in almost every scenario. Whether you’re reaching out to an Influencer or to your target audience, the one thing that people seem to be craving in today’s online world is authenticity. People are interested in brands that speak their language and are personable with them. When reaching out to them via Instagram, start out by complimenting their work or how a certain topic related to their content resonated with you. When inviting them to connect with you via Instagram, definitely mention what you liked about them and how you look forward to hearing more about the work that they do. That will help your cause in a big way and will help lay the foundation towards great relationships. In addition to that, always remember to tailor your messages depending on the types of consumers, Influencers or businesses you interact with. This will help make your target audience feel that they had a personalized experience and would more than likely do business with you in the future. Definitely important to remember that this is a long-term game. It will take time to build up your brand but by making it all about your target audience, you’ll be on your way to establishing your online presence in a positive way.

Recapping How To Grow Your Online Presence Via Instagram

No doubt that today’s online world is constantly evolving. The days of sales jargon and the “One Size Fits All” approaches are over. To recap, online consumers definitely love brands that speak their language and go the extra mile in being personable towards them. Always important to remember that the key to making your online presence known in a positive way is to research your target audience, research potential collaborators, make great strategic use of your location tags and hashtags, and most importantly, never be afraid to be authentic. By doing all these things, you will without a doubt be on your way to great successes in establishing your brand for the better. 

I’d like to extend a special thanks to Shayna Marks, Courtney Paige Ray and everyone else who took part in Social With Shayna’s Five-Day Instagram Engagement Challenge in inspiring me to write this latest blog post about how to go by building your brand via Instagram. I learned a great deal on how to be better as a Digital Marketer. I’ll definitely do another challenge like this in the future.

What do you feel is key when it comes to building your online presence in a positive way via Instagram or through other social media channels? Questions? Comments? Feel free to share this article & don’t be afraid to share your thoughts below