Estimated reading time: 3 minutes
Remember the days when cold calling and print advertising were the only viable options for finding new leads?
The internet has changed the way that businesses market their product and services. While it is ultra-competitive, most companies have found ways to leverage the internet and drive sales leads into their organization.
A majority of these leads probably are a result of a Google search results – whether it be paid or organic. Being listed on the first page of results is what matters most and helps you get leads into your sales funnel.
But what if that first page didn’t exist and only the first result was visible?
That could be the reality as Voice Search becomes more relevant. It’s predicted that tools like Amazon Alexa and Google Home will only provide a singular search result when asked a question.
So if a customer asked “Who can repair my barcode printer?”, you’d better be the company that is listed first or the sales leads will disappear.
While this is a prediction on how Voice Search will function once widely adopted, it’s reasonable to say that the voice tools will not be rambling on and on as they list out the top 10 options. It will have to be concise. And you can count on the providers of these services selling that top spot to the highest bidder.
So what can be done?
First off, it’s important to realize that all internet services are going through a continual evaluation on how they are providing value to the users. If the users aren’t getting the best results, they may find other means to get information. Facebook and Google want to provide the most relevant information just as much as they want to provide a paid ad.
With that said, it’s impossible to predict where and how Voice Search will impact your business’s marketing plan. But there’s some basic principles that have always been relevant when it comes to future proofing your marketing efforts:
A marketing plan is just like a financial portfolio, you must diversify to successfully leverage the channels that perform well and protect yourself against those that under perform.
If most of your marketing budget is invested in one product, then it’s time to see what else is available. It would only take a slight change in the market for your sales leads to completely disappear.
Don’t be afraid to try out a new means of marketing event if it isn’t proven. Just invest wisely. Also, go back to some of the classic types of marketing. While everyone has moved to digital marketing, maybe it’s time to do an old fashioned direct mailer.
Build Your Own Network
The problem with most of means of modern marketing is you are reliant on someone else’s platform. If Facebook, Google or LinkedIn changed their strategy; you could be left out in the dark.
Using their platforms to reach more customers is great but it can also be taken away in a moment. The data and means of reaching their user base isn’t guaranteed.
To mitigate this threat, build your own network through the use of email collection. While email marketing seems old school, you own your own list and can use it as you see fit without anyone altering the rules or access. Investing in building your list is a long term plan that pays dividends for the life of your business.
Lead With Value
Above all else, remember to provide value. Publishing content with real insight and information will produce quality leads.
In the past, part of sales was holding on to information and only giving up enough to secure a sale. The modern world doesn’t operate in this way. Instead, most information is available on the internet for free.
Become a leader in your industry by educating your potential customers before you try to sell to them. Because they will get the information from someone; might as well be you.
Will Voice Search become the new way that we get information from the internet?
It’s hard to say for sure but there is a place for it and you’ll want your business to be ready either way. Stay in front of the trends but also build up a portfolio of other marketing tools to ensure your business can withstand any changes.