co2 presentation - the voice search revolution

THE VOICE SEARCH REVOLUTIONJason Stanley, Managing Director, Coalmarch Productions

A LITTLE ABOUT MEMy background is in communication arts and web design.


As Managing Director, I am responsible for the products, services, performance, and culture of Coalmarch Productions.


As Managing Director, I am responsible for the products, services, performance, and culture of Coalmarch Productions.

I’ve been with Coalmarch for 11 years.

WHY SHOULD YOU LISTEN TO ME?I’ve been working with websites, website marketing,

and technology for 20 years.



I’ve started, failed, bought, and sold businesses.



I’ve started, failed, bought, and sold businesses.

I endeavor to keep up with technology.

FUN FACTI am a pseudo prepper.

FUN FACTI am a pseudo prepper.

Buy me a beer, I’ll tell you all about it.

FUN FACTI love spending time with my family, reading about history, and drawing.

FUN FACTI love spending time with my family, reading about

history, and drawing.

BEFORE WE GET STARTED

FORWARD THINKING

Rolling out in 2017.FORWARD THINKING

SO TODAY WE ARE LEARNING ABOUT…

THE VOICE SEARCH

REVOLUTION

HUMANS LIKE THINGS TO BE

EASY

“Alexa, I need a good pest control company”

OK, NOT THAT FAR.

THIS FAR.

You’re at the right conference.DON’T WORRY

HOMO HABILIS

WHAT MAKES US TICK

How we can make our lives easier.WHAT MAKES US TICK

How we can make our lives easier.How we can make our lives better.

WHAT MAKES US TICK

PROGRESS

The idea that social and scientific progress improve the human condition.

Understanding how human behavior and technology evolve in concert,

allows us to predict and be ready for it.

HOMO HABILIS

INVENTS HAND AX

HOMO HABILIS

HOMO HABILISMAKING LIFE EASIER

FOR HUMANITY SINCE2,100,000 B.C.E.

KEY POINT # 1Humans like things easier and better, and

technology is the catalyst that drives progress.

TECHNOLOGY AND

ADVERTISING

Why do we do it in the first place?THE BASICS OF ADVERTISING

To get your product or service in front of your target audience and convince them that it will meet their needs.

THE 19TH CENTURY

Lithographic and Offset PrintingTECHNOLOGICAL DISRUPTOR

THE 20TH CENTURY

Radio and TelevisionTECHNOLOGICAL DISRUPTOR

MEDIA EXPLOSION

DIRECT MAIL

NEWSPAPERS

TELEMARKETING

RADIO AND TV

THE 21ST CENTURY

The InternetTECHNOLOGICAL DISRUPTOR

PRINTED YELLOW PAGES (BILLIONS)

KEY POINT # 2Advertising and human behavior adapts

and utilizes available technology.

Digital marketing agencies and businesses focus primarily on Google,

and rightly so, that is where the majority of traffic (and opportunity) is.

1. Type a query into Google on their smartphone, tablet, or desktop computer.


2. Review the search engine result page (SERP) to determine which site(s) to visit.



3. Either make a decision based on what they see in the SERP, or visit best prospective website.




4. Review website to determine if it suits their needs.




4. Review website to determine if it suits their needs.

5. Submit a contact form or call a phone number to take the next step.

KEY POINT # 1Humans like things easier and better, and

technology is the catalyst that drives progress.

VOICE TECH, THE NEXT

DISRUPTOR

This is happening now.

THE RISE OF THE DIGITAL ASSISTANT

THE BIG PLAYERS ARE IN THE GAME

1. Apple534B

2. Alphabet (Google) 507B3. Microsoft

413B4. Exxon Mobil 326B5. Facebook

321B6. Berkshire Hathaway 312B7. Johnson & Johnson 288B8. General Electric 271B9. Amazon.com 250B10.Wells Fargo

242B

#1FORTUNE 500 MOST VALUABLE COMPANIES

AND THEY ALL HAVE A VOICE PRODUCT / DIGITAL

ASSISTANT

THE BIG BOYS ARE IN THE GAMEApple = Siri

IN THE LAST YEAR THE USE OF VOICE SEARCH WENT FROM A STATISTICAL ZERO TO 10% OF

ALL SEARCH VOLUME.

BASIC SLIDE TITLESample Content


25% OF CORTANA SEARCH IS VOICE

BASED


5 MILLION UNITS SOLD IN TWO

YEARS


$100 MILLION STARTUP

INVESTMENT FUND


MORE INDUSTRIES ARE GETTING INTO

THE GAME

CONSUMERS ARE GETTING MORE AND MORE

COMFORTABLE WITH VOICE TECHNOLOGY.

YOU NEED TO RETHINK YOUR CONVENTIONAL ONLINE MARKETING

STRATEGIES.

IF YOU WERE IN CHARGE, HOW WOULD YOU

ANSWER THE QUESTION WE’VE BEEN ASKING?

CONSUMER NEEDSReasonable Price

Effective Product or Service

HOW WOULD YOU KNOW IF IT WERE

EITHER ONE?

Look at what other people are saying about the company in the form of reviews

as well as what the company is saying about itself in the form of pricing.

KEY POINT # 3Voice search and digital assistants are

on the rise, and adoption is strong.

QUICK RECAP

1. Humans like things easy.

1. Humans like things easy.2. Advertising adapts to new technology.

1. Humans like things easy.2. Advertising adapts to new technology.3. Digital assistants are the new disruptor.

HOW TO STAY AHEAD OF THE

GAME

Voice Search OptimizationVSO

THE BASICSWhat should you (or your marketing

team) be doing right now to optimize for voice-based search?

NATURAL LANGUAGEpest control tampa bay

vs.

“What are some good pest control companies nearby?”

USE QUESTION WORDSHow, who, what, where are all much more

prevalent terms in voice based search.

“How do I get rid of black ants?”

“Who can help me get a greener lawn?”

MOBILE FRIENDLY WEBSITEThe majority of voice search is performed on mobile devices. Don’t drop the ball when those visual results roll in and your

site and online presence isn’t up to spec.

LOCAL OPTIMIZATIONMobile search often has local intent. This means that your

website needs to be optimized for local search.

REVIEW GENERATION STRATEGYYou need a real review generation strategy. Ideally one that is built into how your business works. Your strategy should be automated.

THE BASICSNatural language, question words, mobile friendly, local

optimization, review generation (and diversification).

APPLE’S SIRI1. Apple Maps


2. YELP Listing and Reviews


2. YELP Listing and Reviews

3. Bing Optimization

MICROSOFT’S CORTANA

MICROSOFT’S CORTANA1. YELP and TrustPilot Listing and Reviews


2. Bing Places Listing


2. Bing Places Listing

3. Bing Optimization

MICROSOFT’S CORTANAGOOGLE ASSISTANT

GOOGLE ASSISTANT/NOW1. Google Reviews


2. Knowledge Panel Placement

GOOGLE NOW


2. Knowledge Panel Placement

3. Google + Profile

MICROSOFT’S CORTANAAMAZON’S ECHO

AMAZON’S ECHO1. Yelp Reviews


2. HomeAdvisor


2. HomeAdvisor

3. Amazon Home Services

KEY POINT #4There are inbound marketing strategies that you can

implement now to prepare for voice technology.

DON’T GET RUN

OVER

HOW MANY OF YOU WISH YOU HAD STARTED YOUR ONLINE

MARKETING SOONER THAN YOU DID?

837 M

2002

837 M 240 M

2002

125 B

2000

4.8 B

2016

FAT, DUMB, AND HAPPY

DISRUPTING TECHNOLOGY

BLOCKBUSTER VS NETFLIX (REVENUE 2004-2010)

NETFLIX DIDN’T SHUT BLOCKBUSTER DOWN, BUT

THEY DID STEAL THE MARKET THEY NEEDED TO GO INTO.

KEY POINT #5Don’t get too caught up in the status

quo, be nimble and adapt to the times.

FINAL RECAP

1. Based on how we humans behave (and have behaved in the past), voice search is going to be BIG.


2. Some of the biggest and most valuable companies in the world are investing a lot of time and money in digital assistants, including Apple, Google, Microsoft, and Amazon.



3. Now is a good time to update your digital marketing strategy to be ready for increased voice search marketshare.




4. Write content for your site using more conversational language and who, what, where questions.




4. Write content for your site using more conversational language and who, what, where questions.

5. If you don’t already, make sure you have a mobile friendly, responsive website.

6. Make sure your site and brand is optimized for local. Claim your business listing on Yelp, Google My Business, Apple Maps, and Bing Places.


7. Create and implement a proactive review generation strategy that can get you leads from Yelp.



8. Engage on social, including Facebook, Twitter, LinkedIn, and the like- it is an increasing ranking factor.




9. Create a profile on Amazon Home Services and HomeAdvisor.




9. Create a profile on Amazon Home Services and HomeAdvisor.

10.Pay attention and optimize for Bing- many of the non Google digital assistants use Bing as their default search engine!

QUESTIONS?

DON’T BE SHY

THE VOICE SEARCH REVOLUTIONJason Stanley, Managing DirectorCoalmarch Productions

[email protected]

linkedin.com/in/jasonmstanley

@jasonmstanley

mailto:[email protected]

co2 presentation - the voice search revolution

Marketing