When it comes to media adoption, consumers are a little like speedboats — adapting quickly to the changing currents, ready to go in a different direction and try new paths. Brands, on the other hand, can be more like tanker ships – changing directions slowly, hesitant to change faster than a few degrees at a time. This problem is often exacerbated for multi-location and franchise brands who need to relay changes in organizational direction to hundreds or thousands of decentralized locations.
But, multi-location brands currently have a golden opportunity to change this course. Voice-enabled speakers like Amazon’s Echo and the Google Home have been steadily increasing in popularity. These smart speakers are powered by intelligent, AI-driven software that responds to users’ voice commands and queries. Consumers often rely on these devices to provide essential information to connect with nearby businesses.
While the iron is still heating up, multi-location brands need to start thinking about how they’ll connect with smart speaker users. There’s a variety of ways to do this, from basic steps like making sure local listings are up-to-date and optimized, to advanced measures like developing smart speaker integrations (e.g., skills for Amazon Alexa).
This post was originally published on LSA Insider. Check out the full post to learn more about how multi-location brands can optimize their website for voice search.
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