Tips: Marketing Your Alexa Skill with a Voice Hub Page - Industry Examples

What should you put on your Alexa Skill landing page or voice experience information page? You have to educate your audience on how to use something new, like an Alexa Skill or Google Action.

Your voice hub page is the perfect place to showcase any voice marketing you’re doing, whether it’s an Alexa Skill, Google Action, Flash Briefing, or podcast.

Why you need a voice hub page:

You’ve heard of the Marketing Rule of Seven: it typically it takes seven exposures to incite a purchase or new behavior in someone. Clear messaging and a single hub page explaining a new service is key to adoption when it comes to new technology like voice.

Imagine you post on social, send an email, tell someone verbally, and then post a few more times on Instagram or Twitter about your Alexa Skill. You will need to “Link in bio!” your audience about seven times til they finally act. Make sure when they do, you have the clear actionable info for them to enable your voice experience or subscribe to your podcast wherever they listen.

Amazon Alexa has about 70% market share for smart speakers and the number one category for requested content is music, news, and weather (including podcasts). Watch Emily Binder’s 60-Second Definition of Voice Marketing

Uber was an early adopter of ordering a rideshare through Alexa. They feature these commands to educate users on how to get a ride using Alexa.

We rounded up several good examples of voice hub pages from different industries. These should inspire you to create your own page that serves as a home for your voice app(s) whether it’s an Alexa Skill, Google Action, both, or other. Whatever you have going on related to smart speakers and/or podcasts or flash briefings, you need a hub page. You should throw your podcast subscribe widget in there too (like right below). If you want a tool to make sharing your podcast easy and 1-click, check out Plink.

We picked pages that make it clear to a new user how to access and use the voice experience. They don’t have to be super stylized or complex. Simple works.

Key components of your voice marketing hub page:

TD Ameritrade’s voice hub page features an effective button to enable their Alexa Skill. The green button is eye catching and the simple button text “Ask Alexa” lets users know where the button will take them: the Alexa Skill page on Amazon.

1. Clear buttons to enable the voice app (links are good too, but make sure you include a colored button with a 1-3 word CTA that the eye is drawn to, such as “Enable on Alexa”)

   1. Feature your Alexa Quick Link for 1-click skill enablement from any device (example: Plancorp Perspective - Alexa Quick Link)

2. Sample commands or phrases to navigate the voice app, such as “Alexa, ask Onramp Invest for the latest update.”

3. Pleasing graphics (smart speaker stock photography or branded graphics using non-photograph imagery)

4. Bonus tip: Create and embed a Spotify playlist of your or your team’s podcast appearances: watch video below to learn how.

Example Spotify podcast playlist embedded:

Learn how to create and embed a Spotify podcast playlist to promote your content:

This is such an underutilized marketing tool!

Alexa Skill or Voice Hub Page Examples - Inspo

🍕 Food/QSR:

• Domino's Anyware hub page

• Grubhub Alexa Skill hub page
  

💸 Financial services:

• TD Ameritrade Alexa Skill and Google Action hub page

• TD Ameritrade AdvisorClient® for the Amazon Alexa PDF

• Morgan Stanley Alexa Skill page

• Plancorp, LLC Alexa Skill page for Plancorp Perspective (Alexa Skill built with WealthVoice)

Plancorp, an RIA (Registered Investment Advisor) with over $4 billion AUM (assets under management) built their custom Alexa Skill with WealthVoice. Plancorp Perspective’s voice hub page makes it easy for clients to enable the skill with their Alexa Quick Link. Suggested commands make it easy for clients to interact with their voice experience and get hands-free updates.

💄Beauty:

• Garnier USA voice hub page

📰 News:

• NPR: Listening to NPR with Alexa

  • Featuring this handy PDF of phrases - you should consider creating one like this

• The New York Times on Your Smart Speaker

Note on language: In online marketing, a landing page, sometimes known as a "lead capture page", "single property page", "static page" or a "destination page", is a single web page that appears in response to clicking on an organic search result, marketing promotion, marketing email, or an online ad. What you want to create is a regular page on your website, but we know people often call these “landing pages” so that’s why it’s in the title. You get it.

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How to create your own Alexa Skill and send hands-free updates:

Want to create a custom branded Alexa Skill like this and send your audience voice updates anytime? Request an invite to WealthVoice. It’s a voice CMS (content management system) and we can build skills for any industry. It’s like Wix or Squarespace, but for Alexa skills. Watch demo video.

Learn more about our voice marketing and podcasting services:

Get briefed!

Five minutes, twice a week. Subscribe free for marketing and business updates on Voice Marketing with Emily Binder. It’s a mini-podcast and an Alexa Flash Briefing.

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Insta: @beetlemoment

Top Three Brands with Alexa Skills - Voice Marketing

Which companies have the best Alexa skills? Which brands are succeeding with voice marketing?

It’s the ones who understand that voice is all about enhancing or improving the customer experience. Keep it simple. Make things easy on people. That’s the “killer” app.

Your customers want convenience. The best voice apps offer it. It’s that simple. The Starbucks Reorder skill and Domino’s Pizza Alexa skill accomplish this.

By 2021, the number of US voice assistant users will reach 122.7 million, representing 42.2% of US internet users and 36.6% of the US population (eMarketer). Digital voice assistants in use will triple to 8 billion by 2023 (Juniper Research).

Amazon Alexa has maintained market share for smart speakers so let’s look at which brands are succeeding on Alexa and why. Note, these brands also have Google Actions but we’ll just examine their Alexa skills here.

Here are three slam dunk examples of major brands using Alexa to drive sales and/or add value through voice-first content marketing.

Which brands have the best Alexa skills?

1. Starbucks Reorder Alexa skill: you can:
   – Reorder your Usual from one of the last 10 stores you’ve ordered from
   – Check your primary Starbucks Card balance
   – Switch between your last 5 previous orders

   1. Why we like it: This lets customers easily order hands-free. It’s convenient to do while you’re busily getting ready to head out the door. This makes Starbucks even more ubiquitous and reliable, two of their brand success hallmarks (consistency of experience, much like McDonald’s provides so well).

2. Domino’s Alexa skill: With the Domino’s skill, you can build a new order from scratch, place your Easy Order or your most recent order. You can ask Alexa for your order’s status with Domino’s Tracker®. Available only for orders placed in the U.S.

   1. Why we like it: Thanks to the AnyWare suite of technology, customers can place their favorite order via text, tweet, TV, smartwatch and more. Domino’s Alexa skill is just another channel making it more convenient for people to buy pizza. It demonstrates a commitment to ease of use. This will drive sales because like Starbucks does too, this removes friction and makes Domino’s ubiquitous.

3. TED Talks Alexa skill: Explore TED's vast library of inspiring talks and ideas worth spreading by world-renowned speakers and thought leaders from around the globe. You can play the latest TED talk, play random TED talks, or search for talks by topic or by speaker name. You can also play talks that are funny, inspiring, persuasive, courageous, or jaw-dropping. New TED talks are available every weekday and are always free to the world.

   1. Why we like it: This is the best example of content marketing unrelated to voice shopping or commerce. Content marketing works when it adds value and is published consistently. This checks those boxes. Read more on TED’s blog: “Alexa, open TED Talks”.

Starbucks Reorder

Reorder your usual coffee, check your Starbucks Card balance, and switch between your last five previous orders.

TED Talks

With their Alexa Skill, nonprofit organization TED allows you to play the latest TED talk, play random TED talks, or search for talks by topic or speaker name.

Domino’s

With the Domino’s Skill for Amazon Alexa you can build a new order, reorder your most recent order, place your Easy Order, or track an order using Domino’s Tracker®.

Takeaway:

Voice offers your brand an opportunity to be of service. Help before you sell.

And look, don't be intimidated by voice! You don't have to reinvent the wheel. Look how simple the Starbucks, Domino’s, and TED Talks skills are. They just voice-enabled the most common customer activities. Reduce friction, increase sales. Convenience for the win. It’s what Amazon sells, after all.

Domino’s AnyWare is the strongest example of the real driving principle behind all of this: it’s not about the specific channel (be it voice, SMS, or social media); it’s about being widely and easily available where your customers are. Voice just happens to be the fastest growing consumer technology, and an obvious and growing use case for voice commerce (AKA v-commerce), expected to be over an $80 billion market by 2023 (via Juniper Research).

Domino's Pizza (NYSE: DPZ), the recognized world leader in pizza delivery, knows that customers want to be able to order their pizzas from anywhere, at any time, on any device including Alexa. Thanks to the AnyWare suite of technology, customers can order via text, tweet, TV, smartwatch, and more.

What you can do:

Identify the top three or five things that your customers want or need. That could be simply re-ordering or asking an FAQ or checking their account balance. Then voicify it. We can help.

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Your Brand and Voice Marketing in 2021

If you need help creating a custom voice experience, whether that's an Alexa skill or a Google Action, or adding voice or chat to your mobile app, reach out to us. Get ideas here: check out our case studies from clients we’ve helped.

Learn more:

Binge our 3-minute daily briefing podcast about voice marketing with Emily Binder:

Or hear Emily’s briefing on Alexa News (new episodes every weekday). How to listen:

1. Enable Voice Marketing with Emily Binder - Alexa Flash Briefing here

2. Then say, “Alexa, news.”