With the ever-rising usage of technology and digital platforms, there are growing concerns over which marketing platforms are working and which aren’t.
Whether you’re marketing across online or offline platforms, it is vital that you measure your data to determine which methods of marketing are proving useful.
However, one of the most important areas marketers aren’t collecting relevant data from is customer phone calls. Businesses should be encouraging more verbal interaction with customers because calls have 30 to 50% conversion rates. Here are just five reasons why you should start encouraging your customers to pick up the phone and call you and how this will benefit your bottom line.
Customers prefer verbal interaction
Despite there being an array of different ways to communicate, from social media to email and from chat boxes to contact forms, a lot of customers prefer verbal interaction. Knowing that there is someone listening and providing a solution makes communication over the phone the best way to provide excellent customer service.
sometimes, the mobile experience isn’t ideal
With growing numbers of mobile traffic, and even with the best mobile optimised website, sometimes, the mobile experience isn’t ideal. Prospects don’t always like navigating their way through the website on a small screen, or slow internet or even a bad connection.
Frustrations like this, which are often out of your control, can lead to someone picking up the phone. So, despite the ever-rising technology, 52% of people in the UK, who connect with a business after a mobile search will do it over the phone, according to Luma Partners. Consumers are more likely to pick up the phone to call than waste time navigating a website that may or may not have the specific answers they want.
People are mobile
The majority of your customers will be on the go, with mobile now driving 56% of all traffic. Smartphones, tablets and many other new devices are an essential part of our everyday lives.
The high usage of smartphones will encourage more click-to-call conversions, as studies can suggest that filling out a form on a five-inch screen is a ‘clunkier’ experience and doesn’t always guarantee the results customers want. Most businesses determine their success through digital analytics, but this doesn’t mean telephone interaction should be disregarded.
So, if you find that there are fewer conversions on site from mobile devices, it’s time to re-optimise your site not just for mobile usage but mobile engagement. Making telephone numbers prominent, clickable and available throughout the user journey could be the trick to driving even more calls from mobile.
Not all calls are the same
Then a potential problem arises; once the prospect calls your number within the ad, if it’s not a special tracking telephone number, you’ll have no idea how they found your business or what marketing campaign has attracted this particular customer.
As you’re well aware, not every call you receive will be the same. To make sure you provide excellent customer service to each and every caller, you will need to tailor your response.
For example, if you’re looking for a private dentist in Bedfordshire and type this into Google, the top results tend to have phone numbers.
By applying call tracking software numbers to your website and marketing, you’ll be able to pinpoint which marketing campaign a customer has seen and therefore which campaign drove their call. Most call tracking software works by generating unique call tracking numbers that are local and free to call, which are then placed on different marketing content: this applies both online and offline.
An example of how call tracking can be implemented for your business is as follows: let’s say a customer notices your ad in a magazine. They’re interested in your services and dial the number in the magazine, which is a unique call tracking number. Immediately, when your business receives the call, you are aware which marketing campaign the customer has responded to.
Over time, this data will provide useful information on where to spend your marketing budget effectively.
Likewise, for your website. For instance, as a private dentist, you could provide a membership scheme for your customers, a customer might enter that page on your website and decide they want clarification on a product or service you are providing as part of the different membership packages.
The call tracking system will trigger and log that customer’s journey, so that now when that customer calls, immediately your data tells you it’s about membership.
The data is then presented in a dashboard you can customise and can be integrated how you want to view it, Google Analytics, AdWords, CRM and more, so your website and call metrics are all in one place.
Offline activity is still a powerful method of communication
We may be in a highly digital age, however, if your company has other marketing campaigns that aren’t connected to the website or are offline, this can leave a gap in your marketing data. An example of this would be if a private dentist company were to place an advertisement on a billboard, using their local phone number and not a tracked static number.
without call tracking there is no way to determine if offline marketing sectors are worth investing in
This business then won’t be able to pinpoint where telephone callers might have found out about them, which can put a strain on a marketing budget as the company won’t know what is working. Results show that offline directories generate 7% of all phone calls, but without call tracking there is no way to determine if offline marketing sectors are worth investing in.
Expensive products need phone calls to be sold
Let’s face it, when we are purchasing something expensive or complicated, we want reassurance that the product is right for us. It is no different for customers purchasing on your website. Customers are very keen to get the best deal possible, they will shop around.
Similarly, for B2B companies with a more complex offering, personal communication is key to making a sale. As according to Google, 61% of mobile searchers in the UK, think click-to-call is the most valuable point of sale shopping.
Despite all the advantages listed above, phone calls still remain a blind spot for most marketers. While it’s possible to track every step of a customer’s online journey, the trail ends as soon as your marketing content is offline or someone picks up the phone to call you.
A call tracking system creates a better customer experience which allows you to understand your customers’ needs.