4 Strategies to Generate More Calls and Customers with Local Marketing

The growing popularity of smartphones and mobile advertising has changed the way consumers buy and convert online. According to Google, more searches happen on smartphones than on any other device, and more than half of all web traffic now comes from mobile. When these smartphone users interact with mobile ads or website content, they often convert to calling.

According to research from analyst firm BIA/Kelsey:

  • Social media, search and display advertising generated more than 108 billion call conversions to U.S. businesses in 2016.
  • This number will grow to 162 billion calls by 2019.
  • Search advertising alone will drive more than 40 billion call-to-conversions in the United States this year.

To be successful with their calls, marketers need to make it easy for consumers to engage in conversation with their businesses over the phone. But you don’t have to stop there. You also need to capture and leverage call, caller, and conversation data to improve marketing ROI and acquire more customers. Here are 4 strategies for marketers to take a data-driven approach to phone call conversions.

1. Attribute every phone call

It is important to capture the same level of data accuracy for phone call conversions as for online conversions, including:

  • The marketing source that originated the call: For each hit, you must enter the marketing channel, ad variation, keyword search, email or direct mail, or other marketing source that generated it. This data helps you see which sources are generating the most calls.
  • Caller journey on your website: If a prospect visited your site after doing a search or engaging in your marketing, you need to know that person’s entry page, what content they viewed on your site, and the page from which they came. she finally called. Know what content drives conversions per call allows you to optimize your website to generate more leads and customers.
  • Caller data: You also need to enter who the caller is, their phone number and location, the day and time of the call, their device and browser, and whether this is a first call or call. repeated call. This data is useful for optimizing online and offline marketing, but is particularly useful for refining keyword bids and ad targeting for channels such as paid search, social media, and display. Additionally, tracking and anticipating peak call times is helpful in deciding how to staff call centers or business locations that answer calls.

2. Integrate call data with tools in your marketing stack

Calls are an important source of data to include in the tools you rely on to drive growth. With calls, you get a more holistic view of the customer journey and can best allocate budget and optimize campaigns to generate the best return. Some tools and platforms that can benefit from call data:

  • AdWords and Facebook: By far the most dominant digital advertising platforms, including your call data alongside online conversion data in AdWords and Facebook makes it easy to measure ROI and make optimization decisions smarter.
  • Web analysis and optimization: Include call data in tools like Google Analytics and Adobe Analytics to understand digital activities driving both online and call conversions. Use this knowledge to optimize website and digital advertising performance to increase engagement.
  • Auction management: By adding call data to bid management platforms, these tools are able to calculate the true ROI of search and social media advertising. They can then allocate budget to keywords and campaigns with the best CPL and CPA.
  • Marketing automation: Including call data in marketing automation reports and workflows can help you optimize email targeting and conversion rates, improve lead scoring accuracy, and better capture the behavior of each contact, both online and offline.
  • DMPs and DSPs: Call data belongs to Data Management Platforms (DMP) to improve customer analytics and decision making. Call data also needs to be passed to demand-side platforms (DSPs) to target audiences most likely to call with the right digital ads.
  • RCMP: Marketers now feed call attribution data to CRMs to measure the specific marketing sources and spend that drive the calls that convert into leads, opportunities, and revenue. This is a necessary step to prove the impact of marketing on the business.

3. Personalize the caller experience to convert more calls into sales

To improve phone conversion rates, marketers now take responsibility for the call channel, whether it’s calls to a call center, remote sales agents, or business locations. . You can use call data captured at the time of the call to personalize and optimize caller experience to win more customers. Here are three ways:

  • Route callers optimally to close more sales: When buyers call, they expect help and answers right away. It’s important to connect them quickly in a conversation with the right agent or business location. You can use the information captured about each call – including the marketing source, the caller’s location and history, and the day and time of the call – as signals to best determine where each caller is must be sent.
  • Prioritize your most valuable callers: Some companies have a priority queue where they place callers they believe have the highest buying intent and selling value, ensuring that those calls get answered immediately. Some do this based on marketing source, with calls from search ads being the most common leads to prioritize. But others do so based on the caller’s history or the web page they called from.
  • Pass caller data to sales agents before they answer: When calls come in, some companies pass information about the caller and the marketing source that led the call to their sales agents before they answer. Knowing that a call is coming from a marketing campaign, referral source, keyword search, or specific web page helps sales agents anticipate a caller’s needs and offer a more transparent personalized experience to win the sale.

4. Analyze Marketing Phone Conversations for Actionable Insights

A necessary step in taking ownership of a company’s call channel is to monitor call activity and conversations. That’s why marketers are now analyzing what happens on the calls they generate to call centers and their business or franchise locations. Analyzing whether calls were answered and the content of conversations provides actionable insights you can use to increase conversion rates and customer acquisition. Data to review includes:

  • The value of the call: Knowing if a call was a legitimate sales call and whether it converted into an opportunity or revenue helps marketers know which campaigns are generating the most “good” calls.
  • What the agent said: Marketers need to analyze the performance of the agent taking the call to ensure they are on brand, using the right scripts, and mentioning the right promotions.
  • The call experience: Marketers monitor whether calls to each location, agent, or customer are answered, how long callers spend on hold, and call abandonment rates.
  • What the caller said: Understanding the words or phrases callers actually use can be a great way to optimize for the right SEO and SEM keywords and create more effective marketing messages.

To learn more about measuring and optimizing marketing phone calls, please download the eBook, The Digital Marketer’s Guide to Call Attribution.