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For those of you who entered the marketing world within the last decade, you know digital like the back of your hand. You can create a paid search campaign with your eyes closed and follow that up with an email blast that will knock everyone’s socks off. Landing page testing and optimization? You do that in your sleep.
But when it comes to phone calls, you might not be so confident -- which is a shame since calls covert at 10 times the rate of online leads.
The truth is there are so many simple changes you can make to your existing digital marketing campaigns and strategy that will result in more phone calls from your best quality prospects. And that, my friends, directly results in more revenue.
Here are 11 easy ways to get started. And if you’re not convinced your prospects are interested in calling, this data may change your mind.
Gone are the days when you could throw your phone number in the footer of your website and call it good. Customers want to be able to easily find your phone number. In fact, according to our recent report, The State of the Mobile Experience, 68% of consumers will only search for a business phone number for two minutes before moving to a competitor. What’s scarier is 34% will only search for a minute or less. That’s a ton of lost business if you’re not making it easy for people to call you.
Take a look at this landing page from a leading tv cable provider. See how it displays their phone number in bold, red font at the top and bottom of the page. The bottom phone number even has a fixed position and stays visible as you scroll.
Compare that to the page below, which doesn’t display a phone number anywhere. This is a complex purchase with tons of options and there is no option to get personal assistance anywhere. Which page do you think gets a higher response rate?
When it comes to these kinds of purchases, there are a lot of people that want to talk through prices, options and deals. Give your customers the freedom to contact you how and when they want. Make your phone number big and bold on your website and you’ll see an increase in response rates.
Google call-only ads only appear on mobile devices that have calling capabilities. Their whole purpose is to drive more calls to businesses, as opposed to driving traffic to a website. So instead of sending your customers to a landing page, you can connect with 100% of your callers at the exact moment they want to talk to you. And the best part is that they can connect with you with just one tap.
If you have some products that tend to require a live sales rep, try using call only campaigns to simplify the path to purchase and get your customers on the phone.
Click to call extensions display a clickable call button on your mobile search ads. With one click, a mobile user can call to make an appointment or place a pizza order. You also have the option of displaying your phone number only at times when your business accepts calls. Google call extensions work well if you want to give consumers the option to engage online or over the phone.
What’s the point of serving ads when your customers don’t want to call you or giving them the option to call when you won’t be there to answer the phone? Analyze your call data to determine days and times when call volume peaks. Then serve ads during those times when your customers want to call you and when your call center is open.
Around here, we’re all about second chances. Call intelligence allows you to sync call data with your retargeting efforts so you can take another crack at turning your callers into customers. Use data gathered from phone conversations to create retargeting campaigns that specifically address concerns or highlight favorite products.
As online marketers, we know that small changes can make a big difference in conversion rates. Changing the color and font of your CTA, moving its position, enlarging the phone number, and changing the overall style can encourage engagement and get more clicks or calls.
You also want to make sure your language is as clear and bold as possible. For example, CTAs like “Call to order now” or “Call for a discount rate!” give your customers a specific reason to call. Often the changes we think will work don’t pan out, and some of the counterintuitive changes make conversions blow up, so always be sure to TEST, TEST, TEST!
Invoca's call intelligence integrates with testing solutions like Optimizely so you can easily see which variations drive the most clicks and calls.
Instead of sending your customers to a landing page or mobile form where they are more likely to abandon, connect with them directly over the phone. They’re already reading your email on their mobile device, so include your phone number or a click to call button and let your sales agents do the rest.
If you do any direct mail campaigns or other offline advertisements, display your phone number. This audience is likely to interact with you offline so just by giving them the option to call, you will see higher response rates from your offline advertisements. Plus, if you use call tracking, you will have greater visibility into how your offline efforts are performing.
When you use call intelligence, you have visibility into the complete digital journey that led to a phone call. You can see the paid search keyword, campaign and landing page that drove a phone call.
Since conversion rates from phone calls are 10 times higher than digital leads, it’s important that you know where your calls are coming from. Once you know what channels drive the most calls—search, display, social, email, affiliate, offline—you can allocate more of your budget and time to optimizing those marketing sources.
Don’t be that marketer that scraps a landing page or search ad group because it appears to be performing poorly online, but in reality is driving offline conversions. Trust me, it happens all the time when marketers don’t have visibility into their phone calls.
With call intelligence, you know what audience segments are most likely to call. By analyzing consumer behavior and preferences, you can personalize your website to appeal to this audience with CTAs that encourage them to call you.
Likewise, if a consumer has called you in the past, but did not make a purchase, you can personalize their next visit to your website with call-based CTAs because you know they have a strong likelihood of calling.
Call intelligence allows you to gain unique insights into your customer’s mindset and gather key signals from phone conversations, like call outcome, common objections, whether a competitor was mentioned, popular products, and more. All of this information is gathered automatically, so you can optimize your marketing in an automated and scalable way. You can use these insights to optimize your ad and landing page copy, the caller experience and more.
Mass communications definitely has its place. But there’s something about a personal phone conversation that can’t be replaced. So for those businesses that depend on phone conversations as their most important point of contact, you now have 11 more tools in your arsenal to drive more phone calls and conversions.
If you want to learn more about the art of driving phone calls, download The Digital Marketer's Ultimate Guide to Call Intelligence.
