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Customers expect personalization. And why shouldn’t they? There is so much data and tech available to advertisers today that personalization should be standard. In fact, 91% of marketing leaders are using data to segment their marketing according to Salesforce’s 2016 State of Marketing report. These leaders know how to use data to inform audience segmentation and targeting to deliver personalized marketing that drives more conversions.
But one source of data is often overlooked, and it's one of the richest sources of data for target audience segmentation. You guessed it -- I'm talking about phone calls.
Phone calls not only reveal insights into your customers’ purchasing journey and product preferences, but voice analytics reveal their needs, interests, and pain points in a way digital interactions can’t. Check out these eight ways you can segment your audience using call data.
With a call tracking solution, you can capture the geographic location of your callers. With just their area code you can see the city, state, and region where the call originated. From there, you can create segments for ad targeting and create personalized messages that take subtle differences in varying locales into consideration.
While geographic targeting is really important for local businesses that only want to advertise to customers within their region, national businesses can also increase conversions by customizing messages that resonate with people in a certain state or city.
Did a call end with a sale? Did it end with the caller saying they needed to think it over? Whatever the outcome, you can use that data to segment these callers to make sure you follow-up with the right message.
Call intelligence automatically tracks the outcome of a call by scanning each conversation for spoken key words or phrases that signal important event and call outcomes. It then feeds that information into tools like your CRM, marketing automation, retargeting platform, and more.
For example, for converted callers, you can follow-up with an upsell offer. Or for unconverted callers, you can send discount offers to hopefully complete a sale. Whatever you do, you probably don’t want to send both customers the same follow-up email.
Call intelligence tools like conversation analytics automatically gather specific information about what is discussed on each call so you can segment you your audience based on things like product interest. Then you can create follow-up with messaging about similar or complementary products to the one discussed on the call.
For example, if you’re in the financial industry and someone called in about an IRA, call intelligence would tell you to follow up with information about the differences between a Roth and traditional IRA. It would also help you avoid sending that customer information about college savings plans.
If certain customers have a preference to call, you can integrate your call analytics into your RTP (real-time personalization) platform so you can create audience segments that will be served ads and landing pages that make it super easy to call. If someone has called you in the past, you're more likely to engage them again with a click to call option. Depending on what devices this customer segment is more likely to use, you’ll want to optimize both desktop and mobile ads and landing pages. Make sure your desktop ads display your phone number and that you’re using click to call on your mobile ad campaigns. Your desktop landing pages should prominently display your phone number, and your mobile landing pages should feature click to call buttons.
Call intelligence can capture information like age and gender, which is a great place to start when segmenting your audience. You can filter this call data into your CRM and marketing automation platforms to gain a deeper understanding of your buyer personas. These characteristics can be very polarizing when talking about marketing messages, tactics, and channels. You probably don’t want to send the same message to an 18-year-old woman that you would to a 65-year-old man. Once you start gathering this type of information with call intelligence, you may also discover new audience segments that you haven’t considered targeting previously.
Improve your segmentation and targeting with a complete view of your customer’s online and call engagement history. Call intelligence not only gathers phone data, but it also captures online activity leading up to the call. If your customer clicked on a paid search ad or began their product search on your website, you can track their entire path to purchase and better cater your marketing approach to fit their preferences. Don’t forget to do some A/B testing on ads and landing pages that produce the most high-converting calls for different audience segments.
With call intelligence, you can actually track when certain competitors are mentioned in a phone conversation. You can then segment your audience based on which of your competitors they’re most interested in, or which competitors are least appealing to them. Call intelligence can push this information to your marketing automation and retargeting platforms. You can use this information to create marketing campaigns that highlight what differentiates your business from a specific competitor and tailor those messages to the audience segment that had previously mentioned the competitor on a call.
There is certain information that can only be gathered through human interaction. With a phone conversation, you can ask certain questions to gain additional insights and a better understanding of your customers’ motivations behind their purchase decisions. While demographic data is great, psychographic data is what really helps you understand the attitudes, opinions, and values of your customers. You can feed this psychographic information into your other systems informing your retargeting, email, and ad targeting strategies.
Successfully segmenting and targeting your audience is all about understanding your customer base. And the first thing you need to understand your customers is data … lots of it. Businesses that ignore call intelligence data are missing out on valuable information that could help them create advertising messages and targeting strategies that resonate with the individual. The best marketers are using several of the data points mentioned above, plus their own unique data and even third party data, to create highly focused audience segments for effective ad targeting.
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