By Christie Huber
According to Google, when people use mobile search to help make a decision, they are 57% more likely to visit a store and 40% more likely to call a business. And those offline conversions are 51% more likely to make a purchase. It’s why many businesses are now looking to optimize their mobile ad campaigns for these valuable offline interactions.
Honda, for example, saw this as an opportunity to shift its media buy to pay only for mobile ads that drive people to their dealerships. Digital ads, normally bought on impressions or clicks, will now be bought on a cost-per-visit basis, reducing the risk of wasted media spend and providing a way to measure whether ad exposure is driving offline conversions that lead to purchases.
Businesses and agencies spent over $37 billion in search advertising in the US in 2017 to drive leads, customers, and revenue. It’s fiercely competitive, and every conversion counts. Yet call conversions are still a metric commonly overlooked by most marketers. You can’t measure and optimize digital marketing ROI if you ignore call conversions.
For many business, a phone call is the most valuable type of marketing interaction. Research shows that inbound calls convert to revenue 10x more than web leads. And industries like auto, insurance, financial services, healthcare, home services, and tech all rely on inbound calls to drive appointments and acquire customers.
Here are 4 strategies to take a data-driven approach to calls and optimize digital campaigns to drive more calls and customers:
Calls are an important part of the customer journey for industries with complex, expensive, infrequent, or urgent purchases. Consumers want to call and speak to a real person, regardless of the device they use to search for a product or service. For marketers in these industries, your search ROI hinges on your ability to drive calls. Add phone numbers and click-to-call buttons to your digital ads and throughout your website to make it easy for consumers researching your products or services to call.
For each call, you should capture information on the caller and the marketing channel, ad, keyword search, or other marketing source that drove it. You should also understand what happens on the call to be able to measure lead quality, caller intent, and the outcome and value of that conversion.
By including offline data from calls into your CRM, bid management, web analytics, and other marketing tools, you can get a holistic view of your buyer’s journey. Armed with this insight you can then allocate budget and optimize campaigns to generate the greatest return on your investment.
It’s critical for businesses to offer callers the right experience to convert them to customers. To do it, advertisers can use the data they capture on each caller to personalize their on-call experience, providing a seamless transition from online search to offline conversation and increasing the chances of winning that caller’s business. By implementing intelligent call routing processes, every caller is directed to the most appropriate sales associate or department.
For many DialogTech customers, phone calls represent half or more of overall conversions. Not only is it important to track (and get credit for) the leads that come in over the phone, but it’s also critical to make sure those calls get routed to the right person to turn them into revenue. Marketers must take a data-driven approach to calls to boost ROI and optimize media spend.
To learn more about businesses who are using call analytics solutions to drive sales and better prioritize marketing spend, take a look at The Marketer’s Big Book of Call Tracking Success Stories.
Check out our comprehensive eBook, that shares call tracking success stories from 25 industries.Get The Guide →
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