Consumers searching for products, services, or businesses in their area often find them online from local listings. These shoppers are often valuable leads with high-purchasing intent — 88% of people who run a local search on their smartphone call or visit a business within a day.
But despite the importance of local listings to customer acquisition, marketers often take a “set-it-and-forget-it” approach to managing their performance. Unlike other search channels like SEM and SEO that marketers actively monitor and regularly update, local listings are usually set up once and then ignored, with their success or failure left to chance.
It’s a common mistake, since many marketers don’t have the right technology and data to monitor the effectiveness of their listings. That’s where DialogTech’s Yext integration comes into play. This blog covers how you can use DialogTech and Yext together to convert more phone leads and drive more revenue from your local listings — and prove your results.
Manage Your Local Listings With Yext
Today’s consumer has access to hundreds of local listing sites. Some of the most popular include Google My Business, Bing Places for Business, Google Maps, Apple Maps, Yelp, YellowPages.com, Facebook, and TripAdvisor. When your customers use these third-party sites to find your phone number, address, website, or other information about your business, they are often quality leads looking to engage right away.
But if you don’t keep your information accurate across each of these listing sites, you’ll lose business. In addition, your listing site rankings could be penalized. But updating all of your listings manually can be a painstaking process fraught with error.
Yext solves this challenge by helping marketers update their listings at scale. Simply input your location’s information once in Yext’s platform, and that change will be automatically applied to the hundreds of listings sites consumers use to find your business. In addition, Yext ensures that your listings are discoverable by the third-party AI that listing sites use to populate local maps.
Attribute and Analyze the Phone Calls Your Listings Drive With DialogTech
Phone calls are one of the most common and valuable conversions from local listings. 60% of people prefer to speak to businesses over the phone, and 84% of marketers report calls have higher conversion rates with larger average order value (AOV) compared to other forms of engagement. But how can you determine the quantity and quality of phone calls your listings generate? And how can you make the right optimizations to drive more of them?
DialogTech conversation intelligence platform solves this problem by tracking the phone calls your local listings drive and analyzing the conversations to detect lead quality and conversion outcomes. You can also use DialogTech to help connect listing calls to any resulting revenue captured in your CRM or other system of record, enabling you to measure their true value and business impact.
How do you set it up? If you are a Yext user, it couldn’t be easier. DialogTech’s integration with Yext enables you to have DialogTech tracking phone numbers automatically applied to your listings in bulk, across all sites. Don’t worry — DialogTech’s call tracking numbers don’t harm NAP (name, address, phone number) ranking criteria.
Add call tracking numbers to your local listings in bulk with Yext
Once you start tracking and analyzing calls from your listing with DialogTech, you can get credit for every phone-based conversion you generate and view reports on the volume and value of calls from each source to determine what’s driving the most value.
Sample DialogTech report on calls from listings and other sources
But that’s just the start. Below we’ll dive into the 4 tips you can use to drive more phone call conversions from your local listings with DialogTech’s Yext integration.
Tip #1: Detect Call Handling Issues at Locations Negatively Impacting Sales Conversions
No matter how well your Yext-managed listings generate phone leads, it won’t matter if your locations aren’t answering those calls and converting them to customers. As a marketer whose results depend on each location’s call handling performance, you need to know when they are falling short.
DialogTech provides a wide variety of reports you can use to view the number of total calls your listings and other marketing sources sent to each location within a selected timeframe, how many of those calls were answered, how many were sales leads, how many were successfully converted during the call, if a customer experience (CX) issue occurred on the call, and more.
You should review these reports regularly to ensure call handling issues aren’t impacting your results. You can also use them when locations or franchisees claim you aren’t sending them enough good leads. The data will show if they have a valid complaint that you should address — or if the real problem is they aren’t answering their phones or converting phone leads at a high enough rate.
Tip #2: Drill Into Call Recordings and Transcriptions to Get Deeper Insights
If you see a location is failing to convert good leads to appointments or customers, you can drill into their call recordings and transcriptions in DialogTech to learn why. DialogTech provides marketers with a database of every call recording and transcription that you can filter by location, listing or other marketing source, day/time, caller intent, call outcome, and other criteria. You can use insights from recordings and transcriptions to diagnose issues and share those learnings (and the recordings themselves) with locations or franchisees as call coaching tools to improve performance.
Sample DialogTech call transcription — not actual customer data
For example, you can pull up calls that were good phone leads but didn’t convert to learn why. Maybe your locations aren’t following approved scripts, answering questions correctly, expressing empathy, or asking callers for their business. You can then send examples and insights to the location manager to address the issue and improve conversion rates.
You can also pull up calls where a customer experience issue was detected. Was the caller irate, and was it the location’s fault? Did the location fix the issue on the call? If not, is there an action you can take to fix it? Irate callers leave bad reviews that can cost you business. Share the calls with location managers so they can train staff to handle these calls correctly.
Marketers can also see what questions callers are asking and answer them on your website to help drive and convert more SEO visitors.
Tip #3: Create Seamless Experiences With Call Routing and IVRs
As a marketer, the customer experience falls on your shoulders — and that includes the call experience. What the right experience is, however, can depend on when, where, and why a person is calling and the options your business has to assist them. You may also need to adjust the experience to help correct any call handling issues you’ve detected.
Set up rules in DialogTech to route more calls to your highest-performing locations
Below are some common routing and IVR configurations marketers use:
- Route each call based on the marketing source (channel, campaign, ad, keyword, webpage) that drove it
- Have calls from your most valuable marketing sources jump to the front of the queue to get answered first
- Route callers based on the geographic location they are calling from
- Have calls forwarded to specific agents, locations, or IVRs based on your business hours
- Ring multiple agents’ phones at the same time — the agent who picks up first gets the call
- Reroute calls from a location missing calls to a call center (if you have one), a different location, or to an IVR to help assist callers
- Route calls to agents’ cell phones or home phones if they’re working remotely
Tip #4: Target and Retarget Callers Based on the Content of Their Conversations
When consumers call your business from your listings, those phone conversations can tell you each caller’s intent, urgency, product/service interest, stage in the customer journey, and more. By capturing the caller’s phone number as their identifier and insights from the conversation with DialogTech enables you to segment callers into the best audiences for digital advertising.
For example, if a caller expressed interest in a certain product but didn’t convert, you can serve them with ads for that product. If a caller bought a particular product over the phone, you can upsell them with ads for a relevant companion product. You can also exclude them from seeing future ads altogether to avoid wasting spend.
Check out these resources to learn more about how DialogTech can help you drive more call conversions from local search.
- Read our blog, Why Tracking Calls from Google My Business Is a Must for Every Marketer
- Check out our blog, 10 Local SEO Tips to Supercharge Your Rankings and Conversions
- Watch our on-demand webinar with Yext, How to Turn Local Searches into Offline Actions
Want more tips on how to increase revenue from your listings? Download The Ultimate Guide to Driving Phone Leads From Local Listings.Download My eBook