Marketing for multi-location businesses can be far more complex than generating leads for a single location. Marketers need to ensure that they are generating high volumes of quality leads to each location; the more locations you have, the more challenging that becomes. You don’t want to miss opportunities to advertise to in-market consumers, but you also can’t afford to waste ad spend targeting the wrong consumers with the wrong messaging.
Effective multi-location marketing gathers the right data on consumers. Insights on each consumer’s location, preferences, and intent can help you deliver the best messaging to convert them to customers, whether they convert in-store, online, or over the phone.
Phone call conversions are especially important in multi-location marketing. Google says that local searchers are 39% more likely to call a business, while analyst firm BIA/Kelsey estimates that mobile searches will drive 61 billion calls to businesses this year—a 113% increase from 2014.
What’s more, consumers who call a business:
- Convert to customers 30% faster and spend 28% more than online leads (Forrester)
- Provide valuable data about their location, purchase intent, urgency, and interest in services and products that marketers can leverage to optimize their campaigns and drive better business results
By implementing call tracking and analytics systems, marketers at multi-location businesses can obtain valuable first-party data on the calls and conversations they generate for each location. This first-party data helps inform marketing campaigns that open doors for new customers, reinforce relationships with current customers, and increase return on marketing spend.
Not sure how to maximize the business impact of consumer calls on your multi-location brand? Learn more about the four best practices that will help you improve your multi-location marketing strategy and make the most of your callers.
1. Attribute Calls to Marketing Channels and Optimize Your Campaigns
Inbound phone calls give you information beyond the caller’s phone number and location. By collecting call data from prospective and current customers, including analytics from the conversation, multi-location marketers can identify the specific marketing channel, ad copy, search keywords, and landing page combinations that trigger the highest call volume and most sales conversions from calls to each location.
This valuable data allows marketers to understand the offline impact of their online campaigns. It’s key to leverage this information to optimize things like audience targeting, keyword bidding, ad creative, landing page A/B testing, and more.
Marketers can leverage this data to understand the offline impact of online campaigns, optimize their digital marketing strategy based on what drives the most conversions, and boost ROI.
2. Segment Audiences Based On What They Say On Calls
In addition to gathering attribution data, a call analytics platform can help your multi-location business gather insights from the actual conversations customers are having with your representatives.
Through the power of AI, a sophisticated call tracking platform allows you to gather insights from what’s actually being said on calls in a scalable way. It listens to the conversation, identifies the content of the call, and provides insights into what was said.
Then, marketers can utilize these insights to inform audience segmentation. For example, you can discover what customers called about a product but didn’t make a purchase or book an appointment over the phone. Then, you can put these customers into a remarketing audience and serve them Facebook or display ads highlighting the product they inquired about with a discount offer to encourage a purchase. If a caller did convert on a call, then you can add them to your lookalike audiences to find and convert other leads like them that you haven’t reached yet.
3. Set Up Location-Based Routing to Improve Caller Experiences
When you’re a multi-location business, you likely want to send callers to your closest open location. That’s where location-based routing comes in. A call analytics system can optimize call routing based on the data it captures on the individual. This technology can automatically detect a caller’s exact location through geolocation or ask them to provide their location through an IVR; then, it routes them to the best location.
Location-based routing ensures that callers speak to the right person to assist them right away. This provides the caller with the information they need to convert and promotes a seamless customer experience.
4. Establish Routing Options For Your Call Centers to Convert More Callers to Customers
If your multi-location business also uses a call center, routing can get more complex. You should consider routing all leads to call centers; call center agents are specifically trained to speak to leads and convert them into customers. While leads are routed to call centers, current customers calling with support-related questions can be routed to the right business location to assist them. This routing system will help increase your call center conversion rates and boost efficiency.
You can also look to the data in your call analytics platform and gather insights into how well each location converts good callers into customers. If some locations don’t perform well and fail to convert quality leads, you might want to reroute calls to the call center. This strategy can help ensure your business is converting the highest percentage of good leads from your marketing while also providing callers with the best experiences.
How a Multi-Location Business Put These Practices in Place
C2 Education, a leading provider of test prep, tutoring and college counseling services, utilizes a call analytics system to optimize their marketing efforts and increase conversions for their 180 education centers. It enables them to see how their marketing channels and media spend drive calls that convert to enrollments. They then optimize for what works best, down to the search keyword, website interaction, and direct mail offer.
C2 Education has also implemented an automated contextual call routing strategy that has improved call-to-customer conversion rates. Calls from new leads are now sent to a call center and connected with agents trained to convert them to customers. Calls from existing customers with questions about rescheduling their child’s appointment are directed to their local tutoring location.
Thanks to better marketing intelligence and routing on calls, C2 Education has increased call center channel enrollments by 150% and decreased their cost per lead by 40%.
Call Volume Is On the Rise—It’s Time to Capitalize
This year alone, there will be 162 billion phone calls made to businesses from mobile-targeted advertising alone. Multi-location brands need to make sure their call tracking and analytics solution is up to par.
Now more than ever, it’s vital for multi-location brands to learn more about their prospective and existing customers, improve marketing campaigns, establish location-based routing options, and streamline the customer experience. With call volume on the rise, marketers can capitalize on the first-party data made available through calls and use this data to optimize the multi-location marketing experience.
Wondering how you can make the most of your call analytics? Download our ebook, The 10 Call Analytics Reports That Will Change Your Marketing.
Wondering how you can make the most of your call analytics? Download our ebook, The 10 Call Analytics Reports That Will Change Your Marketing.Download the eBook