Year in Review: DialogTech’s Top 9 Blog Posts of 2019

Kayla Hammersmith Senior Content Marketing Manager, DialogTech

As 2019 (and a whole decade!) comes to a close, it’s a good time to do some reflection over the past year. Don’t worry — we won’t dredge up any dusty New Year’s resolutions. The handy “Year in Review” list allows you to reflect on the past year without resurfacing the 2019 goals that most of us forgot about approximately eleven months ago.  

While Spotify’s 2019 Wrapped reports on exactly how many minutes of music you’ve listened to and Amazon’s Year in Books shares the most read books of the year, we’re sharing our most viewed and most impactful blog posts from 2019. Check it out.

1. 6 Ways to Cut Your Paid Search CPL with Conversation Intelligence

Paid search can drive high ROI — but it’s also an incredibly competitive digital channel. For any paid search marketer, a lower cost per lead is always a relevant KPI. An often untapped source of data, inbound phone calls to businesses can provide invaluable information that marketers can use to cut CPL.

In this post, learn all about how you can use conversation intelligence in your paid search campaigns and six strategies that can help reduce CPL and drive value. 

2. How to Optimize Google Ads Smart Bidding for Offline Conversions

The majority of advertisers are taking advantage of Google’s Smart Bidding technology. But did you know that you can use Smart Bidding to drive offline conversions, not just online conversions?

Because most people are searching on their smartphones — and many of these searchers actually call from an ad or visit a location in person — it’s vital for marketers to use these offline conversions as an automated bidding signal. Study up on how you can use offline conversions in Google Ads Smart Bidding. 

3. Is Your Martech Stack Missing Conversation Intelligence?

Pop quiz: In a typical business, what’s the biggest marketing expense? According to Gartner, it’s the martech stack. Investing in martech is more expensive than labor, paid media, and agency spend. Because we live in a data-driven world, this investment in martech is projected to keep growing.

As you’re reviewing and revamping your martech stack for 2020, make sure you don’t overlook the power of conversation intelligence. This post explains why conversation intelligence is a must for any data-driven marketer and how it serves as a key player in your martech stack. 

4. DialogTech for Dental Helps Marketers Convert More Callers to New Patients

Interested in exactly how DialogTech benefits dental marketers, practices, and large dental service organizations? You’re not the only one. This post was one of our most-read articles of the entire year. 

It’s a comprehensive guide to how DialogTech for Dental works and how it specifically helps dental marketers drive more valuable calls and appointments. 

5. Marketing Metrics That Matter: Lead Score for Inbound Phone Calls

The concept of lead scores for website-driven leads isn’t new. But are you acquainted with assigning lead scores for phone calls to a business? While an online lead is typically scored based on job title or company, a phone lead score has more information to go off of. A phone lead score leverages AI to analyze actual conversations in order to provide a more nuanced and accurate measure of the caller’s intent and value. 

Whether you’re totally new to using lead scores for inbound calls or you’re interested in improving your existing strategy, give this post a read. You’ll learn about why these lead scores matter, how they work, and how they can help marketers improve results. 

6. 26 Voice Search Stats Marketers Need to Know in 2020

We’re moving towards a voice-first world. Because more and more consumers are using voice to run search engine queries, find local businesses, make purchase decisions, digital marketers need to adjust their strategies for this shift. That’s why we compiled a list of need-to-know voice search stats. 

In this post, you can dive into the cold, hard numbers on the rise of voice-enabled devices, voice and the consumer journey, the revenue potential in optimizing for calls, and more.  

7. 3 Insights from Phone Conversations That Will Improve Your Google Ads ROI

Calls to businesses from search ads are expected to reach 61 billion in 2019 — a 113% increase from 2014. Because phone calls are an integral component of the customer journey, marketers who use insights from these calls to optimize their Google Ads campaigns see better results. 

This post explains three key insights — if a call was answered, if a call was a quality sales lead, and if the call resulted in a conversion — that marketers can glean from phone conversations. Then, it explains how these insights can be leveraged to improve their paid search strategy. Since calls are only going to be even more important in 2020, this post is a must-read. 

8. Four Ways Multi-Location Businesses Can Improve Marketing Return with Call Analytics

Looking to revamp your multi-location marketing strategy? Good idea. The key to effective multi-location marketing is getting accurate data on your customers. This post outlines why first-party data from phone calls can help marketers generate more of the right leads to the right locations and how marketers can leverage call data to make informed optimizations. 

From segmenting audiences based on what they say on calls to establishing location-based routing, these four best practices will help marketers improve their multi-location advertising tactics.  

9. How Automotive Marketers Can Drive More Sales Despite Slowing Digital Ad Spend

In 2019, the auto sector saw slowing growth in auto sales, parts sales, and digital advertising spend. But this slowing growth doesn’t mean that auto marketers should slow down their efforts. 

In fact, auto marketers should take this industry trend as a sign that it’s more important than ever before to ensure their marketing efforts are optimized to drive the most valuable sales leads at the lowest cost per lead.

That’s where leveraging phone call data comes in. This post explains how a conversation intelligence solution helps auto marketers make the most out of their digital media budget and improve all steps in their conversion funnel.