July 02, 2019 blog

Today’s consumers are searching for local businesses from their smartphones at an unprecedented rate. In fact, there’s been a 113% increase in local searches from mobile devices in the past five years, while local searches from desktop remained flat. 

US local search volumes by device

Source: BIA/Kelsey

According to Google, consumers searching for local businesses are 39% more likely to call. And many of these calls are driven by listings like Google My Business and Bing Places for Business, which appear at the top of the search results with click-to-call buttons. 

Local Google and Bing searches for banks

Voice assistants also drive a large influx of calls from local listings—calling is the most popular next action consumers take after running a voice search. 

What is the typical next step you take after making a voice search for a local business?

Source: BrightLocal

Callers from local search are often valuable leads—they’re 51% more likely to make a purchase. To convert more local listing callers to customers, marketers are pairing Yext with call analytics solutions like DialogTech.

Optimize Your Local Listings with Yext

Today’s consumer journey is more fragmented than ever before—people are using a wide variety of third-party sites and services to search for and contact your business locations. A consumer may perform a mobile search for one of your nearby locations and then call directly from the Google My Business listing. Another may find one of your locations on Waze and proceed to the address listed on the app. Or, one might place a call from Alexa after running a local voice search. 

Below is a partial list of the third-party services with listing information available to today’s consumer:

Partial list of third-party listing services

In order to drive new customers, it’s important that each of your location’s listing information is accurate across all of these disparate platforms. Otherwise, consumers may call the wrong phone number or travel to the wrong location, resulting in a frustrating experience and lost revenue. 

In addition to ensuring your listings are accurate, it’s important that they’re also discoverable. Are they showing up at the top of the results? Are they populating on maps? Many third-party services have their own AI-driven criteria for ranking and discoverability and, in order to drive the most new customers, you need to optimize your listings to meet their requirements.

In order to solve these issues, marketers are leveraging Yext. Yext has direct integrations with over 100 digital services globally, allowing you to stay in control of the information consumers find about your business—everywhere they search. In addition, it offers special page templates you can add to your website to improve your discoverability by third-party AI. 

Use DialogTech to Mine Insights from Resultant Phone Conversations

As we touched on earlier, consumers often place a call after running a local search. In order to capture insights from phone conversations at scale, marketers are using call analytics solutions like DialogTech. 

How Does DialogTech + Yext Work?

Chase bank Google my business listing with trackable phone number

Step 1: Consumers call your business from a trackable phone number in one of your Yext listings.

DialogTech call transcription

Step 2: DialogTech attributes the call to the listing that drove it, and the caller is automatically routed to the best agent or location to assist them based on your unique business rules. The resultant phone conversation is recorded, transcribed, and stored along with information on what drove the call.

DialogTech report dashboard

Step 3: AI from DialogTech analyzes the conversation and, based on a machine-trained model tailored to your business, identifies the data points of your choosing, such as the caller’s name, lead score, urgency, interest, whether or not they converted, and more.

What Insights Can DialogTech + Yext Capture?

Caller Profile Data

  • The caller’s name and phone number
  • If they’re a new or repeat caller

Source Attribution Data

  • The specific Yext listing that drove the call

Call Experience Data

  • If the call was answered
  • Where the call was routed
  • IVR responses
  • Call duration
  • If they experienced a customer service issue

Lead Quality Data

  • If they were a quality sales lead
  • Product or service interests they expressed
  • Important words or phrases they spoke on the call
  • Questions they asked to help make a purchase decision
  • If they expressed urgency
  • If they converted to a sales opportunity, appointment, or customer

How Do I Set Up DialogTech with Yext?

Setting up call analytics with Yext is simple—just download the DialogTech app from the Yext app directory, open it, and easily synchronize your tracking numbers across every location listing (this has no negative impact on SEO). You can also create campaign-specific phone numbers for multiple locations. Finally, you can automatically create and assign new tracking numbers as new listings are created. The phone conversations driven by these listings will automatically be transcribed and analyzed by DialogTech’s AI. 

DialogTech Yext integration

Enhance Your Marketing and Operations with DialogTech + Yext Insights

1. Improve Agent and Location Performance

You can use DialogTech’s AI reports to view the number of qualified sales calls your Yext listings are driving to each of your locations, as well as the conversion rates on those calls. If a particular location or agent is converting leads at a higher rate than your other locations, you can drill into the call transcripts to understand why. 

For instance, are they using particular phrases like “risk-free trial” or “reserve your spot now”? Are they staffing their location more efficiently to avoid sending callers to voicemail? You can then democratize best practices across your locations. Conversely, you can see which locations and agents are performing below-average and use their transcripts as coaching tools to improve their performance.

DialogTech multi-location report

DialogTech reports show KPIs, including sales opportunity rate, lead score, sales conversion rate, and voicemail percentage for phone calls to your various locations

2. Get Alerts When Locations Mishandle Good Calls to Recapture Lost Business

DialogTech’s AI is trained to identify hot phone leads who didn’t convert on the call, as well as callers who expressed frustration or had a customer experience issue. Once a hot lead or CX issue is detected, an email alert will automatically be sent to managers. They can then drill into the call transcripts to identify what went wrong and determine how to follow up with the caller to recover the lost opportunity. 

DialogTech hot lead and CX issues alerts

3. Accurately Retarget Callers with the Right Campaigns or Suppress Them from Seeing Your Ads

Most marketers have visibility through tools like Google Analytics into consumer activity on their website—they can track the product or service pages people visited, the offers they interacted with, and any resultant conversions. This data provides a wealth of insights for more accurate retargeting campaigns. 

The phone channel, by contrast, is often a data black hole for marketers. With DialogAnalytics™ from DialogTech, marketers can collect insights from the call channel at scale and leverage them for better audience targeting across search, social, and display. For example, if a caller expressed interest in a certain product but didn’t convert, you can serve them with Facebook 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.

4. Use Caller Questions to Optimize Content for SEO and CRO

The call channel provides valuable insights into how your consumers interact with your brand. For instance, do you know what questions callers ask when deciding on a purchase? If there are prevailing questions that a large cross-section of callers tend to ask over the phone, chances are consumers are typing these questions into search engines as well. Answering them on your website pages will, therefore, help you rank in search results and improve conversion rates by clearing up your consumers’ uncertainties.

To get a closer look at DialogTech’s Yext integration, visit our Yext integration webpage or request a personal demo. To learn more about how call analytics can benefit your marketing and sales, download our eBook, The Digital Marketer’s Playbook for Voice Analytics.

To learn more about how call analytics can benefit your marketing and sales, download our eBook, The Digital Marketer’s Playbook for Voice Analytics.

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About the author:

Derek Andersen

Copywriter, DialogTech

Derek is a copywriter at DialogTech. He graduated from Illinois Wesleyan University with a degree in Marketing and Creative Writing. He enjoys running, playing guitar, and staying up to speed on the latest news in marketing and technology.

See more posts by Derek Andersen

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