What makes your phone ring? In the increasingly mobile marketing world, phone calls remain the engine of sales. As more and more people have access to smart phones, “click-to-call” has become an instant way for customers to interact with businesses at the touch of a button. Whether you own a small business or a multi-national company, chances are that you stand to gain more conversions by encouraging mobile calls during key stages of a customer’s purchasing cycle.
Here’s 3 ways to help your customers make the decision to pick up the phone:
Invest in Click-to-Call Ads
Digital ads are a proven tactic to increase website traffic and generate leads. A lesser known fact is that digital ads can also be used to drive more phone calls, oftentimes resulting in more conversions. According to a study by Google, 70% of mobile searchers use “click-to-call” buttons when provided in AdWords. If you have digital advertising campaigns running online, you can start increasing your inbound calls right away by following a few simple steps:
- Include AdWords Call Extensions, which add phone numbers to your active Adwords ads in the form of a “Call” button. Mobile users will be able to click on their devices to directly call your business.
- Try “Call Now” buttons, a popular feature on Facebook and other social media platforms that allow businesses to reach local customers. This ensures that your ads target the audiences that are likely searching for your services in the nearby areas.
- Optimize your ad copy with more call-centric calls to actions and messaging such as “Call Now for 20% Off!” or “Call us for a free consultation” to incentivize customers to click your phone number.
Add mobile-friendly phone numbers to your website
Your website is a crucial asset in helping your customers make decisions. For this reason, it’s important to provide not only relevant information, but also relevant calls to action to turn visitors into leads. Implementing online contact forms is a popular tactic that encourages customers to inquire about your products or services. You can take it one step further by introducing mobile-friendly phone numbers to capture leads in real time and provide your sales team with a ripe opportunity. Two of the most effective placement options include:
- Static Website Header: Help your call to action stay top of mind throughout your website pages with a visible header that includes a click-to-call phone number. This eliminates the need for the customer to search for your contact page and allows them to call you right when they make the decision to purchase.
- Landing Pages and Contact Forms: While it may seem counter-intuitive to include a phone number on your landing page along with your main call to action, it can be an effective way to decrease form abandonment. Giving customers the option to call at the moment when they stop filling out a form is a great way to recapture leads that would otherwise lose interest.
Implement Offline Call Attribution
Once you’ve incorporated “click-to-call” tactics, the next step is to track and optimize your ads by analyzing their performance. This task is easier with Adwords and social media platforms, which offer call data on their robust dashboards. However, call traffic becomes harder to gauge when users begin calling offline. For example, if a customer finds your business via a desktop search, a direct mail post card, or a flyer and then calls you on their mobile device, it can be hard to determine where the lead came from.
By implementing call attribution, you’ll be able to understand which campaigns are the most effective and feed more information into the overall optimization of your marketing strategy to drive more conversions. There are many inexpensive platforms that allow businesses to attribute offline phone calls back to the original digital or print campaigns that drove them, such as CallRail or DialogTech. How it works:
- The software integrates “Dynamic Number Insertion” into your campaigns, which swaps your local business phone number with a different, unique phone number.
- This identifier acts as a ‘campaign ID’ that allows customer calls to be traced back to the original online search, landing page, or print source that led to the conversion.
The marketing landscape continues to become more competitive and overcrowded with information. Sometimes, a little human interaction is all that a customer needs to take that final leap to purchase your product or service. Ensure you’re there to catch them by integrating these 3 easy strategies into your marketing plan.