Why phone calls matter to your marketing strategy

With vast spikes in the use of mobile, no wonder inbound phone calls are increasing. Despite optimizing websites to get away from calls, automated messages and long wait times, phone calls still are a leading force in the digital transformation. Think about the functions of a mobile; you can text, make calls, browse the internet, etc. Naturally, it’s an easy, convenient activity – if when you are browsing on your phone and you become interested in a product/service, an obvious action to take would be to call. 

The power of the phone call

Research shows -

Calls to Businesses from Smartphones Will Reach 162 Billion by 2019 - BIA/Kelsey

70% of mobile searchers use click to call and that calls are an important channel for consumers - Google

63% of website visitors completed their purchases offline - comScore Study 

Think about the above statistics. As traffic generates, website visitors begin to navigate the site and eventually start their purchase/sales cycle. As they visit the site and navigate, all the session touchpoints are tracked. However, what happens if your customers pick up the phone? Your marketing efforts are attracting and generating website traffic but not properly reporting on the conversions. In order to more accurately understand your customers' buying cycles, and which marketing dollars are truly driving sales, you need to break down the barrier. You need to set up call intelligence. 

According to the Forrester report: ‘Pick Up The Phone: Your Best Customer Is On The Line’ 

Marketers deploying ads with phone calls-to-action report higher response from their overall advertising [online and offline] than those that don’t

60% of marketers report that shoppers who respond by phone convert to buyers on an average of 30% faster than those who remain strictly online

60% of marketers report that inbound callers spend an average of 28% more than other customers

54% of marketers state that customers who call have a 28% higher retention rate than those of their overall consumer base

So, what is Call Intelligence?

Call Intelligence provides visibility of each customer’ journey, including every marketing touchpoint they’ve interacted with at any point. It shows the campaign, advert reference, keyword, source, medium and channel that drove the call. This allows you to determine which marketing efforts are driving quality calls and the ones that aren’t. This also allows you to attribute your sales from inbound calls back to your marketing. Customers initiating a phone call convert faster, spend more, and have a higher retention rate – what do you have to lose? 

How does it work?

Each web page visitor is assigned a unique telephone number for the entire time they are on your website. This means that when a call takes place, you know exactly which visitor is calling. The visitor data and phone calls are linked to provide you with rich, actionable data.

AdWords – the importance of keywords 

Remove the blind spots in your keyword reporting and take your campaigns to the next level. With an integration directly into AdWords [the data is displayed via our dashboard above], this shows how specific PPC campaigns and keywords led to each call. Thus, because it’s connected to the call log, you can drill right down to those magic ads that are resulting in higher quality calls.

Call Intelligence needs to be in your 2018 marketing strategy

• Links digital marketing campaigns to inbound phone calls
• Provides clarity on campaign investment
• Ensures your campaigns get credit for phone sales you’re driving
• Helps you optimize future campaigns based on what works, not guesswork

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To learn more about adding call intelligence to your marketing strategy feel free to connect or send me an email @ Paul.Reed@ResponseTap.com

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I hope you enjoyed this article! If you did, please share and comment below.

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Special thanks to Brianna for assisting with the creation of this article.

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