To create seamless customer experiences, CMOs and senior marketers at top brands are making it easy for consumers to engage in conversation with their businesses over the phone. But they aren’t stopping there – these companies are also capturing and using data on calls, callers, and conversations to improve marketing ROI and provide caller experiences that turn prospects into loyal customers.
Read on to learn the 5 essential strategies CMOs and marketing leaders need to implement today.
The first and most basic strategy marketers are adopting is adding phone numbers to their digital ads, offline campaigns, websites, and mobile apps. Making it easy for consumers to call you is both a fundamental step in increasing marketing ROI and an important part of acquiring and retaining customers who want to talk to you before making buying decisions.
Perhaps the most important strategy for marketers to adopt is call attribution. It’s critical to capture the same granular level of data for call conversions that your team does for online conversions. This call data is necessary to measure the true CPL, CPA, and ROI of every marketing activity, prove marketing’s full impact on the business, and optimize performance to generate more customers while lowering acquisition costs.
Calls are an important data source marketers are integrating with their marketing tools. This enables marketers to get a more holistic view of the customer journey and know how to best allocate budget and optimize campaigns to generate the greatest return. It also enables digital marketers responsible for search, social, and display advertising to more accurately target the consumers most likely to call.
To improve conversion rates over the phone, marketers are now taking responsibility for the call channel – whether calls are going to a call center, remote sales agents, or multiple business locations. They are using the call data captured at the time of the call to tailor and optimize the caller experience to win new customers and upsell existing ones.
When shoppers call, they expect to get assistance and answers right away. It’s important to connect them quickly in conversation with the right agent or business location. To do it, marketers are adding contextual call routing strategies to their marketing campaigns, ads, and websites. They’re using intelligence captured on each call – including the marketing source, caller location and history, and day and time of the call – as signals to determine where each caller should be sent.
Marketers are also using call data to better serve their most valuable callers. For example, some businesses have a priority queue where they place callers they believe have the highest purchasing intent and sales value, ensuring those calls get answered immediately. Some do this based on marketing source – with calls from search ads being the most common leads to get prioritized. But others do it based on a caller’s past history or the web page they called from.
When calls come in, some businesses pass information on the caller and marketing source that drove the call to their sales agents before they answer. Knowing that a call is coming from a specific marketing campaign, referral source, keyword search, or webpage helps sales agents anticipate a caller’s needs and deliver a more seamless, personalized experience to win the sale.
This strategy also improves marketing-sales alignment, a common source of friction for many companies, in two ways. First, it helps marketers arm their sales agents with information to better handle calls. Second, it provides sales agents with regular proof of how marketing is sending them quality leads.
An important step in taking ownership of your business’s call channel is monitoring call activity and conversations. That’s why marketers are now analyzing what happens on the calls they generate to call centers, business or franchisee locations, and clients. Analyzing if calls were answered and the content of conversations provides marketers with actionable insights to increase conversion rates and customer acquisition.
Get the Ultimate Guide to Conversation Intelligence to learn how Invoca can help you drive more call conversions from your marketing.