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The Price of Overlooking Phone Calls in Marketing

Despite having access to phone communication, many businesses fail to maximize its potential, capitalize on dynamic website call tracking, and integrate it within their marketing plans.
Despite having access to phone communication, many businesses fail to maximize its potential, capitalize on dynamic website call tracking, and integrate it within their marketing plans.

The telephone was a revolutionary invention, allowing people to remain connected no matter the miles between them. Through this device, meaningful conversations could be held at a distance, blurring boundaries and making communication more seamless.

Despite having access to phone communication, many businesses fail to maximize its potential, capitalize on dynamic website call tracking, and integrate it within their marketing plans. 

Lead generation opportunities and experience-oriented customer care can be hard to secure when trying to surface potential clients and generate more leads through multiple channels. 

The key is relying on appropriate website call tracking software while following the best practices in lead management and relying on actionable insights from a call tracking guide to track and uncover the full potential of inbound calls.

What's Behind a Customer's Decision To Call?

The sense of meaning brands derive from analyzing customer interactions translates into tailored experiences, elevated customer engagement, and loyalty. But understanding the 'why' behind the 'what' is only possible when you can transform speech into insights.

Too often, industries that rely upon phone calls for lead generation and conversions, like finance, insurance, home services, travel, and education, overlook the customer journey before speaking with someone on the line. Unlocking this data could help optimize strategies and give more insight into how customers interact with your brand.

Despite available customer data, businesses often struggle to understand why a customer is calling back multiple times or dialing up a call in the first place. Knowing which ads, campaigns, and keywords led to clicks is as important as knowing which marketing efforts resulted in calls. 

Connecting the dots between marketing and sales is key to true conversion success. However, it's not just about having a dynamic call center or sales team to convert call and website leads. It takes powerful, targeted campaigns tailored by marketing teams to make those phone calls happen.

With no shortage of data, businesses still lack the capability to interpret it right. Therefore, lead management and website call tracking solutions are necessary to share credit where credit's due, achieve conversions and bridge the gap in their attribution and success metrics.

Prioritizing Call Attribution

Many stimuli beyond the digital world influence consumers' decisions, like TV, print, or radio ads. Unfortunately, this can lead to misattribution if marketers focus on what's easy to measure instead of evaluating all factors correctly.

Prioritizing call attribution can ensure that no precious resource will go unnoticed. Since taking control of and owning the marketing channels is often challenging, making call attribution part of the overall marketing attribution process can significantly increase the accuracy of offline and online conversions.

The ability to pinpoint exactly how call and website leads find and respond to businesses' ad campaigns allows for making educated decisions on investments that truly resonate with potential clients.

How To Get More Leads and Prompt Them To Engage

Lead generation is a smart way to reach out and spark consumer interest. Through various strategies, including direct mail and social media campaigns, marketers can showcase their products' value while prompting customers with multiple contact methods.

For instance, a TV commercial for health insurance may have an accompanying phone number that viewers can call for more information on certain plans. By offering additional details during that process, companies can create an opportunity to sustain engagement down the line.

But how do you get leads through your website and ensure detailed attribution? Here’s how to create a lead generating website, make the most of the dynamic website call tracking, and get more high-intent call and web leads in the process.

Focus on Search Engine Optimization (SEO)

Ignoring the importance of SEO can have a disastrous impact on a company's digital marketing success. Without optimizing for search engine results, customers are much less likely to find brands online, costing them call and website leads and eroding margins over time.

Fortunately, creating or refining an effective SEO strategy helps to ensure that all content and webpages feature relevant keywords tailored towards the target audience to position them well across SERPs. This way, potential customers can discover what makes a business one-of-a-kind.

One of the best approaches is to keep the website on the cutting edge of SEO success with a regularly updated blog optimized for search engine rankings. That will increase the company's visibility online and give an extra boost in SERP rankings.

Provide Value Through Content Marketing

While SEO brings potential clients to the digital door, great content transforms them into engaged, high-intent leads and paying customers. To ensure your business doesn't miss a beat in the conversion process, stock all the marketing channels with high-quality content designed to keep visitors interested and engaged throughout their journey from lead to customer.

What Everyone Must Know About CONTENT MARKETING?

Content marketing is a powerful tool to pique the audience's interest and demonstrate an understanding of the issues they face. Through presentations, videos, blogs, demos, and even product documentation, brands can provide helpful content that positions solutions within reach. It can become more engaging without being overly promotional when coupled with rich media such as webinars or podcasts.

Manage Caller Experiences

Missed calls are a real lost opportunity and consequence for multi-location businesses. Without central management, call and website leads may be left feeling ignored after being on hold for too long. That is the equivalent of leaving money and loyalty on the table since good customer experience starts with answering every call promptly to ensure each client's journey remains uninterrupted.

Efficiently connecting callers with the best suitable agent or location is critical for businesses to achieve successful conversions. To streamline this process, companies need a reliable solution that can qualify and route calls skillfully on an expansive scale, and that is an interactive voice response (IVR) system. 

This technology helps small businesses and enterprises tailor each caller's experience while factoring in intent, geographical proximity, and business structure.

Businesses of all stripes can use IVR to automate and enhance caller interaction in several ways, including:

  • Intent-based routing: IVR system finds out the intent behind the customer's call and then routes calls to the best business locations or agents to assist.
  • Interest-based routing: IVR learns what business offerings or departments the consumers are calling for and routes them accordingly.
  • Product improvement: Equipped with call recordings as part of an IVR system, companies can collect information about the offerings that require improvement.
  • Automated call qualification: IVR system asks specific questions to identify callers a company cannot serve so that call center agents and sales reps can avoid handling non-qualified calls.
  • Connected customer experience: IVR technology captures crucial call data and provides specific information and insights to sales reps and call center agents. It allows for handling all client requests and delivering an outstanding consumer experience.
  • Improved conversion rate: Instead of pressuring call leads, prospects, and clients to wait on hold, the IVR system allows for automated routing and completing customers' orders or appointment bookings online.

Companies should map out customer journeys carefully to ensure the most seamless IVR experience possible. But it's important to remember that an automated system is not always ideal. 

For instance, if customers get used to reaching out through digital channels and can't find a resolution, they may need more direct assistance from a human agent. Therefore, finding ways to connect them with a live agent quickly is essential.

Track Conversions and Ensure Detailed Attribution

Lead generation and attribution success start with careful tracking to see how many web and call leads make it through the sales funnel. For that reason, businesses must monitor web-to-lead form submissions, booked meetings and appointments, scheduled consultations, etc. 

By utilizing call tracking and analytics software, companies can get a precise insight into what campaigns, keywords, and webpages drive conversions from phone inquiries. Besides, it will help stream conversion data from phone calls into ad platforms and get maximum value for every penny invested.

Facilitate Human Connection and Drive Revenues

Making a personal connection with call leads and clients is still the most powerful tool for businesses. With an ever-increasing amount of digital touchpoints available to consumers, it's easy for marketing messages to get lost in all the noise. 

But picking up that phone and connecting directly with customers makes phone conversations memorable and effective — something no automated chatbot can replicate.

Developing and maintaining customer relationships is no small feat, especially as competition intensifies. But technology advancements and regulations have created new opportunities for better customer engagement. By using call tracking and lead management solutions, companies can really make sure that each conversation counts, ensuring everyone involved reaps the rewards of connecting on a deeper level.