The push towards digital transformation
is having a profound effect on modern marketing, with more businesses adopting multi-channel strategies to attract new customers and score better quality leads. In fact, a 2018 study by International Data Group found that 44% of companies are already moving toward a digital-first approach to business operations and customer engagement.1 While this will come as no surprise to those in the e-commerce space, more traditional organizations may be less familiar with the value of online resources.
Joining the Digital Revolution
Companies of all sizes are spending more time and money to improve their websites, develop web-based applications and integrate online lead-generation tools. One reason for this shift is the growing popularity of mobile browsing – research from the marketing firm BrightEdge estimates that close to 57% of all online traffic in the U.S. comes from smartphones and tablets.2 To capitalize on this trend, however, companies must first understand which sources of traffic produce the most actionable and consistent ROI. While it’s true that contact pages and online forms have helped companies connect with potential customers and compile valuable consumer inquiries, traditional marketing techniques are still as necessary as ever. Inbound calls remain one of the most effective means of capturing new business, increasing conversion rates and maintaining customer loyalty. This is particularly true when customers are in the purchase phase of the buying cycle. A recent Google study found that 61% of mobile users prefer speaking with a real person rather than reaching out online, especially when making high-value purchases.
Of course, this does not mean that businesses should write off digital communication altogether. Generally speaking, the best way to create more effective marketing campaigns is to understand the pros and cons of different lead generation methods and provide customers with both direct and indirect contact options. To that end, let’s take a close look at online leads and inbound calls to get a sense for where they may support your business objectives.
Online Leads and Passive Marketing Techniques
Marketing automation has helped companies across industry lines expand their reach and connect with consumers who may fall outside their typical customer bases. This may account for why close to 75% of marketing professionals use at least one automated marketing tool in their day to day, according to estimates from Social Media Today.4 Websites are no longer mere informational portals, as integrating advanced tracking and query tools have provided businesses with a simple means of collecting valuable information about online users and scoring sales leads. When it comes to capturing new business and learning about the needs and preferences of customers, web forms are one of the most effective digital tools out there. Some of the key benefits include:
- Gathering accurate data about online conversions
- Building a database of potential sales leads
- Integrating automated email responses and callback requests
- Offering customers a quick and convenient contact method
Although web forms are undoubtedly valuable as passive marketing tools, they often lack the immediacy sales professionals need to turn website visitors into long-term customers. In many cases, the information collected from these (and other) digital channels ends up idling in company’s CRM system until a representative finds the time to follow up. This delayed response can not only negatively impact conversion rates and prevent businesses from making an easy sale, it can also lead to poor customer retention. Another issue is that the quality of consumer data is wholly reliant on the end users. If online consumers do not provide accurate information, companies will likely struggle to draw concrete conclusions about specific marketing campaigns and online ads. Additionally, requesting too much information may scare off potential customers with privacy and security concerns. Instead of doubling down on a digital-only approach, companies should integrate online lead generation, automation and other marketing technologies into their broader business development plans.
Inbound Calls and Active Marketing Techniques
Recent innovations in digital marketing and communications have been a net positive for companies in a range of commercial spaces, but the most valuable contact method is still phone calls. According to research from the online marketing firm Quick Sprout, click-to-call features can increase a website’s conversion rate by up to 200% when placed above the fold. More importantly, this more direct communication channel allows sales professionals to answer product-related questions, personalize their sales pitches and overcome objections in real time. One major benefit of inbound calls is the simplicity of integrating data analytics into existing business phone and VoIP solutions. Call tracking tools, in particular, can provide a wealth of information on customer preferences, call center efficiency and the efficacy of PPC campaigns. Companies can also leverage dynamic 800 numbers to help build their brand, as phone numbers can be easily added to both print and digital marketing materials. This, in turn, increases the likelihood that consumers will remember the company and its contact information.
Businesses that over-automate their marketing campaigns run the risk of diminishing the quality of their online leads, often resulting in a less memorable impact, decreased consumer interest and reduced customer loyalty. While capitalizing on inbound calls may require companies to employ a trained team of sales professionals, this staffing need is largely offset by an increase in ROI and sales conversions. In fact, inbound calls are around 10 to 15 times more likely to convert than leads generated from web forms and other digital applications.7 But why? As mentioned previously, customers looking for the most direct means of purchasing a product or gathering additional information are most likely to contact a business by phone. This preference allows sales professionals to cut through the formalities and get straight to the point. Additionally, consumers who prioritize personalized service and meaningful relationships tend to prioritize speaking with a representative directly and may be more willing to accept their recommendations.
The Dial800 Difference
Supercharging Your Inbound Call Marketing
No matter what customer-facing industry you’re in, an effective inbound marketing strategy can help you increase conversion rates, grow your brand and connect with a wider audience. But to bring your marketing campaigns up to speed, it’s important to integrate the right tools into your workflow. Dial800 is uniquely equipped to support your inbound marketing goals and help optimize your call center performance, as our suite of business phone solutions is specially designed to increase your revenue, secure high-quality sales leads and make your advertising more dynamic and memorable. Here are some of the industry-leading solutions we offer:
- Call tracking attribution ensures you have easy access to track and record the effectiveness of advertising campaigns and incoming calls. Marketers can now quickly track the success of each campaign.
- Intelligent call routing provides you with greater control over your inbound calls and can help you implement custom solutions that will maximize ROI and customer satisfaction.
- Personalized 800 numbers can improve your inbound call response by 25% or more, build credibility with consumers and help you cut through the noise in a crowded marketplace.
- Seamless data integration is the bedrock of effective marketing, which is why we offer open API technology and customizable reporting features that can keep you tuned into your advertising campaigns in real time.
In the era of digital transformation, it’s never been more important for your business to be reachable, responsive and ready to adapt to shifting consumer preferences. Dial800 helps you capitalize on both direct and indirect customer relationships by offering enhanced call solutions and improved inbound call performance. With mobile phone use skyrocketing, it’s crucial for your company to integrate the sort of superior call analytics and dynamic features that your customers will appreciate.