Fortunately, there is one simple way you can bring some extra lift to your ROI – generating and converting more inbound calls.
It may be odd to think that the 143-year-old telephone can be such a powerful force in modern digital marketing, but the call has enjoyed a major renaissance thanks to the ubiquity of smart phones. Mobile devices have allowed the “click-to-call” practice to flourish: simply embedding a “Call Now” call-to-action button on your mobile site can have a major impact in driving calls and conversions.
Just how powerful an asset is click-to-call? Past reports have valued click-to-call commerce at more than $1 trillion in total transactions. Even with the tremendous growth of e-commerce, it has been clear that many consumers still prefer to get information and complete their transactions over the phone. Capturing the attention of prospects who call should be a top priority because these consumers are also more likely to convert.
Recent statistics show the true value of inbound calls (source: Forrester Consulting/Marchex, June 2017):
These figures reveal what many marketers have known from experience: if you’re willing to pick up the phone (or simply click-to-call) then you are likely closer to conversion than others who are still browsing and researching online. So naturally any marketer looking to improve their ROI needs to generate more inbound call conversions.
With a wealth of conversion-ready prospects waiting to make the call, marketers should do everything they can to get more inbound calls.
Here are a few strategies to boost your ROI by increasing phone call conversions:
Mobile search revenue reached $13.5 billion in the first half of 2018, a remarkable snapshot of the incredible power of mobile search. If you want to increase your calls make sure that you are appearing on mobile SERPs. Take steps so that your site is welcoming to mobile users and nudges them towards a click-to-call button.
Use past caller data to get back in touch and retarget those who have called your business before. That doesn’t mean you have to call them—if you’re utilizing a call tracking software, you should have access to their contact information and can use it to reconnect with previous customers. Take advantage of CTAs so that they give you a call back.
While your digital ad campaigns may revolve around digital conversion, make changes so that those campaigns are also driving calls. One smart way to go about this is using click-to-call in paid search ads. Any steps you take to optimize your ads to drive more calls will likely help with your conversions.
Related Article: How to Increase ROI with Marketing Analytics
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