3 effective inbound call strategy must-haves

The Alltel Team
The Alltel Team

The end goal of all marketing activities can be summed up in a word: conversion. According to Hubspot’s State of Inbound 2018 report, the number one marketing priority in the next 12 months is converting leads into customers:

graph-hubspot

And when it comes to conversion, inbound calls is king, as they’re 10x more effective than clicks. That’s why 76% of marketers believe that their campaigns should be driving more phone calls. But sadly, there’s a disconnect between what marketers believe and practice.

You can’t improve what you can’t measure

An old management adage says, “If you can’t measure it, you can’t improve it.” It’s exactly what a recent Invoca marketing survey revealed about marketers and inbound calls:

  • 60% of marketers aren’t clear as to which of their campaigns are driving inbound calls. And worse –
  • 68% aren’t able to track inbound calls in their marketing automation and CRM.

Those figures show that a lot of marketing teams still see inbound calls as a side piece in their marketing strategy and not as one of its cornerstones. That, even as numerous studies show that customers like talking on the phone – especially with the advent of smart phones – for inquiries, and especially for important purchases.

So, should you decide to finally create an inbound strategy for your team, what should it be or what should it have?

3 inbound call strategy essentials

  1. Mobile-First – You’re going to be dealing with a generation of mobile shoppers. Meaning, they’re always on the go and tend to make quick decisions, especially when it comes to shopping. According to a recent study by Google, 73% of mobile searches usually end up with users calling in or making a store visit, and/or buying. How to encourage them to call? Make sure that your inbound number is prominently displayed on relevant touchpoints, and that your mobile channels have click-to-call buttons.
  2. Local Intent – Closely connected to having a mobile-first approach is having local intent. Another Google study reveals that mobile searches with local intent tend to end up in a store visit - within the day. These searches include business hours and store location, plus phone number – with 70% of respondents saying a call button in their phone is important and 77% saying a phone number is important if they’re on their computer.
  3. Data-Driven – Gone are the days when decision are made based on gut feeling. It’s a data-driven world and so your inbound call strategy must be informed by hard facts. To be able to convert leads, marketers must have insight on customer demographics, as well as buying intentions. As to when they call, Google says 52% of their surveyed consumers say they call to research, while 61% say they call when they’re all ready to buy.

3 inbound number features that support your strategy

Technology plays a big role in the success of your inbound call strategy. Good thing inbound numbers are equipped with features that can support your strategy, as well as cover your basic inbound call scenarios:

  1. Live Answering – What usually happens when a prospect calls to inquire or make a purchase and gets picked up by a machine? Either they hang up and give up or call again, right? But what if they experience the same thing? Then you lose a potential customer. With live answering , you can be sure that all your calls will be picked up by a person and the call will be handled professionally.
  2. Call Tracking and Analytics – And inbound number comes with a detailed call report. It includes usage, demographics, unique calls, popular calls, which of your marketing campaigns are making ROI, and more. This insight enables you to be agile with adjustments, fashion your next campaign around an important stat, as well as make better decisions ahead.
  3. Call Routing - Nothing is more frustrating to callers than needless bouncing around from one individual or department to another. Inbound numbers come with thousands of call routing options to cover your unique business needs. It also eliminates opportunity cost, because call routing ensures that all calls will be answered.

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