Why Mobile Marketing Needs to Include Talking to Customers on the Phone
In today’s predominantly mobile world, customers and prospects are more likely than ever to visit a business’ website on their phone. Unfortunately, many businesses forget another important function of smartphones: talking.
More and more people today are checking out a product or service online and then calling that business to learn more. As a result, it is essential that inbound calls driven by online engagement are able to capture useful information about leads as well as convert sales.
If you are wondering how your company can best respond to these types of inbound calls, we have compiled a list of ways to do just that:
- Qualify leads through language. People who use phrases like “I’d like to place an order” are much more likely to convert over the phone than people who say things like “customer support.”
- Always be tracking. Knowing which online marketing campaigns lead to higher call volume will allow you to invest in successful campaigns and tweak or abandon low-call volume campaigns.
- Align online and offline messages. If callers mention one specific product more than any other, your website needs to emphasize that product.
- Check out the competition. Often leads and prospects will mention a competitor’s product or service when they call. Monitor these mentions and do a little research so you can set yourself apart from this (and all) your competitors.
- Know your customers. Listen to which products specific buyer personas mention frequently so that you can mention those products to likeminded leads and prospects. You also can use these terms to create PPC campaigns.
- Conduct A/B testing. Use different sales scripts to see which ones are most effective. It is also important to remember that this is not a one-and-done job. Even the most successful scripts can be improved upon. In other words, never stop testing.
- Don’t underestimate the power of lead nurturing. Just because a lead or prospect fails to convert immediately overly the phone, that doesn’t mean they aren’t going to make a purchase down the road. Make sure you have a plan to nurture leads so as to guide them along the sales funnel once you hang up the phone.
Online and offline interactions hold clues to help each type of engagement work. While both offer specific clues as to how to get leads to convert, unless they are used together, the picture will always be incomplete.