As a digital marketer, you’re the Obi Wan Kenobi of online lead generation. You’ve been doing it for years. You know the secrets of compelling landing pages with the most inviting lead forms, and you’re the master of tracking conversions to their source.
But there is a great disturbance in the force, and your lead gen strategies/Jedi mind tricks are not as effective as you may think. Search your feelings, these aren’t the quality leads you’re looking for. In fact, 79% of marketing leads never convert into sales.
It’s time to turn this around and figure out why so many of your leads are going straight into the garbage compactor. Take a look at the 10 reasons why your lead gen strategy isn’t delivering the heroic results you’d hoped for:
1. Low contact rates
Fraudulent information, poor quality leads, and plain bad timing all lead to low contact rates with web leads. In fact, only 27% of leads ever get contacted by a sales rep! That’s a lower contact rate than a stormtrooper at target practice.
Lead forms can be a great way to convert your digital traffic, but remember that getting someone’s information doesn’t guarantee your company will ever get in touch with them. If your lead gen strategy is completely dependent on form submissions, you’re not only throwing away most of those leads, you could be turning away a huge segment of your audience. Think about letting prospects call you — phone calls come with 100% contact rates.
2. Follow-up time is too slow
On average, sales teams take nearly 47 hours to pick up the phone and respond to a web lead. With the internet shortening our attention spans, waiting too long to contact leads is hurting contact rates and conversion rates. A sales rep is 100 times less likely to make contact if the first call is made a mere 30 minutes after submission of the online lead form. In fact, the shelf-life of these online lead forms is 5 minutes. That’s not even enough time for the millennium falcon to reach light speed.
3. Bad conversations
What happens when a customer finally gets in contact with your sales rep? Is it worse than talking to a Tatooine cantina bartender? You might be turning away valuable customers with a poor call experience. The truth is 74% of people say they are very likely to choose another business after a poor caller experience.
Use call intelligence to test sales scripts, measure the performance of your sales reps, and to better understand the needs and concerns of your callers. With call intelligence you have access to rich caller profiles that include their engagement history. All this information can be used to guide the conversation so it is highly relevant and effective.
4. People just want to talk
Nearly three times more people choose to call a business rather than fill out a form. If you’re pushing an online-only experience, you’re losing a lot of conversions from people who want to talk to someone immediately. In today’s customer-centric world, you have to give people the chance to connect how and when they want. Why not put a phone number at the top of your lead forms to give people the option?
5. Small screens and thumbs are mortal enemies
Copying and pasting your desktop strategy for mobile devices is not a winning strategy. Web forms aren’t optimal for mobile users — we’ve all endured the painful struggle of filling out tiny forms on touch screens. It just doesn’t work, and the mobile device is so much more than a miniature computer, it’s a communications device. It’s time to rethink “Submit Now” CTAs.
6. Your retargeting strategy is missing the mark
If your retargeting strategy is based solely on the digital experience, you might as well be pod racing with your eyes closed! For example, a customer who clicked through a search ad to your landing page may have actually converted over the phone. But if you aren’t using call intelligence, it would look like an abandoned click and your retargeting platform would begin showing them ads with completely irrelevant messages designed for an unconverted prospect. Talk about a poor customer experience.
7. Missing or fraudulent information
No one likes going through the painful task of attempting to qualify an online lead only to find out the information provided is fraudulent or missing. Since only about 25% of leads are legitimate, your sales reps are wasting time trying to contact leads with false information. It’s like finding out the evil guy in a black costume with a breathing problem is your dad, nobody wins.
When you encourage prospects to call you, sales reps don’t have to worry about sorting through leads with fake names and phone numbers. Your sales reps get to talk to real people in real time.
8. Lack of personalization
Today’s customers demand personalization. In fact, 74% of people say they are frustrated with non-personalized websites. While many marketers are upping their personalization game and investing in RTP (real-time personalization) platforms, many still aren’t using call intelligence to personalize the online and offline customer experience. How can you personalize the online experience if you have no idea when and why a prospect picked up the phone? You’ve got to know what’s happening over the phone. If you don’t, it’s like bringing a blaster to a lightsaber battle.
9. People need personal assistance
Technology has made it possible for humans to connect with one another in an endless number of ways, from sending quick a Snapchat to writing a full novel in installments of 140 characters or less, but there is one form of contact that will never go out of style — the phone call. It is immediate, direct, and highly personal.
In fact, according to Invoca’s State of the Mobile Experience, the top three reasons people choose to call a business are to:
- get a quick answer
- express their concern to a live person
- get expert advice
Looks like technology hasn’t completely erased the need for humans.
10. Uneducated optimizations
Your mind is clouded by the dark side if you are ignoring the offline performance of your marketing efforts. Without call data, you can’t optimize your campaigns or strategies to their full potential. The customer journey is omnichannel, weaving online and offline like never before, and to create a more cohesive and effective customer experience, you need to understand what efforts are driving phone calls and include call data in your website optimizations.
Join the rebel alliance with clicks and calls
In order to become a true Jedi Master, you need to include clicks and calls in your lead generation strategy. Landing pages, CTA buttons, and forms have their place, but in a mobile world, where everyone always carries a phone that doubles as a computer, calls make sense. When you drive calls you benefit from 100% contact rates, quality prospects, and the best part is you can have total visibility and control over your calls with call intelligence.
Either you do or do not add phone calls to your marketing, there is no try.