Who would’ve thought that in this digital age marketers would be falling back in love with the phone. It’s such an unexpected match, right?
On the contrary. It’s the perfect pairing because consumers still want to call. And as marketers realize how well phone calls pair with attribution, it’s only a matter of time before they rekindle their “romance” with the phone, so to speak. It’s true love. And what better time to talk about why than on Valentine’s Day.
Calls and attribution go together just like peanut butter and jelly, spaghetti and meatballs, and Chicago and polar vortexes (unfortunately). If you have yet to experience the magical pairing of customer calls with your attribution reporting then it’s time to get cozy because I’m going to tell you all about how this love story evolves. Here are the 4 stages marketers experience when falling in love with calls.
[Stage One] Calls and Attribution Sitting in a Tree
Stage one is all about awareness. It’s like when you first meet your crush and want to ask them to be your valentine. That’s the sweet feeling data-driven marketers get when they learn they can include offline conversions, such as in-store visits and phone calls, into their attribution reporting.
What occurs is a newfound awareness for a conversion type they knew existed, but could never grasp. Maybe it happens after they are exposed to a stat about how mobile marketing drives billions of calls to US businesses, or come across a chart like this:
Make Sure You’re Compatible: To determine if your business is compatible with phone calls, take a step back and identify every single way customers contact your business. If they are “C-A-L-L-I-N-G” from a tree (or maybe just their home), and you rely on phone calls to close sales or provide additional information to consumers during the customer journey, your crush on phone calls is legitimate.
[Stage Two] First Comes Love…
Stage two is all about falling in love with call conversions. They add more value to your life as a marketer. Without them, your CPL and ROI could be off by 50% or more (meaning you could be losing out on leads, customers, and credibility).
Once marketers are aware they can track phone calls, they kick off their relationship by using call attribution technology. And after they experience the powerful benefits of tracking and attributing calls to their marketing campaigns, the love only grows deeper.
Just like in a relationship, over time you begin to learn more and more about your partner. The same goes with call attribution. When your marketing generates a call, call attribution technology collects data on your campaigns and your caller. It attributes that phone lead to the right keyword, ad, web page(s), and channel(s) responsible for driving it. You also get more information about the caller, including their name, phone number, geographic location, day and time, and more. And marketers can then use this data to optimize their marketing.
Treat Them Well: When you’re using call data to power your optimizations, you’ll begin driving even more calls to your business from your campaigns. To spread the love to your customers and ensure they feel special, use the data to help tailor their caller experience. Nearly two-thirds of enterprises are engaging in personalized marketing to meet their customer needs.
If the caller is a qualified sales lead, deliver them right away to the best person to convert them to a customer. And send them to to most relevant store, dealership, or office location based on their geographic location. They’ll fall in love with their personalized call experience.
[Stage Three] …Then Comes Marriage
Stage three involves merging call data with existing marketing and analytics technology. This gives marketers a holistic view of customer activity, both online and offline. And for data-driven marketers, it’s the perfect marriage of calls and data integration.
You get to analyze calls the same way you do for online clicks. Call data can be married to your CRM, web analytics, bid management, marketing automation, and more tools:
Craft Your Proposal: When proposing to integrate call data within your marketing stack, you must think about every place where it will give you an advantage. If you integrate it within a CRM like Salesforce or Microsoft Dynamics, for example, you will be able to follow a phone lead and see if they convert to revenue.
[Stage Four] Then Comes Improved ROI in an Optimization Carriage
Stage four is when everything you’ve been doing to include phone calls in your attribution reporting comes full circle. From awareness of and falling in love with phone calls to marrying the tools in your martech stack, it all comes together to drive a certain outcome.
When you take call data and use it to help power campaign optimizations, you’re using complete data (both online and offline). The result? Improved CPA. Improved ROI. Improved CPL. Marketers gain the ability to drive real, accurate results after falling in love with phone calls.
Keep the Carriage Moving: As with anything in marketing and in any relationship, you don’t want to get too comfortable or take anything for granted. Don’t let the carriage get stuck in a routine – continue to test ways you can drive more call conversions (e.g., try some A/B testing) and ways you can use your call data to optimize your campaigns.
Want to learn more about mastering online-to-offline marketing? Check out this on-demand webinar.