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How companies are using online marketing to generate offline conversions

Normen Daunderer
Sep 23, 2019 11:20:54 AM

According to Google, 57% of users who use Google mobile search are more likely to subsequently visit a store, 40% to call a business and 51% to make a purchase or conclude a contract – a trend that has prompted many companies to tailor their online marketing campaigns to these offline conversions.

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For example, some car brands have very deliberately transferred their marketing budgets to the online campaigns that have brought potential customers to their affiliated car dealerships. Advertisements normally financed by impressions or clicks were now purchased and planned on the basis of visits to the car dealership. This reduced wastage enormously. While this approach brought new challenges such as recording dealership visitor numbers and using this information to determine which advertising campaign brought visitors to the dealership, and which of these visitors were converted into customers by making an actual purchase, when these hurdles were overcome, some of these marketing departments saw double-digit percentage growth in their ROI.

Tailor your online ads to drive call conversions

The USA is regarded as a real pioneer in the field of digital marketing. For example, over 37 billion dollars were spent there on search engine advertising alone in 2017. The battle for leads, customers and revenue is a tough business and every conversion counts. Despite this highly competitive market, most marketers don’t in fact count incoming calls as conversions, either as leads, or as customers (revenue). In fact, it’s impossible to correctly determine a return on investment (ROI) for digital marketing if you ignore incoming calls that are due to these marketing activities and budgets.

For many companies, however, an incoming call is the most valuable form of interaction with the customer. Many surveys and studies in different countries show that incoming calls typically generate ten times more sales than traditional web leads. The automotive, tourism, insurance, health care and financial sectors in particular all rely on these incoming calls to make appointments and ultimately to win clients.


Strategies for implementing this:

1. Make it easy for potential customers to call you

As Google studies have long proven, calls are a very important part of the customer journey, especially in sectors with complex, expensive, rare or “urgent” products. Consumers want to call and talk to a real person. They want personal advice and answers to their specific questions, as quickly and straightforwardly as possible, and without having to spend a long time searching online. And they want this irrespective of the device they are using to find a service or product.

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For companies, the potential ROI here depends on being able to contact the company by telephone. So, add phone numbers and Click2Call buttons to your online ads and all your website and social media channels. Make it as easy as possible for consumers who are interested in your company and your products to call you.

2. Thoroughly analyze each caller

For each incoming call, you should record information about the caller, and the marketing channel, advert, keyword or other marketing source that prompted them to make the call. Only with this information can you draw useful conclusions and plan and tailor your marketing activities and budgets. Ideally, you should understand what happens during a call, so that you can identify elements such as lead quality, topic and result of the call, and the potential value of the conversion.

3. Integrate call tracking data into your marketing tools

By integrating offline data from calls into systems such as CRM, offer management, web analysis and bid management or other marketing tools, you gain a comprehensive overview of the customer journeys. You can use these new insights to make the right decisions when it comes to planning and tailoring your marketing activities and to increase your ROI.

4. Improve the quality of your calls and give callers the best possible call experience

It’s extremely important for companies to offer callers the right experience. You can use the data you collect from each caller to create a seamless transition from the online search to the offline telephone call, to increase the chance of winning the caller as a customer.
By using individual call routes and transferring web data enriched by call tracking to the call agent, you increase the quality of your potential customers’ call experience.

Every incoming call is important

For many of our customers, telephone calls account for a large part of their sales. It’s important to follow up the leads and to be able to analyze them as part of the customer journey. In addition, you should make sure that calls are routed to the right employee and that they receive as much information as possible about the caller before taking the call. There are various data-driven models that can be integrated into different infrastructures (telephone systems, call centers, CRM systems, etc.) here.

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