In the last 20 years the use of mobile devices has grown rapidly across the world, so it’s no surprise that people choose to connect with a business through this medium. Nowadays, we use our phones to research services, search for business, and choose which things we wish to buy. Even though phones can now do more than ever, the mobile phone is a device built with calls in mind with 75% of consumers considering phone calls to be the fastest way to receive a response from a business.
According to BIA/Kelsey (a leading marketing data and research company): mobile search will generate 73 billion calls to businesses in 2018, up from 30 billion in 2013. It’s clear that companies who open up their telephone lines as a touchpoint have a competitive advantage over those who don’t. This tremendous rise in phone call communication gives many businesses a greater opportunity to increase inbound call conversion rates. Ignoring the significance of phone calls could be depriving businesses of valuable insight and data into their customers’ sales journey. So encourage website visitors to make that all important call to your business and discover how to convert those calls into business.
The Untapped Potential
You can generate more interest by engaging with your customer over the telephone than through any other medium. People who initiate inbound calls are on average more likely to convert 30% faster and spend 28% more. However despite this potential, some businesses do not clearly display a phone number on their website and many are unaware of which marketing campaigns are driving consumers to call. Ensure these 5 steps are implemented in your marketing strategy to drive the growth of your inbound calls:
1)Call to Actions (CTAs) - Ensure you make your main CTA a phone number as this can significantly influence your conversion rate when it is the main focal point of your website.
2)Provide a Local Number – A local phone number can make your business seem more trustworthy than a generic 0345 or 0800 number and encourage more calls.
3)Display your Availability – Whether that’s providing opening business times to call or an icon to show ‘Phone Us Now’ to prompt a call and overcome possible hesitation.
4)Offer a Call-back Request Option – Greatly improve the customer experience by providing customers the option for a call back request – a win-win situation for both parties
5)Define your Return on Investment (ROI) – Call tracking is a key element if you want to profitably grow your business. With call tracking you can calculate a more definite ROI with instant access to the overall performance of your individual marketing channels. By integrating call tracking from Mediahawk, your business can identify which of these channels, campaigns or ads are generating phone call conversions. Without clearly measuring your ROI, you are uncertain which marketing campaign is responsible for generating phone calls and what is working successfully.
With a strong marketing strategy in place to drive your inbound calls, you are generating high quality leads to your business. A study by Google states 61% of mobile users call a business when they are in the purchase phase of the buying cycle. Discovering what exactly takes place when a call converts is the key to increasing your conversation rates, growing your business and reputation.
Take a look at the 8 things happen on calls that successfully convert:
Identify how to fulfill the customer's needs more clearly by asking open-ended questions to gain meaningful insight and engagement from the caller.
The caller shows appreciation for the support of the agent, uses words or phrases to compliment the service or product. This happens both ways as the agent is able to compliment the business, products and services during the call providing reassurance to the caller.
The agent proves a positive representation of the business through speaking with clearly, slowly, and with a high level of professionalism, which leaves callers with a favourable impression.
4.Consideration of the Other
The caller uses words, phrases and speaks politely to the agent – there is a mutual respect and consideration of one another during the call and conversation. This builds rapport.
5.Agent to Expert
The caller engages in further questions and enquires about a product or service during the call – the agent then proves their expertise of the business.
The agent stays with the caller throughout the duration of the call rather than passing to multiple agents. The agent shows good communication skills through a combination of using ownership language and an equal dedication to effective listening. The agent uses phrases that take responsibility for the caller’s demands such as ‘I can assist you with that’ and ‘what I shall do for you now is…’
7.Personal Detail is Given
The caller states their name to the agent, gives their phone number, or provides their personal address during the phone call.
8.Ask for the Sale
Asking the caller ‘are you ready to purchase?’ The caller has taken time to call due to their interest in the product or service however the call has not converted until the agent confidently asks for the sale, and moves it through to the next level.