Digital advertising has gone mobile, and when consumers engage with a company’s digital ads and website on their smartphones, they often convert in the most convenient and immediate way: by calling.
Thanks to smartphones, the volume of call conversions from digital advertising has exploded. Research predicts that calls to US businesses from mobile search, social, and display ads will reach 162 billion in 2019, a 110% increase from 2014.
Inbound calls have become a common part of the customer journey. To drive growth and monetize this increasingly important voice channel; however, businesses must do more than feature a phone number or call button on their ads and website — you must make each caller’s experience a great one.
Delivering Personalize Call Experience
1. Capture Each Call’s Marketing Analytics
The first thing needed to personalize the call experience is to capture data on each caller and what drove them to call you in real time; when the call is generated. This includes information on the caller — who they are, their geographic location, if they are a new or repeat caller — and the interaction with your digital marketing and website that got them to call.
Having those insights available at the time of the call is essential to personalization, but how you use them to tailor the experience will depend on the structure of your real estate business, sales agents, marketing campaigns, and where the calls are going.
— What Drove the Call? E.G., ad, email, search keywords, website page, …
— Caller Data? Name, phone, new or repeat caller, device, operating system & browser, …
2. Pass Callers to an Interactive Voice Response (IVR)
IVR (Interactive Voice Response) is an automated program that callers interact with via voice or phone keypad. They are a common way for businesses to provide assistance to callers 24/7, asking them the questions needed to determine if callers are valid sales leads and how best to route them.
IVRs have cost and time saving benefits for businesses, especially those receiving high volumes of inbound calls. They eliminate the need for your staff to spend time manually qualifying callers. They can also be an effective barrier for filtering out junk calls, robot dialers, and fraudulent callers.
IVRs can capture additional data directly from the caller. For example, mattress retailer Sleep Train uses IVRs solution to determine if callers should be routed to one of their 300 stores or to their call center to make a purchase over the phone or get help with financing. They get over 50,000 calls a month, and the IVR helps provide each caller with efficient, effective service.
3. Prioritize Your Best Callers
Consumers hate to wait on hold, and forcing callers with high-purchasing intent to wait increases the chances you lose the customer.
So if you have certain campaigns or search keywords with a proven track record of generating high-converting leads, make sure those callers get answered right away. Have them “jump the line” by sending them to a priority queue for high-value callers where an agent can assist them immediately.
4. Analyze Conversation for Marketing Insight
Marketers should analyze what happens on the calls they generate from their digital (and offline) advertising. Analyzing conversations provide a wealth of information on callers, their intent, and the value of calls from each marketing source. You can use this information to make smarter optimizations. For example, you can learn which ads, keywords, and programs drive the best sales calls, if ad messaging and promotions are resonating, and why calls did or did not convert to customers.
Analyzing how calls are handled helps you detect and correct issues that negatively impact ROI. You can see what percentage of calls aren’t being answered at each location and which agents are best (and worst) at converting callers to customers.
Correcting issues with how locations and agents handle calls — and having agents call good leads back after a bad call experience — helps ensure you aren’t throwing away marketing budget on mishandled calls.
5. Optimize to Drive Best Results
The previous four personalization strategies can help your business reduce unanswered and abandoned calls, provide more relevant call experiences, and convert more callers to customers. All of which will improve your marketing ROI.
Once you start personalizing the call experience, however, it’s important to be diligent about measuring results and making optimizations. For example, if there are certain sales agents more successful at converting callers to customers, consider routing a higher percentage of calls to them. Or if you know that certain locations are under performing, provide them with scripts and
coaching to have better calls.
Using Call Analytics
You should also use what happens on calls to improve your digital marketing. If you see certain channels, ads, or search keywords are generating more high-value calls, increase your spending.
Also, you can use call analytics data to personalize the online experience:
— Re-target callers who didn’t convert to customers….. use your most relevant search, social, and display ads
— Expand your reach and acquire new customers….. by targeting lookalike audiences similar to customers who converted by calling
— Exclude callers who did become customers or weren’t good sales leads from seeing your ads
When done well, online and offline channels should work together, providing a learning loop that you can use to personalize experiences, optimize ROI, acquire more loyal customers, and drive revenue.