According to the latest research from BIA/Kelsey, “annual calls to businesses from smartphones will reach 162 billion by 2019.”
Last year, there were around 77 billion calls generated from mobile phones to businesses. These phone calls were the result of a variety of advertising channels including paid and organic search, display ads and native social ads.
Calls are also being promoted more prominently in different ad formats such as with Facebook’s recently incorporated call buttons.
So how can we take advantage of the rapid mobile expansion?
Optimize Marketing Campaigns with Call Tracking
You can’t take advantage of calls as a lead source if you’re not tracking the campaigns, ads and keywords that are generating business calls.
With DNI call tracking, you can distinguish between the strategies that are producing results and those that are not.
Once you have this data, it becomes possible to focus your marketing efforts and spend on areas that offer the most ROI.
Enhancing Conversions with Conversation Analytics
In order to make full use of the calls that your marketing is generating, it is essential to understand the quality of these leads.
In addition to knowing the source of the call, with Conversation Analytics you can access data that tells you why the prospect initiated the phone call and whether or not it resulted in a conversion.
Conversation Analytics can also be used to improve sales performance on the phone. By extracting valuable metrics you will be able to answer questions like:
– Was the sales agent polite?
– Did they ask for the business?
– Did the caller find what they were looking for?
– Was a reservation made?
– What issues prevented the caller from converting?
When you can analyze your phone leads like you do web leads you can increase both the number and quality of your inbound calls.
The expansion of mobile ad formats is just one more indicator of the power of phone calls as a lead source.
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