Improving return on investment is powered largely by increasing leads. Calls are often your most valuable leads, converting up to 10 times the rate of other online conversions. There are a few simple ways to make your website and digital marketing strategy result in more phone calls.
Below are 12 ways to maximise the phone calls generated by your digital marketing.
1. Display Your Phone Number Clearly
2. Hyper-linked phone numbers
3. Call-Based Call-To-Actions
Feature a Call Now button as the main call-to-action on your website, as well as GoogleAds landing pages. And always supply call options on your website forms. Don’t forget to test your calls-to-action to ensure they’re working properly.
4. Optimise Your Google Ads Campaigns to Drive Calls
Boost your return on investment by optimising your GoogleAds to generate phone calls. Feature Call Extensions to drive phone calls from local search ads. And use Call Only ads to encourage people to call your business. A Call Only ad will allow the customer to call you directly when they click the ad, without having to visit your website first.
5. Optimise Ad Targeting for Peak Call Times
Tracking and analysing data will tell you when peak phone call times are. And knowing your peak call times, allows you to make more informed decisions about scheduling staff to answer calls, as well as potentially bidding more on Google Ads.
6. Re-target Callers Who Don’t Convert
You can target past callers, who didn’t initially convert, with ads and landing pages encouraging them to call again. You could even bid more on Google Ads for a past caller; after all, you know they’re a good lead as they’ve called once before.
7. Drive Phone Calls from Mobile Emails with a Click to Call Button
Encourage customer calls using clickable CALL buttons when reading your marketing emails from their mobile phones. Providing a quick and easy option for calling your business directly from an email will influence the customer to take further action.
8. Drive Calls from Facebook
Add your business’ phone number on your Facebook Company page and use “Call Now” buttons to drive new customers.
9. Data Driven Approach to Phone Calls
10. Implement Call Tracking
Call tracking provides actionable digital marketing analytics for inbound phone calls, as well as the ability to analyse and optimise the call experience. Integrating call tracking with your digital marketing and GoogleAds for the entire customer journey from the online origin through to the phone call, allows you to optimise ad targeting, spend and website experience for driving quality conversions.
11. Call-Based Call-To-Actions
12. Analyse the Caller Experience for Marketing Insights
Important marketing insight can be gained from analysing the caller experience. Factors such as whether the call was answered, how long it lasted, was it a sales lead, did it convert, why were they calling and which staff member dealt with the call are all worth considering.