While you may not think of lead generation as an art, you certainly recognize its value when the end of the quarter is closing in and you haven’t met your sales goals. At 800response, we specialize in the art of lead generation, and that includes finding new ways to increase incoming calls to your business.
Strong lead generation tactics should always include these infamous “low-hanging fruit” leads. Prospects who take the time to call and engage in a personal conversation are clearly more valuable and easier to convert than a visitor on your website. But how do you ensure those prospects make the call? With a click to call button of course.
Include a Click to Call Option
“70% of mobile searchers have used click to call to connect with a business directly from the search engine results page.”
Including a click to call option on your site and in your ads is one way to guarantee a phone call. The average consumer is more likely to click a button than dial a number on the phone, even though it only takes a few extra seconds.
In fact, Google published the statistic above in their report, “The Role of Click to Call In the Path to Purchase.” This report explored consumer behaviors and attitudes about click to call within organic and paid mobile search results. Researchers also found that “61% of mobile searchers state that click to call is most important in the purchase phase of the shopping process.”
With that information in mind, let’s break down the phone lead cycle as it pertains to consumer preferences.
Generate More Qualified Leads
According to Google’s report, implementing a click to call button is the most effective way to bring new buyers into your sales cycle. Additionally, placing a vanity 800 number in your advertising and marketing materials will get you 30 – 50% more potential customers than a numeric toll-free phone number.
We’ve been preaching that for years, and vanity numbers still attract more customers in 2022. And phone leads are almost always qualified leads. So your caller is in the door. Now what? Now you nurture them with call tracking.
Capture Caller Data with Call Tracking
Acquiring a caller’s contact information – names, addresses, and phone numbers – is the best way to track your leads so that you can use that data to improve marketing strategies. And call tracking tools are an essential piece of the lead gen puzzle. We could go on and on about call tracking, but there’s another tool that you can use to gain insights on your callers.
If you record your calls, you have a hidden treasure trove of caller data and insights at your fingertips. However, you need a way to extract and use that data. That’s where conversation, or customer analytics, comes in. Once you know how to gain these insights, you can use this data to nurture leads, improve the customer experience, and even your sales performance. Additionally, conversational insights provide valuable intel on product and service inquiries to keep you ahead of competitors.
Nurture Leads and Cultivate a Strong Database
Lead nurturing is just as important as lead generation. Taking advantage of call tracking tools is just the first step. In addition to basic caller demographics, look for tools that empower you to tailor your lead-nurturing campaigns. For instance, when you use our consumer profiles feature, you get additional data points to understand the interests of your new leads.
Overall, your warm-up communication should be as relevant as possible to the caller. And these tools give you everything you need to customize your email marketing and other campaigns to match the needs of your prospects. Adding this information into your CRM system makes the call data all the more valuable. Once you’ve added these qualified leads to your mailing and prospect database, you can include them in future advertising and promotional campaigns that are customized for their interests and purchase patterns.
Don’t Lose Calls to Competitors
Click to call buttons are an effective lead generation tool that will also save you money in the long run. There’s not a more cost-effective way to develop and enhance a strong database from which you can better leverage your marketing efforts and optimize your sales performance. But they also help you stay competitive.
Google’s report also states, “47% of mobile searchers say that if a business does not have a phone number associated with their search results, they will be more likely to explore other brands.”
In conclusion, click to call buttons are a vital part of your lead generation strategy. And with additional lead tracking tools, you can turn those clicks into sales.
For more information on our full suite of services, schedule a quick demo with an Account representative today!