Having trouble keeping up with leads from multiple sources and channels?
On February 10th, I hosted a webinar in Search Engine Journal presented by Jessica Clarke and Anna Charity of CallRail along with Nalini Prasad of BluShark Digital.
They shared their top tips for strong lead tracking regardless of channel.
They also looked at techniques to improve lead tracking and drive more leads in the most efficient and cost effective way possible.
Here is a summary of the presentation.
Consumer habits and expectations
The way brands advertise is complex.
We advertise on different channels, use different keywords and optimize our messaging.
Likewise, the way shoppers shop is fragmented.
A prospective ecommerce customer can begin their discovery with an ad on their cell phone and browse dresses on their desktop.
She could put a dress on a tablet in her shopping cart, or even check the dress sizes in the store.
She could even look for other clothes online again before finally buying "that one" in the store.
The same applies to customers in the B2B area and in other industries.
Customers explore different products or services on different days across a variety of platforms.
Often times, these channels work against each other to get “credit” for a sale.
Because of this, it is a bad idea to trust the network that you are buying the ads from for mapping.
However, you can't just stick to a single channel to reach your customers.
They want to communicate on their own terms – and have the ability to communicate across multiple channels.
In fact, they may not do business with you if they cannot communicate in their preferred environment. A Salesforce report found that 40% of customers won't do business with a company if they can't use their favorite channels.
It's also important to take into account that the communication channel a customer chooses depends on where they are and what they're doing.
Customers will be jumping from channel to channel throughout the journey. The same Salesforce report found that 71% of consumers used multiple channels to start and complete a single transaction.
The Challenge: Delivering a Seamless Experience
Even when customers jump from channel to channel, they expect consistency in service and message.
You don't want to have to repeat yourself. they want to pick up where they left off.
One channel is an extension of the experience on the next.
Customers today want omnichannel communication as opposed to multichannel communication.
Multichannel vs. omnichannel: what's the difference?
While multichannel and omnichannel strategies involve marketing across multiple digital and physical channels, the difference lies in how seamless the customer experience is across those channels.
Multi-channel communication is usually brand-oriented.
Although all channels are present, they are not integrated, resulting in fragmented communication.
On the other hand, omnichannel communication is customer-centric, with all channels in place and integrated, and offers the consumer a unified experience.
The fact that customer expectations are not being met is an opportunity for you and your company to bridge that gap, deliver a better customer experience, and grow your business.
Here are tips for improving the customer experience.
Be empathetic and know your audience
Use data to determine what type of consumer is engaging with your brand.
- Where are the majority of your consumers geographically from?
- Which source brings the majority of your consumers to your landing page?
- Are your consumers filling out forms or making direct calls?
If you're using a call tracing solution, listen to call recordings or read call logs to see what your customers or clients are discussing with your company.
Make sure that your keyword strategy and the content you create aligns with these topics.
Call data provides a lot of information to inform PPC campaigns based on excellent keyword research.
Go beyond the basics and improve your data with CallRail / Google Analytics integration.
This will give you more detailed information about your potential customers:
- Age, gender and other demographics.
- Choice of browser (Safari, Chrome, etc.).
- Determine the location of a customer more precisely.
- Affinity / interests.
- Returning or first-time visitor before submitting the call / contact form.
When you know your audience, you can:
- Use language and images that match your consumer demographics.
- Use relevant keywords and delete CTAs.
- Provide easy access to contact forms, phone numbers, live chats, etc.
Accessibility and communication can lead to greater customer loyalty and satisfaction.
Make sure your customers can contact you whenever and wherever they want, be it by phone, chat, text, social media, or email.
Your phone number should be listed everywhere including your website, Google My Business profile, social media, PPC landing pages, etc.
Forward your customers to the appropriate department or person
Make sure your customers are speaking to the person who is most qualified to help them.
Forwarding calls makes it easy for customers to get to the person or team they need.
Also, consider doing call forwarding. If there is someone more qualified to assist, quickly transfer the new person and provide background information and details.
Prepare your team for customer satisfaction
Prepare your team for success with regular training and coaching.
Listening to call recordings and reading transcriptions will help you learn more about your customers.
Your team should be ready to answer the most common questions customers have.
Make sure you monitor calls during exercise and provide assistance when needed.
Arm them with visibility
Using a call tracking solution that offers whisper messages is helpful.
A whisper is a short message that is played to the person answering the call before they are connected to the caller. This tells your team why the customer is calling.
It's also useful to have an interaction history that shows who the caller last spoke to.
Focus on relationships and make the consumer journey easier
Understand your customers' history with your company.
Give them the continuity they want and don't ask them to repeat their needs multiple times.
We all hate it when we pick a company and ask for your date of birth or order number. The first thing they do is ask for your date of birth and order number when they pick up the phone.
Ways to discover and generate more qualified leads
Find out the marketing that's driving your best leads
You want to delve into the search terms, campaigns, sources, and channels that drive not only leads but qualified leads as well.
But how can a marketer prove which marketing activities are driving qualified leads?
Historically, it has been difficult for marketers to marry online and offline lead interactions, and reporting has been streamlined.
With CallRail you now have the option to take all of your leads or interactions from any channel and qualify these leads based on the criteria you set.
Look for low conversion factors
With better data and insight, you can identify the low hanging areas for improvement.
- Are there any indications from potential customers outside of your geographic target?
- If a particular age or gender isn't converting well, is it a product or intake issue, or should you address that age and gender less often?
Analyze your data with the A / B test
Note the following statistics:
- Call duration can help measure whether a new tactic or strategy has worked.
- You can use call log and keyword detection to measure the effectiveness of new ad types.
- Higher conversion rates (shown in Google Analytics) of certain demographic data after changing targeting content and keywords can indicate a successful new strategy.
Listen, reflect, and improve
We can use data to provide responses to poor quality leads.
Listen to recorded calls and look for important topics or issues in your recording.
- Are people separated before reaching admission?
- Are there any common questions your consumer asks when they first call? If so, provide a better user experience with targeted FAQs on your website.
- Are there common reasons why consumers may refuse to buy your services or products? How can your company fix those missing parts that consumers are looking for?
Strategies for increasing your closing prices
You invest time and money in marketing to generate higher volume of quality leads, but that's only half the battle.
You must be equipped to complete the sale to increase your bottom line.
Be available and responsive
It doesn't help having all of the channels of communication in the world if you are not available to respond to.
And having separate, distinct tools for these communication channels makes it difficult to prioritize and manage each one.
Make sure you can view them all in one central hub so you can identify the ones that haven't been edited yet.
Reduce the time it takes to connect and route interactions only to those who are available.
Using text on another call or using automated text replies can keep a prospect busy so they don't turn to a competitor.
Customers not only want consistent omnichannel communication and service, they also want help quickly and around the clock.
Response speed + follow-up is critical
A study by Lead Connect found that 78% of customers buy from the company that first responds to their query.
Faster lead response times are critical and can lead to:
- Better first impressions of your brand.
- An inner track to win the race for prospective buyers.
- Higher conversion rates.
How to improve your response time:
- Organize leads based on timeliness.
- Centralize all incoming leads.
- Assign incoming leads based on availability.
- Include automated responses to start the engagement process.
- Let users know how long it typically takes to reply.
Don't let leads slip through the cracks
The systems by which employees can meet customer requirements and expectations fail.
They spend 10% of their time gathering the information they need to evaluate each person's unique journey and personalize conversations.
Use solutions to learn more about customers instead of spending valuable time asking questions.
Tools like CallRail and Lead Center can help you learn more details about your caller.
Shorten the sales cycle
Focus on channels that deliver the highest quality leads
When you focus your marketing efforts and invest in the channels that bring you the highest quality leads, your sales team will be focused on closing only the most qualified.
This will likely increase the close rate and decrease the time it would take to get a less qualified lead to close.
Automate lead qualification and classification
Classifying or categorizing interactions manually is incredibly time-consuming, labor-intensive, and prone to human error.
AI tools like CallRail's Conversation Intelligence can help sales reps get more ground under their feet in less time.
You can focus your energy, resources and time on the most profitable customers.
Use a mix of communication tools to make a faster connection
Use SMS to avoid long walking back and forth by phone or email.
Some consumers prefer the informal quick response that SMS enables.
Depending on the company, send photos and videos to identify customer needs and generate a quote without having to plan a visit.
(Slides) Top Tips for Improving Your PPC Lead Quality and Follow-up
Check out the SlideShare below.
All screenshots by the author, February 2021