Mobile Lead Generation Should Focus on Driving Inbound Calls

By Blair SymesApril 13, 2015

Mobile’s impact on the marketing landscape has been incredible. Smartphones have transformed how people interact with marketing and shop for products. Just look at these stats from recent studies on marketing channels and consumer behavior:


·       Mobile ad spending (search, social, display) in the U.S. will catch desktop spending in 2015 and will account for 72% of digital ad spending by 2019 (eMarketer, 2015)

·       Paid search clicks on mobile devices will surpass desktop clicks in 2015 (Marin Software, 2014)

·       69% of Facebook ad spending is mobile (Adweek, 2015)

·       90% of Twitter ad spending is mobile (eMarketer, 2015)

·       66% of emails are opened on mobile devices (Movable Ink, 2014)

·       Mobile is responsible for more visits to online stores than desktops (Shopify, 2014)

·       People in the U.S. spent more time on their mobile devices than watching TV in 2014 (Flurry, 2014)

Mobile’s popularity is changing how consumers respond to marketing, become leads, and engage with businesses. Smartphones have conditioned consumers to expect instant access to information wherever they are, and this same mindset carries over when people engage with your marketing on their phones. They often aren’t willing to fill out a form and wait to be contacted – they want to speak with someone right away.

So they call.

Calls are the natural conversion path from smartphones and the single most effective vehicle for driving engagement and revenue across marketing channels. And this is great news for lead gen marketers. Inbound callers are almost always the best lead: studies show that phone calls can convert to revenue 10 times more frequently than web leads, and that calls are the lead type most preferred by sales managers (BIA/Kelsey, 2015).

Below are some tips and best practices in-house marketers and lead gen agencies are embarrassing to drive more calls and sales from their marketing.


Include Click-to-Call in Your Ads and on Your Mobile Site

Optimizing your web site and landing pages for mobile is a no-brainer. Whether you go with a responsive web design or create a mobile-specific site is up to you – there are pros and cons to both depending on your industry and the purpose of your site – but regardless you should be sure to include a prominent click-to-call button or link on every page. Click-to-call links enable leads to trigger an immediate call from their smartphones to your business (or your client’s business if you are an agency). You should also include click-to-call options directly inside your digital ads, including Google and Bing call extensions for paid search and Twitter call buttons for promoted Tweets, and inside your email messages.


Attribute Calls from Marketing to Prove and Improve ROI

In today’s mobile world, knowing exactly which marketing programs drive calls and sales, and which don’t, is critical to proving and improving ROI. Call tracking software can help you do it. Call tracking attributes phone leads (and the pipeline and revenue they generate) to specific ads, campaigns, keyword searches, referring web sites, and any other marketing source: online, mobile, or offline. Even if a lead visits your web site before calling you, call tracking software can still tell you how that caller found your site and the web pages they visited before calling. Marketers use call tracking data to optimize campaigns across channels to drive more revenue-generating calls and prove to executives or clients how marketing is impacting revenue.


Pre-Qualify Callers to Separate the Wheat from the Chaff

Not every call from search is sales-ready. Many are mundane inquiries for things like business hours and account information. Some will also be job requests, misdials, or solicitations. Paying search engines to drive these calls is bad enough, but you don’t want to compound the problem by having your sales staff waste time dealing with them. That’s why marketers often send calls to an IVR virtual receptionist first to answer and qualify callers. The IVR will ask callers the questions you determine work best to qualify them. It can weed out the misdials and solicitors, provide answers to callers inquiring about non-sales related matters, and score the leads to determine if they are really sales-ready. For the ones that are, they can be routed to a sales manager to assist.

Route Callers to the Closest Store, Office, or Agent

Leads from mobile search, social, and other campaigns often have local intent – Google states that 50% of all mobile search is local. What’s more, studies show these callers have high-purchasing intent, often making purchases or appointments within an hour of running a search. Routing mobile callers right away to the right place is important to capturing that revenue, but it can be tricky. It’s not as easy as simply using the caller’s area code; you need more precision, since a mobile caller can be calling from anywhere. Geo-location call routing can help. Geo-location determines a mobile caller’s precise location based on cell phone triangulation and automatically routes the call to the closest store, franchise, office, or agent to assist.

Include Phone Leads Data in A/B Test

A/B tests are critical to optimizing ROI. But if your A/B tests only measure web form conversion metrics without including phone lead data, you could be picking winners that aren’t driving the most leads, opportunities, and revenue. Using call tracking to see what landing page variations are driving phone calls can be a real eye-opener and an important metric in any A/B test.

Phone Leads Drive Revenue in a Mobile World

Lead gen marketers have been optimizing campaigns to drive clicks and web conversions for years. Doing the same for phone calls is still a new concept for many, but thanks to the rise of smartphones, it's now vital. You simply can't afford to ignore what may be your most lucrative lead source. New tools exist to help, and the sooner you embrace them, the sooner they will reap their benefits. For more information on how marketers are driving revenue from calls, you can download the analyst report by BIA/Kelsey entitled “Calls Are the New Click: Entering the Next Era of Monetization”.

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