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DON’T MISS OUT ON VALUABLE LEADS BY
SIMPLY FORGETTING TO ANSWER THE CALL
It seems as though marketers have become a little too comfortable – even complacent – with allowing digital to do the bulk of the heavy lifting for them. True, advancements in digital and mobile technologies have rapidly changed and, some would say, dramatically improved the way we approach our go-to-market and customer acquisition strategies.
It’s no secret that today’s consumers are submerged in digital media nearly all hours of the day. This has a lot to do with the addictive relationship many of us have with our smart phones and other smart devices. Digital media is a marketer’s sweet spot. That’s why technology has started to play a more central and somewhat ubiquitous role in day-to-day life, one that now keeps us plugged into the world of digital marketing 24/7.
Even though technology is becoming more and more prevalent in virtually everything we do from a marketing standpoint, we can’t forget that it nonetheless serves a specific purpose that actually has nothing to do with technology whatsoever: to connect real, living and breathing consumers with brands in more efficient and relevant ways. That’s the crux of digital marketing. Technology is nothing more than a conduit for encouraging those kinds of human interactions.
The issue here is that, through our growing dependence on technology, it becomes far too easy for us to start seeing those interactions merely as data points. Although all of that data can provide a tremendous amount of insight and value to marketers – and even allow them to measure success more accurately and with a higher degree of precision than ever before – it unfortunately fails to take into account the powerful role that real human interaction still plays in the end-to-end customer acquisition and lead conversion process.
This becomes even clearer when consumers find themselves making highly considered purchases. Whether they are applying for a mortgage, investing in an online degree program, buying an insurance policy, leasing a new car, or simply thinking about purchasing a big-ticket item, the decision-making process here isn’t as straightforward as clicking “buy now” and calling it a day. Consumers want to know that your product or service is the right one for them and, more often than not, they’ll have questions for you that they’ll need answered, fast.
So, where do they go to find this information? Online. The vast majority of them will turn to your website, social media, email, or chat to get help in the purchase process. And when they do, there’s a good chance they’ll leave a phone number. This is your moment to shine because it’s the moment where digital marketing passes the baton to a true human experience. Here’s the catch: you don’t have any time to waste. In spite of the many benefits that stem from this digital-first world we now live in, one major downside is that it’s raised expectations tenfold, if not more. Today’s consumers are all about instant gratification. When they reach out to you, you absolutely must be ready to respond. Immediately.
Now is the time to pick up the phone – within seconds. Why? If someone just filled out an inquiry form or requested a quote and left their contact number, it’s a good indicator that they are currently in the research mindset and potentially available to have a quick chat. The more lag time you leave, the greater chance that consumer has moved onto doing something else and is no longer thinking seriously about making that purchase. Or, even worse, they’ve moved on to a competitor. It’s really all about intent. By filling out an online inquiry form, a consumer has formally stated their interest to learn more about what your brand offers. That alone is worth its weight in gold. You shouldn’t ever have to think twice about picking up the phone to help get that consumer across the finish line.
If you’re not sold yet, let’s look at the numbers. A good amount of research has shown a strong correlation between speed-to-call and conversion. Picking up the phone to respond to a consumer’s inquiry in less than one minute can more than double conversion rates. Wait up to 30 minutes and conversion rates drop significantly – and then it’s just downhill from there. This basically tells us that intent should never be taken for granted. After all, it’s fleeting. The only way to capitalize on a consumer’s intent is to respond immediately. Anything short of that will simply make your job of converting a qualified lead into an actual customer a lot harder.
We’ve seen this first hand at LQ Digital.
Of those reached, we are able to convert around 25 percent of those leads, helping our customers, on average, see a 35 to 40 percent lift in overall conversion rates. And that’s all because we picked up the phone.
Because we spend so much time thinking about and optimizing our digital customer acquisition tactics, we sometimes fail to see the value and impact that something as simple as making a phone call can have on conversion rates. This isn’t only because it’s a matter of striking while the iron is hot. That’s only one part of the equation. The true value of picking up the phone is about the human interaction that takes place in that moment – particularly when something complex is at stake. You need to be there to answer questions or to help however you can when consumers need you most. Doing so builds trust, inspires loyalty, and helps consumers overcome any friction they may experience along their purchase journey.
The next time you find yourself planning a digital marketing campaign, don’t forget that the phone. It can be your greatest ally in driving conversion. The power of digital media is great; however, there are times when it really comes down to a conversation that counts.
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