The digital era was supposed to spell the end of business dealings over the phone, but even with email, chatbots, and online lead forms, consumers are still picking up the phone to call businesses. A good deal of this continued activity is a result of increasing smartphone adoption and use around the world. More consumers now search online for businesses and conduct product research on mobile devices before clicking on a click-to-call feature to connect directly with a brand. How can businesses leverage inbound phone calls to grow their business though?
When you compare the purchase process of inbound calls to emails and other lead forms, you'll find that your business can save a lot of time and money by driving more inbound calls from customers. Consider email communication as just one example when compared to phone calls. When customers email a business with questions the average response time currently stands at 23 hours. There are two problems with that timeframe.
First and foremost, you could lose that customer to another business that responds faster or if the competing brand is better at driving inbound calls. In the latter instance, a customer may have simply opted to purchase from the company they connected with first. Secondly, that 23-hour response time may only be the tip of the iceberg. You could spend several more hours or even days going through the details with a customer.
Driving inbound calls can save your business time and money by quickly resolving issues and moving customers through the sales funnel to purchase. As a result, you can move on to helping more customers and generating even more business rather than spending days trying to resolve a singular issue.
There's no doubt that inbound calls help connect a lot of customers to businesses, but without proper tracking, you can struggle to differentiate which inbound marketing tactics actually result in conversions. Inbound phone calls are easy to track and allows your business to determine where phone calls came from and how the customer found your business number. With this insight, you can determine which inbound marketing campaigns and strategies generate the most profitable leads. In the end, you'll waste less money on marketing that doesn't work, generate more sales, and have more money on hand to reinvest in your business with an eye on future growth.
Inbound phone calls represent a significant chunk of consumer activity in the modern digital era. The statistics are all there to support the value of phone calls and inbound call marketing to your business. By engaging in inbound call marketing, you'll get your slice of the nearly 162 billion phone calls BIA/Kelsey predicts will be placed to businesses in 2019. Further, the Pew Research Center found that 77% of Americans owned a smartphone as of January 2017 while Strategy Analytics predicts global smartphone penetration to reach 59% by 2022. Every person with a mobile device is a potential customer for your inbound call marketing, which means inbound calls can help your business grow by reaching more consumers than other verticals.