Modern consumers have a lot of options when it comes to reaching out to your small business. The digital age has transformed the manner in which people research, shop, and connect with brands. 82% of smartphone users will consult their phones for research on a potential purchase while they're standing in a store. Digital isn't just changing research and buying patterns, it's also altering contact behavior between brands and consumers. With all the changes brought about by lead forms, emails, chatbots, and online forums, one thing remains a constant: consumers love the phone. If you're a service-based brand such as an auto repair shop or landscaping business, you should understand that phone calls are still important to consumers in your niche. Here's why!
Read More: How to Keep Your Phone Ringing
Did you know the average human can speak roughly 125 to 175 words per minute and listen at a rate of 450 words per minute? Comparatively, the average typist can only hit 38 to 40 words per minute on a full-size keyboard. That number shrinks immensely on a mobile keyboard. Placing a phone call when you need to explain a potential landscaping job or get a quote for auto repair is, simply put, faster for both the consumer and your brand than using digital forms of communication.
Let's step back to the previous example for a moment. If a consumer is interested in getting bids for a landscaping job, given the speed with which they can explain the project verbally compared to digitally, phone calls offer a much easier means of communicating with your business. On top of that, a Google study points to the importance of phone calls in the decision-making process. 61% of mobile users will call a business during the purchase phase of a buying cycle? Why is that? When the situation is complex, phone calls are just easier for both parties.
Phone calls to your business are both more effective in terms of serving the customer and also represent a more effective use of your marketing dollars. First, let's focus on the more effective service. Although the global adoption of smartphones has put a small computer in everyone's hand, that doesn't mean that digital forms of communication are poised to overtake phone calls. In fact, calls to businesses actually increased as a result of this wider adoption of smartphones. After all, it is much easier to speak to someone directly than fill out a lead form on a 6-inch screen.
Lastly, phone calls are more effective for your bottom line. BIA/Kelsey predicts that 169 billion coins per year will be made by 2020. Those calls are 10 to 15 times more likely to generate a successful conversion or other follow-up activity than lead forms and emails. As such, investing in marketing campaigns that generate phone calls represents a more effective use of marketing dollars.