Auto repair businesses and other service industry brands need a digital marketing plan to drive inbound phone calls. The statistics are there to suggest the importance of these inbound phone calls. Forrester Consulting conducted a study in 2017 that found customers that initiate phone calls have higher engagement with brands, convert faster, and tend to spend more money than those who contact businesses through digital mediums instead.
First, here is a quick breakdown of Forrester's study. There are two important stats that underline why your auto repair business needs inbound callers. The first of these stats is 30%. Customers who initiate phone calls to businesses convert 30% faster than those who connect through other means. The second stat of importance is 28%. Those customers initiating inbound phone calls spend 28% more on average than other customers. With that information in mind, here are three reasons your auto repair business needs those inbound phone calls.
Most customers calling into auto repair businesses are in need of service. While some cases may include simple oil changes or tire rotations, many of those calls will also be from customers with a flat tire, stalled engine, or dead battery who need swift service and assistance. Inbound phone calls enable your brand to respond faster to customer urgency than emails or lead forms. Hearing a human voice on the other end of the line goes a long way to ease the stress of callers and helps build brand loyalty in the long run when coupled with reliable service.
Your digital content online can provide customers with a lot of information, but in some cases, you may not be able to share enough of the relevant information for callers. Likewise, it is easier for them to convey their auto repair needs when they call you on the phone rather than trying to squeeze their request into a comment section on a lead form. When you drive inbound phone calls and talk directly to consumers in real time, you can let them know exactly what services you offer and learn exactly what they need. Most importantly, you'll do it faster than other types of responses (email).
Last but not least, generating inbound phone calls to your auto repair business can help boost brand loyalty. When you are able to respond quickly to the urgent needs of consumers and provide them with reliable information quickly, that is a feat that customers will remember. The next time they have an auto repair need, they're more likely to think of your brand first. The Forrester study referenced earlier also found that customers who initiate a phone call have a 28% higher retention rate. Inbound phone calls aren't just good for your brand's bottom line now, but in the future as well as those callers become lifelong customers.