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The Power of the Phone and Call Tracking

The Power of the Phone and Call Tracking

In today’s digital world, it is easy to focus your marketing efforts entirely toward online customers and think that it is the best approach, but this is not always true. While you should certainly be using digital marketing to increase your visibility online and to reach your target audience, it is important that you do not forget about the value of a phone call.

Key Stats

Statistics reveal that 6-8% of mobile users are more likely to click on a PPC advert that contains a phone number than ones without, and 52% of people who click on PPC ads still use the phone to call the advertiser. Statistics show that a phone call remains an incredibly powerful form of communication and often people prefer this due to the fact that digital communication is not as efficient and not as effective for building trust. If there is a method of communication that your customers prefer, then you should capitalize on it.

Human Connection

It is thought that inbound calls are worth 5 to 10 times more value than form fill leads. This is because phone calls get answered and voice mails get returned, and the ability to listen, answer questions, and provide immediate support makes this an incredibly valuable and effective way of communicating with your target customer. Once you have good communication with your customers, it becomes easier to make sales and convert them into loyal customers.

Preferred by Some

Many businesses don’t consider putting a company phone number on advertisements because it is assumed that people no longer pick up the phone, but this is not always the case. Customers that are on a mission to find things that will help them and are seeking human connection and trust with the companies they buy from will always call first. You should not overlook these groups, which are known as Competitives and Humanists respectively by well-known consultants Bryan and Jeffrey Eisenberg.

Call Tracking

Of course, you will also want to know where phone calls are coming from so that you can identify what marketing channels are working. Phone call tracking software can be highly effective and valuable for any business as this can reveal which campaigns, channels and keywords are making people pick up the phone. This enables you to use your budget efficiently and make your marketing more effective by focusing on what works. Without call tracking software in place, you are operating in the dark and any changes made to your strategy will be a risk.

The effectiveness of a phone call should not be overlooked in today’s digital landscape because it is still the preferred method of contact for many people. Inbound phone calls can be much more valuable than a web form lead, but you also need to have a clear understanding of where these phone calls are coming from so that you know what marketing campaigns and working, and which are not.


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by Rebecca Jones // Contributor to Businessing Magazine.

Opinions expressed by contributors are their own.