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Drive Calls for Mobile Marketing Performance


Did you know that 7 in 10 Britons use their mobile device to access the internet? Better yet, 68% use it to research products and services such as the ones you may be promoting.

Mobile users interact with businesses out of intent. Answering these users' intentions is the easiest way to position your brand naturally, and convert more sales.

As mobile adoption increases, optimising for mobile marketing performance has never been more important. Mobile viewing greatly reduces the barriers to a conversation with the products and services providers they are researching. For these users, making a call is a quick and straightforward action.

Managing the user experience and journey with a brand across multiple platforms is no small feat. Businesses rely on their marketing agencies and analytics providers to deliver actionable insights and solutions they can adopt for growth. But how can marketing agencies deliver on these expectations and successfully demonstrate the value of their work?

It all comes down to this, as Tom Fishburne from Marketoonist puts it:

"People are more loyal to their need in the moment than to any particular brand."

"I need more" image.


Too often, marketers forget this universal rule: It's not personal. Every single person will put him or herself first and therefore, it's not about the brand you are promoting. Instead it is all about the user's right now need and intent.

For mobile users, a conversation becomes the easiest solution rather than extensive self-research. According to Google, 70% of mobile searchers have called a business directly from search results. Agencies therefore need to generate more calls to increase mobile marketing performance.

Calls convert sales faster and at higher values, and coupled with the powerful insights provided by call tracking (read more here), agencies are then also able to devise mobile marketing strategies that deliver unmatched ROI and conversions.

5 tips to increase mobile marketing performance by driving calls

1. Reduce your number of CTAs to just one which best fits the customer journey

For mobile, calls often make the most sense as they can be a highly personalised form of engagement. For example using call whisper, your agents would know exactly where the call is coming from, preparing your agent to achieve better results from the phone call. We have an easy method to find out if phone calls are an important response channel for your business in general which you can find here, however with mobile marketing the barriers to a call are much lesser, making it an increasingly important response channel for many businesses.

Think with Google verticals and click to call graph.

Source: Think With Google, The Role of Click to Call in the Path to Purchase (2013)

2. Make it easy to call from search results 

It seems Google is experimenting with adding click-to-call on search results, so this might become a focus area in future however, even without it is possible to optimise the way you appear in prospective customers' mobile searches. Simply put, you could put your phone number in your pages' meta tags. The argument I most often hear back from this is that it is hard to track... well fear no more: you can assign a dedicated static call tracking number and track how well this tactic is converting for you. This works for some of the largest companies in the world...

Zappos Google search results.

Our recommendation here: make sure your number comes up in the first 130 characters of your description so it won't get cut out on mobile screens. This one will show on a tablet, but gets cut off on a mobile.

Also, note the use of sitelinks (find out more here). Adding a contact page sitelink makes it that much easier for mobile users to reach out to you.

3. Use click-to-call with your PPC advertising

Why wait until your prospects even get to your website to reduce the number of CTAs? You can capture your leads straight from their search. To find out how, click here. Best of all, with our call tracking solutions it's easy to allocate PPC specific call tracking phone numbers: imagine if you could know exactly what ad spend led to customer engagement and sales? You can... 

4. Set call-only campaigns with Adwords

Call only campaigns are a fantastic option to specifically target mobile users. Why? Well, they'll only show for users whose devices can make phone calls. Better still, you can bid for phone call clicks instead of website clicks. Learn more here.

5. Target your ad messaging specifically for your prospects' micro-moments

Google has been researching what it calls micro-moments. These are short bursts of time when a prospect will want something very specific and is driven to an action. (Learn more here). By figuring out exactly what your engagement path is with your prospective customers, you can begin to identify messages that will appeal to them in these micro moments, formulate strategies to maximise your exposure, conversions and the quality of your customer engagement. Finding the right message will require A/B testing and a fair share of trial and error, but it is worth doing.

Feeling ready to start driving more calls with your campaigns and delivering concrete benefits from mobile marketing performance?

PS. Not quite: It's one thing to drive more calls, but we've found that without an inbound call handling process your hard work is likely being wasted. With our visitor and call tracking analytics reporting, you're able to allocate your operational and monetary resources more effectively, multiplying your results.

So... who you gonna call? 

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