B2B MARKETING STRATEGIES THAT DRIVE INBOUND CALLS

B2B MARKETING STRATEGIES THAT DRIVE INBOUND CALLS

This is great news from a B2B marketer’s perspective, though somewhat worryingly, an equally high percentage of B2B marketers are unable to explain which marketing strategies they use are delivering the greatest number of inbound calls. In fact, many marketers have confessed to not even possessing a B2B marketing strategy at all.

According to leading US leading research and advisory company, BIA/Kelsey, 66% of all US businesses rate inbound telephone calls as the best source of leads and a similar percentage of businesses here in the United Kingdom have also expressed the same sentiments.

This is great news from a B2B marketer’s perspective, though somewhat worryingly, an equally high percentage of B2B marketers are unable to explain which marketing strategies they use are delivering the greatest number of inbound calls. In fact, many marketers have confessed to not even possessing a B2B marketing strategy at all.

This is both good news and bad. The good news is that if you want to track and optimise your inbound calls you’ll have a distinct advantage over the B2B marketing companies and businesses that don’t. The bad news is that if you don’t start doing so soon, other businesses will soon have a distinct advantage over your business.

This trend is not only important for B2B marketing purposes, it’s important for all your marketing efforts. Whether you’re trying to increase your sales leads to other businesses in a B2B relationship or consumers in a B2C relationship (Business to Consumer), it’s imperative that you’re making decisions which result in more leads.

As a leading UK-based call centre with clients in a diverse variety of sectors, we understand just how important it is for all businesses to capitalise upon every sales opportunity that comes their way. Our media response solutions will not only help you to manage an influx in incoming calls, as we can also help you to understand where the extra interest in your advertising and marketing efforts originated from.

Additionally, we can also gather information from the calls we take on your behalf and forward this data to your sales team for them to use when following up leads.

Increase Your Phone Number’s Visibility

If you’re to successfully drive inbound calls with your B2B marketing materials, your business phone number must be clearly visible on all your marketing materials, including emails, your website’s homepage and every single landing page, physical advertising materials like brochures, flyers and leaflets, as well as lead forms.

Putting your phone number on all your marketing materials increases engagement by driving inbound calls and it also builds trust. Just like consumers, businesses tend to make contact with other businesses that are easily contactable because it shows accountability and transparency. If your business isn’t easily contacted by phone, how do you expect other businesses to place trust in your products and services?

       Place your phone number prominently on all marketing materials

–       Ensure the area code is included for enquiries outside your local area

–       Make sure all the phone calls driven to your phone lines will be answered

The greater the visibility of your business phone number on your advertising and marketing materials, the more enquiries will be driven to your phone lines.

Click-to-Call Strategies

With rapidly escalating numbers of businesspeople searching for information using smartphones, click-to-call presents many notable opportunities to capitalise upon. This technology isn’t new, however, it has proven increasingly instrumental for many businesses in driving more inbound phone calls. And that equates to more sales.

There are many excellent click-to-call strategies that you can implement as part of your B2B marketing campaign, including social media advertising, which is one of the fastest growing click-to-call strategies at present, especially on mobile devices.

–       Over 50% of all new searches are taking place on mobile devices

–       Experts predict that by 2019 mobile channels will drive 162 billion calls

–       62% of mobile searchers say they call a business before purchasing

And when you take into account the fact that more than 80% of Twitter users access this platform on a mobile device and nearly 90% of Facebook users access their accounts on their smartphones, it becomes immediately obvious that there are more than a few fantastic opportunities for you to take advantage of. The volume of ‘social media calls’ is expected to increase by 74 percent between 2015 and 2016, so it suffices to say that this is an area that has the potential to generate phenomenal results.

Another interesting point to make about click-to-call enquiries from smartphones is that they tend to result in a far greater number of sales than other inbound call enquiries. However, you should still track where these inbound calls are coming from and the results you see, because tracking inbound calls enables you to optimise your marketing materials and channel your marketing budget to the areas that you’ve identified as delivering the greatest results.

–       Optimise all your digital marketing materials for click-to-call

–       Keep track of the origin of these calls and the results you see

–       Use your records to channel your marketing budget accordingly

When Google commissioned the independent research company Ipsos in an effort to better understand consumer behaviour regarding click-to-call, they found that more than 70% of mobile searchers used it. Combined with our media response solutions, you can expect to see real results when you implement these click-to-call strategies.

Prepare For an Influx of Calls

There’s little point in driving inbound calls to your phone lines if you aren’t prepared for the influx of calls that your marketing efforts will generate. Before stepping up your efforts to drive more inbound calls to your phone lines as part of a new B2B marketing campaign, give the Netcall Solutions team a call to find out how our media response solutions can help your business see the results you’re after.

We’ve helped many UK businesses capitalise upon their B2B marketing efforts and we can help you get the most out of your marketing budget. With our call handlers’ professional phone skills, our rapid information gathering services, and the Quick Address software we use to obtain accurate addresses from your callers, we’ll save your business time and money by putting your B2B marketing budget to work.

To learn more about our media response solutions, call Netcall Solutions today.