Nothing beats the power of a human touch in marketing. While email and social marketing are considered more convenient, there is far more sales power in two people talking to each other over the phone. This makes call campaigns a critical aspect of every company’s marketing strategy.
Talking to the prospect in person adds a human touch to the marketing increasing your chances of converting the prospect into a customer. The sales agent gets an opportunity to customize the pitch around the prospect’s unique needs, answer specific questions impeding the conversion and discover what the prospect actually wants.
However, launching a successful call campaign requires careful planning from both the advertiser and publisher sides. Below are the top five essential things you need to make your call campaigns successful.
1. Segment Your Audience
The first step in developing successful call campaigns is defining and segmenting your target audience. You cannot craft an effective message if you don’t know who you are talking with.
A good call campaign will segment its target audience based on characteristics such as size, industry, geographical location, gender, company interaction, and previous sale.
The campaign is then built around contacts that fit a specific set of traits. You can even have different campaigns targeting different audience segments depending on how you have defined them.
You can build audience segments within your CRM using search queries combined with tags. Contacts that meet a specific criterion can be grouped to form a segment. The tags can be ongoing or limited to a specific call campaign.
You can also choose to apply tags to your contacts manually during the course of your normal operating hours or automatically based on contact behavior or the contact’s place in your sales funnel.
2. Select a Reputable Call Network
Generally, call networks that work with high-quality publishers tend to attract high-quality advertisers with a wide range of offers to entice prospects. Reputable call networks that offer call recording capabilities help advertisers feel comfortable since they know their brand standards are maintained.
Publishers enjoy working with reputable call networks since they are assured of robust call tracking platforms, significant call volume demand, many offers, plus wide acceptance across many days of the week and prolonged operation hours.
These call networks understand each publisher’s value to their business and will do everything possible to keep them happy. That is why most of them offer multiple pay-per-call solutions, including warm transfers, SMS-generated calls, consumer-generated calls, and even search-generated click-to-call leads.
3. Target Call-Centric Keywords
One of the best ways to set yourself up for success is to ensure you are targeting specific keywords that appeal to the audience segment with a high likelihood of calling. These could be location-specific keywords for customers looking to visit a business or keywords that resonate with prospects who are farther down your sales funnel.
You may also discover that people prefer having a one-on-one conversation with sales agents when buying certain products or services. For instance, prospects are more willing to call you if you sell bigger-ticket items.
Remember that your campaign calling marketing doesn’t allow prospects to click through to your business website. Therefore, your keywords have to target customers with higher intent who want to get quick answers to their queries or take immediate action.
4. Determine Your Metrics
It is also critical to determine the metrics you want to measure at the beginning of your call campaign. This will help you to collect the right data for analysis. Some of the metrics you need to pay close attention to include the call duration, time of day the call was made, caller location, overall landing page performance, and conversion rate.
You also need to establish a specific call duration for what qualifies as a lead. This time could be 30 seconds or five minutes, depending on your business and what sort of products or services you offer.
However, you need to ensure that your sales agents can highlight your core services within the allotted time.
5. Set Up targeting to Match Your Call Campaign Objectives
Your primary targeting criteria must match your call campaign objectives if you want to succeed. Specific criteria, whether it is income, age, or geographic location, can help publishers target their ad placements to match the advertiser’s target audience for their offers.
Additional qualification and targeting are particularly important for call campaigns related to health, auto, and life insurance. It is also critical for campaigns related to consumer finance, such as mortgage refinancing and credit card consolidation.
Advertisers working with data-driven call networks often share their customer lists with publishers to enable lookalike targeting, which plays a critical role in generating the right message to the right person at the right time hence higher conversion rates.
6. Automate Everything
While customer interaction is unique and dynamic, almost all the other aspects of a call campaign are repetitive and monotonous. This is the primary reason you need to consider automation to save time and money.
There are many aspects of these campaigns that you can automate even if you are operating on limited resources. They include auto-tagging of contacts, follow-up emails and campaigns, call recording, call pacing, automated notes, and workflows initiated or advance after a call.
A good contacts management system should provide you with the features you need to seamlessly automate different aspects of your campaign. There are also plenty of third-party auto-dialers and other automation solutions that your business can buy on a monthly or as-needed basis to help with automation.
7. Share Call Campaign Performance Results
Lastly, you need to be open with communication, especially regarding the disposition of inbound and outbound call campaigns, to build trust among your team. For publishers to be able to optimize their campaigns, advertisers and call networks must share data on what is working and what isn’t.
Publishers who fail to receive call-specific disposition data often resort to optimizing their campaigns based on call duration, which may not necessarily correlate with conversion.
These are the top seven essential things you need to pay close attention to when setting up your inbound campaigns for call center. However, these aren’t the only keys you need to succeed. There are lots of other things you need to do right to achieve desirable results.
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