Advice for mobile marketers: don’t fear the phone call
I’m better than most at finding what I need on the internet but this morning it wasn’t working for me. I was desperately trying to find the 2015 version of my favorite planner. I found it listed on the Barnes and Noble website with a note saying it was only available in stores. Pop in my zip code and yes! My local store has it in stock. Fill out the form to get a text confirmation and done. Back to work.
Only, two minutes later I got a text saying, “can’t find it”. Now this particular style comes with a variety of covers so I began to wonder. . . would the salesclerk be savvy enough to let me know if he had the butterfly cover but not the flower cover I asked for? Only one way to find out; I called the store and asked. None in stock.
Back to the website to find the phone number of the next closest store. Another phone call and this time I found what I was after. In hindsight, I should have simply started with a phone call but that’s the funny thing about our high tech world – the phone just feels like a hassle, until you use it.
The mobile phone searcher is a different beast than the one who uses his computer to search.
Google says that 73% of mobile searches result in an action; a phone call, a visit to a store or purchase. And 89% of local mobile searches convert offline rather than online. There’s an immediacy to mobile searching that we don’t see on the PC.
Invoca’s infographic also tells us that 75% of customers believe a phone call is the quickest way to get a response and 70% have called a business directly from the search results page.
Trouble is, most marketers are spending their PPC budgets driving customers to a website or web form instead of to a human being. And we all know how much customers hate filling out webforms on a mobile phone! Yuck.
Here’s a quote from the Invoca ebook “Paid Search for the Mobile Era“:
In industries that sell high-consideration purchases, inbound calls are booming because smartphones make calling an easy next step. Click-to-call empowers customers to search, click, and call. They don’t have to fill out a lead form on a small touchscreen. They don’t have to wait for a sales rep to call them back. It’s a seamless experience that immediately puts customers in contact with businesses.
Bottom line? Don’t fear the phone call. Driving customers to hit dial with a PPC ad is a smart way to do business. One word of warning; if you do set up an inbound calling campaign, make sure the workers on the other end of the phone not only know the calls could be coming but have the information they need to properly deal with customer questions.
There’s nothing worse than a successful ad campaign that doesn’t deliver on the promise.